Deck 9: Planning Media Strategy

Question 1

Bursting is used for high-ticket items that require careful consideration.

Answer 1

True

Question 2

GRPs are calculated by adding the ratings of several media vehicles.

Answer 2

False

Question 3

A low BDI and a high CDI indicate a brand is selling unusually well given the low demand for the product category.

Answer 3

False
Explanation: A low BDI and a high CDI indicate a product category has high potential, but the brand has a low market share.

Question 4

If the Franklin Commercial Appeal has 5,000 subscribers,and a bank pays $500 for a full-page ad in the newspaper,the CPM will equal $200 per thousand.

Question 5

Most marketers develop an international media by formulating individual national plans first.

Question 6

The structure of the advertising industry has completely changed over the last few years.

Question 7

The media plan is influenced by the location and makeup of the target audience.

Question 8

The purpose of media planning is to make sure the media objectives are consistent with the advertising objectives.

Question 9

The cost of reaching target audiences is decreasing for all media.

Question 10

The term frequency refers to the intensity of a media schedule based on repeated exposures to a medium or the program.

Question 11

Heroes-a television program,popular music countdown shows on radio,and the Beautiful House magazine are all examples of media vehicles.

Question 12

Emotionally-oriented creative messages are best communicated by pulsing the message at irregular intervals.

Question 13

Companies practicing integrated marketing communications should be concerned about everything that carries a message to and/or from customers and other stakeholders.

Question 14

Pulsing schedule mixes continuous and flighting strategies.

Question 15

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

Question 16

Development of a media plan requires an entirely different process than does the development of the marketing plan.

Question 17

Media objectives translate the advertising strategy into goals that media can accomplish.

Question 18

Advertisers should use the same media vehicles that their primary competitors dominate.

Question 19

While spillover media pose a threat for many multinational advertisers,they can also offer potential cost savings through regional planning.

Question 20

The advertising response curve is bell-shaped.

Question 21

To determine message-distribution objectives,a media planner would need to examine all of the following EXCEPT:

A) reach.
B) frequency.
C) message weight.
D) segmentation.
E) continuity.

Question 22

An opportunity to see is sometimes referred to as a(n):

A) advertising impression.
B) medium weight.
C) medium delivery power.
D) message attention value.
E) message reception.

Question 23

The purpose of _____ is to conceive,analyze,and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

A) media planning
B) promotional strategy
C) communications feedback
D) promotional feedback
E) personal communications

Question 24

Assume the audience for its six o'clock news on channel 5 is 115,000.During the months of April and May,a marketer of above-ground swimming pools ran 16 ads during the show.This is the only advertising the marketer did during those two months.Its _____ equals 1,840,000.

A) message value
B) medium specificity
C) effective frequency
D) BDI
E) gross impression

Question 25

When engaged in media-planning activities,it is important to note that media objectives directly result from:

A) the advertising plan.
B) the marketing strategy.
C) the marketing situation analysis.
D) the marketing research.
E) the target market.

Question 26

Who is responsible for answering questions such as "where should we advertise," "which media vehicles should we use," and "how often should we run the advertisement?"

A) Communications experts
B) Development planners
C) Media planners
D) Promotional managers
E) Creative directors

Question 27

When Bud's Auto Repair Shop purchased time on local television,the station sales rep promised a total exposure for the ad of 32,000.In other words,the _____ for the commercial would be 32,000.

A) potential exposures
B) frequency
C) attention value
D) effective reach
E) gross ratings point

Question 28

Harrah's Resort and Casino in New Orleans has defined its target audience as people who like to gamble,are between the ages of 40 and 65,and who do not have to wait for summer vacations to enjoy their favorite hobby.To best reach its audience objective,it should most likely:

A) advertise to members of Gambling Anonymous.
B) advertise in local newspapers rather than use national media.
C) use sales promotion literature showing how much fun an individual can have at Internet-based gambling sites.
D) use cable television, especially MTV and VH1 channels.
E) buy advertisements in slick, and upscale travel magazines.

Question 29

Media planners often define media objectives by the advertising schedule's _____,the total size of the audience for a set of ads or an entire campaign.

A) circulation value
B) attention value
C) frequency
D) message weight
E) gross impressions

Question 30

A(n)_____ is a possible exposure of the advertising message to one audience member.

A) medium reach
B) medium receptivity
C) advertising impression
D) message weight
E) medium value

Question 31

The X Games,MTV cable TV,and Teen magazine would all be suitable _____ for Red Bull energy drink.

A) audience communicators
B) market agents
C) advertising agents
D) silent salespeople
E) media vehicles

Question 32

Why is media planning a more complicated process today than it was ten years ago?

A) Because of the discovery of more sophisticated marketing research techniques.
B) Due to the decrease in media options.
C) Due to the increasing fragmentation of the audience.
D) Because huge advertising budgets are becoming the norm.
E) Because there is a lack of a competitive environment.

Question 33

Which of the following would be the most appropriate advertising objective for a manufacturer of wine?

A) To initiate a sales training program for all salespeople within the next two years.
B) To increase advertising recall among adults aged 55 and older by 15 percent by next Christmas.
C) To increase market share of brand of Merlot by 45 percent before the end of the next fiscal year.
D) To add three more marketing researchers to the company by October.
E) To regain sales volume lost to major competitive introductions over the past year.

Question 34

The two ways to express _____ are gross impressions and gross rating points.

A) medium delivery power
B) audience perception
C) audience receptivity
D) medium capability
E) message weight

Question 35

The elements of the _____ are the product concept,target audience,advertising message,and communications media.

A) media action plan
B) advertising mission
C) creative mix
D) media vision
E) reach/frequency plan

Question 36

Which of the following statements about media planning is true?

A) One reason media planning is easier today than it was 20 years ago is the increasing number of media choices.
B) The ability to advertise to larger and larger segments has made the job of media planning easier.
C) The cost of all media is less today than it was 10 years ago.
D) The job of media planning has been made more difficult by changes in the way media are bought and sold.
E) The job of media planning has been made more difficult by the legislation that prohibits repetitive advertising.

Question 37

The _____ is simply the percentage of homes exposed to an advertising medium.

A) exposure
B) message weight
C) TVHH
D) exposure value
E) rating

Question 38

Sixty percent of the total target market heard the radio spots for a title-loan company,at least once during a four-week period.The average frequency of the advertisement was four.Calculate the gross rating points.

A) 24
B) 6.67
C) 15
D) 240
E) 9.6

Question 39

Advertisers using the IMC planning model start by segmenting their target audiences according to:

A) brand-purchasing behavior.
B) age groups.
C) location and accessibility.
D) income levels and purchasing power.
E) sociocultural patterns.

Question 40

The two major components of media objectives are audience objectives and:

A) message-distribution objectives.
B) continuity objectives.
C) mission objectives.
D) environmental objectives.
E) marketing mix objectives.

Question 41

_____ refers to the number of different people or households exposed,at least once,to a medium during a given period of time,usually four weeks.

A) Audience control
B) Exposure value
C) Reach
D) Message weight
E) Frequency

Question 42

Most studies of the _____ indicate that incremental response to advertising actually diminishes,rather than builds,with repeated exposure.

A) recency theory
B) advertising response curve
C) AIDA hierarchy
D) FAB response continuum
E) consumer response differential

Question 43

Hardcastle Furniture is a retailer of fine leather sofas,chairs,and ottomans.It bought advertising time on radio station WKDA.Four thousand different listeners heard its radio spots six times during a four-week period,and another 2,000 heard the commercial three times during the same four-week period.Calculate the average frequency.

A) 1
B) 2
C) 5
D) 6
E) 9

Question 44

The concept of _____ is based on the idea that most advertising works by influencing the brand choice of consumers who are ready to buy.

A) recency planning
B) halo effect
C) effective reach
D) effective frequency
E) message value

Question 45

Advertisers define frequency as the:

A) number of times an advertising message reaches the same person or household in a specified time period.
B) number of different people or households exposed to an advertising schedule during a given time.
C) predicted number of different people who will see an ad at least twice.
D) variety of media types that must be used to reach the target market objectives.
E) number of market segments that are targeted to attain total audience objectives.

Question 46

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

A) medium value
B) exposure value
C) message satiation
D) effective reach
E) effective frequency

Question 47

The brand development index is:

A) another way to express the advertising response curve.
B) based on sales of the entire product category--not a specific brand--in a specific target market.
C) published annually by the Federal Trade Commission.
D) an indication of the economic forecast for a specific product category.
E) an indication of the sales potential for a particular brand in a specific target market.

Question 48

According to the advertising response curve:

A) incremental response to advertising increases with repeated exposures.
B) too much ad exposure results in message spillover.
C) the first exposure is most effective with the followed by diminishing returns.
D) effective frequency decreases as effective reach increases.
E) continuity diminishes as effective frequency increases.

Question 49

Media people use the term _____ to describe the quality of exposure-the number or percentage of the audience which receives enough exposures to truly receive the message.

A) medium value
B) exposure value
C) message satiation
D) effective reach
E) effective frequency

Question 50

Which of the following statements about reach is true?

A) Reach is always expressed as a percentage.
B) Reach measures the intensity of a media schedule.
C) Reach refers to the number of people who will consume the advertising.
D) Reach refers to the number of people exposed to and hence have an opportunity to see the ad.
E) The only way to accumulate reach is by using the same media vehicle continuously.

Question 51

To develop an effective media strategy,media planners use the five Ms of the media mix.They are:

A) message weight, message value, message reach, media vehicle, and motivation.
B) marketing mix, media planning, media selection, media scheduling, and media implementation.
C) markets, money, media, mechanics and methodology.
D) message, motivation, money, management, and media.
E) mission, marketing, medium, message, and motivation.

Question 52

Whether the print ad will be a half-page or a full-page and what page the ad will be located on are all decisions involving which element of the media mix?

A) Mission
B) Management
C) Media category
D) Mechanics
E) Markets

Question 53

A manufacturer of boxed candy finds it important to advertise most heavily around Christmas and Valentine's Day,and does little,if any,advertising during off-seasons for candy sales.This statement describes the candy manufacturer's:

A) frequency.
B) continuity.
C) gross impressions over time.
D) reach.
E) message weight.

Question 54

As an element of the media mix,the _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight,reach,frequency,and continuity objectives.

A) methodology
B) market savvy
C) management
D) mechanics
E) mission

Question 55

_____ measures the intensity of a media schedule.

A) Exposure value
B) Attention value
C) Reach
D) OTS
E) Frequency

Question 56

The _____ describes how the advertiser will achieve its stated media objectives.

A) communications plan
B) media mission
C) organizational plan
D) media strategy
E) media execution

Question 57

Assume that 40 percent of television households had the opportunity to hear a commercial for a new Mexican restaurant five times over a four-week period.What would be the GRP for the commercial?

A) 120
B) 160
C) 180
D) 200
E) 220

Question 58

Instead of the traditional recruitment effort,hotels and resorts are using colorful full-page ads in lifestyle magazines,witty dialogue in radio advertising,and dramatic visuals on outdoor billboards to attract the "best of the best." While the original scope of these recruitment advertisements was _____,the new scope for these ads is:

A) national; global.
B) international; domestic.
C) local; regional.
D) national; international.
E) global; regional.

Question 59

If a fast-food restaurant calculated that consumers must be exposed to a radio message for its new dipping sauces for its buffalo wings four times on an average before they make a decision about whether to try the new product,the restaurant would have calculated:

A) medium value.
B) exposure value.
C) message satiation.
D) effective reach.
E) effective frequency.

Question 60

_____ refers to the length of time an advertising message or campaign will run over a given period of time.

A) Frequency
B) Continuity
C) Effective reach
D) Medium delivery power
E) Medium value

Question 61

Which of the following statements about a medium's audience is true?

A) It is unethical for media vehicles to try to attract advertisers by using audience demographics.
B) Data on the size of media audiences are almost nonexistent.
C) The media planner needs to know how closely the medium's audience matches the target market.
D) Audience refers to the number of people who remember seeing or hearing an ad.
E) The media planner is not concerned about media audience size because all information on audience demographics is typically fabricated.

Question 62

Which of the following does NOT affect the probability of ad exposure?

A) The senses required to perceive the message from the medium.
B) The number of competitive advertisers in the medium.
C) Whether the medium aims at a general or a specialized audience.
D) How much and what kind of attention the medium requires.
E) Whether the medium is an information source or a diversion.

Question 63

Advertising that runs on a(n)_____ schedule runs steadily and varies little over the campaign period.

A) continuous
B) uninterrupted
C) flighting
D) incessant
E) time-sensitive

Question 64

Which of the following factors is NOT known to increase attention value?

A) Audience familiarity with advertiser's campaign.
B) Audience involvement with editorial content or program material.
C) Number of competitive advertisers.
D) The timeliness of advertising exposure.
E) Span of the media plan.

Question 65

Which of the following products would most likely advertise using a continuous scheduling pattern?

A) Skimmed milk
B) Allergy pills
C) Christmas cards
D) Lawn mowers
E) Thermal underwear

Question 66

Campbell's soups maintain a low-level of advertising during the entire year,but it advertises heavily during the winter months when the climate is cold and people are looking for something to keep themselves warm.What kind of advertising strategy is Campbell's using?

A) Sporadic
B) Pulsing
C) Rotation
D) Bursting
E) Periodic

Question 67

Hardcastle Furniture sells fine leather chairs,ottomans,and sofas.To reach its target audience,the owner of the store has decided to advertise in several different media because he believes one medium will not reach all of his potential customers.The retailer is planning to use a(n)_____ approach.

A) targeted media
B) mixed-media
C) mass media
D) marketing mix
E) environmental

Question 68

Every month for the last five years,Sentry Company,the manufacturer of protective table pads,has run the same ad in Martha Stewart Living magazine.The ad describes the ordering process and the company's emphasis on customer service.This ad schedule is an example of which scheduling pattern?

A) Flighting
B) Consecutive
C) Continuous
D) Trending
E) Pulsing

Question 69

The category development index is:

A) published annually by the Federal Trade Commission.
B) another way to express the advertising response curve.
C) an indication of the sales potential of a particular brand in a specific target market.
D) based on sales potential of the entire product category in a specific target market.
E) an indication of the economic forecast for a specific product category.

Question 70

Once the general media strategy is determined,the media planner can:

A) select particular media vehicles.
B) determine the size and composition of the target market.
C) determine the message size.
D) set the mood for the advertising message.
E) select the advertising mission.

Question 71

The Rome Journal has 6,000 subscribers.Puppy Groomers pays $600 for a half-page ad in the newspaper.What is the cost per thousand?

A) $10
B) $100
C) $1,000
D) $10,000
E) $600

Question 72

The media planner for a manufacturer of golf clubs wants to attract women to golf.Considering the cost efficiency of advertising on a talk radio station,during the morning drive time,the average number of listeners age 30 and over is 40,000.Of this sixty percent are female,25 percent earn over $35,000 per year,and 99 percent own automobiles.What is the cost per thousand of this media planner's target audience if a 30-second commercial costs $200?

A) $8.33
B) $17.50
C) $80.00
D) $175.00
E) $200.00

Question 73

The Phoenix Sun has 13,000 subscribers.Flower Power,a florist in the area,pays $800 for a full-page ad in the newspaper.What is the cost per thousand?

A) $10
B) $100
C) $61.54
D) $16.25
E) $66.66

Question 74

Which of the following products would most likely use a pulsing schedule for advertising?

A) Light bulbs
B) Dasani bottled water
C) Local newspaper
D) Milk
E) Wrigley's chewing gum

Question 75

A(n)_____ is the total number of people or households exposed to a medium.

A) complete sample
B) target market
C) audience
D) mean viewership/listenership
E) GRP total

Question 76

The term _____ refers to local media that many consumers in a neighboring country inadvertently receive.

A) overlapping messages
B) media noise
C) spillover media
D) international media
E) media over-extension

Question 77

Assume the sale of Glory brand turnip greens in Baton Rouge,Louisiana,is 1.33 percent of the brand's total U.S.sales,and assume the population of Baton Rouge is 1.57 percent of the total U.S.population.Calculate the BDI for Glory turnip greens in Baton Rouge.

A) 0.8471
B) 1.18
C) 2.09
D) 84.71
E) 118

Question 78

A local television statement wanted to use colors and graphics to tell people that it was showing Dr.Phil at 5 p.m.The television station was counting on repetition to make sure the message was actually communicated to its audience.This simple message would be best communicated using which medium?

A) Radio
B) Internet
C) Direct mail
D) General magazines
E) Specialty magazines

Question 79

_____ is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising.

A) Continuous
B) Succession
C) Flashing
D) Pulsing
E) Flighting

Question 80

Assume 8.1 percent of the total sales of rock salt occur in Buffalo,New York,and assume that 0.78 percent of the entire population of the United States lives in Buffalo.Calculate the CDI.

A) 12.09
B) 6.32
C) 9.63
D) 963
E) 1038.46