Question 1

The rate of product usage in a geographical area may be calculated through the use of:

Accepted Answer

The answer of The rate of product usage in a...

Question 2

When the coverage of the media exceeds the targeted audience,this excess is referred to as:

Accepted Answer

Waste coverage refers to the portion of the media coverage that exceeds the targeted audience. It means that the message is reaching people who were not intended to receive it, resulting in a waste of resources.

Question 3

,a media planner obtains the following results: High BDI and Low CDI.What do these results imply?

Accepted Answer

A high BDI (Brand Development Index) indicates a strong brand presence or high market share in a specific market, while a low CDI (Category Development Index) suggests that the overall category is not performing well, indicating a need to monitor for potential sales decline.

Question 4

The survey of buying power index is particularly useful for providing _____ information.

Accepted Answer

The buying power index is calculated based on the average household income and the cost of living in a particular geographic area. Therefore, it provides information regarding the relative purchasing power of consumers in different regions, making option A the best choice. While demographics, lifestyle, consumer behavior, and psychographics are all important factors to consider when analyzing consumer behavior, they are not directly related to the buying power index.

Question 5

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

Accepted Answer

The survey of buying power index provides statistical information specific to metropolitan markets, making it a suitable source for a media buyer seeking such data.

Question 6

except that it:

Accepted Answer

The statement mentions that the new-product index is similar to the consumer confidence index, but it uses information about the product category. Therefore, A is the correct answer. B, C, D, and E are not mentioned in the statement.

Question 7

__________________ is an internal factor that may influence the determination of media strategy.

Accepted Answer

The size of the media budget is an internal factor that directly affects the determination of media strategy. Internal factors are those factors that are within the control of the company or organization, and media budget is one such factor. Competitive factors (B) and changes in the economy (C) are external factors, whereas the development of new media (D) could be either internal or external. Therefore, A is the correct choice.

Question 8

Which of the following indices reflects a company with low market share in a given market?

Accepted Answer

A low brand development index (BDI) indicates that a brand has a lower market share in a specific market compared to its average market share across all markets.

Question 9

report?

Accepted Answer

The answer of report?
...

Question 10

The market potential in a given metropolitan area,as compared to the United States as a whole,can be determined by using:

Accepted Answer

The survey of buying power index provides information about the potential purchasing power of consumers in a specific geographic area. As such, it can be used to determine the market potential of a metropolitan area in comparison to the United States as a whole. The other options listed are useful for gathering information about media consumption habits or consumer behavior, but are not as directly relevant to market potential analysis.

Question 11

_____________________ is an external factor that may influence the determination of media strategy.

Accepted Answer

Competitive factors such as the intensity of competition in the market, the size of competitors' media budgets, and their media strategies can significantly affect the determination of a company's media strategy. Other factors listed may also be important, but competitive factors are specifically related to outside influence on media strategy.

Question 12

in a particular market area,a company should use:

Accepted Answer

The answer of in a particular market area,a company should...

Question 13

report provides clients with:

Accepted Answer

The report provides all of the above information, including the number of users, demographic breakdown of users, an index number reflecting category usage, and a breakdown by light, medium, and heavy users.

Question 14

,a media planner obtains the following results: Low BDI and Low CDI.What do these results imply?

Accepted Answer

Low BDI (Brand Development Index) and Low CDI (Category Development Index) indicate that both the brand and the category are underperforming in the market, suggesting low market share and poor market potential.

Question 15

Which of the following situations offers the advertiser the least attractive marketing opportunity?

Accepted Answer

Low BDI and Low CDI indicate a market with low potential for both category and brand. Hence, it offers the least attractive marketing opportunity for the advertiser.

Question 16

General Foods wishes to determine the percentage of Maxwell House coffee sold in a geographic area as compared with the percentage of the total population in this market.The most appropriate index to use would be:

Accepted Answer

The brand development index (BDI) is the most appropriate index to use in this scenario. It compares the percentage of a brand's sales in a specific area to the percentage of the population in that area. This index is useful in identifying markets where a particular brand has high or low sales potential. The other options, such as survey of buying power index, category development index, and market research firms like Simmons Market Research Bureau (SMRB) and Mediamark Research Inc., do not specifically measure brand sales and population percentages.

Question 17

,a media planner obtains the following results: High BDI and High CDI.What do these results imply?

Accepted Answer

High BDI (Brand Development Index) indicates high market share while High CDI (Category Development Index) indicates good market potential. Therefore, the results imply that the brand has a high market share and good potential for growth in the category.

Question 18

a media planner obtains the following results: Low BDI and High CDI.What do these results imply?

Accepted Answer

Low BDI (Brand Development Index) means that the product has a low market share in the area, while High CDI (Category Development Index) means that there is good potential for the overall product category in that area. Therefore, the results imply that the product has low market share but good market potential, making option B the correct choice.

Question 19

Media buyers might choose to live with a relatively high degree of waste coverage because:

Accepted Answer

Choosing a media buy with a relatively high degree of waste coverage may still be the most cost affordable buy on a per exposure basis, which can be advantageous for budget-conscious media buyers.

Question 20

Which of the following is a method used for organizing a media buying department?

Accepted Answer

Specialization by media class is a common method used for organizing a media buying department. This involves assigning specialized teams to handle specific media classes such as television, radio, print, and digital. This allows for expertise and efficiency in negotiating and purchasing media within each class. The other options, degree of product tangibility, product life cycle, and degree of product innovation, do not relate to organizing a media buying department.

Quiz 10: Media Planning and Strategy