Question 1

What do media planners use to assist them in making intelligent decisions regarding the media mix selection, given factors such as budget, timing, and so forth?

Accepted Answer

Computer optimization modeling helps media planners by using algorithms to evaluate various media mix scenarios, considering constraints like budget and timing, to find the most effective combination.

Question 2

The newspaper in Panama City, Florida, The News Herald, charges national advertisers $45.00 per column inch. On Sunday, which is the day most national advertisers would want to advertise, this newspaper has a circulation of 70,000 households. Assuming only 40,000 are part of an advertiser's target audience, calculate CPM for one column inch.

Accepted Answer

The answer of The newspaper in Panama City, Florida, The...

Question 3

Which of the following statements is true regarding cost per thousand (CPM) and/or cost per point (CPP)?

Accepted Answer

CPM and CPP are both metrics used to evaluate the cost-effectiveness of advertising by comparing the cost to the size of the audience reached, focusing on efficiency.

Question 4

What concept refers to the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying as well as to the production time needed to get the advertisement into the medium?

Accepted Answer

Lead time refers to the period needed to prepare and launch an advertising campaign before the start of the sales period, taking into account both the consumers' buying cycle and the production time required for the advertisement.

Question 5

What is the most common format used to present the media allocation decisions?

Accepted Answer

The answer of What is the most common format used...

Question 6

Why have several advertising agencies unbundled their media buying function?

Accepted Answer

The answer of Why have several advertising agencies unbundled their...

Question 7

Sales geography is considered by the media planner because sales differences affect the decision about which markets the advertiser should reach for the campaign and how many dollars are allocated to each geographic region.

Accepted Answer

Sales geography is crucial for media planners as it helps determine where to focus advertising efforts and budget allocation based on regional sales performance and potential.

Question 8

Aperture measures the percentage of total advertising spending by one brand in a product category relative to the competition, giving media planners an idea of how much their advertising will stand out.

Accepted Answer

Aperture in advertising refers to the ideal moment to deliver an ad to a target audience when they are most receptive, not the percentage of total advertising spending by one brand relative to the competition.

Question 9

Media is a combination of reach and frequency.

Accepted Answer

The answer of Media is a combination of reach and...

Question 10

Different or unduplicated audiences are those who have at least one chance to be exposed to a message.

Accepted Answer

Different or unduplicated audiences refer to individuals who have at least one opportunity to see or hear a message, ensuring that each person is counted only once regardless of how many times they are exposed.

Question 11

Reach is the first place to start in setting objectives for a media plan.

Accepted Answer

Reach is crucial in setting objectives for a media plan as it determines the scope of the audience that will be exposed to the campaign, influencing all subsequent planning and strategy decisions.

Question 12

Reach is the percentage of a medium's audience that is exposed at least once to the advertiser's message during a specific time frame.

Accepted Answer

Reach refers to the total number of different people or households exposed to an advertisement at least once over a specific period, typically expressed as a percentage of the target audience.

Question 13

Use national television if you need to reach a wide mass audience.

Accepted Answer

National television broadcasts have a wide reach, making them an effective medium for reaching a large, diverse audience across an entire country.

Question 14

Target information used by media planners includes the targeted reach of a vehicle, consumer media use, geography, and consumers' consumption patterns.

Accepted Answer

Media planners use target information such as the targeted reach of a vehicle, consumer media use, geography, and consumers' consumption patterns to ensure that their advertising efforts are directed towards the most appropriate audience, maximizing the effectiveness of the campaign.

Question 15

Despite the increase in media options, consumer audiences of traditional media, such as broadcast TV, daily newspapers, and consumer magazines, continue to increase.

Accepted Answer

Despite the proliferation of digital media options, traditional media audiences, such as those for broadcast TV, daily newspapers, and consumer magazines, have generally been in decline as consumers shift their attention to online and on-demand content sources.

Question 16

Transformational advertising refers to the synergistic way radio, in particular, reinforces and re-creates the message in a listener's mind.

Accepted Answer

Transformational advertising refers to a type of advertising that seeks to change a consumer's interpretation of a product or brand, often by associating the experience of using the product with a unique set of psychological characteristics, not specifically to how radio reinforces and re-creates messages.

Question 17

Currently, there are no computerized optimization models to assist media planners in their job.

Accepted Answer

Computerized optimization models have been developed and are widely used to assist media planners in maximizing the effectiveness of their campaigns by analyzing various media mix scenarios and optimizing for reach, frequency, cost, and other objectives.

Question 18

Positioning research suggests that within a print medium the inside cover and first few pages have slightly better readership.

Accepted Answer

Positioning research in advertising indicates that ads placed on the inside cover and the first few pages of a print medium generally achieve slightly better readership scores compared to those placed in later sections. This is because these positions are often seen first and are more likely to capture the attention of the reader.

Question 19

CPM and CPP are more valid when used to compare vehicles within a medium.

Accepted Answer

CPM (Cost Per Thousand) and CPP (Cost Per Point) are metrics used to evaluate the cost efficiency of advertising vehicles within the same medium (e.g., comparing different magazines or TV channels), ensuring a more accurate and relevant comparison due to the similar nature and audience reach metrics of the vehicles being compared.

Question 20

When considering the timing strategy of a media plan, the two critical questions to consider are duration and continuity.

Accepted Answer

Duration refers to the total length of the media campaign, while continuity deals with the pattern of the campaign over time, such as whether it will run continuously or in bursts. Both are crucial for effectively reaching the target audience within the planned timeframe.

Quiz 11: Media Planning and Buying