Deck 8: Traditional Media Channels

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

Question 3

Power has recently shifted and creatives now hold more power than media planners and buyers in many advertising agencies.

Answer 3

False

Question 4

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

Question 5

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

Question 6

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

Question 7

Ads placed on a television show each week for three months offer the opportunity for greater frequency as compared to placing one advertisement on the Super Bowl.

Question 8

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

Question 9

Client budgets for advertising have not kept up with the increase in the costs of advertising time and space.

Question 10

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

Question 11

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 12

Media planning begins with a careful analysis of the competition.

Question 13

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

Question 14

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 15

GoDaddy.com has generated buzz through producing advertisements for the Super Bowl they know will be rejected, thus generating traffic to the company's website to see the banned ad.

Question 16

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

Question 17

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

Question 18

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

Question 19

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 20

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

Question 21

Recency theory is based on the concept of intrusion value.

Question 22

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 23

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

Question 24

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 25

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

Question 26

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

Question 27

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 28

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

Question 29

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

Question 30

The three-exposure hypothesis suggests that consumers have selective attention processes as they consider advertisements.

Question 31

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

Question 32

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

Question 33

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

Question 34

Opportunities to see (OTS) measures the impact or intensity of a media plan.

Question 35

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

Question 36

Gross impressions are the number of times an individual is exposed to an advertisement.

Question 37

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

Question 38

Gross rating points are measured by multiplying ratings times frequency.

Question 39

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 40

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 41

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 42

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

Question 43

Many television shows now run as many as 19 minutes of commercials per hour of programming.

Question 44

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or do not have an interest in the product.

Question 45

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

Question 46

C3 is a rating for television commercials plus any viewing of those commercials three days after the original commercial ran.

Question 47

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

Question 48

Nielsen ratings are used to establish cost rates for television advertisements.

Question 49

Television has the advantage of intrusion value.

Question 50

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

Question 51

One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.

Question 52

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

Question 53

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 54

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 55

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

Question 56

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 57

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

Question 58

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 59

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

Question 60

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

Question 61

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

Question 62

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

Question 63

Ads in trade journals and other media have a better chance of being noticed by members of the buying center if the firm is either in a straight rebuy or a modified rebuy situation.

Question 64

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

Question 65

Retailers rely heavily on newspaper advertising because it offers geographic selectivity.

Question 66

The media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.

Question 67

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

Question 68

Newspapers are an excellent advertising medium for local companies.

Question 69

Newspapers offer the best quality color print reproduction.

Question 70

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

Question 71

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

Question 72

In business-to-business advertising, the majority of advertising dollars goes to print media and especially to magazines, both trade and business-related magazines.

Question 73

One major disadvantage facing magazine advertisers is a decline in magazine readership.

Question 74

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

Question 75

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

Question 76

Newspapers tend to have a high level of credibility with consumers.

Question 77

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially in television, outdoor, and Internet ads.

Question 78

A new interaction between use of social media and watching television has emerged.

Question 79

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

Question 80

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.