Deck 6: Media Planning and Strategy: Key Concepts and Considerations

Question 1

The ____________ is the percent of total media dollars spent in each category.

A)Share of spending
B)Share of voice
C)Share of competition
D)Share of market
E)None of the above

Answer 1

A

Question 2

Characteristics such as age, gender, income, education level and employment status would be classified as:

A)Sociographics
B)Demographics
C)Psychograpics
D)Technographics
E)None of the above

Answer 2

B

Question 3

When you compare media across the board using measures like CPM, you are using _________ costs.

A)Absolute
B)Fixed
C)Variable
D)Relative
E)None of the above

Answer 3

D

Question 4

The formula for Cost Per Thousand takes the ad cost and divides it by __________________ and then multiplies the product times 1,000.

A)GRPs
B)Rating
C)Audience delivered
D)Cume
E)None of the above

Question 5

When more sales generate higher production costs, you are working with a _______________ prodution cost model.

A)Cost plus
B)Time-based
C)Performance-based
D)Value-based
E)None of the above

Question 6

Based on the average CPMs noted in the textbook, CPMs for _______________ always tend to be higher than television.

A)Print (newspaper and magazines)
B)Radio
C)Outdoor
D)Internet
E)Transit

Question 7

The formula for Cost Per Point (CPP) takes the price of the ad and divides it by the ____________________.

A)GRPs
B)Rating
C)TAIs
D)Cume
E)None of the above

Question 8

Which is one of the common pricing methods used to purchase Internet advertising?

A)Market share
B)Percent of sales
C)Cost per thousand (CPM)
D)Objective / task method
E)None of the above

Question 9

A television program's ___________ is the percentage of people currently watching that specific show determined from the total number of viewers watching television at that particular moment.

A)Rating
B)Share
C)Unduplicated audience
D)Area of dominant influence
E)Average reach

Question 10

A program's _______________ represents a percentage of the number of people watching a particular TV program relative to the total population.

A)Rating
B)Cume
C)Unduplicated audience
D)Area of dominant influence
E)Average Reach

Question 11

Eighty percent of the total target audience heard the radio spots for Oakley's Delicatessen once during a four-week period. The average frequency of the
Campaign was three. Calculate the GRPs.

A)26.67
B)480
C)240
D)2.4
E)None of the above

Question 12

When Applecart Antique Mall purchased time on local television, the station account executive promised a total exposure for the ad of 26,000 HHs. Meaning the _______ for the commercial would be 26,000 HHs.

A)Gross Impressions
B)Reach
C)Frequency
D)Gross Rating Point
E)Effective Reach

Question 13

Efficiency metrics are an important component of evaluating media because they take into consideration both cost and ______________.

A)DMA
B)Audience delivery
C)Frequency
D)Conversions
E)None of the above

Question 14

When it comes to media planning, all of the following are components of scheduling EXCEPT:

A)Flexibility
B)Exposure
C)Availabilities
D)Messaging
E)Waves

Question 15

With regard to flexibility, online advertising tends to be the most flexible while _________ advertising tends to be the least flexible.

A)Newspaper
B)Magazine
C)Outdoor
D)Radio
E)None of the above

Question 16

All of the following are measures to consider related to television EXCEPT:

A)HUT
B)Circulation
C)PUT
D)GRPs
E)Program share

Question 17

With this type of ad sales, brands will commit up to 75% of their advertising budgets when fall schedules are announced for television.

A)Opportunitistic buying
B)Scatter buying
C)Upfront buying
D)Preimptive buying
E)None of the above

Question 18

Which of the following IS NOT an advantage of using TV advertising?

A)Mass coverage
B)Demonstration
C)Versatile
D)Mortality rate
E)Prestige of medium

Question 19

All of the following are types of TV commercials EXCEPT:

A)Participations
B)Spot advertising
C)Network spots
D)Product placements
E)Infomercials

Question 20

TV networks, stations, satellite companies, and cable operators all sell ads through __________.

A)Reps
B)Account planners
C)None of the above
D)Agents
E)Account executives

Question 21

The TV industry is dominated by the four big networks which have _____________ spread across the country in major markets.

A)Groups
B)Affiliates
C)Conglomerates
D)Offices
E)None of the above

Question 22

In order to seed a message strongly with a target audience, media planners often _______________ the campaign.

A)Back load
B)Front load
C)Heavy up
D)Heavy load
E)None of the above

Question 23

When evaluating media vehciles, planners begin by analyzing the frequency, reach, and ____________ of each media vehicle in consideration.

A)Continuity
B)Impact
C)Scheduling
D)Geography
E)None of the above

Question 24

CPM is a metric that tells you how much it costs to deliver a message to __________ audience members.

A)10
B)100
C)1000
D)10000
E)None of the above

Question 25

Which of these combinations is most likely to cause audience irritation?

A)High reach / low frequency
B)Low reach / high frequency
C)High reach / high frequency
D)Low reach / low frequency
E)None of the above

Question 26

This scenario is an example of what media attribute: ""daytime television dramas and talk shows do a good job of covering women who are heads of households, but a relatively poor job of reaching teenage boys who are employed full time.""

A)Selectivity
B)Coverage
C)Preemptions
D)Responsiveness
E)Relevance

Question 27

Thinking about scheduling waves, the high point of the most intense advertising is known as:

A)Flight
B)Sustaining period
C)Hiatus
D)Lift period
E)None of the above

Question 28

Think about the common metrics used to evaluate media - which of the following is NOT a delivery metric:

A)Rating
B)Frequency
C)CPM
D)ROI
E)Both C and D

Question 29

According to the book, ""Media tactics are the ___________ of the media plan.""

A)Spine
B)Brains
C)Backbone
D)Skeleton
E)None of the above

Question 30

In order to provide a framework for tactics, media planners should incude a description, rationale, cost and total ____________________ for each tactic.

A)Rating points
B)Impressions
C)Scenarios
D)Consumer journeys
E)None of the above

Question 31

Dollars set aside for a variety of situations are known as:

A)Working dollars
B)Nonworking dollars
C)Contingency dollars
D)Agency dollars
E)None of the above

Question 32

Dollars allocated to the creation of programs are known as:

A)Working dollars
B)Nonworking dollars
C)Contingency dollars
D)Agency dollars
E)None of the above

Question 33

Dollars allocated to media that will impact the overall market are know as:

A)Working dollars
B)Nonworking dollars
C)Contingency dollars
D)Agency dollars
E)None of the above

Question 34

While there is not right or wrong way to determine your budget, you should always take into account your:

A)Target and objectives
B)Tactics and strategies
C)Objectves and flowchart
D)Flowchart and strategies
E)None of the above

Question 35

All of the following are categories of communication dollars EXCEPT:

A)Contingency dollars
B)Nonworking dollars
C)Working dollars
D)Compensated dollars
E)Agency compensation

Question 36

A _______________ provides a benchmark for determining how to budget for the coming year.

A)Percent of sales
B)Percent of advertising
C)Percent of market
D)Share of voice
E)None of the above

Question 37

Your ________ will always dictate the scope of your campaign.

A)Creative strategy
B)Media strategy
C)Budget
D)Marketing objective
E)None of the above

Question 38

When running __________, you must provide certaing information about prizes, odds, entry methods, and purchase requirements.

A)Political ads
B)Religious ads
C)Contests
D)In-store promotions
E)None of the above

Question 39

When advertising focuses on the general consumer rather than the distribution channel, you are using a ________ strategy.

A)Pull
B)Push
C)Maximize
D)Minimize
E)None of the above

Question 40

Using a _______ strategy allows you to force a product or service through the distribution channel.

A)Pull
B)Push
C)Maximize
D)Minimize
E)None of the above

Question 41

When it comes to weighing media and creative decisions, planners face the age old trade-off between efficiency and ________.

A)Frequency
B)Reach
C)Impact
D)Continuity
E)None of the above

Question 42

When it comes to integrating coupons into the campaign, the most obvious media choices for creatives are:

A)Outdoor
B)TV
C)Print
D)Transit
E)None of the above

Question 43

When it comes to communication goals, ________ refers to how many people you want to see your ads.

A)Frequency
B)Continuity
C)Reach
D)Geography
E)Impact

Question 44

____________ addresses when your advertising should appear and what cycle it should be on for the campaign.

A)Frequency
B)Continuity
C)Reach
D)Geography
E)Impact

Question 45

When thinking about the purchase funnel, it is important that you look at the experience through the eyes of the ________________.

A)Account Planner
B)Client
C)Executives
D)Consumer
E)None of the above

Question 46

_____________ planning allows the media team and client to understand the trade-offs of different media channel alternatives.

A)Interaction
B)Scenario
C)Group
D)Account
E)None of the above

Question 47

Media strategies take two overall forms: media mix and media ____________.

A)Flexibility
B)Continuity
C)Scheduling
D)Impact
E)None of the above

Question 48

Media strategies are the answer to ______ you will achieve your media objectives.

A)When
B)Where
C)How
D)Why
E)None of the above

Question 49

Which of the following parts of a media plan does not require a rationale / justification?

A)Media tactics
B)Media vehicle
C)Marketing objective
D)Media objective
E)Advertising objective

Question 50

Common media mandatories include budget, geography, timing and creative implications, media already purchased, and _______________.

A)Sweepstakes
B)Sponsorships
C)Contests
D)Protocols
E)None of the above

Question 51

The communication brief should be inspirational for the creative team and __________ for the media team.

A)Resourceful
B)Practical
C)Mindful
D)Helpful
E)None of the above

Question 52

The glue that binds the media and the message together for a complete campaign is known as:

A)The Big Idea
B)The Total Concept
C)The Big Concept
D)The Total Brand Plan
E)None of the above

Question 53

The quote ""Unless your campaign contains a big idea, it will pass like a ship in the night."" was said by famous ad man, _______________.

A)Bill Bernbach
B)David Ogilvy
C)Leo Burnett
D)Lee Clow
E)John Wanamaker

Question 54

The frequency planning matrix evaluates brands based on maturity and _______________.

A)Awareness
B)Impact
C)Purchase intention
D)Click-through rate
E)None of the above

Question 55

Media planners typically set reach goals between ______ and 80% when developing a campaign.

A)0.3
B)0.4
C)0.5
D)0.6
E)None of the above

Question 56

The first factor that you need to consider when setting your goals and objectives is:

A)Target audience
B)Product purchase cycle
C)Geography
D)Continuity
E)Impact

Question 57

All of the following were mentioned as creative neccesities EXCEPT:

A)Motion
B)Demonstration
C)Budget
D)Visuals
E)Coupon integration