Question 1

The ____________ is the percent of total media dollars spent in each category.

Accepted Answer

Share of spending refers to the percentage of total media dollars spent in each category. Share of voice, share of competition, and share of market are all different metrics used in marketing analysis.

Question 2

Characteristics such as age, gender, income, education level and employment status would be classified as:

Accepted Answer

Demographics are characteristics used to describe a population, such as age, gender, income, education level, and employment status. Sociographics refer to social characteristics such as lifestyle and values, psychographics are attitudes and beliefs, and technographics relate to technology use. None of the above does not accurately answer the question.

Question 3

When you compare media across the board using measures like CPM, you are using _________ costs.

Accepted Answer

When comparing media using CPM, it is a relative cost measure as it compares the cost of reaching 1000 people across different media types. It is not an absolute cost measure since the actual cost per ad may vary based on factors such as the length of the ad or the time slot it is shown in. It is also not fixed or variable since it is a rate rather than a specific cost.

Question 4

The formula for Cost Per Thousand takes the ad cost and divides it by __________________ and then multiplies the product times 1,000.

Accepted Answer

Cost per thousand (CPM) is determined by taking the total cost of an ad campaign and dividing it by the number of impressions it generates. It is then multiplied by 1,000 to get the CPM. Impressions refer to how many people were reached by the campaign, also known as the audience delivered. Therefore, the correct answer is C) Audience delivered.

Question 5

When more sales generate higher production costs, you are working with a _______________ prodution cost model.

Accepted Answer

The answer of When more sales generate higher production costs,...

Question 6

Based on the average CPMs noted in the textbook, CPMs for _______________ always tend to be higher than television.

Accepted Answer

Print media, such as newspapers and magazines, generally have higher CPMs compared to television due to their targeted audience and the cost of production and distribution.

Question 7

The formula for Cost Per Point (CPP) takes the price of the ad and divides it by the ____________________.

Accepted Answer

The answer of The formula for Cost Per Point (CPP)...

Question 8

Which is one of the common pricing methods used to purchase Internet advertising?

Accepted Answer

Cost per thousand (CPM) is a common pricing method used to purchase Internet advertising. This method is based on the number of impressions (i.e. the number of times an ad is displayed) rather than on any specific action taken by the user (such as clicking on the ad). The cost is typically stated as the cost per thousand impressions, where "M" represents the Roman numeral for 1,000. This allows advertisers to accurately estimate the cost of their ad campaign and ensure that they are getting a good return on investment.

Question 9

A television program's ___________ is the percentage of people currently watching that specific show determined from the total number of viewers watching television at that particular moment.

Accepted Answer

A television program's share is the percentage of people currently watching that specific show determined from the total number of viewers watching television at that particular moment. The rating (option A) is the percentage of households tuned into a particular program among all households with a television, while unduplicated audience, area of dominant influence, and average reach (options C, D, and E) all refer to different audience measurement metrics.

Question 10

A program's _______________ represents a percentage of the number of people watching a particular TV program relative to the total population.

Accepted Answer

A program's rating represents a percentage of the number of people watching a particular TV program relative to the total population. Cume refers to the total number of different people who tune in to a given daypart or station during the course of a day. Unduplicated audience refers to the number of different people who tune in to a program or station during a specific time period. Area of dominant influence (ADI) is a geographic area defined by Nielsen Media Research that represents the TV viewing habits of households in a given region. Average Reach refers to the number or percentage of people in a target audience who have been exposed to an advertising message at least once during a specific time period.

Question 11

Eighty percent of the total target audience heard the radio spots for Oakley's Delicatessen once during a four-week period. The average frequency of the
Campaign was three. Calculate the GRPs.

Accepted Answer

GRPs (Gross Rating Points) can be calculated by multiplying the percentage reach of the target audience by the average frequency of the campaign.

Percentage Reach = 80% 
Average Frequency = 3

GRPs = Percentage Reach x Average Frequency 
GRPs = 80% x 3 
GRPs = 240

Question 12

When Applecart Antique Mall purchased time on local television, the station account executive promised a total exposure for the ad of 26,000 HHs. Meaning the _______ for the commercial would be 26,000 HHs.

Accepted Answer

Reach refers to the total number of unique households or individuals that are exposed to an advertisement during a specific time period. In this case, the promised exposure of 26,000 HHs represents the reach for the commercial.

Question 13

Efficiency metrics are an important component of evaluating media because they take into consideration both cost and ______________.

Accepted Answer

Efficiency metrics consider both cost and audience delivery, making it an important component for evaluating media. DMA, frequency, and conversions may also be important metrics, but they do not necessarily take into consideration both cost and audience delivery. Therefore, option B, audience delivery, is the best answer.

Question 14

When it comes to media planning, all of the following are components of scheduling EXCEPT:

Accepted Answer

Scheduling in media planning involves determining the timing and frequency of the advertising messages to reach the target audience effectively. The components of scheduling include exposure, availabilities, waves, and flexibility. However, messaging is not a component of scheduling but rather a component of the creative process in advertising.

Question 15

With regard to flexibility, online advertising tends to be the most flexible while _________ advertising tends to be the least flexible.

Accepted Answer

The answer of With regard to flexibility, online advertising tends...

Question 16

All of the following are measures to consider related to television EXCEPT:

Accepted Answer

Circulation is not a measure related to television. It is a measure related to print media, such as magazines and newspapers. HUT (households using television), PUT (people using television), GRPs (gross rating points), and program share are all commonly used measures related to television.

Question 17

With this type of ad sales, brands will commit up to 75% of their advertising budgets when fall schedules are announced for television.

Accepted Answer

Upfront buying refers to the practice of buying advertising inventory before the TV season begins, typically in May or June. Brands commit a large percentage of their advertising budgets at this time, up to 75%, to secure premium ad spots and guarantee their presence on popular TV shows.

Question 18

Which of the following IS NOT an advantage of using TV advertising?

Accepted Answer

"Mortality rate" is not an advantage of using TV advertising, as it is not related to the benefits of advertising on TV. The other options on the list are advantages of TV advertising.

Question 19

All of the following are types of TV commercials EXCEPT:

Accepted Answer

All of the other options are types of TV commercials, but product placements are a form of product placement marketing in which branded products or services are placed in a context usually devoid of ads, such as movies, TV shows, or news programs.

Question 20

TV networks, stations, satellite companies, and cable operators all sell ads through __________.

Accepted Answer

TV networks, stations, satellite companies, and cable operators typically sell ads through advertising sales representatives (reps). These reps are responsible for selling advertising time or space to businesses and agencies, negotiating prices, and ensuring that the ads meet the needs and preferences of the target audience. Account planners and executives may work for the ad agency or brand, but not typically for the media companies selling the ad space. Agents may also be involved in the advertising process, but their role is typically focused on representing talent rather than selling ad space directly.

Quiz 6: Media Planning and Strategy: Key Concepts and Considerations