Question 1

Which of the following provides estimates of radio audiences?

Accepted Answer

Arbitron Ratings Company is specifically known for providing estimates of radio audiences. The other options listed may provide audience estimates for other types of media, such as print or television.

Question 2

________ media are chosen based on metrics such as GRPs and CPMs,while new media depend more on factors like brand experience,involvement,and personal impact.

Accepted Answer

Measured media are chosen based on metrics like GRPs (Gross Rating Points) and CPMs (Cost Per Thousand Impressions), which are traditional metrics used to evaluate the reach and cost-effectiveness of advertising in media such as TV, radio, and print.

Question 3

In television,the percent of viewers watching a particular show based on the number of television sets that are on during that particular time slot is measured through ________.

Accepted Answer

E

Question 4

Which of the following refers to information such as demographic profiles of current customers,response to previous promotions,product sales and distribution patterns,and the budget of how much can be spent on media?

Accepted Answer

The information described pertains to a specific client or company, hence referred to as client information. Market research refers to the gathering and analysis of data about markets and consumers. Competitive advertising refers to analyzing and monitoring the advertising strategies of competitors. Consumer behavior reports focus on understanding how consumers interact with products and services. Media information refers to data on various media channels and their effectiveness in reaching different audiences.

Question 5

Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand?

Accepted Answer

Share of voice refers to the percentage of the total advertising or marketing communication spending in a particular category that is spent on a particular brand. It helps marketers to keep track of how much their competitors are spending on media and to adjust their own spending accordingly.

Question 6

________ describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience.

Accepted Answer

Media objectives describe what a company wants to achieve in terms of the delivery of its brand messages and their impact on the target audience through specific media channels, such as TV, radio, print, or social media. Reach objectives focus on the number of people who see or hear the message, frequency objectives determine how often the target audience should be exposed to the message, while mission and vision statements are broader statements of the company's purpose and goals.

Question 7

A valuable tool for media planners,________ is (are)provided by companies such as MRI and is (are)usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

Accepted Answer

Market research is provided by companies like MRI and is organized by product category, cross-tabulated by audience groups and their consumption patterns, making it a valuable tool for media planners.

Question 8

Which of the following is a standard research display format that allows multiple variables of related data to be grouped together?

Accepted Answer

CrossTab (short for cross-tabulation) is a standard research display format that allows multiple variables of related data to be grouped together in a table or grid format. It is commonly used in survey research to summarize the relationships between different variables.

Question 9

Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time?

Accepted Answer

Reach refers to the percentage of people who have been exposed to a brand message at least once within a specified period of time.

Question 10

In radio,the percent of homes actually tuned in to a particular station is measured through ________.

Accepted Answer

Ratings are used to measure the percent of homes actually tuned in to a particular station. Coverage refers to the geographic area in which a signal is available, exposures refer to the number of times an ad is heard, gross impressions refer to the total number of times an ad is heard, and share of audience refers to the percentage of listenership a particular station has in comparison to other stations during a specific time period. None of these measure the percent of homes actually tuned in to a particular station.

Question 11

One type of media-related information about markets is the broadcast coverage area for television,which is called a(n)________ and is referred to by the name of the largest city in the area.

Accepted Answer

The correct term for the broadcast coverage area for television is designated marketing area (DMA), which is named after the largest city in the area. None of the other options are commonly used or recognized in the industry.

Question 12

Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?

Accepted Answer

Contact points refer to various channels through which a customer interacts with a brand. Exposure to traditional mass media, word-of-mouth, place-based media, in-store brand exposures, and interactive media are all different types of contact points.

Question 13

Rates for ________ advertisements are based on the guaranteed circulation that a publisher promises to provide.

Accepted Answer

Magazine advertisements are typically sold based on guaranteed circulation, which refers to the number of copies of the publication that will be printed and distributed. Publishers provide a circulation guarantee to reassure advertisers that their ad will reach a certain number of people.

Question 14

While print media audiences are measured in ________,television audiences are measured in ________.

Accepted Answer

Print media audiences are measured in circulation, which refers to the number of copies of a publication distributed. Television audiences, on the other hand, are measured in exposure, which refers to the number of people who have the opportunity to see a program or advertisement. Therefore, option C is the correct answer as it correctly matches the types of media with their respective audience measurement metric.

Question 15

Which of the following companies uses devices called people meters to gather information about television audiences?

Accepted Answer

A.C. Nielsen is the only company in the list that uses people meters, which are electronic devices that record the viewing habits of households to gather information about television audiences. The other companies in the list are primarily focused on different forms of media or use different methods of data collection.

Question 16

The zero moment of truth refers to the first time a consumer ________.

Accepted Answer

The zero moment of truth (ZMOT) refers to the moment when a consumer first searches for information about a brand or product online, before making a purchase decision. Therefore, the best choice here is C - searches online for information on a brand.

Question 17

Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent?

Accepted Answer

A media plan is a document that outlines how media dollars will be spent for a specific campaign or period of time. It includes objectives, target audience, media channels, budget allocation, and measurement metrics. The media plan serves as a blueprint to ensure that media dollars are spent efficiently and effectively in reaching the desired audience and achieving marketing goals.

Question 18

A designated marketing area (DMA)assignment is based on ________.

Accepted Answer

A designated marketing area (DMA) assignment is based on which city provides the majority of the households' TV programming. The DMA is defined as a specific geographic area in which the local television stations take the most viewership. Therefore, choice E is the best option.

Question 19

Traditionally,outdoor boards have been purchased and measured in terms of ________,which are estimates of the percentages of the population who had the opportunity to see the sign.

Accepted Answer

The answer of Traditionally,outdoor boards have been purchased and measured...

Question 20

What is the first of the four basic steps in media planning?

Accepted Answer

Identifying the target audience is the first step in media planning as it sets the foundation for the entire plan. It helps in selecting the most appropriate media channels for reaching the target audience effectively.

Quiz 14: Media Planning and Negotiation