Deck 5: Advertising Planning: Traditional Media

Question 1

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

Answer 1

False

Question 2

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

Answer 2

False

Question 3

A post-buy analysis is an analysis confirms that the media type purchased matches that set up in the pre-buy request.

Answer 3

False

Question 4

Magazines are referred to as a "class" medium rather than a "mass" medium, and are suited to advertisers using a profile matching strategy or rifle strategy.

Question 5

The media brief is a document that contains information for developing a media plan.

Question 6

If frequency is a key media objective, magazines are the best option.

Question 7

A pulse schedule means that media advertising is scheduled in flights of different weight and duration.

Question 8

A media calendar is provided by the agency selling media so the buyer knows what slots are still available.

Question 9

An anti-bullying campaign wanting to implement a profile-matching strategy could air its TV ads on YTV.

Question 10

A large national retailer schedules advertising every other month throughout the year, in order to stretch their advertising budget. This is an example of a blitz media schedule.

Question 11

One of the major advantages of radio is its ability to reach selective target markets.

Question 12

If a company wanted to increase the level of engagement its market had with the brand then they only need to adjust the medium chosen.

Question 13

Media planners use a target market profile to match the target with compatible media profiles.

Question 14

A rifle strategy is a media tactic that involves matching the demographic profile of a product's target market with a specific medium that has a similar target profile.

Question 15

If the goal of an advertising campaign is to reach as many people as possible, then out-of-home should be the medium of choice.

Question 16

Cinema advertising provides a much more captive audience than other media.

Question 17

Where people are listening to the radio is a factor a media planner must consider.

Question 18

If Purina dog food had a BDI of 90 in Ontario it would mean that the market for pet food in Ontario was overdeveloped.

Question 19

If the goal of an advertising campaign is to reach as many people as possible, then out-of-home would be an appropriate medium to choose.

Question 20

Gross Rating Points is another way of saying "frequency."

Question 21

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

Question 22

Media objectives outline what a media plan is to accomplish based on all of the following EXCEPT

A) why.
B) what.
C) how.
D) where.
E) who.

Question 23

Describe the main sections of a media plan.

Question 24

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

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

Question 25

How important is the nature of the message?

Question 26

The section of the media brief which gives the media planner a perspective on what is happening in the market and the rates of growth in the market is the

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

Question 27

Describe the difference between using a skip schedule or an even schedule for a mature product.

Question 28

With fewer viewers watching television and television ads, advertisers have had to find new solutions for reaching viewers. Discuss three of the alternatives to traditional television advertising.

Question 29

List the various types of outdoor posters.

Question 30

How has the emergence of PVR technology impacted television advertising as a medium?

Question 31

What new technologies have influenced ratio advertising?

Question 32

Media objectives are clearly worded statements that outline what the plan is to accomplish and include five issues. Name and describe these five issues.

Question 33

Describe the three basic target market matching strategies. Give an example on how each may be used.

Question 34

List the various types of transit advertising.

Question 35

Describe the six media scheduling options available, giving an example to illustrate each.

Question 36

Explain the role a media budget plays with the media planners.

Question 37

List and describe the four television options that media planners have.

Question 38

The most important ingredient for a media plan is

A) a creative plan.
B) an understanding of the marketing environment.
C) an understanding of the marketing plan.
D) an appropriate budget.
E) a thorough understanding of the target market.

Question 39

When would advertisers use a build-up schedule?

Question 40

How does CPM play a role in media selection? How is it calculated?

Question 41

Budget-conscious media buyers use a skip schedule that allows them to

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

Question 42

If the sale of Crest whitening toothpaste in Ontario represents 15 percent of total sales and Ontario represents 38 percent of the population, the BDI for whitening toothpaste in Ontario is

A) 25.3.
B) 253.3.
C) 395.
D) 39.5.
E) 3.95.

Question 43

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

A) frequency.
B) impressions.
C) flexibility.
D) reach.
E) GRPs.

Question 44

If Secret deodorant was trying to determine its percentage of sales by province in Canada, in relation to the percentage of population of that province, Secret would be calculating a

A) brand development index.
B) market development index
C) category development index.
D) geographic index.
E) country development index.

Question 45

An evaluation of actual audience deliveries calculated after a specific spot or schedule of advertising has run is called a

A) media brief.
B) post-buy analysis.
C) market profile.
D) target market analysis.
E) pre-buy analysis.

Question 46

The target market for which a shotgun strategy is best suited is more

A) specific.
B) local.
C) regional.
D) provincial.
E) broad.

Question 47

If product sales as expressed as a percentage of total sales by region are close to population splits by region, the following geographic strategy would be appropriate when devising a media strategy.

A) regional coverage
B) national coverage
C) provincial coverage
D) local coverage
E) segmented coverage

Question 48

In advertising, "continuity" is

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

Question 49

Golf clubs have a heavy schedule of advertising in the spring and summer months and virtually no advertising at other times of the year. This is an example of a

A) build up schedule.
B) rifle schedule.
C) seasonal schedule.
D) pulse schedule.
E) skip schedule.

Question 50

Nike Canada advertises its golf shoes in Golf Canada magazine, because it is the most effective way of reaching golfers. In terms of media strategy, this is an example of a

A) sling-shot strategy.
B) profile-matching strategy.
C) target market strategy.
D) rifle strategy.
E) shotgun strategy.

Question 51

Media weight is expressed in terms of

A) gross rating points.
B) reach.
C) share of market.
D) continuity.
E) share of advertising.

Question 52

The total unduplicated audience potentially exposed one or more times to a commercial message during a given time period is referred to as

A) reach.
B) profile matching.
C) gross rating points.
D) frequency.
E) continuity.

Question 53

When Nintendo introduced the Wii in Canada, they spent a lot of money advertising the product in the early stages of the product's introduction, with the hope of hitting the market with a bang. Nintendo plans to reduce the amount spent on advertising after this short period. This is an example of a(n) __________ media schedule.

A) pulse
B) seasonal
C) even
D) blitz
E) build-up

Question 54

If a media schedule has a weekly reach of 40 percent of targeted households in a particular city and the average number of exposures is 4, the GRP level would be

A) 1.6.
B) 40.
C) 16.
D) 160.
E) 4.

Question 55

A rifle strategy is a matching strategy used in situations where

A) the product is in the mature stage of the product life cycle.
B) there is great urgency in the call to action.
C) budgets are extremely tight.
D) the target market can be precisely defined by some common characteristic.
E) the target market is very fragmented.

Question 56

If EQ3 chose to advertise in Style at Home magazine it would be because the target profile of the magazine matched the profile of EQ3's target market. This type of media strategy is called a(n)

A) applied strategy.
B) target market strategy.
C) shotgun strategy.
D) profile-matching strategy.
E) rifle strategy.

Question 57

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

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

Question 58

According to the concept of taking into account the nature of the message, the creative strategy and the ____________ strategy should be developed simultaneously to ensure the right message is delivered by the right medium.

A) media
B) geographic
C) shotgun
D) rifle
E) marketing

Question 59

Many new products employ a teaser strategy where advertising is scheduled at low levels initially and increases steadily as time passes. This strategy is called a

A) skip schedule.
B) pulse schedule.
C) build-up schedule.
D) blitz schedule.
E) seasonal schedule.

Question 60

Frequency refers to the

A) length of an advertising campaign.
B) total number of potential customers.
C) average number of times an audience is exposed to an advertisement.
D) type of TV commercial - 15, 30 or 60 second.
E) delivery schedule of a newspaper or magazine.

Question 61

Which of the following is NOT an advantage of radio advertising?

A) frequency
B) cost
C) target selectivity
D) message retention
E) flexibility

Question 62

Paid circulation refers to

A) subscription sales only.
B) newsstand sales only.
C) free distribution.
D) subscription and newsstand sales.
E) trade subscriptions.

Question 63

A radio service that offers commercial free programming for a monthly fee is known as

A) satellite radio.
B) Internet radio.
C) podcasting.
D) PVR.
E) cable radio.

Question 64

The key difference between tabloids and broadsheets is

A) size.
B) cost.
C) number of sections.
D) amount of advertising.
E) content.

Question 65

Which of the following is NOT and advantage of magazine advertising?

A) quality
B) pass-along readership
C) targeting flexibility
D) frequency
E) life span

Question 66

Which of the following is the biggest threat to the use of television as a preferred medium?

A) The number of hours a week a person spends watching TV is decreasing.
B) Consumers do not generally perceive television to be the most influential form of advertising.
C) TV audiences are very fragmented.
D) Clutter in television advertising continues.
E) The majority of Canadian households use PVR technology to skip commercials.

Question 67

When Toyota wants to see its media schedule, it is normally presented in a calendar format referred to as a

A) Gantt chart.
B) funnel.
C) CPM.
D) blocking chart.
E) blitz schedule.

Question 68

Which of the following is NOT a type of newspaper advertising?

A) classified advertising
B) national advertising
C) retail advertising
D) preprinted inserts
E) all of the above are types of newspaper advertising

Question 69

Pre-printed inserts are also referred to as

A) broadsheets.
B) flexform advertising.
C) classified advertising.
D) free-standing inserts.
E) tabloids.

Question 70

Which of the following is not an example of out-of-home advertising?

A) murals
B) mall posters
C) billboards
D) free-standing inserts
E) superboards

Question 71

CPM is defined as

A) cost of advertising per million impressions.
B) cost of advertising per thousand consumers.
C) creative per media.
D) cost per magazine.
E) cost of publishing media.

Question 72

Which of the following trends with respect to radio listenership is NOT true?

A) Teenagers have shifted their allegiance to technologies such as iPods.
B) On average, Canadians listen to the radio for 19 hours per week.
C) Vehicles are the location where radio is listened to the most.
D) Canadians are listening less radio each passing year.
E) Radio has little appeal to teenagers.

Question 73

One of the biggest advantages of newspaper advertising is

A) its longevity.
B) its geographic selectivity with local markets.
C) its long lead time.
D) the lack of competition.
E) the expense of an individual newspaper.

Question 74

The process of fine-tuning the media strategy and translating it into specific action plans is called

A) blocking.
B) media execution.
C) media implementation.
D) media scheduling.
E) CPM.

Question 75

In the context of print media (newspapers and magazines), the term circulation refers to all of the following EXCEPT

A) the number of copies made available at retail.
B) the number of copies carried by other publications.
C) the numbers of copies distributed free.
D) the number of copies printed.
E) the number of copies sold by subscription.

Question 76

Which of the following is NOT an advantage of newspaper advertising?

A) media environment
B) reach
C) life span
D) targeting capability
E) merchandising opportunities

Question 77

Industry research indicates that _______ percent of Canada's adult population reads a daily newspaper on any given day.

A) 68.
B) 16
C) 24.
D) 5.
E) 50.

Question 78

Cineplex magazine is an example of a controlled circulation magazine because it

A) is restricted by law.
B) is an insert inside a newspaper.
C) appeals to all market segments.
D) is distributed free to a specific audience.
E) is also classified as junk mail.

Question 79

In recent episodes of Being Erica, a CBC television program, two characters became co-owners of a Ford Fiesta. The product was then featured and shown in several episodes. This is an example of

A) product placement.
B) branded content.
C) event marketing.
D) sales promotion.
E) both A and B are correct

Question 80

Which of the following is NOT an advantage of television advertising?

A) targeting through specialty channels
B) reach
C) clutter
D) coverage flexibility
E) impact