media planning final exam
If we've spent $600,000 on our advertising on ESPN.com and generated 80,000,000 impressions, what is our CPM?
$7.50
Mobile ad spending will exceed how much this year?
$70 billion dollars
Our universe is defined as adults 25-54 and there are 100,000,000 of them. 200,000 people saw our Gatorade ad during the Mizzou football game 700,000 people were watching TV during the Mizzou game What is our rating?
.2
What percentage of our audience does a rating represent?
1%
Which of the following ad sizes are NOT used in mobile?
160x600
Our universe is defined as adults 25-54 and there are 100,000,000 of them. 200,000 people saw our Gatorade ad during the Mizzou football game 700,000 people were watching TV during the Mizzou game What is our share?
28.57
If our avg. frequency is 8.6 and our reach is 500, how many GRPs do we have?
4300
What is the reach potential of mobile for 18-24 year olds over a 4-week period?
68%
Which of the following statements is false when considering geo-targeting?
A CPG company like Proctor & Gamble should consider reaching people outside the home with TV
Which of the following is an example of paid media?
A radio ad
A vehicle is ......
A specific TV/radio show, magazine, newspaper or website
Westin hotel's "Be an oasis in a sea of chaos" is an example of what?
A strong strategy creating a platform
At what stage of the CDJ does TV NOT have a strong impact?
Advocacy
At which stage of the CDJ does Mobile have the strongest impact on?
Advocacy
Why is it important to establish KPIs prior to running your campaign?
All of these options
Digital spending now outpaces TV spending. Which of the following is NOT a reason for this?
Because TV has the most detailed target audience options available today
Why do we need to look at digital differently than traditional media?
Because audiences are measured differently and it is easier to track people's online behavior
Which of the following statements is true?
Because people have already shown an interest in your brand, re-targeting has a high conversion rate
Why do we now consider the 4Cs instead of the 4Ps?
Because the consumer needs to come first
Why do we need to look at mobile differently than more traditional desktop digital media?
Because the way we target consumers with ads is different on mobile than it is on desktop
The first step in the communications planning process is creating the communications ________________?
Brief
If your campaign has a goal of attracting new customers, which of the following drivers would be best to consider?
Build Reach
Which statement is false concerning C3 ratings?
C3 ratings measure program ratings + 3 day playback
If a client tells you to optimize to both impressions and clicks, what should you do? Choose the best answer.
Calmly visualize yourself punching them in the face, breath deeply and then educate them on why this is not possible.
Which of the following is NOT true of the "upfront" marketplace?
Commercials are negotiated on a quarterly basis
The difference between media planning and communications planning is........
Communications planning moves beyond simply reaching audiences and seeks to influence people.
If your "do" goal is to get your customer to download a coupon, which stage of the CDJ are you trying to impact?
Consideration
Which of the 4C's relates to "Product" of the 4P's?
Consumer
How does the practice of "showrooming" impact the moment of purchase?
Consumers may visit a store to find what they want but then go online to find the best deal
If selling more units is a goal of your business, which marketing objective might you employ?
Create new usage occasions
Which of the following is NOT a component of a good strategy?
Creating TV spots that will have a good chance at winning industry awards
Which of the following is NOT one of the 6 stages of the communication planning process?
Creative Execution
What is a DMA?
Designated Market Area
Which of the following is NOT one of the 3 main ways to plan message scheduling?
Driving
Which of the following is NOT a SMART objective?
Ensure our video goes viral within the first week
If our message is "fun", the media placement that is likely to resonate best with our audience is:
Which 3 companies make up well over 55% of mobile ad spend?
Facebook, Google & Twitter
Which of the following would be considered deterministic data?
Female, 30 years old, 4 kids, from Columbia MO 65201, iPad owner
Driving frequency should be the tactical driver chosen to address all EXCEPT which of the following?
Help drive home a new message
In order to earn consumer's attention, four key questions need to be answered. Which of the following is NOT one of the four questions.
How likely is the consumer to use social media to share a post?
Examples of awareness measures included all but which of the following?
How many people downloaded our coupon?
Defining target audiences starts with ________________.
How we define the business objectives & challenges
Which of the following is false about measuring display banners?
If our goal is "interest", we want to measure via CPA
If the duration of your plan is 3 months to launch your new fall line of clothes, which of the following should you include on your plan?
Include TV to take advantage of its high reach because time is not on your side
Which of the following is an example of an attitudinal goal?
Increase brand perceptions of "a brand like me" by 10%
Which of the following is NOT one of the three major buckets of Business Objectives?
Increase household penetration
Which of the following is NOT an example of a behavioral goal?
Increase profit by 6%
Which of the following is NOT a SMART objective?
Increase share of Dixie paper plates by 95% by Labor Day
Which is the second step within the purchase funnel?
Interest
Which of the following is true about second-party data?
It is information a company has on a user based on the company's role as an intermediary in a transaction
Which of the following is true about first-party data?
It is information a marketer has about users based on their direct relationship with that marketer
Which of the following is NOT an example of a behavioral measure?
Last Touch Attribution
Which of the following is NOT considered a "local" medium?
Magazines
It has been shown that very few consumers are 100% loyal to any given brand. They generally have a "repertoire of brands" that they will switch between. Which of the following is not generally a reason for consumers to switch brands?
Major Life Event
The action or business of promoting and selling products or services is the definition of what?
Marketing
Which one of the following statements about media is false.
Media is singular for Medium
Which of the following statements are true of a medium?
Medium refers to when we are talking about one form of media only
Which of the following is an example of a demographic target?
Men 25-54 years old
The percentage of time spent using certain media is roughly similar to the ad spending percentage within those media. However there are two media channels in which this not true. Which medium has a greater percentage of time spent in that medium than the percentage of ad money spent in that medium?
Mobile
Which of the following statements is false?
Mobile accounts for 30% of all US digital ad spend
When measuring social media, what does MAU stand for?
Monthly active users
Which of the following is NOT true of Magazines and the CDJ?
Most magazines appeal to general audiences
Which of the following statements are false of Radio & the CDJ?
Most reach is driven through nationally syndicated radio programs such as Rush Limbaugh, so building reach is inexpensive
Which statement is false concerning OOH & the CDJ.
OOH is typically used to drive national awareness
Which of the following statements are NOT true of "micro-moments"?
Once again, Google overcomplicates the situation. Microments are simply situations in which brand loyalty is key
If our message is such that we need to provide detailed info, which of the following media placements would likely be best?
Online display ads
Promoted brand content is the intersection of:
Paid & Owned
Newspaper rates are based on all except which of the following?
Pass along readership
Which of the following is not one of the 4P's
Post-purchase experience
Which of the following is part of McKinsey's Consumer Decision Journey but not part of the purchase funnel?
Post-purchase experience
Which of the following statements is false?
Price should be communicated in places where people are looking to be entertained
Which of the following is NOT an advantage of programmatic buying?
Programmatic allows for buyers to negotiate value added media placemtns
Which of the four "P's" of Marketing can communications influence?
Promotion
Attitudinal goals are best at impacting all but which of the following stages of the CDJ?
Purchase
"Affective" are message drivers that include all but which of the following?
Quality
Which of the following represents a difference between behavioral targeting and "re-targeting"?
Re-targeting requires the user to have been to your company's website
Which of the following is NOT a metric used in online video buying?
Reach
Nielsen measures can help you measure all but which of the following?
Search
Which is an example of "pull" media?
Search Engine Marketing
Google's ZMOT was a result of what new consumer phenomenon?
Search has put so much more information at the consumer's fingertips
Which of the following is NOT a category of KPIs?
Social
The loyalty loop is new to the CDJ. Which medium is primarily responsible for driving the impact of the loyalty loop?
Social Media
Which of the following is an example of "earned" media?
Someone retweets your brand's tweet
Which of the following is not an advertising option on Twitter?
Sponsored Stories
Objectives needs to be SMART. Which of the following is not part of being SMART?
Tactical
Which of the following statements is false?
Tactics are the goals that help solve your business objective
Which of the following is a psychographic target?
Tech Savvy Millennials
In which medium can an advertiser reach consumers the fastest?
Television
Which of the following is an example of "push" media?
Television
"The Brief" addresses all but which of the following?
The "tonality" of the campaign copy will be....
What is the main difference between the purchase funnel (the AIDA model) and McKinsey's CDJ model?
The CDJ does not stop at the point of purchase
What is the main different in finding target audiences between mobile users and laptop users?
The ability to track cookies
Which of the following statements is FALSE?
The core business challenge is usually the same as the business objective.
What was the main source of disruption to the media planner in the 20th century?
The fragmentation of media choices
One of the main differences between the AIDA theory and the CDJ is how consumers move through the active evaluation stage, it is not just about increased interest or desire but it is a very active stage on the consumer's part when they study each alternative. Which of the following has been primarily responsible for increasing the importance of active evaluation?
The growth of search has put more information in the consumer's hands
People typically have different motivations for searching on a mobile device as compared to a desktop computer. Which of the following statements is true regarding this phenomenon?
The vast majority of mobile searches have local intent
an insight can be defined as ________
The why behind the what
The formula for the best set media strategy is what?
There is no set formula
Which statement is false regarding barriers & drivers?
They are almost always opposites
Which of the following statements are false regarding low-involvement products?
They include items with high switching costs such as insurance & cell phone carriers
Which one of the following statements about impressions are false?
They need to be expressed as a percentage
Optimizing to both reach AND frequency should never be done because _____________.
They work in contrast with one another. As reach increases, frequency does not. As frequency increases, reach does not.
Choose the best answer. Once the business challenge is defined, brands need to zero in on the response they will make. This is typically done through the lense of ______________, _______________ and ___________.
Think, Feel & Do
Powerful brands can drive profits because consumers are willing to pay a higher price for brands they like. (T/F)
True
Which of the following is false regarding making trade-offs when developing our strategy?
Try to be all things to all people
Which of the following is NOT a way to define your target audience?
Using social media influencers
Which of the following is a feel goal (as opposed to a think goal)?
Wearing Asics running shoes shows that I am serious about running yet have an eye for style
Which is true of paid search?
You pay only for "clicks" on your ad
Which of the following is an example of "owned" media?
Your brand's website
When it comes to paid influencers, true influence drives _____________, not just awareness.
action
If your goal is to get people to share something about your brand in social media, which stage of the CDJ are you trying to impact?
advocacy
Measuring whether or not Starbuck's is a "brand like me", is an example of ______________?
affinity
The reasons why consumers do not take the actions advertisers want them to take are called ________________?
barriers
A good way to increase profit is to ______________________.
borrow equity
Which of the following measurement sources was developed to measure online audiences?
comScore
A business objective is typically what the CMO needs to worry about. (T/F)
false - a CEO is the one who worries about a business objective, The CMO worries about the marketing objective
A good way to increase share is to ______________________.
gain competitive users
Which of the following is an example of a behavioral target?
iPhone purchasers
Which of the following is the lowest reaching medium?
internet
Which of the following sources is best for measuring TV?
nielsen
A video or campaign going viral is a(n) _____________, not a(n) _______________.
outcome; strategy
Shared Content is the intersection of:
owned & earned
Campaign goals relate back to the media metrics of ___________, _____________, ______________ and ______________.
reach, frequency, impressions & clickthroughs
What does our "universe" define?
the broadest group of people that we are interested in
Taking demographics into consideration, which medium delivers the maximum reach potential against adults 18-24?
tv
Which medium delivers the maximum reach potential?
tv
If you want to create a unique & valuable position in the marketplace, you much research which of the following?
what your competitors are doing
