Deck 16: Advertising Media: Planning and Analysis

Question 1

The advertising strategy consists of advertising objectives,budget,and message and media strategies.

Answer 1

True

Question 2

Geographic information generally provides the most meaningful basis for segmenting target audiences.

Answer 2

False

Question 3

The higher up the hierarchy of effects that the advertising is meant to move the consumer,the fewer the number of exposures needed to achieve minimal effectiveness.

Answer 3

False

Question 4

Generally speaking,more prospective customers are reached when a media schedule uses multiple media rather than a single medium.

Question 5

Advertising purchased on all network programs aired simultaneously so that all consumers viewing TV at this time will be exposed to the brand's advertising is called a roadblock.

Question 6

Effective reach planning generally leads to using one medium.

Question 7

Target rating points (TRPs)adjust vehicle ratings to reflect just those individuals who actually were exposed to the advertisement.

Question 8

According to the concept of effective reach,there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.

Question 9

For media planners,the choice of media and vehicles is,in many respects,the most straightforward of all marketing communications activities.

Question 10

Frequency refers to the number of people who purchased a product as a result of an advertisement.

Question 11

The percentage of a target audience that is exposed,at least once,during a specified time frame to the vehicles in which an advertising message is inserted represents reach.

Question 12

If the media schedule for a brand yields 210 gross rating points and reaches 70 percent of the market,the frequency would be 3.

Question 13

Media planning is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

Question 14

Gross ratings points (GRPs)are calculated by dividing reach by frequency.

Question 15

Effective reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times during the media scheduling period.

Question 16

According to the three-exposure hypothesis,it is best to use three different mediums to maximize advertising effectiveness.

Question 17

The time frame used by the majority of media planners for measuring reach is usually two weeks.

Question 18

Brands with lower market share require fewer advertising exposures to achieve minimal levels of effectiveness.

Question 19

Vehicles are the general communication methods that carry advertising messages,and media are the specific broadcast or print choices in which advertisements are placed.

Question 20

A recent change that has occurred in the advertising industry is the "unbundling" of media planning from creative services.

Question 21

The shelf-space model assumes that the role of advertising is to teach consumers.

Question 22

Pulsing and flighting advertising schedules are similar in that they both involve similar levels of advertising expenditures throughout the year.

Question 23

Continuity involves the matter of how advertising is allocated during the course of an advertising campaign.

Question 24

The specific broadcast programs or print choices in which advertisements are placed are referred to as _____.

A) media
B) vehicles
C) channels
D) conduits
E) delivery mechanisms

Question 25

CPM is a measure of a media vehicle's effectiveness.

Question 26

The first step in frequency value planning is to define the budget.

Question 27

CPM-TM is calculated by taking the total cost of the ad divided by the number of target market contacts (expressed in thousands).

Question 28

The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point.

Question 29

According to the shelf-space model,the consumers' second exposure to an advertisement for a brand is the most powerful.

Question 30

In a continuous advertising schedule,an equal or relatively equal amount of ad dollars are invested throughout the campaign.

Question 31

Often called a "hand-in-glove" relationship,advertising _____ considerations are inextricably related.

A) target market and brand appeal
B) research and consumer response
C) awareness and knowledge generation
D) reach and rating points
E) message and media

Question 32

Given that there is a window of advertising opportunity,advertising's job is to influence the purchase,and recency planning's job is to place the message in that window.

Question 33

The choice of _____ is,in many respects,the most complicated of all marketing communications decisions due to the variety of decisions that must be made.

A) celebrity endorser
B) message appeal
C) advertising agency
D) media and vehicles
E) research method

Question 34

CPM stands for cost per month.

Question 35

In advertising terminology,newspaper is the _____ and the Wall Street Journal is the _____.

A) script; sponsor
B) vehicle; medium
C) medium; vehicle
D) vehicle; sponsor
E) medium; sponsor

Question 36

Media-software programs allow the user to evaluate all major advertising media categories and subcategories and to find optimum schedules based on selecting multiple vehicles from within a single advertising medium and combining plans across multiple media.

Question 37

The first step involved in using media-planning software is to select the criterion for schedule optimization.

Question 38

_____ are the general communication methods that carry advertising messages,such as television,magazines,newspapers,and so on.

A) Media
B) Vehicles
C) Channels
D) Conduits
E) Delivery mechanisms

Question 39

In a flighting advertising schedule,some advertising is used during every period of the campaign,but the amount of advertising varies considerably from period to period.

Question 40

According to the shelf-space-model,achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency.

Question 41

The number of times,on average,during the media-planning period that members of the target audience are exposed to media vehicles that carry a brand's advertising message is referred to as _____.

A) scope
B) spread
C) frequency
D) reach
E) gross rating point

Question 42

Effective media strategy requires first that the target audience be pinpointed.Failure to precisely define the audience results in _____,where some nonpurchase candidates see the advertisements,while prime candidates are missed..

A) miscommunication
B) noise
C) wasted exposure
D) suboptimum frequency
E) a flighting schedule

Question 43

Which of the following is NOT an activity performed in developing the media strategy?

A) determining the advertising budget
B) selecting the target audience
C) specifying media objectives
D) selecting media categories and vehicles
E) buying media

Question 44

Which of the following is an activity performed in developing the media strategy?

A) selecting the target audience
B) specifying media objectives
C) selecting media categories and vehicles
D) buying media
E) All of these are correct.

Question 45

What recent and dramatic change has occurred with regard to media planning?

A) Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies.
B) Advertisers are conducting the media planning function in-house rather than using outside advertising agencies.
C) Advertisers are spending dramatically less on media than previously.
D) Advertisers are "unbundling" media planning from full service agencies and consolidating this function across multiple brands.
E) Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans.

Question 46

Renee is selecting the target audience,specifying media objectives,selecting media categories and vehicles so that media buyers can then purchase media for her agency's client.Renee is developing the _____.

A) advertising strategy
B) marketing strategy
C) media strategy
D) message strategy
E) tactical strategy

Question 47

Which of the following terms is interchangeable with reach?

A) 1+
B) gross coverage
C) unduplicated audience
D) 3+
E) target audience

Question 48

Which of the following is one of the fundamental objectives in media planning?

A) effectiveness
B) reach
C) budget
D) efficiency index
E) OTS

Question 49

A brand has a target audience consisting of 80 million households.Television commercials for the brand are aired 40 times during a four-week period,which produces 600 gross rating points.The net coverage,or unduplicated audience,is 60 million households.The computed reach is _____.

A) 15
B) 32
C) 40
D) 75
E) 80

Question 50

Anita's is a local hair salon.During an established time frame,her target audience was exposed to three of her advertisements.The three represents _____.

A) gross rating point
B) spread
C) scope
D) reach
E) frequency

Question 51

Marketing strategy entails _____.

A) defining advertising objectives
B) developing the advertising budget
C) developing promotion messages
D) developing media strategies
E) target market identification

Question 52

Capo's is a local restaurant that has just started to advertise.Seventy percent of their target audience was exposed one or more times to their advertisements during an established time frame.Seventy (70)is the _____ for Capo's.

A) scope
B) spread
C) reach
D) frequency
E) gross rating point

Question 53

Which of the following factors can increase the reach that is achieved with a particular media schedule?

A) use multiple media
B) diversify vehicles within each medium
C) vary the dayparts in the case of radio and TV advertising
D) a and b only
E) a, b, and c

Question 54

The percentage of a target audience that is exposed,at least once,during a specified time frame to the vehicles in which an advertising message is inserted represents _____.

A) scope
B) spread
C) reach
D) frequency
E) gross rating points

Question 55

The most meaningful basis for segmenting target audiences is _____ data.

A) demographic
B) geographic
C) lifestyle/psychographic
D) product usage
E) geodemographic

Question 56

Media planning involves coordination of three levels of strategy formulations:

A) marketing strategy, advertising strategy, and message strategy.
B) marketing strategy, advertising strategy, and media strategy.
C) promotion strategy, advertising strategy, and message strategy.
D) promotion strategy, placement strategy, and media strategy.
E) marketing strategy, placement strategy, and media strategy.

Question 57

The typical established time frame for measuring _____ is generally four weeks.

A) reach
B) penetration
C) effectiveness
D) consistency
E) efficiency

Question 58

One part of the media strategy entails _____.

A) selecting the target product
B) specifying media OTS
C) selecting media categories and vehicles
D) selling media
E) selecting the marketing mix

Question 59

_____ is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

A) Media planning
B) Marketing planning
C) Communications planning
D) Continuity planning
E) Cost planning

Question 60

Kraft is introducing a new line of salad dressings that are made with hearty-health omega-3 oils and wants to get the highest reach possible for the advertising of this product.What can Kraft to do increase reach?

A) advertise in multiple media, such as television and magazines
B) maximize the number of times consumers have an opportunity to see the ads for these products
C) use media vehicles with the lowest CPMs
D) use media vehicles with the highest CPMs
E) advertising only during prime time television programs because that's when most consumers watch television

Question 61

A June advertising campaign for Rolex watches included placements in five magazines and yielded 400 GRPs.The magazines,their ratings (in parentheses),and the number of ads that were placed in each magazine during June [in brackets] are as follows.Newsweek (25)[4]; Southern Living (30)[4]; Sports Illustrated (20)[4]; Golf Digest (20)[4]; GQ (?)[1].What is the rating for GQ?

A) 10
B) 20
C) 30
D) 40
E) 50

Question 62

Assume that an advertising campaign reaches 60 percent of the target market.The target market was reached 6 times on average.The GRP would be ____.

A) 10
B) 36
C) 66
D) 360
E) 3600

Question 63

A basic premise of frequency value planning states that _____.

A) advertisers should select a media schedule that generates the most exposure value per gross rating point
B) a minimum of three exposures to an advertisement is necessary to achieve optimal effectiveness
C) a minimum of three different media should be used to achieve optimal effectiveness
D) the flighting media schedule is more effective than the other types of scheduling
E) humorous messages are the most effective type of message

Question 64

Assume that the media schedule for a brand yields 300 GRPs and reaches 50 percent of the market.The frequency would be ____.

A) 6
B) 50
C) 250
D) 350
E) 1500

Question 65

What is the frequency of a media schedule in which 20 percent are reached one time,40 percent are reached two times,20 percent are reached three times,and 10 percent four times?

A) 1
B) 2
C) 2.2
D) 3
E) 3.3

Question 66

Effective reach planning generally leads to using _____ rather than depending exclusively on television,which is often the strategy when using the GRP metric.

A) sales promotion
B) multiple media
C) several vehicles
D) Internet advertising
E) word-of-mouth

Question 67

Assume that the media schedule for a brand yields 200 GRPs.If the frequency is 5,the reach would be _____.

A) 25
B) 40
C) 195
D) 205
E) 1000

Question 68

Assuming 1 rating point represents 1 million households,determine the GRP for a TV schedule that advertises during ER,which had a rating of 15,Will & Grace,which had a rating of 12,and CSI,which had a rating of 14 during a one week period last year.

A) 12
B) 13.67
C) 15
D) 41
E) 41,000,000

Question 69

_____ is based on the premise that there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.

A) Effective reach
B) Advertising reach
C) Precise reach
D) Calculated reach
E) Exact reach

Question 70

The first step of frequency value planning is to _____.

A) define the hypothesis
B) state the objectives
C) conduct a situation analysis
D) state the budget constraints
E) estimate the exposure utility for each level of vehicle exposure

Question 71

Selecting the media schedule that generates the most exposure value per gross rating point is a basic premise of _____.

A) the three-exposure hypothesis
B) the shelf-space model
C) frequency value planning
D) the elaboration likelihood model
E) the hierarchy of needs model

Question 72

_____ indicate(s)the total coverage,or duplicated audience,exposed to a particular advertising schedule.

A) Rating
B) Reach
C) Frequency
D) Gross rating points (GRPs)
E) Net coverage

Question 73

_____ adjust vehicle ratings to reflect just those individuals who match the advertiser's target audience.

A) Gross rating points (GRPs)
B) Target rating points (TRPs)
C) Efficiency rating points (ERPs)
D) Net rating points (NRPs)
E) Indexed rating points (IRPs)

Question 74

The concept of effective reach states that fewer exposures to advertisements are required _____.

A) when humor is used
B) when comparative advertising is used
C) for brands with higher market shares and greater customer loyalty
D) for expensive products
E) for necessities

Question 75

Gross rating points are calculated by _____.

A) reach minus frequency
B) reach plus frequency
C) reach times frequency
D) reach divided by frequency
E) reach squared

Question 76

A(n)_____ represents the percentage of audience members who are exposed f times (where f = 0,1,2,3,4,...)to a specific media vehicle.

A) efficiency index
B) frequency distribution
C) 1+ exposure
D) reach distribution
E) continuity schedule

Question 77

The number of consumers who actually are exposed to any particular advertising message carried in a vehicle is _____ the number of people who are exposed to the vehicle that carries the message.

A) less than
B) more than
C) equal to
D) twice as many as
E) three times

Question 78

The three-exposure hypothesis addresses the _____ number of exposures needed for advertising to be effective.

A) minimum
B) maximum
C) optimum
D) constrained
E) marginal

Question 79

_____ reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times.

A) Effective
B) Practical
C) Balanced
D) Exact
E) Exposed

Question 80

One objective involved in formulating media plans is determining how much advertising volume (termed _____,by practitioners)is required to accomplish advertising objectives.

A) reach
B) weight
C) frequency
D) continuity
E) strength