Deck 8: Traditional Media Channels

Question 1

A media planner formulates a media program stating where and when to place advertisements.

Answer 1

True

Question 2

The person who buys space and also negotiates rates,times,and schedules for ads is normally the creative.

Answer 2

False

Question 3

A media buyer's job is to purchase space as well as to negotiate rates,times,and schedules for ads.

Answer 3

True

Question 4

In terms of reach and frequency,the time period usually used for measurement purposes is four months.

Question 5

Reach is the number of people,households,or businesses in a target market that are exposed to a message at least once during a given time period.

Question 6

A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series.

Question 7

An advertising analysis is a comprehensive review of a company's fundamental marketing program.

Question 8

A radio listener usually tunes into only three of the many stations that are available in a given area.

Question 9

The size of the advertising agency or media buying firm has an impact on the rates that a company will pay for media time and space.

Question 10

A marketing analysis is a comprehensive review of a company's fundamental marketing program.

Question 11

The media strategy,media schedule,justification,and summary are components of a media planning strategy.

Question 12

Frequency is the average number of times an individual,household,or business in a target market is exposed to a message during a given time period.

Question 13

Power has shifted recently and more power is now held by the creative side of the agency than by the media planning and buying side of the agency.

Question 14

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

Question 15

Media planning begins with a careful analysis of the competition.

Question 16

Client budgets for advertising have not kept up with inflation.

Question 17

Part of a media planner's job is to gather facts about various media.

Question 18

Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.

Question 19

M & M's primary spokespersons are animated figures.

Question 20

Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.

Question 21

A pulsating budget schedule means there is a level pulse of advertisements shown all year.

Question 22

If three advertisements are placed on a weekly television show for six weeks,the number of OTS is 18.

Question 23

CPM (cost per thousand)measures the length of time an advertisement runs.

Question 24

Gross rating points are measured by multiplying ratings times frequency.

Question 25

CPRP stands for cost per rating point,which is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

Question 26

A flighting,or discontinuous,budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during Christmas,Valentine's Day,and Mother's Day.

Question 27

Continuity is the exposure pattern or schedule used in an advertising campaign.

Question 28

A pulsating budget plan of advertising for a perfume would have ads just during specific times of the year,with none during the reminder of the year.

Question 29

The number of cumulative exposures achieved in given time period is called opportunities to see (OTS).

Question 30

Three-exposure hypothesis states that consumers have selective attention processes as they consider advertisements.

Question 31

If 100,000 people are exposed to an advertisement,the total gross impressions are 100,000 regardless of whether the people actually closely watched the ad or not.

Question 32

Ads placed on CSI Miami each week for three months offer the opportunity for greater frequency as compared to placing an advertisement on the Super Bowl.

Question 33

Gross impressions are a measure of the impact or intensity of a media plan.

Question 34

Rating points are a measure of the impact or intensity of a media plan.

Question 35

Effective frequency measures of the impact or intensity of a media plan.

Question 36

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times,such as Christmas,Valentine's Day,and Mother's Day.

Question 37

If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000,then the CPM (cost per thousand)would be $20.00.

Question 38

Gross rating points are a measure of the impact or intensity of a media plan.

Question 39

The three-exposure hypothesis suggests that a buyer who is actively looking for a new CD player would need to evaluate advertisements for three different players before making a choice.

Question 40

Reach and frequency are,in essence,the same thing,because they show how many people saw an advertisement over a given time period.

Question 41

Television has the advantage of intrusion value.

Question 42

Nielsen ratings are used to establish rates for television advertisements.

Question 43

One major advantage to television is the lack of clutter as compared to other media.

Question 44

Media planners utilize spot TV purchases because of the high cost of national ad time and because 75 to 80 percent of prime-time slots are sold during the spring,shortly after they go on the market.

Question 45

In general,an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads,but using only one medium

Question 46

Television offers advertisers the most extensive coverage and highest reach of any media.

Question 47

Recency theory is based on the concept of intrusion value.

Question 48

Recency theory suggests that it is a waste of money when ads reach either individuals or a business that does not need a particular product or do not have an interest in the product.

Question 49

Recency theory suggests a person must see an advertisement three times before it will have an effect.

Question 50

Effective reach is the percentage of an audience that must be exposed to a message to achieve a specific objective.

Question 51

Many television shows average 12 minutes of commercials per half hour of programming.

Question 52

If the objective of an advertising campaign is to increase brand recall,then reach is more important than frequency.

Question 53

Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.

Question 54

In the business-to-business arena,applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.

Question 55

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

Question 56

The rating of a television show is measured by dividing the number of households tuned into a particular program by the number of households with a television turned on.

Question 57

In terms of a TV ratings,a share of 9.3 means that 9.3 percent of the television that are turned on were tuned into a particular program.

Question 58

In a sequence of television commercials,advertisements placed at the beginning of the sequence have the best recall.Ads in the middle and end of the sequence have very little impact.

Question 59

A rating of 11.5 means that 11.5 percent of all televisions in the United States are tuned into that particular program.

Question 60

Recency theory would suggest that in terms of media strategy it is better to maximize frequency rather than reach.

Question 61

One of the key advantages of magazine advertisements is the short lead-time available,allowing the advertiser to react to current events.

Question 62

A major drawback of outdoor advertising is the short exposure time.

Question 63

One reason business advertisers are using television is that it has become more difficult to reach members of the business buying center through traditional business outlets,such as trade journals.

Question 64

Outdoor ads provide limited opportunities for creativity,because ads must be relative short.

Question 65

One of the major advantages of magazines is the ability to advertise to specific target markets.

Question 66

The largest category of expenditures on outdoor advertising is for local services and amusements.

Question 67

According to one study,the average return on advertising is greater for magazines than the average return for all other media

Question 68

To counter the short exposure time of billboards and to take advantage of traffic jams,a rising area of outdoor advertising is the use of ads on the sides of city buses.

Question 69

The brand development index (BDI)is a measure of a market's percentage of sales of a particular brand divided by that market's share of the total U.S.households.

Question 70

For local companies,billboards are an excellent advertising medium because primarily local audiences see the message.

Question 71

If the brand development index (BDI)for a particular brand in a selected market is 68 and the category development index (CDI)for that same market is 140,it would indicate that the brand's market share is weak in comparison to the sales of the product category.

Question 72

Radio is a viable medium for business-to-business ads because it can reach businesspeople while in transit to work and during office hours if they have the radio on at work.

Question 73

Television is more mobile than radio,giving it better reach.

Question 74

Radio advertising offers the advantage of having definable target markets based on the radio stations' format.

Question 75

Radio has the advantage of intimacy,where the DJ talks directly to the listener.

Question 76

Billboard advertising normally has a very low CPM (cost per thousand exposures).

Question 77

The category development index (CDI)is a measure of a market's percentage of sales of a particular brand divided by that market's share of the total U.S.households.

Question 78

Outdoor advertising is more than the use of billboards.

Question 79

Radio is less likely to be a viable marketing alternative for Hispanic-Americans,who do not listen as often.

Question 80

Outdoor advertising has changed dramatically with the development of new technologies,such as global positioning systems,wireless communications,and digital display technology.