Question 1

________ 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, specifically media mix modeling, use computer models to determine the best media schedule by calculating the weight of each medium and optimizing the schedule for the greatest impact on product sales. Aperture, frequency, weighting, and reach are all important concepts in media planning, but they do not directly relate to the use of computer models for media mix optimization.

Question 2

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 helps advertisers compare the cost-effectiveness of different media vehicles and select the one that provides the best value for their money. Cost per thousand (CPM) is another method of comparing media vehicles based on the cost of reaching 1,000 people, but it is more commonly used for online advertising. Cost per prospect (CPP) is a measure of the cost of acquiring a lead or customer, and brand development index (BDI) and category development index (CDI) are measures of the potential for a particular market to consume a product or service.

Question 3

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

Accepted Answer

TCPM calculates the cost of reaching a thousand individuals from the target audience. It helps media planners to determine the cost-effectiveness of the media buy and compare it to other potential media options. It is a more precise measure compared to GRP or CPI as it focuses on the target audience. CDI and BDI are used to determine the potential of a product or service in a specific market.

Question 4

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

The type of schedule mentioned in the question is pulsing, where advertising is intensified before a buying aperture (such as a holiday season or a sale) and then reduced to lower levels until the aperture opens again. Flighting involves alternating periods of advertising and no advertising, continuous schedule involves consistent advertising, carryover involves using previous advertising to build on future advertising, and lead-in involves gradually increasing advertising before a major event or product launch.

Question 5

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 residual impact of advertising that persists beyond the period of advertising. It means that consumers remember the product across the gap until the next advertising period begins. Therefore, option A is the correct answer.

Question 6

Which schedule spreads the advertising evenly over the campaign?

Accepted Answer

A continuous schedule spreads the advertising evenly over the campaign period, without any breaks or fluctuations in the intensity of advertising. This approach is often used for products or services that have a consistent demand and require a steady level of advertising to maintain market share.

Question 7

________ 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 a media...

Question 8

What does CPM stand for?

Accepted Answer

CPM stands for Cost Per Thousand, which is the cost of an advertising campaign per thousand views or impressions. This is a common pricing model used in digital advertising.

Question 9

Which of the following metrics is designed to estimate the impact of an integrated campaign that includes both digital and measured media?

Accepted Answer

Total audience impressions are designed to estimate the overall impact of an integrated campaign that includes both digital and measured media. This metric takes into account all the impressions made on the target audience, regardless of the media platform used. Frequency distribution, gross rating points (GRPs), targeted rating points (TRPs), and share of voice are all metrics that measure specific aspects of advertising campaigns, but they do not provide an overall estimate of the impact of an integrated campaign.

Question 10

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

Accepted Answer

Cost per thousand (CPM) is commonly used to estimate the cost of getting 1,000 impressions. It is calculated by dividing the total cost of an advertising campaign by the number of impressions (in thousands) that it generates. This allows advertisers to compare the cost of different advertising campaigns and media channels based on the number of impressions they can generate.

Question 11

What two figures are needed to calculate CPM?

Accepted Answer

CPM (Cost Per Thousand Impressions) is calculated by dividing the cost of an ad by the estimated audience reached by the media vehicle, multiplied by 1000. Therefore, the two figures needed to calculate CPM are the cost of an ad and the estimated audience reached by the media vehicle. Choice D is the best option as it includes both of these figures.

Question 12

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

Targeted rating points (TRPs) adjust the calculation of audience by excluding waste coverage to provide a more accurate reflection of the percentage of the target audience watching a program. Gross rating points (GRPs) measure the total audience reached by a campaign, while frequency distribution measures the number of times a target audience is exposed to a campaign. Share of voice refers to the percentage of total advertising expenditures for a particular product or service category. Total audience impressions measure the total number of times an advertisement or program was seen or heard by an audience.

Question 13

Which of the following is the most important function of media buying?

Accepted Answer

The most important function of media buying is to match the media vehicle to the strategic needs of the message. While other functions such as negotiating cost and handling billing and payment are important, they ultimately serve the purpose of ensuring that the media vehicle chosen is the best fit for the message and audience. Providing information to media planners and monitoring the media plan performance also rely on a well-executed media buy.

Question 14

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

Accepted Answer

A hiatus refers to a break or pause in a flighting schedule during which no advertising is shown. A flight refers to the active period during which advertising is shown, while a pulse is a brief burst of advertising within a flight. Down time and carryover do not refer to periods without advertising.

Question 15

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 16

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

The answer of In the case of designated marketing areas...

Question 17

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

Accepted Answer

Continuity refers to the pattern of how the advertising is spread out over the duration of a campaign, in terms of time intervals and frequency.

Question 18

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 is the phenomenon where an ad loses its effectiveness after being exposed to the audience for a certain period. If an advertising period is too long, the audience may get tired of seeing the same ad repeatedly, which can lead to wearout.

Question 19

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

Weighting is used by media planners to allocate budget based on the importance or potential of each DMA or region and target audience.

Question 20

Online media vehicles now offer media buyers ________ buying that relies upon algorithms to target individual viewers based on their digital tracking data.

Accepted Answer

Programmatic buying is a type of buying that relies upon algorithms to target individual viewers based on their digital tracking data. The scatter market refers to buying ad slots on various media channels without a fixed plan, while the up-front market refers to buying ad slots in advance at a fixed rate. Frequency distribution is a statistical analysis tool, and horizontal is not related to media buying.

Quiz 14: Media Planning and Negotiation