Question 1

The period of time during which there is no advertising during a flighting schedule is called a ________.

Accepted Answer

The term "hiatus" refers to a period of time during which there is no advertising during a flighting schedule. The other answer choices do not accurately describe this term. A "flight" refers to a period of time during which advertising is shown, while a "pulse" refers to a brief burst of advertising activity. "Down time" typically refers to a period of inactivity or downtime, but it is not a term that is specifically used in advertising. "Carryover" refers to the residual effects of advertising that can last beyond the period of active advertising.

Question 2

If a flighting strategy works, there will be a ________, which means that consumers will remember the product across the gap until the next advertising period begins.

Accepted Answer

Carryover effect refers to the impact of advertising messages that persists beyond the period during which advertising occurred. This means that consumers remember the product across the gap until the next advertising period begins.

Question 3

In the case of designated marketing areas (DMAs), weak markets may be given more than their share of media weight in the hopes of strengthening the brands in these markets, a practice known as ________.

Accepted Answer

Investment spending refers to allocating more resources to weaker markets to strengthen brand presence and performance in those areas.

Question 4

Media planners may strive to create ________ in a media plan, which means the various media work together to create coherent brand communication.

Accepted Answer

Cross-media integration refers to the coordination of different media channels in a way that creates a unified message for the brand. This means that the messages across all channels are consistent and work together to reinforce the brand's overall message.

Question 5

Which of the following refers to the way radio reinforces and re-creates in a listener's mind a message that was originally delivered by other media?

Accepted Answer

Image transfer refers to the ability of radio to create mental images in a listener's mind that reinforce and re-create a message that was originally delivered by other media, such as television or print advertising. It is a powerful tool for advertisers because it helps to build brand recognition and increase the effectiveness of their advertising campaigns.

Question 6

________ techniques enable marketers to determine the relative impact of a media mix on product sales by using computer models that calculate the weight of a media schedule and optimize the schedule for the greatest impact.

Accepted Answer

Optimization techniques involve the use of computer models to calculate the weight of a media schedule and optimize it for the greatest impact on product sales. This includes using data analysis and statistical modeling to determine the effectiveness of different media channels and adjust the mix accordingly for better performance.

Question 7

Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

Accepted Answer

Flighting is a media scheduling strategy that involves periods of intense advertising activity (flights) followed by periods of no advertising (hiatuses), allowing for a concentration of media spend at optimal times.

Question 8

What does CPM stand for?

Accepted Answer

CPM stands for Cost Per Thousand, as in cost per thousand impressions or views of an advertisement.

Question 9

To be more precise and determine the efficiency of a potential media buy, planners often look at the ________.

Accepted Answer

Targeted cost per thousand (TCPM) is used by planners to determine the efficiency of a media buy by evaluating the cost of reaching a thousand targeted audience members.

Question 10

If an advertising period is too long, ads may suffer from ________, which means the audience gets tired of them and stops paying attention.

Accepted Answer

Wearout refers to the point where the audience becomes too familiar with the ad and begins to tune it out. Thus, if the advertising period is too long, ads may suffer from wearout.

Question 11

Which is a method of comparing media vehicles by estimating the cost of reaching 1 million households based on a program's rating points?

Accepted Answer

Cost per point (CPP) is a method of comparing media vehicles by estimating the cost of reaching 1 million households based on a program's rating points. It is mainly used for television advertising.

Question 12

Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?

Accepted Answer

Cost per thousand (CPM) is the calculation of the cost to reach 1,000 impressions or viewers of an advertisement. This is the best choice for estimating the cost of reaching 1,000 impressions.

Question 13

________ indicate the weight, or efficiency, of a media plan by estimating the reach and frequency.

Accepted Answer

The answer of ________ indicate the weight, or efficiency, of...

Question 14

What two figures are needed to calculate CPM?

Accepted Answer

CPM (cost per thousand) is calculated by dividing the cost of an ad by the estimated audience reached by the media vehicle, and then multiplying by 1000. Therefore, the two figures needed to calculate CPM are the cost of an ad and estimated audience reached by the media vehicle. Option D provides these two figures.

Question 15

What decision criterion do media planners use to help decide how much to budget in each DMA or region and for each target audience?

Accepted Answer

The answer of What decision criterion do media planners use...

Question 16

After the schedule has been worked out in terms of what media run when and for how long, these decisions are ________.

Accepted Answer

Once the schedule has been worked out, it is typically plotted on a media flow chart, which visually represents when and where each media will run, for how long, and how much it will cost. This chart serves as a reference for the media team throughout the campaign, ensuring that all media are running according to plan and allowing for adjustments if necessary.

Question 17

________ refers to the way the advertising is spread over the length of a campaign.

Accepted Answer

Continuity refers to the scheduling of advertising over a period of time, with regular intervals between ads. This allows for a consistent message to be delivered to the target audience and helps to build brand recognition and awareness.

Question 18

The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program.

Accepted Answer

The estimated targeted rating points (TRPs) adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program. Gross rating points (GRPs) do not adjust for waste coverage, efficient frequency refers to the optimal number of times an ad should be seen to generate the desired response, and targeted reach measures the percentage of the target audience who has been exposed to an ad at least once. Insertions are a generic term used to refer to the number of times an ad was placed. Therefore, C is the correct answer.

Question 19

Which type of schedule is designed to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture opens again?

Accepted Answer

Pulsing is a scheduling strategy that involves alternating periods of high and low advertising intensity. This type of schedule is often used in conjunction with specific buying windows or promotional events, where advertising is intensified leading up to the event and then reduced afterwards.

Question 20

Which schedule spreads the advertising evenly over the campaign?

Accepted Answer

Continuous schedule spreads advertising evenly over the campaign, which means advertising runs at a constant level throughout the campaign without any breaks. This schedule is best for products or services that are used continuously and evenly over time, as well as for campaigns that aim to create long-term brand awareness.

Quiz 14: Media Planning and Buying