Deck 10: Media Planning and Strategy

Question 1

Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan.
Specific details such as the kind of sponsorship (sole, shared, participating, or other) are determined later during the stage of media use decisions.Other decisions made at this stage include the levels of reach and frequency required, on which days and months the commercial will appear, and the placement of spots.

Answer 1

True

Question 2

The situation analysis precedes the marketing and creative strategy plan in the media plan development process.
The purpose of a situation analysis is to understand the marketing problems.Once this is accomplished, a marketing strategy plan is created to solve one or more of the marketing problems.This is followed by formulating a creative strategy plan that determines what to communicate through advertisements.

Answer 2

True

Question 3

Availability of new media and the rising costs of media are internal factors that influence media decisions.
Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency.External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like.

Answer 3

False

Question 4

Radio advertisements have better flexibility than magazine advertisements.
Radio advertisements have better flexibility than magazine advertisements.

Question 5

Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.
The media objectives are not ends in themselves.Rather, they are designed to lead to the attainment of communications and marketing objectives.Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.

Question 6

The lack of audience information is a greater problem for big advertisers/markets than it is for small advertisers/markets.
The lack of information is a greater problem for small advertisers, or smaller markets, which may not be able to afford to purchase the information they require.As a result, their decisions are based on limited or out-of-date data that were provided by the media themselves or no data at all.

Question 7

Media objectives are ends in themselves.
The media objectives are not ends in themselves.Rather, they are designed to lead to the attainment of communications and marketing objectives.Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.

Question 8

The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.
The BDI compares the percentage of the brand's total U.S.sales in a given market area with the percentage of the total population in the market to determine the sales potential for that brand in that market area.The category development index (CDI) is computed in the same manner as the BDI, except it uses information regarding the product category (as opposed to the brand) in the numerator.

Question 9

The more the number of readers per copy of a magazine, the higher the pass-along rate.
Magazine advertising space sellers want to use the number of readers per copy as the true circulation.This would include a pass-along rate, estimating the number of people who read the magazine without buying it.

Question 10

One of the advantages of the continuity method of scheduling is low costs.
Since the continuity method employs a regular (continuous) pattern without gaps or nonadvertising periods, the costs involved are high.Another possible drawback is the possibility of overexposure.

Question 11

Instead of using minimum frequency, marketers should maximize reach based on average frequency to purchase GRPs.
Instead of using average frequency, the marketer should decide what minimum frequency goal is needed to reach the advertising objectives effectively and then maximize reach at that frequency level to purchase GRPs.

Question 12

Media strategies refer to the available delivery systems, which include broadcast and print media, outdoor advertising, and other support media.
Media strategies are specific plans of action designed to attain the media objectives.The medium is the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct marketing, outdoor advertising, and other support media.

Question 13

Pass-along estimates are very subjective and using them to estimate reach is speculative.
While research is conducted to determine pass-alongs, pass-along estimates are subjective.

Question 14

One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.
One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.

Question 15

An index number over 100 means that the use of the product is proportionately greater in that segment than in one that is average.
The index number is considered a good indicator of the potential of the market.An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100.

Question 16

The flighting method of scheduling ensures that a regular and continuous pattern is developed without gaps or nonadvertising periods.
Flighting employs a less regular schedule, with intermittent periods of advertising and nonadvertising.At some time periods there are heavier promotional expenditures, and at others there may be no advertising.

Question 17

The cost-effectiveness of advertisements in newspapers is measured based on the cost per ratings point.
For newspapers, cost-effectiveness is based on the daily inch rate, which is the cost per column inch of the paper.Like magazines, newspapers now use the cost-per-thousand formula discussed earlier to determine relative costs.

Question 18

The survey of buying power index is conducted for every major metropolitan market in the United States.
The survey of buying power index is conducted for every major metropolitan market in the United States and is based on a number of factors, including population, effective buying income, and total retail sales in the area.Each of these factors is individually weighted to drive a buying power index that charts the potential of a particular metro area, county, or city relative to the United States as a whole.

Question 19

There is a strong correlation between social engagement and higher tune-in rates.
Social media usage takes time away from some people that they might otherwise use to watch TV. But, it can also drive others to watch.

Question 20

Market analysis is the first step in the promotional planning process.
Market analysis is the first stop in the promotional planning process.

Question 21

The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

A)media planning
B)market segmentation
C)target marketing
D)organizational planning
E)a communication hierarchy

Question 22

Media planners measured listenership of Volatile Heat FM during the months of February, July, and October to set the advertising rates.These audience measures conducted at specific time periods are known as

A)sweeps periods.
B)GRP flighting periods.
C)frequency estimates.
D)availabilities.
E)upgraded media scheduling.

Question 23

One of the advantages of direct-mail advertising is that it is clutter-free.
One of the drawbacks of direct-mail advertisements is clutter.It also involves high costs per contact.

Question 24

In a market analysis, the _____ is considered a good indicator of the potential of the market.It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and then multiplying the quotient by 100.

A)cost per media (CPM)
B)quantitative advantage
C)index number
D)average frequency
E)relative reach

Question 25

_____ refers to the potential audience that might receive a message through a media vehicle.

A)Frequency
B)Reach
C)Viewer number
D)Coverage
E)Exposure

Question 26

The potential for deception is high in digital/interactive media.
The potential for deception is high in digital/interactive media.

Question 27

_____ are plans of action designed to obtain specific media objectives.

A)Media goals
B)Media services
C)Media strategies
D)Media vehicles
E)Media designs

Question 28

Which of the following factors reduces the effectiveness of a media plan?

A)information overload
B)product life cycle differences
C)market segmentation
D)time pressures
E)audience diversity

Question 29

_____ is the number of times a receiver is exposed to a media vehicle in a given time period.

A)Potency
B)Reach
C)Coverage
D)Frequency
E)Audience contact

Question 30

A _____ determines the best way to get an advertiser's message to the market.

A)distribution plan
B)coverage plan
C)frequency level
D)media plan
E)reach strategy

Question 31

_____ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

A)Contact
B)Reach
C)Viewer number
D)Coverage
E)Exposure

Question 32

Which of the following is an example of a media vehicle?

A)a television set
B)a fashion magazine
C)direct marketing
D)newspaper advertising
E)an outdoor billboard

Question 33

Flair, a women's magazine, features an ad for Elvira watches.Flair, being a specific carrier within a medium category, is known as a

A)conduit.
B)mobile channel.
C)distribution channel.
D)transit channel.
E)media vehicle.

Question 34

Chef's Delight is a television show hosted by Kevin Bacon.If the show is a specific carrier of messages within the television medium, it is referred to as a

A)media frequency.
B)media segment.
C)media vehicle.
D)media strategy.
E)media symbol.

Question 35

A media plan is a guide for

A)development of creative objectives.
B)media selection.
C)sales forecasting.
D)marketing research activities.
E)media studies.

Question 36

The first step in developing a media plan is to

A)create a media plan committee.
B)set the media objectives.
C)determine the reach, frequency, and coverage of all available media.
D)select broad media classes.
E)develop advertising campaigns.

Question 37

A _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media.

A)transit
B)reach
C)conduit
D)medium
E)niche

Question 38

One of the advantages of television advertising is the low cost per exposure.
One of the advantages of television advertising is the low cost per exposure.However, it does have a high absolute cost and higher production costs compared to other forms of media.

Question 39

_____ is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand.

A)Market segmentation
B)Media planning
C)Product differentiation
D)Brand positioning
E)Target diversification

Question 40

An index number of 100 means that the

A)use of a product is proportionately greater than average in a segment.
B)market segment being analyzed is average.
C)use of a product is proportionately less than average in a segment.
D)probability of wasted coverage is 100 percent.
E)probability of success in the market is 100 percent.

Question 41

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: low BDI and low CDI.Which of the following is likely to be true of the product class and the product?

A)high market share and good market potential
B)low market share and good market potential
C)high market share with required monitoring for sales decline
D)low market share and poor market potential
E)high market share but not a good market to advertise in

Question 42

If media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as

A)rate differentials.
B)pass-along audience problems.
C)excess frequency.
D)waste coverage.
E)weighted exposure.

Question 43

To determine the potential for sales of coffee, as opposed to a specific brand, in a particular market area, a company should use the

A)brand development index.
B)category development index.
C)survey of buying power index.
D)Dow Jones sustainability index.
E)consumer price index.

Question 44

Which of the following situations offers an advertiser the least attractive marketing opportunity?

A)high brand development index (BDI) and high category development index (CDI)
B)high brand development index (BDI) and low category development index (CDI)
C)low brand development index (BDI) and high category development index (CDI)
D)low brand development index (BDI) and low category development index (CDI)
E)high survey of buying power index and high brand development index (BDI)

Question 45

Helios Inc.has a low market share for its Achilles range of running shoes in the South Atlantic region.Which of the following indices reflects the information provided in the scenario?

A)low brand development index (BDI)
B)high brand development index (BDI)
C)low category development index (CDI)
D)high category development index (CDI)
E)high survey of buying power index (BPI)

Question 46

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: high BDI and high CDI.Which of the following is likely to be true of the product class and the product?

A)high market share and good market potential
B)low market share and good market potential
C)high market share with required monitoring for sales decline
D)low market share and poor market potential
E)high market share but not a good market to advertise in

Question 47

The rate of product usage in a geographical area can be calculated through the use of

A)gross rating points.
B)reach and frequency.
C)brand development index.
D)benchmark designated index.
E)category development index.

Question 48

Fabian wants to create awareness in the target market by creating a positive brand image through mood and creativity. This is an example of a(n)

A)media objective.
B)needledrop.
C)medium integration.
D)corporate vision.
E)advertising vision.

Question 49

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: low BDI and high CDI.Which of the following information can be deduced from this data?

A)high market share; good market potential
B)low market share; good market potential
C)high market share; monitoring required for sales decline
D)low market share; poor market potential
E)high market share; not a good market to advertise in

Question 50

A company's goal to reach 50 percent of the target audience at least three times over a period of one year in order to create awareness is an example of a(n)

A)media objective.
B)needledrop.
C)medium integration.
D)corporate vision.
E)advertising vision.

Question 51

Regal Foods Corp., a packaged foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market.The most appropriate index to use would be the

A)survey of buying power index.
B)brand development index.
C)category development index.
D)Dow Jones sustainability index.
E)consumer price index.

Question 52

Which of the following is considered an external factor that may influence the determination of media strategy?

A)administrative capabilities
B)the rising costs of media
C)size of the media budget
D)delegation of agency tasks
E)organization of an agency

Question 53

Which of the following would most likely result in waste coverage?

A)an ad for custom-build concession food trailers appearing in a trade journal
B)a B2B ad appearing in a general fashion magazine
C)a commercial for a soda drink appearing on a music channel
D)a sports shoes commercial aired during a live telecast of a basketball match
E)an ad for an organic fertilizer in a farm publication magazine

Question 54

The market potential in a given metropolitan area relative to the United States as a whole can be determined by using the

A)Nielsen rating index.
B)BAR/LNA.
C)brand development index (BDI).
D)category development index (CDI).
E)survey of buying power index.

Question 55

When the range of a media exceeds the targeted audience, the excess is referred to as

A)frequency surplus.
B)flighting.
C)waste coverage.
D)geographical excess.
E)oversaturation.

Question 56

Which of the following is considered an internal factor that may influence the determination of media strategy?

A)the size of the media budget
B)competitive factors
C)changes in technology
D)the development of new media
E)the rising costs of media

Question 57

The category development index is similar to the brand development index (BDI) except that it

A)uses information about a product category.
B)categorizes consumers according to their demographic characteristics.
C)is concerned with companies and not with products.
D)is tied to an economic index.
E)categorizes consumers according to their psychographic characteristics.

Question 58

When used in combination with other market information, the survey of buying power index helps a marketer determine\

A)the geographic areas to target.
B)demographic characteristics of the target population.
C)lifestyle characteristics of the target population.
D)consumer behavior.
E)psychographic characteristics of the target population.

Question 59

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: high BDI and low CDI.Which of the following information can be deduced from this data?

A)good sales potential for both product and brand
B)low market share for product but good market potential
C)good market to advertise in but requires sales decline monitoring
D)product category has high potential and brand is performing well
E)poor market for advertising and potential for loss

Question 60

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

A)Simmons Market Research Bureau
B)Mediamark Research Inc.
C)survey of buying power index
D)BAR/LNA
E)Standard Rates and Data Service

Question 61

In a(n) _____ scheduling method, a regular pattern of advertising is developed without gaps or nonadvertising periods on an ongoing basis without regard for seasonality.

A)flighting
B)oscillating
C)pulsing
D)continuity
E)weighted ratings

Question 62

In the beer industry, advertising continues throughout the year but may increase at holiday periods such as Memorial Day, Labor Day, or the Fourth of July. The industry uses a(n) _____________________ schedule.

A)flighting
B)oscillating
C)pulsing
D)continuity
E)weighted ratings

Question 63

For which of the following products is an advertiser most likely to use a flighting schedule?

A)cake mixes
B)shampoo
C)newspaper subscriptions
D)snow tires
E)candles

Question 64

The primary objective of _____ is to time promotional efforts of a company so that they will coincide with the highest potential buying times.

A)sweeps period
B)scheduling
C)waste coverage
D)frequency estimation
E)sales forecasting

Question 65

For which of the following products is an advertiser most likely to use continuity scheduling?

A)swimming pool chemicals
B)flea collars
C)cake mixes
D)wood burning stoves
E)tickets to professional basketball games

Question 66

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) _____ schedule is being employed.

A)intermittent
B)continuity
C)flighting
D)weighting
E)pulsing

Question 67

Which of the following statements is true of the media mix?

A)It is not possible to use only one medium or vehicle to deliver a message.
B)The characteristics of a product help in determining the combination of media that should be used.
C)Individual preferences have no effect on the combination of media to be used to deliver a message.
D)Advertisers use the media mix to maintain uniformity across all advertising media.
E)By employing a media mix, advertisers can lower the versatility to their media strategies resulting a in high amount of clutter.

Question 68

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine's Day candy?

A)weighted ratings
B)oscillating
C)flighting
D)pulsing
E)continuity

Question 69

Which of the following positions in a company is likely to be responsible for determining which target markets should receive the most media emphasis?

A)research manager
B)account executive
C)brand manager
D)media planner
E)market research analyst

Question 70

Manufacturers of recreation vehicles advertise throughout the year but typically advertise heavily in June and September.Which of the following scheduling methods does this pattern represent?

A)flighting
B)geographical weighting
C)continuity
D)oscillating
E)pulsing

Question 71

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent?

A)ratings
B)share
C)flighting
D)pulsing
E)continuity

Question 72

Hot sauce usage in the United States is generally concentrated in the region spanning west from Louisiana to New Mexico and north to the Arkansas-Missouri border.A producer of hot sauce would use this information to schedule by using

A)flighting.
B)continuity.
C)geographical weighting.
D)intermittent frequency.
E)pulsing.

Question 73

Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February.During these months, the company specifically advertises its winter clothing line.Warm Weave is most likely to be using a(n) _____ scheduling method.

A)continuity
B)weighting
C)flighting
D)circulation
E)oscillating

Question 74

_____ is a scheduling method that employs a less regular schedule with intermittent periods of advertising and nonadvertising.

A)Weighting
B)Continuity
C)Pulsing
D)Flighting
E)Circulation

Question 75

Television commercials for Halo laundry detergent are aired several times a day, on various cable networks, throughout the year.Advertisers of Halo believe that this will serve as a constant reminder of the brand to the consumers.Media planners of Halo are likely to be using a(n) _____ scheduling method.

A)pulsing
B)continuity
C)flighting
D)oscillating
E)weighted ratings

Question 76

Patron's Paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months and during the Christmas season when more people are likely to take a vacation.This is an example of _____ scheduling.

A)flighting
B)geographical weighting
C)continuity
D)oscillating
E)pulsing

Question 77

Which of the following statements is true of the flighting scheduling method?

A)It results in a lack of awareness of promotional messages during nonscheduled times.
B)It prohibits inclusion of more than one medium or media vehicle for advertising.
C)It usually results in high costs and overexposure.
D)It has a decreased likelihood of wearout.
E)It follows a continuous pattern of advertising without gaps or nonadvertising periods.

Question 78

When the most effective media exposes people who are not sought, waste coverage is still justified because

A)it best supports a flighting media schedule.
B)the cost of the waste coverage is exceeded by the value gained from their use.
C)it allows for more specific targeting of a market segment.
D)the media enables repetition which is an effective method for pioneering advertising.
E)it supports a market aggregation strategy.

Question 79

Which of the following statements describes an advantage inherent in the flighting method of scheduling?

A)With flighting, there is no danger of wearout.
B)Flighting creates cost efficiency by using advertising only during purchasing periods.
C)Flighting helps in continuous advertising which in turn creates refutational appeal.
D)Flighting enables retention of promotional messages by alternating periods of high and low advertising weight.
E)Flighting serves as a constant reminder to consumers.

Question 80

Television commercials for Burton snow skis are run heavily between October and April; much less in May, August, and September; and not at all in June or July. Burton is using a(n) _____ scheduling method.

A)pulsing
B)continuity
C)flighting
D)oscillating
E)weighted ratings