Deck 10: Media Planning and Budgeting for IMC

Question 1

Which of the following explains why media planners have difficulty measuring the effectiveness of advertising and promotions?

A) The media planner must usually balance quantitative data with subjective judgements based on experience.
B) An opportunity to advertise within a new media vehicle might arise, requiring movement of advertising dollars from one vehicle to another.
C) Procurement specialists often put pressure on the media decisions in an effort to save money.
D) There is a debate as to whether media planning buying should be part of an advertising agency or an independent agency.

Answer 1

A

Question 2

According to Media Digest's research on Canadian media expenditures, the media type which earns the highest revenues is:

A) magazines
B) online
C) television
D) daily newspapers

Answer 2

B

Question 3

Media selected to ensure that a certain percentage of the target audience has favourable beliefs about the brand's benefits are most likely satisfying a media objective.

A) brand attitude
B) profit maximization
C) brand awareness
D) category need

Answer 3

A

Question 4

Each of the following is a media characteristic which may affect the achievement of specific communication objectives EXCEPT:

A) audience involvement
B) audience reach
C) target audience selectivity
D) geographic coverage

Question 5

If the advertiser selects media to allow immediate purchase of the brand, the media objective is most likely:

A) category need
B) brand trial
C) media optimization
D) brand attitude

Question 6

Category need, brand awareness, brand attitude and brand trial are all examples of:

A) communication strategies
B) media objectives
C) media strategies
D) creative execution

Question 7

is the number of times a receiver is exposed to a message in a given time period.

A) Frequency
B) Potency
C) Coverage
D) Reach

Question 8

The primary objective of is to develop a framework that will deliver the message to the target audience in the most efficient, cost-effective manner possible.

A) market segmentation
B) target marketing
C) organizational planning
D) media planning

Question 9

Which of the following is NOT a factor affecting the choice of media used?

A) The characteristics of the product or service
B) The size of the budget
C) Insufficient information on audience figures
D) The behavioural objectives

Question 10

The media plan:

A) includes sales and marketing forecasts and potentials
B) includes product development
C) has five formalized stages that cannot be omitted from the process
D) requires the development of specific media objectives

Question 11

refers to the potential audience that might receive the message through a vehicle.

A) Exposure
B) Reach
C) Coverage
D) Frequency

Question 12

The is the specific carrier within a media class.

A) television message
B) medium
C) media vehicle
D) media type

Question 13

The wide variety of media available to advertisers is called:

A) the media mix
B) multi-media
C) the media profile
D) the media strategy

Question 14

Campbell Soup is the market share leader in Canada, but many new competitors have entered the market. In order to protect their leadership position and minimize consumers' switching to one of the new brand entries, Campbell should set a media
Objective.

A) head-to-head
B) brand repeat purchase
C) brand trial
D) brand leadership

Question 15

Media planning is not an easy task. Each of the following explains one of the difficulties inherent in the process EXCEPT:

A) inconsistent terminology
B) indifference of creative directors to the type of media chosen
C) difficulty in measuring the effectiveness of a medium
D) insufficient information on audience figures

Question 16

Each of the following satisfies a brand awareness media objective EXCEPT:

A) Provide sufficient number of exposures to ensure that 60 percent of the target audience recognizes the brand name when it's suggested to them.
B) Concentrate advertising during the target audience's peak purchasing time.
C) Provide sufficient number of exposures to ensure that 60 percent of the target audience recognizes the need for the product category.
D) Select media to provide coverage of 80 percent of the target audience this quarter.

Question 17

is the measure of the number of different audience members exposed at least once to a media vehicle.

A) Viewer number
B) Reach
C) Exposure
D) Frequency

Question 18

The Globe & Mail, Maclean's, and The National Post are all examples of:

A) communications decoders
B) distribution channels
C) media strategies
D) media vehicles

Question 19

Which of the following is NOT true about media planning?

A) The choice of medium generally does not influence the consumer decision-making process.
B) The media strategy being used may be the driving force behind the creative strategy.
C) The characteristics of the product or service may dictate which media type would be most appropriate.
D) The creative strategy being used may be the driving force behind the media strategy.

Question 20

Which of the following is NOT a part of the media plan?

A) Determination of media coverage
B) Frequency estimates
C) Media objectives
D) Marketing strategies

Question 21

Which of the following is a limitation of television as a media choice?

A) Scheduling flexibility
B) Cost efficiency
C) Selective exposure
D) Frequency

Question 22

Which of the following is a strength of magazines as a media choice?

A) Lack of processing time
B) Reach
C) Audience involvement
D) Frequency

Question 23

Each of the following is a media-usage characteristic which may affect the achievement of specific communication objectives EXCEPT:

A) cost efficiency
B) creativity for emotional responses
C) amount of processing time
D) control for selective exposure

Question 24

The situation in which media coverage exceeds the targeted audience is called:

A) excess media expenditure
B) underexposure
C) waste coverage
D) audience fragmentation

Question 25

Which of the following is a strength of television as a media choice?

A) Creativity for cognitive responses
B) Target audience selectivity
C) Amount of processing time
D) Audience involvement

Question 26

Which of the following is a strength of outdoor as a media choice?

A) Audience involvement
B) Amount of processing time
C) Target audience coverage
D) Reach

Question 27

Which of the following is a strength of transit as a media choice?

A) Target audience coverage
B) Scheduling flexibility
C) Creativity for cognitive responses
D) Target audience selectivity

Question 28

Media buyers might choose to live with a relatively high degree of waste coverage because:

A) repetition is the most effective method for pioneering advertising
B) the media employed are likely to be the most effective means of message delivery available
C) it allows for more specific targeting
D) it best supports a flighting media schedule

Question 29

Nordstrom placed advertising for the launch of their new Toronto stores on mall posters within the Eaton Centre, Yorkdale Plaza, and Sherway Gardens. These posters were seen by many people apart from typical Nordstrom customers. This is an example of:

A) excess media expenditure
B) media overexposure
C) media underexposure
D) audience fragmentation

Question 30

Which of the following is a limitation of outdoor as a media choice?

A) Media image
B) Frequency
C) Cost efficiency
D) Geographic coverage

Question 31

Which of the following is a limitation of transit as a media choice?

A) Clutter
B) Cost efficiency
C) Absolute cost
D) Amount of processing time

Question 32

Which of the following is a limitation of newspapers as a media choice?

A) Target audience selectivity
B) Absolute cost
C) Amount of processing time
D) Selective exposure

Question 33

Which of the following is true about the Brand Development Index (BDI)?

A) BDI indicates where a brand should maximize promotional spending, given their success in a particular geographic area.
B) BDI and CDI measure the same consumer behaviours.
C) BDI compares the brand's total sales in a given market area with the percentage of the total population in that market.
D) BDI measures the ratio of product usage to availability in a particular market.

Question 34

Tesla's research shows that approximately 65 percent of their target audience subscribes to The Globe & Mail newspaper. If that is their only media vehicle, they will experience:

A) media overexposure
B) excess media expenditure
C) less media coverage than desired (underexposure)
D) full market coverage

Question 35

helps marketers factor the rate of product usage by geographic area into the decision process.

A) The ratio of product usage to availability
B) The Brand Development Index
C) Statistics Canada's population growth analysis
D) The Category Development Index

Question 36

Which of the following is a strength of newspapers as a media choice?

A) Creativity for cognitive responses
B) Creativity for emotional responses
C) Lack of clutter
D) Target audience selectivity

Question 37

Which of the following is a limitation of magazines as a media choice?

A) Selective exposure
B) Creativity for cognitive responses
C) Cost efficiency
D) Target audience selectivity

Question 38

Which of the following is a limitation of radio as a media choice?

A) Target audience selectivity
B) Geographic coverage
C) Media image
D) Audience attention

Question 39

Under what conditions are advertisers more likely to achieve full audience coverage with their media buy?

A) When they are targeting a small number of customers or potential customers
B) In a high-involvement purchase situation
C) When the audience is fragmented
D) When media coverage reaches people who are not potential buyers or current users

Question 40

Which of the following is a strength of radio as a media choice?

A) Selective exposure
B) Clutter
C) Amount of processing time
D) Absolute cost

Question 41

My product is silk ties, which are purchased at any time of the year, but more often at Christmas and on Father's day. Given a limited budget, which strategy would likely be the most effective if I wanted to try to stimulate trial and/or sales?

A) Continuous
B) Flighting
C) Pulsing
D) Share

Question 42

Which of the following situations offers the advertiser the least attractive marketing opportunity?

A) Low BDI; high CDI
B) High BDI; high CDI
C) High BDI; low CDI
D) Low BDI; low CDI

Question 43

Which strategy would be most likely to be used by a marketer of dishwashing detergent?

A) Flighting
B) Continuous
C) Share growth
D) Pulsing

Question 44

For which of the following products is an advertiser most likely to use continuity scheduling?

A) Swimming pool chemicals
B) Laundry detergent
C) Tickets to a hockey game
D) Wood burning stoves

Question 45

When advertising scheduling involves constant advertising with heavier efforts being made at certain times, a(n) schedule is being employed.

A) intermittent
B) weighting
C) flighting
D) pulsing

Question 46

Which of the following scenarios indicates that the brand is not doing well and it would be worthwhile to determine the reasons and make some changes?

A) iPhone's share of the growing mobile phone market is at an all-time high.
B) Even though the popularity of Asian fast-food restaurants is on the rise, the Flying Wok has seen a fifteen percent decline in sales over the past three months.
C) Just when Stephanie entered the specialty textile flooring market people don't seem to want shag carpeting anymore.
D) Nestle's Quik has a high market share in a declining powdered flavour market.

Question 47

In terms of advertising, scheduling constant advertising without variation is referred to as:

A) flighting
B) geographical weighting
C) continuity
D) circulation

Question 48

Disney World advertises itself as a vacation spot throughout the year, but it advertises more heavily during the summer months and during the Christmas season when most people are vacationing. This is an example of scheduling.

A) geographical weighting
B) pulsing
C) continuity
D) flighting

Question 49

In calculating both the Brand Development Index (BDI) and the Category Development Index (CDI), a media planner obtains the following results: Low BDI and High CDI. What do these results imply?

A) High market share; good market potential
B) Low market share; poor market potential
C) Low market share; good market potential
D) High market share; monitor for sales decline

Question 50

A product that may be consumed throughout the year, but has seasonal periods where consumption is higher might best employ a(n) scheduling method.

A) pulsing
B) oscillating
C) continuous
D) flighting

Question 51

It is generally felt that consumers should get exposure to the message as close as possible to when they are going to make the purchase. On the basis of this idea, which would be the most effective scheduling method for winter boots?

A) Flighting
B) Pulsing
C) Continuous
D) Behavioural

Question 52

Recreation vehicles (RVs) advertise throughout the year but typically advertise more heavily June and in September. This pattern represents which scheduling method?

A) Oscillating
B) Flighting
C) Pulsing
D) Continuity

Question 53

Chrysler would probably wish to pursue a scheduling strategy, while Rossignol Skis would use a schedule.

A) continuous; pulsing
B) pulsing; flighting
C) continuous; continuous
D) flighting; pulsing

Question 54

For which of the following products is an advertiser most likely to use a flighting schedule?

A) Shampoo
B) Newspaper subscriptions
C) Cake mixes
D) Snow tires

Question 55

is the employment of periods of advertising along with periods of non-advertising.

A) Flighting
B) Pulsing
C) Weighting
D) Continuity

Question 56

Which scheduling method would be inappropriate for the product named?

A) Accounting services-pulsing
B) Snow blower-flighting
C) Spring-blooming bulbs-continuous
D) Soft drinks-pulsing

Question 57

In calculating both the Brand Development Index (BDI) and the Category Development Index (CDI), a media planner obtains the following results: High BDI and Low CDI. What do these results imply?

A) High market share and monitor for sales decline
B) High market share and good market potential
C) Low market share and good market potential
D) Low market share and poor market potential

Question 58

Which of the following indices reflects a company with low market share in a given market?

A) High category development index (CDI)
B) Low category development index (CDI)
C) High brand development index (BDI)
D) Low brand development index (BDI)

Question 59

In calculating both the Brand Development Index (BDI) and the Category Development Index (CDI), a media planner obtains the following results: Low BDI and Low CDI. What do these results imply?

A) Low market share and poor market potential
B) Low market share and good market potential
C) High market share and good market potential
D) High market share and monitor for sales decline

Question 60

Seasonal products such as Hallowe'en decorations and Valentine flowers would best make use of which scheduling alternative?

A) Pulsing
B) Continuous
C) Weighted ratings
D) Flighting

Question 61

Which of the following is NOT relevant to the vehicle source effect?

A) If the advertising message is relevant and compelling to the target audience, the choice of media vehicle is less important.
B) Media planners consider the most suitable media class and media vehicle for the target audience and the message.
C) People perceive ads differently depending on their context.
D) Certain media vehicles enhance the message because they create a mood that carries over to the communication.

Question 62

The concept of is based on the assumption that one exposure to an ad may not be enough to convey the desired message.

A) average reach
B) GRPs
C) effective reach
D) average frequency

Question 63

The ________ the brand share, the the frequency level required.

A) higher; higher
B) lower; lower
C) higher; lower
D) lower; higher

Question 64

To calculate gross ratings points (GRPs), you will need to:

A) multiply reach times frequency
B) multiply CPM times average frequency
C) divide reach times frequency by costs
D) divide average frequency by costs

Question 65

Which of the following is NOT an advantage inherent in the flighting method of schedule advertising?

A) Continuous target coverage
B) Extra strength during "on" periods
C) Cost efficiency
D) Ability to include more than one advertising vehicle

Question 66

The estimated number of people who read the magazine without buying it is called:

A) absolute cost
B) pass-along rate
C) overexposure
D) unduplicated reach

Question 67

is a summary measure that combines reach and frequency.

A) The Category Development Index (CDI)
B) Target ratings points (TRPs)
C) Gross ratings points (GRPs)
D) The Brand Development Index (BDI)

Question 68

New brands need a very high level of , since the objective is to make all potential buyers aware of the brand.

A) frequency
B) GRPs
C) CPM
D) reach

Question 69

A company with a substantial advertising budget with little or no awareness in the target market should:

A) sacrifice reach for continuity
B) maximize coverage
C) maximize reach
D) maximize frequency and sacrifice reach

Question 70

Given that a message is complex as far as comprehension is concerned, the strategy should be to maximize ________ at the expense of _.

A) Reach; frequency
B) Frequency; reach
C) Frequency; CPM
D) Reach; GRPs

Question 71

Which of the following media strategies is suitable for a lesser-known product with a target audience concentrated in a small area in Canada?

A) One that emphasizes frequency rather than reach
B) One that uses a high cost per thousand approach
C) One that balances reach and frequency
D) One that emphasizes reach rather than frequency

Question 72

A company has a limited promotional budget. The target market is highly concentrated and has already been shown to have high awareness and interest in the project. The goal of the promotional strategy should be to:

A) sacrifice frequency for reach
B) maximize reach
C) maximize coverage
D) increase frequency

Question 73

No one knows the exact number of necessary for an ad to make an impact, although advertisers have settled on as the minimum.

A) frequency; one
B) exposures; three
C) reach; two
D) GRPs; ten

Question 74

A major problem with the use of cost per thousand figures is:

A) determining an efficient way to estimate the effects of sweep periods
B) calculating cost estimates efficiently
C) determining time spent reading the magazine
D) determining pass-along rates

Question 75

Each of the following statements about frequency is true EXCEPT:

A) New brands generally require higher frequency levels.
B) The more unique the message, the higher the frequency level required.
C) The lower the brand's share of voice, the higher the frequency required.
D) Continuous scheduling requires less frequency than does pulsing or flighting.

Question 76

CPM is an expression of for various media vehicles.

A) absolute cost
B) compared reach
C) relative cost
D) mode

Question 77

Unduplicated reach is:

A) average reach multiplied by average frequency
B) total reach less duplicated reach
C) duplicated reach plus total reach
D) total market coverage less duplicated reach

Question 78

is the number of times the target audience reached by a media vehicle is exposed to the vehicle over a specified period of time.

A) Unduplicated reach
B) Average reach
C) Average frequency
D) Effective frequency

Question 79

To evaluate the ________ cost of print media, is used.

A) relative; CPM
B) relative; CPRP
C) absolute; CPM
D) absolute; CPRP

Question 80

is the number of target audience individuals exposed at least once to media vehicle in a specific time period.

A) Reach
B) Continuity
C) Coverage
D) Frequency