Question 1

The percentage of a target audience that is exposed,at least once,during a specified time frame to the vehicles in which an advertising message is inserted represents _____.
A) scope 
B) spread 
C) reach 
D) frequency 
E) gross rating points

Accepted Answer

Reach represents the percentage of a target audience that is exposed at least once during a specified time frame. Scope refers to the diversity of media vehicles used, spread is the number of people exposed to the ad, frequency is how many times the target audience sees the ad, and gross rating points is a combination of reach and frequency.

Question 2

Media planning involves coordination of three levels of strategy formulations: 
A) marketing strategy, advertising strategy, and message strategy. 
B) marketing strategy, advertising strategy, and media strategy. 
C) promotion strategy, advertising strategy, and message strategy. 
D) promotion strategy, placement strategy, and media strategy. 
E) marketing strategy, placement strategy, and media strategy.

Accepted Answer

Media planning involves coordinating the marketing strategy with the advertising strategy and developing a media strategy to choose the best channels to reach the target audience. Therefore, option B - marketing strategy, advertising strategy, and media strategy - is the most appropriate choice. Option A is incorrect since message strategy is part of the advertising strategy. Options C and D contain incorrect components, while option E only includes placement strategy instead of advertising strategy.

Question 3

Perky Print is a commercial printer in Omaha that has just started to advertise.Fifty percent of its target audience was exposed one or more times to Perky Print's advertisements during an established time frame.Fifty (50)is the _____ for Perky Print.
A) scope 
B) spread 
C) reach 
D) frequency 
E) gross rating point

Accepted Answer

The term used to describe the percentage or number of a target audience exposed to a particular advertisement or campaign is called reach. Therefore, the answer is C. Scope refers to the breadth of the objectives and goals of an advertising campaign. Spread pertains to the distribution of advertising messages across various marketing channels. Frequency refers to the number of times a target audience views an advertisement. Gross rating point is a metric used to evaluate the effectiveness of a media campaign.

Question 4

Target market identification and marketing mix selection form the overall 
A) advertising objective 
B) advertising budget 
C) marketing strategy 
D) media strategies 
E) target market

Accepted Answer

Target market identification and marketing mix selection are key components of a marketing strategy, which outlines how a company will reach its desired customers and achieve competitive advantage.

Question 5

The number of times,on average,during the media-planning period that members of the target audience are exposed to media vehicles that carry a brand's advertising message is referred to as _____.
A) scope 
B) spread 
C) frequency 
D) reach 
E) gross rating point

Accepted Answer

Frequency is the average number of exposures to an advertisement received by a member of the target audience during the media-planning period. Scope refers to the range of media options available to reach the target audience, spread refers to the range of dates when the advertising will be scheduled, reach refers to the total number of different people or households exposed to an advertising message, and gross rating point is the product of reach and frequency. However, only C describes the number of times the target audience is exposed to the advertising message.

Question 6

What recent and dramatic change has occurred with regard to media planning? 
A) Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies. 
B) Advertisers are conducting the media planning function in-house rather than using outside advertising agencies. 
C) Advertisers are spending dramatically less on media than previously. 
D) Advertisers are "unbundling" media planning from full service agencies and consolidating this function across multiple brands. 
E) Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans.

Accepted Answer

The recent and dramatic change that has occurred with regard to media planning is that advertisers are "unbundling" media planning from full-service agencies and consolidating this function across multiple brands. This means that advertisers are no longer relying on a single agency to handle all aspects of advertising, but instead are splitting up tasks and responsibilities among multiple agencies or in-house teams. This change is driven by the desire for greater control, transparency, and efficiency in media planning and buying.

Question 7

Which of the following is an activity performed in developing the media strategy? 
A) setting the advertising budget 
B) setting a message strategy 
C) setting advertising objectives 
D) buying media 
E) All of these are correct.

Accepted Answer

Buying media is a specific activity involved in developing the media strategy, as it involves selecting and purchasing the appropriate media channels to reach the target audience effectively.

Question 8

Which of the following factors can increase the reach that is achieved with a particular media schedule? 
A) use multiple media 
B) create a single ad for the campaign 
C) focus on network television 
D) focus on newspaper advertising 
E) use a single daypart for TV advertising

Accepted Answer

Using multiple media can increase the reach by reaching different audiences and increasing the chances of the target audience seeing the ad at least once.

Question 9

A brand has a target audience consisting of 80 million households.Television commercials for the brand are aired 40 times during a four-week period,which produces 600 gross rating points.The net coverage,or unduplicated audience,is 60 million households.The computed reach is _____.
A) 15 
B) 32 
C) 40 
D) 75 
E) 80

Accepted Answer

To compute the reach, we need to use the formula:

Reach = (GRPs ÷ Frequency) x 100

Substituting the given values, we get:

Reach = (600 ÷ 40) x 100
Reach = 15 x 100
Reach = 1500

This means that the brand's commercials reached 1500% of the target audience during the four-week period. However, since the target audience consists of only 80 million households, we need to adjust the reach accordingly:

Adjusted Reach = (Reach ÷ 100) x Target Audience
Adjusted Reach = (1500 ÷ 100) x 80 million
Adjusted Reach = 24 million

Therefore, the computed reach is 24 million households. However, this is not one of the answer choices. The closest answer choice is D, 75%, which is incorrect.

Question 10

Effective media strategy requires first that the target audience be pinpointed.Failure to precisely define the audience results in _____,where some nonpurchase candidates see the advertisements,while prime candidates are missed..
A) miscommunication 
B) noise 
C) wasted exposure 
D) suboptimum frequency 
E) a flighting schedule

Accepted Answer

Wasted exposure occurs when the target audience is not correctly identified, resulting in advertisements being viewed by individuals who are not likely to purchase the product or service. This is a waste of resources and can be avoided by precisely defining the target audience.

Question 11

Anita's is a local hair salon.During an established time frame,her target audience was exposed to three of her advertisements.The three represents _____.
A) gross rating point 
B) spread 
C) scope 
D) reach 
E) frequency

Accepted Answer

Frequency refers to the number of times an audience is exposed to a particular advertisement within a specific time frame. In this case, Anita's target audience seeing three of her advertisements indicates the frequency of exposure.

Question 12

Which of the following is one of the fundamental objectives in media planning? 
A) effectiveness 
B) reach 
C) budget 
D) efficiency index 
E) OTS

Accepted Answer

Reach is a fundamental objective in media planning as it measures the number of different people or households exposed to an advertisement.

Question 13

Renee is selecting the target audience,specifying media objectives,selecting media categories and vehicles so that media buyers can then purchase media for her agency's client.Renee is developing the _____.
A) advertising strategy 
B) marketing strategy 
C) media strategy 
D) message strategy 
E) tactical strategy

Accepted Answer

Renee is focused on selecting media categories and vehicles, indicating that she is developing a media strategy. The other options (advertising strategy, marketing strategy, message strategy, and tactical strategy) do not accurately reflect the task at hand.

Question 14

The most meaningful basis for segmenting target audiences is _____ data.
A) demographic 
B) geographic 
C) lifestyle/psychographic 
D) product usage 
E) geodemographic

Accepted Answer

The answer of The most meaningful basis for segmenting target...

Question 15

The most common time frame for measuring _____ is generally four weeks.
A) reach 
B) penetration 
C) effectiveness 
D) consistency 
E) efficiency

Accepted Answer

Reach is most commonly measured over a four-week period to understand the extent to which a target audience has been exposed to a message or advertisement.

Question 16

Which of the following is an activity performed in developing the media strategy? 
A) determining the advertising budget 
B) selecting the target audience 
C) reviewing results 
D) creating ads 
E) evaluating ads created

Accepted Answer

Developing the media strategy involves selecting the target audience to determine the most effective channels and types of media to use. Determining the advertising budget is part of developing the overall marketing plan, reviewing and evaluating ads are done after they have been created.

Question 17

Kraft is introducing a new line of salad dressings that are made with hearty-health omega-3 oils and wants to get the highest reach possible for the advertising of this product.What can Kraft to do increase reach? 
A) advertise in multiple media, such as television and magazines 
B) maximize the number of times consumers have an opportunity to see the ads for these products 
C) use media vehicles with the lowest CPMs 
D) use media vehicles with the highest CPMs 
E) advertising only during prime time television programs because that's when most consumers watch television

Accepted Answer

Advertising in multiple media increases the reach by exposing the product to a wider audience across different platforms.

Question 18

One part of the media strategy entails _____.
A) selecting the target product 
B) specifying media OTS 
C) selecting media categories and vehicles 
D) selling media 
E) selecting the marketing mix

Accepted Answer

The media strategy involves selecting media categories and vehicles that will effectively reach the target audience. Other elements of the marketing mix may be considered in the overall strategy, but are not specifically related to the media strategy. Selecting the target product, specifying media OTS, and selling media are all tasks that may be involved in implementing the media strategy, but are not part of the strategy itself.

Question 19

Which of the following terms is interchangeable with unduplicated audience? 
A) net coverage 
B) gross coverage 
C) OTS 
D) 3+ 
E) target audience

Accepted Answer

Net coverage and unduplicated audience mean the same thing - the total number of unique individuals reached by a particular media vehicle or campaign without counting any overlap or duplication.

Question 20

_____ is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.
A) Media planning 
B) Marketing planning 
C) Communications planning 
D) Continuity planning 
E) Cost planning

Accepted Answer

Media planning is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives. It involves choosing the right combination of media channels (TV, radio, print, online, etc.) to reach the target audience with the right message at the right time.

Quiz 16: Media Planning and Analysis

The percentage of a target audience that is exposed,at least once,during a specified time frame to the vehicles in which an advertising message is inserted represents _____.

Media planning involves coordination of three levels of strategy formulations:

Perky Print is a commercial printer in Omaha that has just started to advertise.Fifty percent of its target audience was exposed one or more times to Perky Print's advertisements during an established time frame.Fifty (50) is the _____ for Perky Print.

Target market identification and marketing mix selection form the overall

The number of times,on average,during the media-planning period that members of the target audience are exposed to media vehicles that carry a brand's advertising message is referred to as _____.

What recent and dramatic change has occurred with regard to media planning?

Which of the following is an activity performed in developing the media strategy?

Which of the following factors can increase the reach that is achieved with a particular media schedule?

A brand has a target audience consisting of 80 million households.Television commercials for the brand are aired 40 times during a four-week period,which produces 600 gross rating points.The net coverage,or unduplicated audience,is 60 million households.The computed reach is _____.

Effective media strategy requires first that the target audience be pinpointed.Failure to precisely define the audience results in _____,where some nonpurchase candidates see the advertisements,while prime candidates are missed..

Anita's is a local hair salon.During an established time frame,her target audience was exposed to three of her advertisements.The three represents _____.

Which of the following is one of the fundamental objectives in media planning?

Renee is selecting the target audience,specifying media objectives,selecting media categories and vehicles so that media buyers can then purchase media for her agency's client.Renee is developing the _____.

The most meaningful basis for segmenting target audiences is _____ data.

The most common time frame for measuring _____ is generally four weeks.

Which of the following is an activity performed in developing the media strategy?

Kraft is introducing a new line of salad dressings that are made with hearty-health omega-3 oils and wants to get the highest reach possible for the advertising of this product.What can Kraft to do increase reach?

One part of the media strategy entails _____.

Which of the following terms is interchangeable with unduplicated audience?

_____ is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.