Deck 11: Media Strategy, planning and Buying

Question 1

The planning approach favoured by media agencies is to ________.

A)provide hard evidence for the synergistic effects of clients' multimedia campaigns
B)unbundle media services and then negotiate higher rates for their clients
C)develop what the campaign should say and then select channels to carry the message
D)teach marketers to calculate ROI and then establish an advertising budget
E)select the media first and then develop the best message for those channels

Answer 1

E

Question 2

Preferred positions in magazines usually carry a premium surcharge around ________ higher than normal rates.

A)2-3 %
B)5-10%
C)10-15%
D)15-20%
E)20-30%

Answer 2

C

Question 3

Because the measures for various media are different,it is difficult for marketers to know ________.

A)the relative performance of each medium used in a campaign
B)whether store traffic has increased following a campaign
C)whether advertising objectives are complex enough
D)the correct formula for return on investment (ROI)
E)whether multimedia activities can build on one another

Answer 3

A

Question 4

The American Association of Advertising Agencies (AAAA)lists no fewer than ________ elements in the authorisation for a media buy.

A)5
B)11
C)21
D)37
E)52

Question 5

Cost per ________ is a method of comparing media vehicles by relating the cost of the message to the audience rating.

A)thousand (CPM)
B)impact (CPI)
C)exposure (CPE)
D)head (CPH)
E)TARP (CPT)

Question 6

Exposures are also known as:

A)opportunity to see
B)reach
C)frequency
D)(a)and (b)
E)none of the above

Question 7

Which of the following statements regarding average frequency and/or cumulative frequency distribution is FALSE?

A)Most planners prefer to use average frequency instead of frequency distribution.
B)Average frequency can give the planner a distorted idea of the plan's performance.
C)The cumulative frequency distribution method is more revealing than the average frequency method of reporting repetition.
D)To figure the average frequency for a TV schedule,you need only two numbers: the target audience ratings points and estimated reach.
E)Media planners can also calculate the average frequency using total impacts and unduplicated reach.

Question 8

With the current trend toward using other forms of marketing communication in addition to advertising,buyers often demand additional promotional support,and these activities are sometimes called ________.

A)add-ons
B)make-goods
C)value-added
D)preferred placements
E)incentives

Question 9

On Wednesday nights,Australian Idol commanded the highest advertising rates for the 2005-06 Network Ten season,costing advertisers $65 833 per 30 seconds.During its last show,suppose Australian Idol had almost 2.5 million viewers.Assuming all viewers represent your advertiser's target audience,calculate CPM.

A)$0.04
B)$2.63
C)$26.33
D)$37.97
E)$263.30

Question 10

Magazine and newspaper production deadlines are also known as:

A)endings
B)finishes
C)time's up
D)closings
E)all of the above

Question 11

Which media scheduling decision relates to factors such as seasonality,holidays,days of the week,time of day,how often a product is bought,whether it is used more in some months than in others,the consumer's best aperture and competitors' advertising schedules?

A)Duration
B)Continuity
C)Timing
D)Frequency
E)Reach

Question 12

A media ________ is a single program on TV,a magazine or newspaper title or a radio station or program.

A)planner
B)buyer
C)researcher
D)forecaster
E)vehicle

Question 13

If a specific television program has an audience of 100 000 viewers and an advertiser uses two 30-second commercials in each of five consecutive broadcasts,what are the total impacts?

A)10 000
B)100 000
C)200 000
D)500 000
E)1 000 000

Question 14

When errors in scheduling or reproduction of the advertising message occur,these are often compensated for with:

A)make ups
B)make-goods
C)make-overs
D)make does
E)none of the above

Question 15

Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message,and this ideal point is referred to as a(n)________.

A)aperture
B)contact point
C)touch point
D)impression
E)targeted reach

Question 16

The highest ranking advertising agency in Australia is:

A)Zenith Media
B)Starcom
C)Universal
D)MediaCom
E)Mitchell & Partners

Question 17

The audience that has at least one chance of being exposed to a message comprises:

A)frequency
B)reach
C)unduplicated reach
D)uncomplicated reach
E)effective frequency

Question 18

Media planning means collecting data from different sources.The three main sources of information media planners access are:

A)creative sources,marketing sources and media sources
B)accounting sources,marketing sources and creative sources
C)management sources,marketing sources and financial sources
D)marketing sources,public relations sources and financial sources
E)financial sources,media sources and creative sources

Question 19

Which two methods do media planners use to estimate the frequency of a schedule?

A)Pulsing and flighting
B)Weighted frequency and weighted reach
C)Average frequency and gross frequency
D)Average and cumulative frequency distribution
E)Gross frequency and frequency distribution

Question 20

To enhance the effect of a magazine advertisement,it should be placed adjacent to a:

A)letter from the editor
B)centrefold
C)compatible story
D)puzzle page
E)fashion spread

Question 21

The most effective way to select the most appropriate media to deliver a relevant message is by having a tight focus on the:

A)media vehicles
B)strategy
C)objectives
D)target audience
E)message

Question 22

According to an audit by Trinity P3,advertising in which of the following media had the highest carbon footprint?

A)Newspapers
B)Magazines
C)Television
D)The internet
E)Billboards

Question 23

When it comes to timing with respect to scheduling strategies,what critical questions must the media buyer resolve?

A)Duration and continuity
B)CPM and CPT
C)Reach and frequency
D)Impressions and ratings
E)Flighting and pulsing

Question 24

When the same spot appears on all commercial stations in the same time slot,this is referred to as:

A)flooding
B)loading
C)triple blocking
D)full blocking
E)road blocking

Question 25

Which concept reflects the rate of exposure and measures the number of times the exposure is expected to happen?

A)Reach
B)Frequency
C)Continuity
D)Impression
E)Effective frequency

Question 26

________ specifies how the budget has finally been allocated in the plan,and takes into account factors such as seasonality,geography and audience segments.

A)Image transfer
B)Average frequency
C)Effective frequency
D)Media weighting
E)Optimum frequency

Question 27

Lead time is a relevant concept for which of the following reasons?

A)A continuous strategy for lead time spreads advertising evenly over the campaign.
B)If the strategy for lead time works,there will be a carryover effect from past ads.
C)The further out space or time is purchased,the better the placements and prices secured.
D)The lead time for ad placement determines how many weeks the campaign will run.
E)Lead time is a method for specifying how the advertising budget has been allocated.

Question 28

Products that have a distinct season spike (e.g.sunscreen,soups,cold and flu tablets)gain most benefit from adopting a ________ strategy.

A)seasonal-priming
B)half-year
C)quarterly
D)continuous
E)flighting

Question 29

A ________ strategy can be applicable to products with a short or finite life span,such as movies,books,children's games and toys.

A)seasonal
B)half-year
C)short-fad
D)hype
E)none of these

Question 30

Which is the first and most important media objective?

A)Reach
B)Frequency
C)Continuity
D)Effective frequency
E)Average frequency

Question 31

Specialist planning teams have sprung up for related areas such as:

A)product placement
B)advertising on the internet
C)apps and games
D)all of the above
E)none of the above

Question 32

Measuring the carbon footprint of an advertising campaign means finding the total amount of ________.

A)CO₂ emitted to reach a given audience size
B)trees destroyed to produce the ads
C)steps required to carry out the campaign
D)energy used by consumers before and after the campaign
E)air pollution generated by the campaign

Question 33

Which of the following jobs is responsible for compiling audience measurement data,as well as data about media costs and availability?

A)Media planner
B)Media buyer
C)Media researcher
D)Media seller
E)Media representative

Question 34

With a methodology designed by The Gaia Partnership,advertisers can measure the _______ of their media plans.

A)return on investment
B)carbon footprint
C)engagement
D)value-added benefits
E)continuity

Question 35

Which of the following is an index of the relative consumption rate of a product group in a particular market?

A)Product development index (PDI)
B)Category development index (CDI)
C)Brand development index (BDI)
D)Buying power index (BPI)
E)Market share index (MSI)

Question 36

A television advertisement for life insurance uses the song 'Time' by The Alan Parsons Project and shows a family sharing tender moments together.They also use the same song in their radio ads in the hope that it will reinforce and re-create the message in the listener's mind.Which concept best describes this situation?

A)Transformational advertising
B)Lecture-style advertising
C)Hard-sell advertising
D)Image transfer
E)Mental imagery

Question 37

Which continuity strategy is the most severe type of continuity adjustment,and is characterised by alternating periods of intense advertising activity and periods of no advertising (hiatus)?

A)Pulsing
B)Flighting
C)Continuous
D)Even
E)Steady

Question 38

Which concept measures the percentage of total advertising spending by one brand in a product category relative to the competition?

A)Share of market
B)Share of voice
C)Share of media
D)Share of spending
E)Share of category

Question 39

The ________ effect suggests that the effect of advertising lingers across a time gap until the next advertising period begins.

A)carryover
B)hiatus
C)spillover
D)lingering
E)none of these

Question 40

Which continuity schedule is designed to intensify advertising before an open aperture and then to reduce advertising to much lower levels until the aperture opens again,and has peaks and valleys,also called bursts?

A)Pulsing
B)Flighting
C)Continuous
D)Even
E)Steady

Question 41

The cost of message unit (i.e.page or spot cost)and estimated target audience reached by media vehicle figures are needed to calculate cost per thousand (CPM).

Question 42

A key factor in the metamorphosis of the media-planning field is the fragmentation of mainstream media.

Question 43

Moving the media-buying function outside the agency is known as ________.

A)outsourcing
B)aperture
C)unbundling
D)consolidation
E)tactical buying

Question 44

An advantage of unbundled media services is that media companies can negotiate better rates for their clients.

Question 45

Technically,media plans deal with placing ________ for print,________ for broadcast and ________ for outdoor.

A)sheets;spots;insertions
B)insertions;sheets;spots
C)insertions;spots;sheets
D)spots;programs;posters
E)none of the above are correct

Question 46

Triple spotting refers to having three spots within one program.

Question 47

CPI is an estimate of the cost to expose 1000 audience members.

Question 48

Which plan specifically summarises the objectives and strategies pertinent to the placement of a company's advertising message?

A)Corporate plan
B)Marketing plan
C)Advertising plan
D)Media plan
E)Message plan

Question 49

The return on investment (ROI)of ad campaigns is such a basic measurement that today most Australian executives track it.

Question 50

It is the ________ responsibility to build the best possible argument to convince media planners to use the medium they represent.

A)media planner's
B)media buyer's
C)media researcher's
D)media seller's
E)(a),(b)and (c)

Question 51

A company that advertises mainly on television could reduce its carbon footprint by shifting its media strategy to a combination of radio and outdoor advertising.

Question 52

A media avenue is a single program on TV,a magazine or newspaper title or a radio station or program.

Question 53

Media proliferation has made it harder for advertisers,as there are so many more places and ways in which the consumer might be reached.

Question 54

Advertising not only has instantaneous effects but also carryover effects.

Question 55

One advantage of multimedia campaigns is that they have little impact on the environment,especially compared with a newspaper-only campaign.

Question 56

Media planning begins with designing a creative execution and ends with predicted costs.

Question 57

Which of the following is the key function of media buying?

A)Provide information to media planners.
B)Select the media vehicles that best fit the audience.
C)Negotiate cost and make the media buy.
D)Handle all billing and payment.
E)Monitor the media plan performance.

Question 58

Audience measurement data and media costs are compiled by media evaluators.

Question 59

Research shows that better readership of magazines is related to the inside cover and first few pages.

Question 60

According to an audit by Trinity P3,the typical media campaign using magazines had the highest carbon footprint.

Question 61

Media buyers are important information sources for media planners.They are close enough to day-to-day changes in media popularity and pricing to be a constant source of inside information.

Question 62

When errors in scheduling or reproduction of the advertising message occur,these are often compensated for with what are known as 'make-overs'.

Question 63

Your friend is considering advertising on the internet.How do you respond?

Question 64

Media buyers pay fixed prices for media from rate cards.

Question 65

List the six functions of a media buyer.

Question 66

Why have advertisers had difficulty measuring the return on investment (ROI)of their campaigns,and what alternatives have they developed?

Question 67

Several full-service advertising agencies have made their media-buying functions available to advertisers who want one agency to purchase their media.What is this called,and what has been the impact of this practice?

Question 68

A decade of research by Roy Morgan Research provides guidance on seven best practice principles for developing media plans that meet the brand or message objectives at the lowest possible cost to the advertiser/client.Discuss four of these.

Question 69

Identify three kinds of sources of information for media planning,giving examples of the information available from each source.

Question 70

It is the media buyer's responsibility to build the best possible argument to convince media planners to use the medium they represent.

Question 71

Describe two basic ways in which advertisers measure the cost-efficiency of media vehicles.

Question 72

Describe three situations in which an advertiser would seek a make-good.

Question 73

Discuss continuous,pulsing and flighting scheduling strategies.

Question 74

Your friend is considering advertising on TV.How do you respond?

Question 75

Program pre-adoption occurs when special programs or news events interrupt regular programming and the scheduled commercial is also interrupted.

Question 76

Your aunt asks you about your studies,and you start to tell her about what you're learning in your advertising course.Because you are currently studying media planning and buying,that's mostly what you talk about.However,you're confusing your aunt,so she asks you to tell her the two most important concepts necessary for media planners to effectively do their job.Explain two concepts that are the basis for most media planning and are familiar to everyone who works in advertising.

Question 77

Monica is an advertising major and is interning at a major advertising agency.To start out,she will be working with a media planner.What other people will be involved in planning and executing the media function for their clients?