Deck 12: Media Planning Essentials

Question 1

Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience.

Answer 1

True

Question 2

In the context of audience exposure to a media vehicle, increasing the frequency of exposures results in an increased reach of the target audience.

Answer 2

False

Question 3

In social media, the brand-consumer relationship is characterized by two nodes-marketer to consumer.

Answer 3

False

Question 4

The message weight objective provides a very specific, detailed perspective for a media planner.

Question 5

With the merger of movies, music, gaming, and other entertainment, media planning no longer involves numbers, schedules, and deadlines.

Question 6

In a real world scenario, the overall development of the advertising plan takes place right after the media planning process.

Question 7

Message impressions refer to exposures to the ads themselves.

Question 8

The forgetting function is based on latest psychological research and explains the random and unique nature of
each individual's memory.

Question 9

A media vehicle refers to a broader category of media than a media class.

Question 10

Broadcast television, cable television, and national magazines have the largest and broadest reach of any of the media.

Question 11

Events are an example of measured media.

Question 12

The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks.

Question 13

CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium.

Question 14

A retailer selling books runs its print ads in a newspaper during the first week of October, the first week of
November, and Thanksgiving week.The retailer is using a between-vehicle media strategy.

Question 15

Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.

Question 16

Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and cold remedies.

Question 17

In push media, the consumer goes looking for the advertiser or advertising.

Question 18

A 30-second television ad is an example of pull media.

Question 19

Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets.

Question 20

The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as frequency.

Question 21

Which of the following is true of single-source tracking services?

A)They offer information solely on demographics.
B)They refer to collecting information primarily from social networking sites and search engines.
C)One of its drawbacks is that they ignore data related to purchase size and purchase frequency.
D)They offer information on brands, purchase size, prices paid, and media exposure.

Question 22

A media planner is making placement decisions for a new line of cosmetics.She focuses on ten different cities in the country where the purchase size of the products is high.This is an example of:

A)geo-targeting.
B)media mix.
C)below-the-line promotions.
D)above-the-line promotions.

Question 23

You are working on a new media plan.You remind yourself that the true power of a media plan rests on the , that is, knowing what you are trying to do with your media, and matching those objectives with your media choices.

A)share of volume
B)media class
C)media continuity
D)media strategy

Question 24

A retailer decides to use newspaper ads to promote its line of men's and women's swimwear.In the media planning process, the retailer has chosen a(n):

A)interactive media.
B)media class.
C)media vehicle.
D)media mix.

Question 25

A fast food company wants to launch a new advertising campaign to boost its sales.In order to target the right customer base, the company refers to their pages on social media sites.Through these sites, it collects details of people who could become prospective customers of the company.Which of the following is the company using to find prospective customers?

A)Gross impressions
B)Geo-targeting
C)Big Data
D)Message weight

Question 26

Which of the following best defines micro-targeting in the context of media strategies?

A)Micro-targeting indicates the focus of brands on specific media classes.
B)Micro-targeting refers to creating customized advertising messages and offers.
C)Micro­targeting focuses on covering the same geographic area as the advertiser's distribution system.
D)Micro-targeting is the placement of ads in a way that exposes them to a large number of people.

Question 27

Media planners need to identify media that cover the same region or location as the advertiser's distribution system. This is an example of , a critical element in setting advertising objectives.

A)frequency
B)geographic scope
C)micro-targeting
D)purchase size

Question 28

Creating a visual representation of the media schedule gives an advertiser tangible documentation of the overall media plan.

Question 29

Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water, a media planner has to decide which broad categories to use-television, radio, magazines, newspapers, Internet sites, etc.When he zeroes in on using both television and the Internet, he has chosen his:

A)unmeasured media.
B)media classes.
C)big data.
D)media vehicles.

Question 30

The blend of different media that will be used to effectively reach the target audience is called the:

A)media mix.
B)media objective.
C)big data.
D)media vehicle.

Question 31

Which of the following is most likely to be used for above-the-line promotion?

A)Coupons
B)Blogs
C)Magazines
D)Social networking sites

Question 32

Below-the-line promotion is also referred to as .

A)big data
B)calculated media
C)unmeasured media
D)above-the-line promotion

Question 33

Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.

Question 34

A Los Angeles based ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and newspapers.It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience.It is also an expert in creating the schedule in which these messages will appear.This ad agency is working effectively as a:

A)media bidder.
B)media planner.
C)media vehicle.
D)media class.

Question 35

Which of the following is an example of unmeasured media?

A)Paid Internet search
B)Network TV
C)Spot radio
D)Local newspapers

Question 36

The only thing limiting the new media right now is that they:

A)cannot be interactive and drive audiences to engage with brands.
B)cannot track customer data.
C)still have not developed the actual ads, promotional contacts, and IBC to leverage all these data.
D)are not reliable enough to use search engines in order to understand customers' search behavior.

Question 37

In advertising, which of the following acts as a primary barrier for small companies?

A)They do not have access to digital and social media to create buzz marketing.
B)They use below-the-line promotions instead of above-the-line promotions.
C)They do not have enough money for advertising at national or international levels.
D)The goods and services they offer do not require marketing.

Question 38

Electronic data services provide standardized data, reports, and analyses that are comparable across media categories.

Question 39

Media buyers evaluate the audience reach, CPM, and timing of each buy.

Question 40

Individual syndicated services typically analyze media categories that they do not measure.

Question 41

Net promoter scores measure:

A)the number of times a customer clicks on a pop up link.
B)the good mentions and bad mentions of a brand in the social media.
C)how many Internet users visit a social networking site or a blog.
D)whether consumers search for online offers or not.

Question 42

Which of the following refers to the sum of the exposures to the entire media placement in a media plan?

A)Gross impressions
B)Single-source
C)Big data
D)Micro-target

Question 43

You are looking at figures and trying to understand the overall message weight for your client's shaving cream ads. You remind yourself that some people who watched the ad on a TV program may have also seen it in a magazine.This is called:

A)between-vehicle duplication.
B)micro-target.
C)within-vehicle duplication.
D)below-the-line promotion.

Question 44

An established electronics business has reinvented itself and come up with some novel new products.The owners want to go beyond the same old ads and commercials to promote these products.As a well-informed media planner, you suggest a merger of advertising and entertainment, including promotions in video games, cell phones, in malls and retail stores, and at movie theaters.This mix is known in the industry as:

A)Madison & Vine.
B)above-the-line promotions.
C)media buying services.
D)a Unique Selling Proposition.

Question 45

A manufacturer of oakwood furniture decides to place half-page print ads in a newspaper every Sunday for a period of two months.This is called .

A)continuous scheduling
B)flighting
C)pulsing
D)media mixing

Question 46

Which of the following is true of the square root law which states that the recognition of print ads increases with the square of the illustration?

A)It should be used as a general guideline.
B)It should be considered purely as a law.
C)It is very precise.
D)It offers customized feedback on different advertising efforts.

Question 47

Share of voice is a calculation of any one advertiser's brand expenditures relative to the:

A)overall spending in a category.
B)total revenue generated by the advertiser.
C)reach of several media vehicles.
D)frequency of its ads.

Question 48

If an advertisement placed on the hit network television program American Idol is watched at least once by 10 percent of the advertiser's target audience, then the is said to be 10 percent.

A)reach
B)frequency
C)scope
D)class

Question 49

A manufacturer of a brand of high-end hiking boots and specialized athletic shoes has hired your agency to run a print campaign.You tell the client that a full-page, black-and-white ad in Hiking and Biking magazine will cost them $1,650 to run once.You also remind the client that the circulation of the magazine is 42,000.To give the client the cost per thousand for this media buy, which formula would you use?

A)Take 42,000 divided by 1,650 multiplied by 1,000.
B)Take 1,650 multiplied by 1,000 divided by 42,000.
C)Add 1,650 and 42,000 divided by 1,000.
D)Take 42,000 divided by 1,000 plus 1,650.

Question 50

of an ad is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time.

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

Question 51

Which of the following measures media weight based on both reach and frequency?

A)Media mix
B)Gross rating points
C)Share of voice
D)Cost per thousand

Question 52

A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then again having a two-week period of heavy advertising.What kind of a media schedule is this?

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

Question 53

An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in its target audience that will be exposed to the chosen media vehicle-in this case, the city newspaper
-at least one time during the campaign period.The client has just been given a measure based on:

A)reach.
B)frequency.
C)class.
D)scope.

Question 54

is the gross number of advertising exposure opportunities delivered by the media vehicles in a schedule.

A)Big data
B)Effective reach
C)Message weight
D)Effective frequency

Question 55

A children's apparel manufacturer promotes its clothes on a regular basis, but needs a stronger message in August, for back-to-school shopping; in December, for holiday shopping; and in May, for summer shopping.What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling?

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

Question 56

A media buyer places an ad for a new range of wines in four different magazines.The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each.The buyer now can inform the client at the winery of the ad, that is, 4,750,000 exposures.

A)continuous schedules
B)geo-targets
C)share of voice
D)gross impressions

Question 57

The forgetting function is based on a well-known concept and compelling research showing that things that are remembered, including ad messages,:

A)can be remembered almost indefinitely.
B)are removed from short-term memory almost immediately.
C)fade from people's memories at mathematically calculated intervals.
D)are retained only if the individual wants to remember them.

Question 58

In the world of advertising and promotion, CPM is a common measure of media efficiency.What does the "M" in CPM stand for?

A)Media plan
B)Media class
C)The share of voice
D)The Roman numeral for 1,000

Question 59

Overall, computer modeling:

A)helps replace planning and sound judgment made by media specialists.
B)provide standardized reports that are comparable across media categories.
C)lean toward high-end media options that result in costly media buys.
D)assess a wide range of possibilities and save advertisers a lot of money.

Question 60

A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser. The planner decides to multiply the reach of each promotion plan with the frequency, in order to compare:

A)SOVs.
B)IBPs.
C)CPMs.
D)GRPs.

Question 61

Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency.Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.
(Scenario 12-4) The interviewer says that one one of your responsibilities at the job will be to gather details of audience members of every local TV vehicle, so clients can be informed about the key characteristics of their target markets.Which of the following would you need to do in order to perform this task?

A)Organize above-the-line promotions for your clients.
B)Use continuous scheduling for your media schedules.
C)Calculate the share of voice of your clients.
D)Contact a single-source tracking service like BehaviorScan.

Question 62

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.
The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities.She decides to buy space in American Life editions that reach the top 10 metropolitan markets.This media strategy is referred to as:

A)geo-targeting.
B)flighting.
C)pulsing.
D)share of voice.

Question 63

Scenario 12-1
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years.Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its
2008 sales.
Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.
Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than
Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to
$1,553,000 spent by Appleberry.Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.
Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000
(Scenario 12-1) Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams.Which of the following is the company calculating?

A)Share of customers
B)Share of volume
C)Share of voice
D)Share of mind

Question 64

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.
The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) Based on the figures provided, what is the CPM of a single-page, full-color advertisement in American Life's national edition?

A)$ 10.99
B)$ 45.19
C)$ 32.06
D)$ 90.98

Question 65

Scenario 12-1
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years.Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its
2008 sales.
Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.
Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than
Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to
$1,553,000 spent by Appleberry.Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.
Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000
(Scenario 12-1) Blackberry Valley's ad agency has come up with a series of ideas through which they are planning to target people who are health-conscious and are looking for organic options.The agency has decided to use the social media to find out detailed behavioral information about customers.The agency also plans to turn these individuals into advocates of their brand.Which of the following is the company using?

A)Continuous scheduling
B)Media mix
C)Below-the-line promotions
D)Big Data

Question 66

Scenario 12-1
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years.Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its
2008 sales.
Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.
Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than
Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to
$1,553,000 spent by Appleberry.Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.
Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000
(Scenario 12-1) Share of voice of a company can be calculated to:

A)the essential good mentions-bad mentions about a particular brand or product.
B)understand the strengths and weaknesses of competitor's products.
C)determine a brand's share of product category spending on a particular advertising medium.
D)assess the threats in a particular market.

Question 67

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of
850,000.The entire adult population of the city is considered Champion Chocolate's target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.They decide to use local television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show.The show has a rating of 30.
Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) To calculate the reach of their product, the company's media planners begin calculating gross impressions.To do so, they would calculate:

A)the sum of exposures to the entire media placement in the media plan.
B)add the figures of between-vehicle duplication and within-vehicle duplication.
C)the gross number of media vehicles used in a schedule.
D)the total number of times an individual in a target audience is exposed to a message.

Question 68

Scenario 12-1
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years.Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its
2008 sales.
Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.
Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than
Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to
$1,553,000 spent by Appleberry.Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.
Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000
(Scenario 12­1) A new line of Blackberry Valley jams is being launched.Its agency's media planner calls two consumer research companies-Mediamark Consumer Research and BehaviorScan and asks for data before placing ads for the new products.Mediamark Research and Information Resources will be furnishing information on:

A)the environmental laws that the company needs to follow in order to produce the jam in a sustainable way.
B)the brand preferences, purchasing habits, and purchase size of customers.
C)the additional features that the company's products have in comparison with products of their competitors.
D)the different ways in which production processes can be made more efficient.

Question 69

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of
850,000.The entire adult population of the city is considered Champion Chocolate's target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.They decide to use local television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show.The show has a rating of 30.
Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) Champion Chocolate used newspapers, local television, and magazines to promote their products. Which of the following did they use?

A)Media classes
B)Media vehicles
C)Big Data
D)Media scope

Question 70

Murray & Murray is the agency of record for all brewing products of a Wisconsin beer manufacturer.This means that Murray & Murray has been chosen by the client to:

A)assess the impact of the different ads of the company.
B)handle all creative services and production issues.
C)negotiate contracts for time and space.
D)collect detailed consumer information.

Question 71

Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency.Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.
(Scenario 12-4) The interviewer says that the position will involve working with both measured and unmeasured media.Then she asks what you know about these two types of media.You should answer by saying:

A)"In the early days of advertising, all media were unmeasured.Currently, however, only advertising on the Internet is considered unmeasured."
B)"Measured media include the Internet, television, radio, magazine, newspaper, and outdoor media. Unmeasured media include everything else, such as events, product placements, and coupons."
C)"Measured media includes paid Internet search and retail shelving.Unmeasured media consists of syndicated and local TV."
D)"Measured media is directed at households and individuals.Unmeasured media is directed at businesses and members of trade channels."

Question 72

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of
850,000.The entire adult population of the city is considered Champion Chocolate's target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.They decide to use local television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show.The show has a rating of 30.
Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays.Thus, its advertising schedule is reflective of a strategy.

A)net promoting
B)continuity
C)pulsing
D)flighting

Question 73

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.
The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) The owners of the oak furniture company are now considering buying an ad in American Life. However, before they go ahead with their decision, they want to know the approximate number of times an individual within a target audience will be exposed to an ad in American Life in a given period of time.Which of the following are they referring to?

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

Question 74

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of
850,000.The entire adult population of the city is considered Champion Chocolate's target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.They decide to use local television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show.The show has a rating of 30.
Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) As part of its media planning process, Champion Chocolate is searching information about its target market that cover details such as their purchase frequency, brand loyalty, and media exposure.This type of detailed information on consumer behavior can only be obtained from a(n):

A)single-source tracking service.
B)media-buying service.
C)agency of record.
D)media class.

Question 75

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.
The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs.In other words, an advertiser might select American Life because it delivers messages to the largest target audiences at the lowest cost.Which of the following helps measure this?

A)Net volume
B)Price/cost transparency
C)Cost per thousand
D)Net promoter score

Question 76

Which of the following is true of upfronts?

A)It is increasing in popularity and will gain twice as much popularity within the next decade.
B)It is a television programming ritual conducted in the fall each year.
C)It is a period where the television networks reveal their fall line-ups and presell advertising on them.
D)About 25 percent of prime-time television advertising is bought in upfronts.

Question 77

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of
850,000.The entire adult population of the city is considered Champion Chocolate's target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.They decide to use local television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show.The show has a rating of 30.
Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) Champion Chocolate is assessing the effective frequency for its line of chocolates.This refers to the number of times:

A)consumers purchase the company's products.
B)consumers act as brand ambassadors and discuss about the brand or its products with prospective customers.
C)the city media vehicle must carry the ad message to break through the advertising clutter.
D)the target audience must be exposed to the ad message before the objectives of the advertiser are met.

Question 78

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.
The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) The owners of an oak furniture company want to know the approximate number of people who will be exposed to the ad if they decide to place an ad in the magazine.Which of the following are they referring to?

A)Reach
B)Scope
C)Dimension
D)Frequency

Question 79

Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency.Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.
(Scenario 12-4) The interviewer welcomes you, allows for initial introductions, and then starts the interview."We have a client that manufactures ebony furniture.Recently, it has launched a new line of furniture and we plan to promote its new line through a media vehicle.According to you, which should we use to promote the line?"

A)Network TV
B)Newspapers
C)Newsweek
D)Syndicated TV

Question 80

Scenario 12-1
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years.Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its
2008 sales.
Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.
Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than
Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to
$1,553,000 spent by Appleberry.Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.
Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000
(Scenario 12-1) If Blackberry Valley uses below-the-line promotions to boost its sales, which of the following is it most likely using?

A)Preprinted inserts
B)Television commercials
C)Ads in magazines
D)Retail shelving