Deck 7: Traditional Media Channels

Question 1

Effectiveness in buying media time and space is dependent on each of the following factors except:

A) agency culture and track record.
B) relationship between the agency and the medium's sales representative.
C) size of the agency.
D) creativity of the media buyer.

Answer 1

C

Question 2

Identify the components of a media plan.

Answer 2

Marketing analysis, advertising analysis, media strategy, media schedule, and justification and summary.

Question 3

The individual that negotiates rates for out-of-home space and in magazine ads is the:

A) creative.
B) media planner.
C) media buyer.
D) client.

Answer 3

C

Question 4

Media planning begins with a careful analysis of the competition.

Question 5

Describe the roles of the media planner and the media buyer.

Question 6

Declining sales led the producers of S.O.S. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be the:

A) creative.
B) media planner.
C) media buyer.
D) client.

Question 7

The part of the media plan that notes when and where ads will appear is the:

A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) media schedule.

Question 8

What is the relationship between the size of an ad agency and the price it pays for spots on television or radio?

A) The bigger the company, the more that will be paid for advertising.
B) The bigger the company, the less that will be paid for advertising.
C) Medium-sized companies get the best deal.
D) There is no consistent relationship.

Question 9

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

Question 10

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

Question 11

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:

A) creative side of the agency.
B) account side of the agency.
C) media planning and buying side of agencies.
D) client.

Question 12

A media strategy is the process of:

A) investigating the media usage of a product's target market.
B) analyzing and choosing media for an advertising and promotions campaign.
C) selecting the outlets of each media that will be used for an advertising campaign.
D) choosing the proper appeal, message, strategy, and execution.

Question 13

The part of the media plan that reviews the fundamental marketing program is a(n):

A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) media mix.

Question 14

Successful marketing involves identifying target markets and the right media to reach the members of those markets.

Question 15

Client budgets for advertising have exceeded the increase in the costs of advertising time and space.

Question 16

Conducting research that matches the product to the media and the target market is the primary task of the:

A) creative.
B) media planner.
C) media buyer.
D) client company.

Question 17

The part of the media plan that spells out the media to be used and creative considerations is the:

A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) media mix.

Question 18

A spot ad is:

A) a one-time placement of an ad on a local television station.
B) one that is placed in a specific location in an ad sequence.
C) the placement of an ad series on a specific television show.
D) a one-time placement of an ad in a magazine or other print media.

Question 19

The ________ formulates a plan as to where and when ads should run.

A) creative
B) media planner
C) media buyer
D) client

Question 20

The part of the media plan that states measures of goal achievements and the rationale for choices is the:

A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) justification and summary.

Question 21

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

Question 22

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

Question 23

Reach measures the number of:

A) people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period.
B) people who place a particular brand into their evoked sets.
C) people who purchase a product in a given time period.
D) people who use a certain medium in a four week time period.

Question 24

OTS stands for:

A) outstanding test series.
B) overview of theory sequence.
C) opportunity to see.
D) oldest time score.

Question 25

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

Question 26

Frequency is the:

A) number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period.
B) number of people who place a particular brand into their evoked sets.
C) number of people who purchase the product.
D) average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period.

Question 27

Which of the following measures the average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period?

A) Reach
B) Frequency
C) Demographics
D) Impressions

Question 28

Which of the following is the most commonly used measure in media planning?

A) Reach
B) Opportunity to see (OTS)
C) Gross rating points (GRP)
D) Cost per thousand (CPM)

Question 29

In terms of measuring reach and frequency, the typical time period is ________ week(s).

A) one
B) four
C) eight
D) ten

Question 30

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

Question 31

A company seeking to build brand awareness through repeated exposures of the same ads is using high:

A) frequency.
B) continuity.
C) exposure.
D) reach.

Question 32

Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period?

A) Reach
B) Frequency
C) Demographics
D) Impressions

Question 33

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

Question 34

A marketing analysis is a comprehensive review of a company's advertising campaigns.

Question 35

Among the following ad campaigns, frequency would be highest for ________ second television spots.

A) six 15
B) one 45
C) five 30
D) four 15

Question 36

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

Question 37

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

Question 38

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

Question 39

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

Question 40

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

Question 41

If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:

A) $25.
B) $250.
C) $2,500.
D) $10.

Question 42

If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point is:

A) $100.
B) $1,000.
C) $10,000.
D) $100,000.

Question 43

If an advertisement is placed in three different places in Glamour magazine and then runs for five issues, the number of opportunities to see would be:

A) 3
B) 5
C) 15
D) depends on the gross rating points for Glamour

Question 44

Cost per rating point is calculated as:

A) cost of media buy divided by the vehicle's rating.
B) cost of media buy multiplied by the number of viewers.
C) ratings divided by gross exposures.
D) cost of media buy divided by gross exposures.

Question 45

The exposure pattern or schedule used in an ad campaign is its:

A) continuity.
B) discontinuity campaign.
C) reach.
D) frequency.

Question 46

Multiplying a vehicle's rating times opportunities to see for an advertisement calculates the:

A) cost per thousand.
B) gross rating points.
C) cost per rating point.
D) frequency.

Question 47

A measure of the impact or intensity of a media plan is:

A) cost per thousand (CPM).
B) gross rating points (GRP).
C) opportunities to see (OTS).
D) reach and frequency.

Question 48

Using media time in a steady stream throughout an entire year is which type of media budget schedule?

A) Continuous
B) Pulsating
C) Flighting, or discontinuous
D) Frequency

Question 49

Cost per rating point is the:

A) number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period.
B) measure of the impact or intensity of a media plan.
C) relative measure of the efficiency of a media vehicle relative to a firm's target market.
D) average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period.

Question 50

CPRP stands for:

A) cost per rotation program.
B) closest programmed ratings plan.
C) cost per rating point.
D) cumulative program for ratings points.

Question 51

A company that manufactures washing machines is most likely to invest in a ________ advertising campaign.

A) continuous
B) flighting, or discontinuous
C) reach
D) pulsating

Question 52

Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market?

A) Gross rating points
B) Opportunities to see
C) Gross impressions
D) Cost per rating point

Question 53

The dollar cost of reaching 1,000 members of a media vehicle's audience is the:

A) cost per thousand.
B) gross rating points.
C) cost per million.
D) effective reach.

Question 54

The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:

A) continuous.
B) gross impressions.
C) pulsating.
D) flighting, or discontinuous.

Question 55

Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:

A) cost per thousand.
B) gross rating points.
C) opportunities to see.
D) reach and frequency.

Question 56

The cumulative exposures achieved in a given time period is called:

A) cost per thousand (CPM).
B) gross rating points (GRP).
C) opportunities to see (OTS).
D) reach and frequency.

Question 57

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:

A) $50.00.
B) $500.00.
C) $20.00.
D) cannot be determined from the information given.

Question 58

If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to reach:

A) the selected target audience.
B) one thousand readers.
C) 1,644 readers.
D) one million readers.

Question 59

The technique designed to calculate an advertisement's cost in reaching a particular product's target market is:

A) effective frequency.
B) target reach.
C) weighted or demographic CPM.
D) cost per rating point.

Question 60

If an advertisement appears on the CSI television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP) would be:

A) 4.1.
B) 12.3.
C) 36.9.
D) there is not enough information to calculate the GRP.

Question 61

Opportunities to see measures 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 62

A summer camp that offers horse riding lessons that is open only from March to September would tend to budget media using a ________ schedule.

A) continuous
B) reach-based
C) pulsating
D) flighting, or discontinuous

Question 63

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

Question 64

Gross impressions are:

A) the total exposures of an audience to an advertisement.
B) calculated considering the percentage of a total audience who viewed an ad.
C) viewer reactions to the ad.
D) viewer loyalty to the medium.

Question 65

If effective reach and/or effective frequency are too low:

A) the company needs a larger advertising budget.
B) the company has not spent all of its advertising budget.
C) some of the company's budget may be wasted on extra exposures.
D) the company will fail to attain its intended objectives.

Question 66

CPM measures the length of time an advertisement runs.

Question 67

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 68

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

Question 69

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

Question 70

When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used?

A) Continuous
B) Gross impressions
C) Pulsating
D) Flighting, or discontinuous

Question 71

Frequency is a measure of the impact or intensity of a media plan.

Question 72

Gross rating points are measured by multiplying ratings times the frequency.

Question 73

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

Question 74

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

Question 75

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

A) 10,000
B) 40,000
C) 50,000
D) Gross impressions can't be calculated with the information provided

Question 76

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

Question 77

Reach represents 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 78

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

Question 79

Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using?

A) A continuous campaign
B) Gross impressions
C) A pulsating campaign
D) A flighting (or discontinuous) campaign

Question 80

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