Deck 7: Media Planning Essentials

Question 1

Which of the following publications would most likely be used in a "rifle" strategy?

A) Time Magazine
B) Chatelaine Magazine
C) Ski Canada Magazine
D) Canadian Geographic Magazine
E) Globe and Mail newspaper

Answer 1

C

Question 2

In advertising,"continuity" is

A) the length of time required for a medium to be effective
B) the total audience reached by the media plan
C) measured by gross rating points
D) purchasing media in blocks
E) management's commitment to the campaign

Answer 2

A

Question 3

If a message reaches 70 per cent of the target households three times in one week,what GRP level is attained?

A) 21
B) 2.1
C) 70
D) 2100
E) 210

Answer 3

E

Question 4

The total,unduplicated audience potentially exposed one or more times to an advertiser's messages during a given time period is referred to as

A) reach
B) impressions
C) continuity
D) flexibility
E) frequency

Question 5

The nature of the word "shotgun" suggests that the target market for which the shotgun strategy is best suited is more

A) local
B) provincial
C) specific
D) general
E) regional

Question 6

Reaching the desired target market efficiently through media is complicated by variables such as

A) pricing policies
B) product development
C) distribution problems
D) consumers' media habits
E) environmental concerns

Question 7

The media model "recency" suggests that

A) reach is always more important that frequency
B) reach and frequency are less important than GRPs
C) frequency is the most important variable
D) reach and frequency must be balanced delicately
E) advertising works best when consumers are ready to buy

Question 8

The client provides the agency's media personnel with background information,along with direction for developing the media plan in a document called

A) a media brief
B) a market profile
C) a media strategy
D) a creative brief
E) the media plan

Question 9

The product/brand media profile,contained in the media brief,reviews

A) the psychographics of the target market
B) market size and growth trends
C) competitor's media usage and spending
D) historical media usage and spending trends
E) the amount allocated to the media budget

Question 10

In the case of a "profile-matching strategy",the customer target market is carefully defined by

A) demographic, geographic, and psychographic variables
B) customizing the product
C) advertising in every newspaper
D) working with an agency that has experience in the specific segment
E) analyzing the previous sales history

Question 11

Media planners are specialists who

A) deal directly with media representatives
B) purchase the time and space
C) prepare the media brief
D) put together detailed media strategies and tactics
E) interpret the media plan

Question 12

Frequency refers to

A) the type of TV commercial
B) the length of an advertising campaign
C) the average number of times an audience is exposed to an advertisement
D) the delivery schedule of a newspaper or magazine
E) the total number of potential audience

Question 13

The reach of a television program is also referred to as

A) total exposures
B) recency
C) continuity
D) duplication
E) a rating

Question 14

The section of the media brief which gives the media planner a perspective on what is happening in the market and the level of competition within it is the

A) product media profile
B) market profile
C) media objectives
D) target market profile
E) competitor's media usage

Question 15

The direction a media plan takes is largely based on the client's

A) budget
B) marketing plan
C) sales statistics
D) corporate vision statement
E) creative

Question 16

A rifle strategy is a matching strategy used in situations where

A) the target market can be precisely defined by some common characteristic
B) budgets are extremely tight
C) commercial time can be purchased on all available stations at a fixed time
D) the nature of the message has determined media selection
E) there is great urgency in the call to action

Question 17

From a strategic viewpoint,media planners know that online and mobile communications must be

A) blocking out the competition's advertising
B) expensive to create
C) engaging
D) fast-paced
E) 3D

Question 18

Media planning involves developing a plan of action for communicating messages to the right people,at the right time,and with the right

A) schedule
B) channels
C) market
D) frequency
E) agency

Question 19

When it comes to reach versus frequency,a new product that has a high awareness objective may place greater emphasis on

A) flexibility
B) GRP's
C) impressions
D) reach
E) tactics

Question 20

Information regarding who,what,when,where,and how,contribute to the determination of

A) the target market profile
B) the product media profile
C) the competitors' media usage
D) the market profile
E) the media objectives

Question 21

This type of media schedule is characterized by low initial media weight which gradually builds to an intensive campaign

A) seasonal
B) build-up
C) skip
D) pulsing
E) blitz

Question 22

The strategy of distributing media dollars more equitably across several media is often referred to as

A) a concentrated media strategy
B) a roadblock
C) an assortment media strategy
D) a build-up schedule
E) flexibility

Question 23

Prior to committing to a plan,media planners should analyze competitors'

A) websites
B) annual sales
C) target audience
D) mission statements
E) media usage and expenditure patterns

Question 24

This type of media schedule is used for products that are sold and purchased at traditional times of the year

A) skip
B) blitz
C) seasonal
D) pulsing
E) roadblock

Question 25

"Funnelling" in the media selection process involves

A) developing budget summaries that outline spending
B) moving additional dollars into the media budget
C) pulsing
D) moving from general types of media to a specific medium
E) crafting the advertising message

Question 26

In advertising,a "hiatus" is when

A) consumers leave a market
B) there is a period of no advertising
C) a product is withdrawn
D) a magazine is cancelled
E) a radio station changes its format

Question 27

Selective spot television is an attractive option for

A) concentrated coverage
B) selective coverage
C) rural coverage
D) regional coverage
E) national coverage

Question 28

Providing coverage only in key markets is often considered an option when this is limited:

A) continuity
B) frequency
C) budget
D) reach
E) distribution

Question 29

CPM is defined as

A) creative per media
B) Consumer Protection Magazine
C) cost per thousand
D) media publishing cost
E) client profile and media

Question 30

A "skip schedule" is when advertisers

A) purchase media time and space in a uniform manner
B) change from one agency to another
C) sell products at a seasonal time of the year
D) purchase media time and space on an alternative basis
E) launch a new product

Question 31

The advantage of a concentrated media strategy is that

A) many products can be advertised
B) many media may be utilized
C) media dollars can be saved
D) advertising can be more focused
E) multiple agencies may be used

Question 32

The ability to cancel a media buy is an indicator of the chosen media's

A) effectiveness
B) visibility
C) coverage
D) flexibility
E) reach

Question 33

Network television and national magazines are obvious choices to achieve

A) national coverage
B) selective coverage
C) rural coverage
D) regional coverage
E) concentrated coverage

Question 34

When time and space are purchased in urban markets that have been identified as priorities,the media plan is referred to as

A) a rifle strategy
B) a concentrated strategy
C) a roadblock
D) a key market plan
E) a selective coverage plan

Question 35

When a target market can be narrowly defined by a common characteristic,advertisers use a selective coverage plan with

A) a roadblock
B) continuity
C) an even schedule
D) a shotgun strategy
E) a rifle strategy

Question 36

Media time and space are purchased in a uniform manner over a designated period,when advertisers use

A) roadblock
B) even schedule
C) blitz
D) skip schedule
E) rifle strategy

Question 37

A "blitz schedule" is often associated with

A) a grouping of advertisements
B) the purchase of media on an alternate basis
C) the purchase of media in a uniform manner
D) seasonal times of the year
E) a major event

Question 38

A good example of what media planners refer to as "engagement" is

A) channel surfing during television commercial breaks
B) surfing the Internet
C) listening to the radio while at work
D) text-messaging while watching television
E) 30 minutes of uninterrupted time reading a favourite magazine

Question 39

Purchasing media time in periodic waves,separated by periods of inactivity,is known as

A) hiatus
B) continuity
C) flighting
D) shotgun
E) flexibility

Question 40

When a pizza restaurant places a full-page ad in the yellow pages each year,they are using which type of advertising schedule?

A) flighting
B) continuous
C) hiatus
D) road-blocking
E) breaching

Question 41

Organizations directing consumer products at mass target markets tend to rely more heavily on

A) advertising
B) word of mouth
C) contracts
D) price
E) personal selling

Question 42

A system known as EDI is used in the industry for all four stages of a media buy.EDI stands for

A) educated data incorporation
B) early detection of inaccuracies
C) electronic data interchange
D) email direct interface
E) efficient distribution over the Internet

Question 43

In terms of marketing communications,the nature of the product (the degree of uniqueness)can influence the amount of money spent on

A) advertising
B) product development
C) market research
D) strategic alliances
E) distribution

Question 44

The first step in the task method of budgeting is to determine

A) existing share of market
B) the cost of the advertising recommendation
C) appropriate share of advertising
D) the quantity of advertising
E) what the advertising needs to achieve

Question 45

In this budgeting method,the company allocates a predetermined amount to advertising for each unit sold:

A) industry average
B) share of market
C) fixed sum per unit sold
D) task method
E) percentage of sales

Question 46

The media schedule is normally presented in a calendar format.This is referred to as a(n)

A) assortment strategy
B) CPM
C) blocking chart
D) flight
E) funnel

Question 47

BMW implemented its advertising campaign for the BMW 525i in only the Toronto,Montreal and Vancouver markets.This is an example of a

A) blitz schedule
B) key market plan
C) profile-matching strategy
D) skip schedule
E) creative strategy

Question 48

When a product enters the mature stage of the product life cycle,most advertisers shift the strategic focus from brand development to

A) profit maximization
B) sales
C) brand preference
D) improving market share
E) securing growth

Question 49

Advertisers using the "industry average" approach base their advertising budgets on

A) what other agencies are spending
B) what consumers are spending
C) the prime-time cost of a 30-second commercial
D) what the cost is of market research
E) what competitors are spending

Question 50

The relative importance of advertising,and the budget required for advertising,varies from one state in the product life cycle to another.Advertising is more important in the

A) cancellation
B) decline
C) growth
D) maturity
E) introduction and growth

Question 51

"Media Advisor" is an example of a

A) cost efficiency calculation
B) television media planning software tool
C) broadcast planning tactic
D) budgeting strategy
E) electronic data interchange

Question 52

A blocking chart outlines in one or two pages

A) market coverage
B) the media selected
C) all of the details of the media execution.
D) the timing of the campaign
E) a blitz schedule

Question 53

One method that can be used when creating an advertising budget is called the "percentage of sales".This is when

A) an industry average is used
B) the agency is paid by a commission on sales
C) a sliding scale is used: the higher the sales, the more dollars for the advertising budget
D) a fixed amount is allocated
E) a predetermined percentage amount of sales is allocated

Question 54

A media planner recommends a particular medium within a class because that medium

A) will attract PR
B) is new to the audience
C) has an existing relationship with the agency
D) is the most cost-efficient
E) has time or space available

Question 55

This budgeting method is based on the premise that advertising plays a key role in motivating consumers.

A) task (objective) method
B) percentage of sales
C) industry average
D) fixed sum per unit sold
E) share of advertising/share of market

Question 56

One of the factors that can affect the advertising budget is the

A) location of the company
B) cost of developing an internet home page
C) current recession
D) management's perception of the value of advertising
E) opinion of customers

Question 57

Components of media objective statements include

A) Where is the competition advertising?
B) What is the message to be communicated?
C) Who is the competition?
D) What is the market share?
E) How much is the budget?

Question 58

The total number of advertisements scheduled,multiplied by the total target audience potentially exposed to each occasion is referred to as the

A) continuity
B) number of impressions
C) frequency
D) gross rating points
E) reach

Question 59

Share of advertising refers to

A) the number of loyal customers within a market segment
B) the competitor's overall media budget
C) the amount a brand invests in advertising as a percentage of the total category investment
D) the portion of the overall marketing budget devoted to advertising
E) the portion of the advertising budget placed in television

Question 60

The third step to the task method of budgeting involves

A) determining the cost of the media and production
B) cost of media only
C) cost of creative
D) schedule of media
E) buy type and quantity of advertising

Question 61

In any given market,households receive different numbers of exposures due to their different viewing habits.

Question 62

Continuity is one of the first media planning variables to be sacrificed when budget becomes an issue.

Question 63

Flexibility is not a variable that will influence the media selection process.

Question 64

Ski Canada would be an appropriate medium to select for a rifle strategy.

Question 65

The direction a media plan takes is largely based on the guidelines provided by the client's marketing plan.

Question 66

Gross impressions are calculated by multiplying the estimated number of people who receive a message by the number of times they receive it.

Question 67

GRPs = Reach x Frequency

Question 68

Reach is the total area covered by one radio or television station.

Question 69

Media planners are specialists who determine the media strategies and tactics.

Question 70

Media planners use a target market profile to help them choose the best places and times to advertise.

Question 71

It is now common for the client to brief the agency creative team and media team at the same time.

Question 72

Media objective statements should outline what the media plan should accomplish.

Question 73

Efficiency in media planning can be defined as gaining maximum impact at minimum cost to the consumer.

Question 74

In Canada,the cost of one commercial on CSI or Grey's Anatomy is in the $50 000 to $60 000 range.

Question 75

Traditional wisdom suggests that reach is a more important variable than frequency.

Question 76

Creative strategy and media strategy should be developed separately.

Question 77

Competitor's media usage and spending trends do not influence strategic media direction for a product.

Question 78

The nature of the word "shotgun" suggests that the target market can be precisely defined by some common characteristic.

Question 79

The reach of a television program is also referred to as a rating.

Question 80

A post-buy analysis is an analysis of actual audience delivery calculated after advertising has run.