353 mktg 14
The Daily Sun has 18,000 subscribers. A church consignment sale pays $180 for a quarter-page ad in the newspaper. What is the cost per thousand (CPM)? A. $10 B. $100 C. $1,000 D. $5,000 E. $10,000
A. $10
The media planner for a manufacturer of golf clubs for women of age 30 and above is considering the cost efficiency of advertising on a talk radio station. During the morning drive time, the average number of listeners of age 30 and over is 40,000. Sixty percent are female, 25 percent earn over $35,000 per year, and 99 percent own automobiles. What is the cost per thousand of this media planner's target audience (TCPM) if a 30-second commercial costs $200? A. $8.33 B. $17.50 C. $80.00 D. $175.00 E. $200.00
A. $8.33
Assume that 30 percent of television households had the opportunity to hear a commercial produced by the Virginia Board of Tourism four times over a four-week period. What would be the GRP (gross rating points) for the commercial? A. 120 B. 160 C. 180 D. 200 E. 220
A. 120
Which of the following products would most likely advertise using a continuous scheduling pattern? A. Cat food B. Allergy pills C. Christmas ornaments D. Suntan lotion E. Swimming pool chemicals
A. Cat food
Which statement is most likely true about media buyers? A. Media buyers tend to specialize in a single medium. B. Placing an ad is a quick and easy process for media buyers. C. Rate cards prohibit media buyers from negotiating on price. D. Few media buyers communicate with media representatives. E. In small agencies, media buyers usually specialize in one medium.
A. Media buyers tend to specialize in a single medium.
An opportunity to see (OTS) is sometimes referred to as a(n): A. ad impression. B. medium weight. C. gross impression. D. message attention value. E. gross rating point.
A. ad impression.
Advertising that runs on a(n) _____ schedule runs steadily; the amount of advertising varies little over the campaign period. A. continuous B. uninterrupted C. flighting D. incessant E. time-sensitive
A. continuous
When the sponsors of a charity golf tournament purchased commercial time on local television, the station's sales rep promised a total exposure for the ad of 32,000. In other words, the _____ for the commercial would be 32,000. A. gross impressions B. frequency C. attention value D. effective reach E. gross ratings point
A. gross impressions
A feature of Google lets advertisers determine when their ads will run. Advertisers can automatically adjust their bids or pause or resume their campaigns based on the time of day or day of the week. This service offered by Google most likely affects an advertiser's _____ objectives. A. message-distribution B. continuity C. mission D. pulsing E. audience
A. message-distribution
The two major components of media objectives are audience objectives and: A. message-distribution objectives. B. continuity objectives. C. mission objectives. D. environmental objectives. E. marketing mix objectives.
A. message-distribution objectives.
The marketing plan would LEAST likely determine the: A. number of ads. B. marketing mix. C. spending strategy. D. distribution strategy. E. best market segments.
A. number of ads.
Advertisers define frequency as the: A. number of times an advertising message reaches the same person or household in a specified time period. B. number of different people or households exposed to an advertising schedule during a given time. C. predicted number of different people who will see an ad at least twice. D. variety of media types that must be used to reach the target market objectives. E. number of market segments that are targeted to attain total audience objectives.
A. number of times an advertising message reaches the same person or household in a specified time period.
The Franklin Review has 30,000 subscribers. A new restaurant in town pays $500 for a half-page ad in the newspaper. What is the cost per thousand (CPM)? A. $1.67 B. $16.67 C. $60.00 D. $150.00 E. $166.70
B. $16.67
Which of the following methods of scheduling media would be most effective for a new retailer with a slim advertising budget? A. Pulsing B. Blinking C. Bursting D. Continuity E. Roadblocking
B. Blinking
_____ refers to the length of time (duration) an advertising message or campaign will run over a given period of time. A. Frequency B. Continuity C. Effective reach D. Medium delivery power E. Medium value
B. Continuity
Which of the following functions would LEAST likely be handled by a media buyer? A. Understanding the marketplace B. Determining where to advertise C. Evaluating various media vehicles D. Monitoring advertising performance E. Negotiating special rates on volume buys
B. Determining where to advertise
Which of the following refers to the number of people who read a magazine without actually buying it? A. Gross impressions B. Pass-along rate C. Ad impressions D. Opportunity to see E. Message weight
B. Pass-along rate
Campbell's, the soup manufacturer, maintains a low-level of advertising during the entire year, but Campbell's advertises heavily during the winter months when people are cold and looking for something to help warm them up. What kind of advertising strategy is Campbell's most likely using? A. Sporadic B. Pulsing C. Rotation D. Bursting E. Periodic
B. Pulsing
Which of the following would be the most appropriate audience objective for the manufacturer of Sophie's Soups? A. To initiate a sales training program for all salespeople within the next two years B. To concentrate advertising in urban areas where canned foods have greater sales C. To increase market share of Sophie's Soups by 15 percent by the end of the year D. To use a pulsing schedule to advertise Sophie's Soups on cable and satellite TV E. To increase gross impressions of Sophie's Soups ads on the Internet
B. To concentrate advertising in urban areas where canned foods have greater sales
As an element of the media mix, the term _____ refers to the overall strategy of selecting media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives. A. media B. methodology C. mechanics D. message E. motivation
B. methodology
The maker of Advil pain relievers has introduced a pill to aid people in falling asleep. To reach its target audiences, the pill's manufacturer has decided to advertise on the Internet, on television, in business magazines, on talk radio shows, and through direct mail because it believes one medium will not reach all potential customers. The manufacturer is planning to use a(n) _____ approach. A. targeted media B. mixed-media C. media combination D. marketing mix E. environmental
B. mixed-media
The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights. A. pulsing B. roadblocking C. media monopoly D. blinking E. prestige promotion
B. roadblocking
A podiatrist's office purchased advertising time on radio station KSTH. Four thousand different listeners heard the radio spots six times during a four-week period and another 2,000 heard the commercial three times during the same four-week period. Calculate the average frequency. A. 1 B. 2 C. 5 D. 6 E. 9
C. 5
Which term refers to a possible exposure of the advertising message to one audience member? A. Advertising reach B. Medium receptivity C. Advertising impression D. Message weight E. Gross impression
C. Advertising impression
_____ is a pattern of scheduling where the same commercial is run every half hour on the same network during prime time. A. Flighting B. Pulsing C. Bursting D. Blinking E. Roadblocking
C. Bursting
_____ refers to the number of different people or households exposed at least once to a medium during a given period of time (usually four weeks). A. Audience span B. Exposure value C. Reach D. Message weight E. Frequency
C. Reach
Which of the following statements about a medium's audience is most likely true? A. Data on the size of media audiences are almost nonexistent. B. It is unethical for media vehicles to attract advertisers with audience demographics. C. The content of the media vehicle tends to determine the type of people in the audience. D. Audience refers to the number of people who remember seeing or hearing an advertisement. E. Most media planners are unconcerned about audience size because psychographic data is typically fabricated.
C. The content of the media vehicle tends to determine the type of people in the audience.
Why is media planning a more complicated process today than it was 10 years ago? A. The discovery of more sophisticated marketing research techniques B. The diminishing number of media available to advertisers C. The increasing fragmentation of the audience D. Huge advertising budgets becoming the norm E. Declining complexity in media buying and selling
C. The increasing fragmentation of the audience
The advertising response curve suggests that: A. incremental expenses in advertising build with repeated exposures. B. a high degree of advertising exposure results in message spillover. C. at a low advertising frequency there is little audience response. D. effective frequency decreases as effective reach increases. E. continuity diminishes as effective frequency increases.
C. at a low advertising frequency there is little audience response.
A(n) _____ is the total number of people or households exposed to a medium. A. complete sample B. target market C. audience D. mean viewership/listenership E. gross rating point (GRP) total
C. audience
All of the following are factors known to increase attention value EXCEPT: A. audience involvement with program material or editorial content. B. audience familiarity with the advertiser's campaign. C. brand differentiation in the advertisement. D. quality of advertising reproduction. E. timeliness of advertising exposure.
C. brand differentiation in the advertisement.
As an element of the media mix, the term _____ refers to not only the various targets for communication, but also to the targets' geographic location and segmentation considerations. A. media objective B. methodology C. markets D. message objective E. motivation of audience
C. markets
Assume that 40 percent of television households had the opportunity to hear a product commercial five times over a four-week period. What would be the GRP (gross rating points) for the commercial? A. 120 B. 160 C. 180 D. 200 E. 220
D. 200
Sixty percent of the total target market heard the radio spots for Cartersville Jewelry Exchange, at least once during a four-week period. The average frequency of the advertisement was four. Calculate the gross rating points (GRPs). A. 2.4 B. 6.67 C. 180 D. 240 E. 322
D. 240
Assume the sale of Glory brand carrots in Atlanta is 1.33 percent of the brand's total U.S. sales and assume the population of Atlanta is 1.57 percent of the total U.S. population. Calculate the BDI for Glory carrots in Atlanta. A. 0.8471 B. 2.088 C. 20.88 D. 84.71 E. 8471
D. 84.71
What assumption must be made in order for the theory behind the advertising response curve to be true? A. Effective reach is more significant than effective continuity. B. Reach and frequency multiplied together equals GRP. C. Continuity must be maintained on an even level. D. All ad exposures are equal. E. Creativity determines reach.
D. All ad exposures are equal.
_____ refers to a scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads. A. Flighting B. Pulsing C. Roadblocking D. Blinking E. Bursting
D. Blinking
Which of the following statements is most likely true about reach? A. Reach is always expressed as a percentage. B. Reach measures the intensity of a media schedule. C. Reach measures the extent of duplicated audience exposure by a media vehicle. D. Reach is the number of different households exposed to an ad schedule during a given time period. E. Reach refers to the number of times the same person or household is exposed to a vehicle in a specified time span.
D. Reach is the number of different households exposed to an ad schedule during a given time period.
Which of the following statements about media planning is true? A. One reason media planning is easier today than it was 20 years ago is the increasing number of media choices. B. The ability to advertise to larger and larger segments has made the job of media planning easier. C. The cost of all media is less today than it was 10 years ago. D. The job of media planning has been made more difficult by changes in the way advertising is bought and sold. E. The job of media planning has been made more difficult by legislation that prohibits repetitive advertising.
D. The job of media planning has been made more difficult by changes in the way advertising is bought and sold.
Why would an advertiser use a mixed-media approach? A. It is less expensive than a homogeneous media mix. B. It gives more exposure than a heterogeneous media plan. C. It is easier to schedule than any other type of media mix. D. The total effect is greater than the sum of individual parts. E. The segmentation variables require focusing on targeted groups.
D. The total effect is greater than the sum of individual parts.
The category development index (CDI) is: A. published annually by the Federal Trade Commission. B. another way to express the advertising response curve. C. an indication of the sales potential of a particular brand in a specific target market. D. based on sales of the entire product category-not a specific brand-in a specific target market. E. an indication of the economic forecast for a specific product category.
D. based on sales of the entire product category-not a specific brand-in a specific target market.
Telmar software is most likely used to help media planners: A. calculate the reach and frequency of print ads. B. negotiate with media vehicles for appropriate rates. C. monitor the creative development process in ad agencies. D. determine the potential effectiveness of marketing plans. E. measure audience responses to public relations activities.
D. determine the potential effectiveness of marketing plans.
Media people use the term _____ to describe the quality of ad exposure. A. medium value B. exposure value C. message satiation D. effective reach E. effective frequency
D. effective reach
The person in charge of negotiating and contracting with the media is called a(n): A. ad traffic manager. B. art director. C. media director. D. media buyer. E. audience planner.
D. media buyer.
The _____ describes how the advertiser will achieve its stated media objectives. A. communications plan B. media mission C. marketing mix D. media strategy E. media execution
D. media strategy
Media planners often define media objectives by the advertising schedule's _____, the total size of the audience for a set of ads or an entire campaign. A. circulation value B. attention value C. frequency D. message weight E. gross impressions
D. message weight
Assume 8.1 percent of the total sales of instant rice occur in Baton Rouge and assume that 0.78 percent of the entire population of the United States lives in Baton Rouge. Calculate the category development index (CDI). A. .6318 B. 6.318 C. 9.634 D. 10.38 E. 1038.46
E. 1038.46
_____ is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising. A. Roadblocking B. Succession C. Flashing D. Bursting E. Flighting
E. Flighting
_____ measures the intensity of a media schedule. A. Exposure value B. Attention value C. Reach D. Opportunity to see (OTS) E. Frequency
E. Frequency
The brand development index (BDI) is: A. another term for the advertising response curve. B. based on product category sales in a target market. C. published annually by the Federal Trade Commission. D. an indication of the economic forecast for a specific product category. E. an indication of the sales potential for a particular brand in a specific target market.
E. an indication of the sales potential for a particular brand in a specific target market.
The _____ of an ad is defined as being the average number of times a person must see or hear a message before it is truly received. A. medium value B. exposure value C. message satiation D. effective reach E. effective frequency
E. effective frequency
The audience for Who Wants to Be a Millionaire on a local cable channel is 115,000. During January and February, a jewelry store ran 16 ads during the show. This is the only advertising the jeweler did during those two months. Its _____ equals 1,840,000. A. message value B. ad impressions C. effective frequency D. gross rating points E. gross impressions
E. gross impressions
The Tonight Show, People magazine, and U.S.A. Today would all be suitable _____ for Advil pain reliever. A. audience communicators B. market agents C. advertising agents D. distribution channels E. media vehicles
E. media vehicles
The two ways to express _____ are gross impressions and gross rating points. A. medium delivery power B. audience perception C. audience receptivity D. medium capability E. message weight
E. message weight
The _____ is the percentage of homes exposed to an advertising medium. A. circulation B. message weight C. gross rating points D. continuity E. rating
E. rating
