chapter 15 (14TB)
114) Sam is developing a media plan for a shoe company that just went national. What is his first step in developing the media plan? A) identifying the target audience B) creating a media strategy C) determining the reach and frequency of the plan D) creating media objectives E) determining what media to use
a
118) The newspaper in Panama City, Florida, The News Herald, charges national advertisers $45.00 per column inch. On Sunday, which is the day most national advertisers would want to advertise, this newspaper has a circulation of 70,000 households. Calculate the approximate CPM for one column inch. A) $0.64 B) $1.12 C) $6.40 D) $11.30 E) $18.00
a
119) The newspaper in Panama City, Florida, The News Herald, charges national advertisers $45.00 per column inch. On Sunday, which is the day most national advertisers would want to advertise, this newspaper has a circulation of 70,000 households. Of these households, 40,000 are in one advertiser's target audience. Calculate the TCPM for one column inch for this advertiser. A) $0.64 B) $1.12 C) $6.40 D) $11.30 E) $18.00
a
15) Which of the following include exposure to traditional mass media, word-of-mouth, place-based media, in-store brand exposures, and interactive media? A) contact points B) gross rating points C) aperture points D) impression points E) rating points
a
20) Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time? A) reach B) frequency C) continuity D) impression E) target
a
27) Which of the following statements is FALSE regarding frequency? A) Average frequency is a more precise metric than frequency distribution. B) Average frequency can give the planner a distorted idea of the plan's performance. C) The frequency distribution method is more revealing than the average frequency method of reporting repetition. D) The frequency distribution shows the percentage of audience reached at each level of repetition. E) The range of frequency is often large; some in the target audience can see a brand message once while others may see it 10 times within the same given period.
a
31) Most brands use a variety of targeted media vehicles known as a ________. A) media mix B) media strategy C) heavy-up schedule D) continuous strategy E) flighting strategy
a
35) Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message. This ideal point is called a(n) ________. A) aperture B) contact point C) touch point D) impression E) pulse
a
44) Which type of schedule is designed to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture opens again? A) pulsing B) flighting C) continuous D) carryover E) lead-in
a
47) If a flighting strategy works, there will be a ________, which means that consumers will remember the product across the gap until the next advertising period begins. A) carryover effect B) hiatus C) lead time effect D) push E) pull
a
55) To be more precise in determining the efficiency of a potential media buy, planners often look at the ________. A) targeted cost per thousand (TCPM) B) gross ratings points (GRP) C) cost per impression (CPI) D) category development index (CDI) E) brand development index (BDI)
a
57) Which is a method of comparing media vehicles by estimating the cost of reaching 1 million households based on a program's rating points? A) cost per point (CPP) B) cost per thousand (CPM) C) cost per prospect (CPP) D) brand development index (BDI) E) category development index (CDI)
a
122) Rachel is creating an international media plan for her client. Which of the following is NOT true concerning global media planning? A) Global media plans have to piece together worldwide coverage with a variety of tools. B) The Internet is the only true global medium. C) Cable TV companies are offering an increasing number of international networks. D) Satellites are regional, not global, in coverage. E) Technical limitations, coverage areas, and government regulations prevent satellite transmission from becoming universal. Answer: B
b
125) 28th Avenue Wine & Spirits decided to start advertising its business, but it does not have a large budget to devote to it. However, the company's sales are seasonal, with the highest sales occurring between Thanksgiving and New Year's. If 28th Avenue Wine & Spirits would like to have a media presence all year round, which continuity schedule would most likely make the most of the budget? A) continuous strategy B) pulsing strategy C) flighting strategy D) heavy-up strategy E) burst strategy
b
19) ________ describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience. A) Reach objectives B) Media objectives C) Frequency objectives D) Mission statements E) Vision statements
b
22) The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market. A) frequency distribution B) targeted reach C) effective frequency D) targeted frequency E) reach distribution
b
25) Which concept refers to the repetition of message exposure? A) reach B) frequency C) continuity D) impression E) carryover
b
4) Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand? A) share of market B) share of voice C) share of media D) share of spending E) share of category
b
45) Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising? A) pulsing B) flighting C) continuous scheduling D) flow scheduling E) lead-in
b
53) Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions? A) cost per point B) cost per thousand C) cost per impression D) brand development index E) category development index
b
59) Which of the following is the most important function of media buying? A) providing information to media planners B) matching the media vehicle to the strategic needs of the message C) negotiating cost and making the media buy D) handling all billing and payment for media buys E) monitoring the media plan performance
b
70) Media companies that have brought the planning and buying functions back together offer ________ services rather than unbundled media services. A) value-added B) consolidated C) make-good D) measured media E) lead-in
b
115) If a company wants to increase the percent of people exposed to its message during its media campaign, then the company is most likely trying to increase its ________. A) frequency B) target C) reach D) objectives E) aperture
c
116) Henry is employed at an advertising agency and was approached by a company that recently became national. The company wanted to advertise exclusively on television. Henry suggested that the company's media plan instead use several media vehicles, known as ________. A) measured media B) earned media C) a media mix D) share of voice E) unbundled media
c
120) On Wednesday nights, one TV hit commanded the highest advertising rates for the network TV season, charging advertisers $658,333 per 30 seconds. During one Wednesday in April, the hit show had almost 25 million viewers. Calculate CPM for this Wednesday in April. A) $0.04 B) $2.63 C) $26.33 D) $37.97 E) $263.30
c
13) Traditionally, outdoor boards have been purchased and measured in terms of ________, which are estimates of the percentages of the population who had the opportunity to see the sign. A) coverage B) exposure C) showings D) ratings E) gross impressions
c
16) ________ media are chosen based on metrics such as GRPs and CPMs, while new media depend more on factors like brand experience, involvement, and personal impact. A) Independent B) Social C) Measured D) Analog E) Digital
c
23) The number of people in the vehicle's audience who are neither customers nor prospects is called ________. A) reach distribution B) carryover C) wasted reach D) average frequency E) aperture
c
28) What is a general rule of thumb regarding the number of exposures needed for a message to sink in? A) one to two B) two to three C) three to ten D) six to twelve E) ten to fifteen
c
51) The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program. A) frequency distribution B) gross rating points (GRPs) C) targeted rating points (TRPs) D) share of voice E) total audience impressions
c
54) What does CPM stand for? A) cost per million B) cost per impression C) cost per thousand D) cost per point E) cost per medium
c
60) Online media vehicles now offer media buyers ________ buying that relies upon algorithms to target individual viewers based on their digital tracking data. A) scatter market B) up-front market C) programmatic D) frequency distribution E) horizontal
c
64) With the current trend toward using other forms of marketing communication in addition to advertising, buyers often demand additional promotional support; these activities are sometimes called ________. A) add-ons B) make-goods C) value-added media services D) preferred placements E) incentives
c
117) Jamie is a media planner for an advertising agency. The guiding principle he uses to determine a client's media plan is that advertising is most effective when it reaches the right people at the right time with the right message. What concept is this principle based on? A) marketing concept B) maximization concept C) touch point concept D) aperture concept E) contact point concept
d
121) On Wednesday nights, a hit TV show commanded the highest advertising rates for the network TV season, charging advertisers $658,333 per 30 seconds. This ad cost was based on an average rating of 16.3 for this program during the previous TV season. The hit show reached an audience of almost 25 million viewers during one week in April. Calculate the CPP. A) $26.33 B) $40.39 C) $26,330 D) $40,388 E) not enough information to determine
d
14) Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent? A) corporate plan B) market plan C) advertising plan D) media plan E) message plan
d
17) What is the first of the four basic steps in media planning? A) developing a media strategy B) establishing metrics C) analyzing metrics D) identifying the target audience E) purchasing media Answer: D
d
26) Which two methods do media planners use to estimate the frequency of a schedule? A) pulsing and flighting B) weighted frequency and weighted reach C) average frequency and gross frequency D) average frequency and frequency distribution E) gross frequency and frequency distribution
d
30) A media strategy that involves high ________ most likely involve creating broad exposure using many media vehicles, while a strategy involving high ________ is most likely narrower in focus with a more limited list of media vehicles. A) continuity, aperture B) aperture, continuity C) frequency, reach D) reach, frequency E) distribution, reach
d
39) Using a ________ strategy, a media planner would most likely put more emphasis on consumer publications than professional journals. A) pulsing B) flighting C) push D) pull E) carryover
d
48) What decision criterion do media planners use to help decide how much to budget in each DMA or region and for each target audience? A) image transfer B) average frequency C) effective frequency D) weighting E) optimum frequency
d
50) ________ indicate the weight, or efficiency, of a media plan by estimating the reach and frequency. A) Targeted costs per thousand (TCPMs) B) Costs per point (CPPs) C) Targeted rating points (TRPs) D) Gross rating points (GRPs) E) Designated marketing areas (DMAs)
d
56) What two figures are needed to calculate CPM? A) cost of an ad and program or issue rating B) cost of an ad and frequency of exposure C) average frequency and estimated target audience reached by media vehicle D) cost of an ad and estimated audience reached by media vehicle E) gross rating points and reach
d
69) The growth of media buying services as separate companies that specialize in media buying has shifted the way the media industry is organized. This is referred to as ________ media services. A) consolidating B) acquiring C) spinning D) unbundling E) detaching
d
21) Which of the following is most likely the best place to start when setting objectives for a media plan? A) frequency B) continuity C) lead time D) distribution E) reach
e
29) Which principle refers to adding frequency to reach until reaching a level where people respond? A) aperture reach B) carryover C) average frequency D) frequency distribution E) effective frequency
e
46) The period of time during which there is no advertising during a flighting schedule is called a ________. A) flight B) pulse C) down time D) carryover E) hiatus
e
52) Which of the following metrics is designed to estimate the impact of an integrated campaign that includes both digital and measured media? A) frequency distribution B) gross rating points (GRPs) C) targeted rating points (TRPs) D) share of voice E) total audience impressions
e
58) ________ techniques enable marketers to determine the relative impact of a media mix on product sales by using computer models that calculate the weight of a media schedule and optimize the schedule for the greatest impact. A) Aperture B) Frequency C) Weighting D) Reach E) Optimization
e
62) Which of the following is a function of a media buyer? A) design and create ads B) personally create in-depth market research C) find and connect agencies to handle billing and payment D) promote certain types of media E) negotiate cost and purchase media
e
63) Which of the following is NOT a function of a media buyer? A) provide information to media planners B) evaluate media choice after campaign C) negotiate cost and make the media buy D) handle all billing and payment E) design and promote advertising campaigns
e