Deck 14: Media Planning and Buying

Question 1

Audience objectives define the number of people the advertiser wants to reach.

Answer 1

False

Question 2

Gross rating points (GRPs)are calculated by adding the ratings of several media vehicles.

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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

Question 5

The Walking Dead television series,Vogue magazine,SciShow on youtube,and the local radio morning talk show are media vehicles.

Question 6

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

Question 7

Due to the maturing marketplace,the media audience has scattered across new media options,resulting in fragmentation and an increasingly complicated role for the media planner.

Question 8

Fragmentation of television has led to increased difficulty in reaching a big audience.

Question 9

To achieve greater reach on a limited budget,some frequency and/or continuity has to be sacrificed.

Question 10

Whereas reach measures the breadth of the media schedule,frequency measures the length of the advertisement.

Question 11

The term advertising impression refers to a possible exposure of the advertising message to one audience member.

Question 12

The media plan is not influenced by the location and makeup of the target audience.

Question 13

Media objectives translate the advertising strategy into goals.

Question 14

The advertising response curve is S-shaped.

Question 15

To determine the sales strength of BMW in Los Angeles,Aba calculates the BDI and CDI to plan a strategy for the market.He finds a low BDI (under 100)and a high CDI (over 100),indicating that BMW has a low potential in L.
A., but a large market share.

Question 16

A regional media plan typically uses a combination of local media,the Internet,and regional editions of national magazines.

Question 17

Unlike a marketing plan,a developing a media plan starts with devising ingenious strategies,moves on to building specific tactics,and concludes with reviewing the market objectives.

Question 18

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

Question 19

Cinema advertising and product placements are examples of nontraditional media.

Question 20

Duplication is important for building reach.

Question 21

A written rationale for the media strategy is an integral part of any media plan.

Question 22

Game of Thrones had a local audience of 115,000 for each episode during its last season.During that time,a local motorcycle shop ran 16 ads,meaning it had _____ equal to 1,840 ,000.

A) a message value
B) ad impressions
C) an effective frequency
D) gross rating points
E) gross impressions

Question 23

If the Trion Gazette has 7,000 subscribers and a local grocery store pays $700 for a full-page ad in the newspaper,the cost per thousand (CPM)will equal $100 per thousand.

Question 24

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 advertising is bought and sold.
E) The job of media planning has been made more difficult by legislation that prohibits repetitive advertising.

Question 25

Which term refers to a possible exposure of the advertising message to one audience member?

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

Question 26

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

A) advertising impression.
B) medium weight.
C) gross impression.
D) message attention value.
E) gross rating point.

Question 27

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

A) circulation
B) message weight
C) gross rating points
D) continuity
E) rating

Question 28

Sixty percent of the total target market heard the radio spots for Cartersville Jewelry Exchange at least once during a four-week period.The average frequency of the advertisement was four.Calculate the gross rating points (GRPs).

A) 2.4
B) 6.67
C) 180
D) 240
E) 322

Question 29

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 30

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 31

Black Coffee Roasters bought time for one commercial during the local televised morning show based on the expectation of a total exposure for the ad of 57 ,000.This means that the _____ for the commercial would be 57 ,000.

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

Question 32

What would be a reasonable audience objective for Annie's Organic All Stars Pasta in Tomato and Cheese Sauce canned product?

A) to initiate a sales training program for all salespeople within the next two years
B) to concentrate advertising in urban areas where canned foods have greater sales
C) to increase market share of Annie's Organic by 15 percent by the end of the year
D) to use a pulsing schedule to advertise Annie's Organic All Stars on cable and satellite TV
E) to increase gross impressions of Annie's Organic All Stars ads on the Internet

Question 33

Which of the following refers to the number of people who read a magazine without actually buying it?

A) gross impressions
B) pass-along rate
C) ad impressions
D) opportunity to see
E) message weight

Question 34

Media buyers tend to specialize in product categories rather than specific types of media.

Question 35

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 36

Bursting is used for high-ticket items that are purchased with careful consideration.

Question 37

The marketing plan would most likely not determine the

A) number of ads.
B) marketing mix.
C) spending strategy.
D) distribution strategy.
E) best market segments.

Question 38

Which of the following refers to the number of different people or households exposed at least once to a medium during a given period of time?

A) audience span
B) exposure value
C) reach
D) message weight
E) frequency

Question 39

Why is media planning a more complicated process today than it was 10 years ago?

A) the discovery of more sophisticated marketing research techniques
B) the diminishing number of media available to advertisers
C) the increasing fragmentation of the audience
D) the normalizing of huge advertising budgets
E) the declining complexity of media buying and selling

Question 40

Emotionally-oriented creative messages are best communicated with pulsing.

Question 41

Dogwood Coffee bought ad time on Radio K.During the first four weeks,4,000 different people heard the spot six times,while 2,000 heard it only three times during the same period.What is the average frequency?

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

Question 42

The number of times a person or household is exposed to a program is referred to as

A) reach.
B) span.
C) frequency.
D) continuity.
E) accumulation.

Question 43

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

A) media
B) methodology
C) mechanics
D) message
E) motivation

Question 44

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

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

Question 45

The advertising response curve suggests that

A) incremental expenses in advertising build with repeated exposures.
B) a high degree of advertising exposure results in message spillover.
C) there is little audience response at a low advertising frequency.
D) effective frequency decreases as effective reach increases.
E) continuity diminishes as effective frequency increases.

Question 46

What assumption must be made in order for the theory behind the advertising response curve to be true?

A) Effective reach is more significant than effective continuity.
B) Reach and frequency multiplied together equals GRP.
C) Continuity must be maintained on an even level.
D) All ad exposures are equal.
E) Creativity determines reach.

Question 47

If 8.1 percent of all the sales of Top Ramen for the United States happen in New York City and 2.5 percent of the entire U.S.population lives in New York City,calculate the CDI.

A) 308.64
B) .2
C) 28.01
D) 324
E) 32.4

Question 48

The category development index (CDI)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 of the entire product category-not a specific brand-in a specific target market.
E) an indication of the economic forecast for a specific product category.

Question 49

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 measures the extent of duplicated audience exposure by a media vehicle.
D) Reach is the number of different households exposed to an ad schedule during a given time period.
E) Reach refers to the number of times the same person or household is exposed to a vehicle in a specified time span.

Question 50

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

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

Question 51

Assume that there are 150,000 people in a target market,and over a four-week period,37 percent of them watch a television ad for toothpaste.What is the reach for the toothpaste ad?

A) 5,550
B) 40,541
C) 4,054
D) 55,500
E) 5,550,000

Question 52

La Marzocco ran a spot on television to encourage espresso drinker to buy their home espresso machines.The spot ran over four weeks,with 30 percent of households having an opportunity to see it four times.What is the GRP for the commercial?

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

Question 53

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

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

Question 54

Which of the following terms refers to the duration of an advertising message or campaign over a given period of time?

A) frequency
B) continuity
C) effective reach
D) medium delivery power
E) medium value

Question 55

Assume that 40 percent of television households had the opportunity to hear a product commercial five times over a four-week period.What would the gross rating points (GRP)be for the commercial?

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

Question 56

As an element of the media mix,the term _____ refers to not only the various targets for communication,but also to the targets' geographic location and segmentation considerations.

A) media objective
B) methodology
C) markets
D) message objective
E) motivation of audience

Question 57

Given that Starbucks sells 1.33 percent of its total U.S.coffee bean sales in Denver and the population there is 1.57 percent of the total U.S.population,calculate the BDI for Starbucks coffee beans sales in Denver.

A) 0.85
B) 2.09
C) 20.88
D) 84.71
E) 8471

Question 58

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

A) Data on the size of media audiences is almost nonexistent.
B) It is unethical for media vehicles to attract advertisers with audience demographics.
C) The content of the media vehicle tends to determine the type of people in the audience.
D) Audience refers to the number of people who remember seeing or hearing an advertisement.
E) Most media planners are unconcerned about audience size because psychographic data is typically fabricated.

Question 59

Media people use the term _____ to describe the quality of ad exposure.

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

Question 60

The brand development index (BDI)is

A) another term for the advertising response curve.
B) based on product category sales in a 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 61

Which of the following refers to a scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads?

A) flighting
B) pulsing
C) roadblocking
D) blinking
E) bursting

Question 62

Advertising that runs on a(n)_____ schedule runs steadily; the amount of advertising varies little over the campaign period.

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

Question 63

Red Bull runs a low level of ads throughout the year,but ups their advertising periodically during alternative and extreme sporting events.Red Bull likely uses a _____ strategy to schedule its ads.

A) sporadic
B) pulsing
C) bursting
D) periodic
E) rotation

Question 64

What is the primary function of media objectives?

Question 65

The maker of Advil pain relievers has introduced a pill to aid people in falling asleep.To reach its target audiences,the pill's manufacturer has decided to advertise on the Internet,on television,in business magazines,on talk radio shows,and through direct mail because it believes one medium will reach not all potential customers.The manufacturer is planning to use a(n)_____ approach.

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

Question 66

The Franklin Review has 30,000 subscribers.A new restaurant in town pays $500 for a half-page ad in the newspaper.What is the cost per thousand (CPM)?

A) $1..67
B) $16.6.6.67
C) 0.00
D) $150.50.00
E) $166.66.70

Question 67

When online advertising platforms like Google's AdWords allow media buyers to select what time of day ads run,on what kind of pages,adjust their bids,run campaigns for designated periods based on the day of the week,the month,or even the year,the service is allowing a high degree of control over the campaign's _____ objectives.

A) continuity
B) mission
C) pulsing
D) message-distribution
E) audience

Question 68

The person in charge of negotiating and contracting with the media is called a(n)

A) ad traffic manager.
B) art director.
C) media director.
D) media buyer.
E) audience planner.

Question 69

The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights.

A) pulsing
B) roadblocking
C) media monopoly
D) blinking
E) prestige promotion

Question 70

Which of the following is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising?

A) roadblocking
B) succession
C) flashing
D) bursting
E) flighting

Question 71

The Chronicle sells a local neighborhood group running an all block yard sale a quarter-page ad for $180.80.There are 18,000 subscribers,so the cost per thousand (CPM)is

A) $10.0.
B) $100.00.00.
C) $1 ,000.
D) $5 ,000.
E) $10 ,000.

Question 72

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

A) cat food
B) allergy pills
C) Christmas ornaments
D) suntan lotion
E) swimming pool chemicals

Question 73

Which of the following functions would likely be handled by a media buyer?

A) understanding the marketplace
B) overseeing the writing of copy for the ad
C) evaluating various media vehicles
D) monitoring advertising performance
E) negotiating special rates on volume buys

Question 74

Telmar software is most likely used to help media planners

A) calculate the reach and frequency of print ads.
B) negotiate with media vehicles for appropriate rates.
C) monitor the creative development process in ad agencies.
D) determine the potential effectiveness of marketing plans.
E) measure audience responses to public relations activities.

Question 75

Which statement is most likely true about media buyers?

A) Media buyers tend to specialize in a single medium.
B) Placing an ad is a quick and easy process for media buyers.
C) Rate cards prohibit media buyers from negotiating on price.
D) Few media buyers communicate with media representatives.
E) In small agencies, media buyers usually specialize in one medium.

Question 76

Which of the following methods of scheduling media would be most effective for a new retailer with a slim advertising budget?

A) pulsing
B) blinking
C) bursting
D) continuity
E) roadblocking

Question 77

The media planner for a manufacturer of golf clubs for women of age 30 and above is considering the cost-efficiency of advertising on a talk radio station.During the morning drive time,the average number of listeners of age 30 and over is 40 ,000.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 (TCPM)if a 30-second commercial costs $200?

A) $8.33
B) $17.7.50
C) $80.00
D) $175.75.00
E) 00.00

Question 78

All of the following are factors known to increase attention value except

A) audience involvement with program material or editorial content.
B) audience familiarity with the advertiser's campaign.
C) brand differentiation in the advertisement.
D) quality of advertising reproduction.
E) timeliness of advertising exposure.

Question 79

Which of the following is a pattern of scheduling where the same commercial is run every half hour on the same network during prime time.

A) flighting
B) pulsing
C) bursting
D) blinking
E) roadblocking

Question 80

Why would an advertiser use a mixed-media approach?

A) It is less expensive than a homogeneous media mix.
B) It gives more exposure than a heterogeneous media plan.
C) It is easier to schedule than any other type of media mix.
D) The total effect is greater than the sum of individual parts.
E) The segmentation variables require focusing on targeted groups.