Question 1

When preparing a _____ advertising schedule,MasterLens plans to use advertising during every period of the campaign,but vary the amount of advertising considerably from period to period.

Accepted Answer

Pulsing advertising schedule involves using advertising continuously but varying the amount of advertising during each period. This type of schedule is commonly used when marketers want to maintain a steady advertising presence but also increase advertising during key periods.

Question 2

_____ represents the worth,or value,of each additional opportunity for audience members to see an ad for a brand during an advertising period such as four weeks.

Accepted Answer

The answer of _____ represents the worth,or value,of each additional...

Question 3

Alex analyzed several media schedules and came up with the following Index of Exposure Efficiency for each.Based on the following indexes,which schedule is the best?

Accepted Answer

The higher the Index of Exposure Efficiency, the better the schedule is at reaching the target audience efficiently. Therefore, schedule D with an Index of Exposure Efficiency of 0.250 is the best choice.

Question 4

Assume that the target market for a brand advertising in a magazine that reaches 5 million readers is only 3 million consumers.The cost of advertising in this magazine is $150,000 per 4-color page.The CPM-TM is _____.

Accepted Answer

CPM-TM (Cost Per Thousand - Target Market) is calculated by dividing the cost of the advertisement by the number of target market consumers reached (in thousands). Here, $150,000 / (3,000,000 / 1,000) = $50.00.

Question 5

Jack owns a fishing lodge.He spends $3,000 a month on advertising in May,June,July,and August.He does no advertising during the other months.Jack is using the _____ advertising schedule.

Accepted Answer

Jack's advertising strategy, where he advertises heavily during peak months (May, June, July, and August) and not at all during the off-season, is known as flighting. This approach involves intermittent periods of advertising followed by periods with no advertising, aligning with seasonal demand or specific sales periods.

Question 6

Molly is an advertiser who is assisting one of her clients.The client is concerned with the how advertising budget should be allocated over time.The client is concerned with the _____ fundamental objective to media planning.

Accepted Answer

Continuity refers to how advertising budget should be allocated over time. It is one of the fundamental objectives of media planning as it ensures that advertising is spread out evenly over a period of time, rather than being concentrated in a short burst. This helps to maintain consumer awareness and interest in the product or service being advertised. Therefore, the client's concern with how advertising budget should be allocated over time aligns with the continuity objective of media planning.

Question 7

According to the shelf-space model,_____.

Accepted Answer

The shelf-space model suggests that achieving a high level of weekly reach is more important than acquiring heavy frequency, as it aims to maximize the number of different consumers exposed to the advertisement.

Question 8

In a _____ advertising schedule,an equal or relatively equal amount of advertising dollars are invested throughout the campaign.

Accepted Answer

In a continuous advertising schedule, the advertising budget is spread evenly throughout the campaign, rather than having peaks and valleys throughout the duration. This allows for a consistent presence in the market and can be useful for maintaining brand awareness.

Question 9

Auby's Corporation is an apparel manufacturer that specializes in casual clothing.The company advertises primarily in consumer magazines,spending approximately $5 million each year.The company advertises every month of the year,but major advertising expenditures are made in the three months-May,August,and December.What type of advertising schedule does Auby's use?

Accepted Answer

Auby's Corporation is using a pulsing advertising schedule. This means that they have consistent advertising throughout the year, but with heavier advertising in specific months of the year. In this case, Auby's spends heavily in May, August, and December, which are likely key sales periods for them.

Question 10

Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution?

Accepted Answer

The answer of Which of the following is NOT a...

Question 11

A magazine reaches 5 million readers.The cost of advertising in this magazine is $150,000 per 4-color page.The cost per thousand is _____.

Accepted Answer

The cost per thousand (CPM) is calculated by dividing the total cost by the total number of readers (in thousands) and then multiplying by 1000. So, $150,000 / 5,000 (since 5 million readers = 5,000 thousand) = $30.00.

Question 12

Pablo owns seven children's clothing stores.He spends $5000 a month on advertising from August through April.He spends $1000 a month on advertising from May through July.He is using the _____ advertising schedule.

Accepted Answer

Pablo is using the pulsing advertising schedule because he is spending more on advertising during certain months (August through April) and less during others (May through July). This type of schedule is often used when a business wants to maintain a base level of advertising throughout the year, but increase advertising during peak selling seasons.

Question 13

The logic of recency planning includes the idea that the cost effectiveness of a single exposure is approximately ____ the value of subsequent exposures.

Accepted Answer

The answer of The logic of recency planning includes the...

Question 14

Assume that Mia's Foods spent $200,000 for one television commercial.15,000,000 people saw the commercial.10,000,000 were part of their target audience.The CPM-TM is _____.

Accepted Answer

CPM-TM (Cost Per Thousand - Target Market) is calculated by dividing the cost by the number of target audience impressions (in thousands). So, $200,000 / (10,000,000 / 1,000) = $20.00.

Question 15

"Shouldn't ads actually work once a viewer sees them?" This is an argument against

Accepted Answer

The answer of "Shouldn't ads actually work once a viewer...

Question 16

Research has demonstrated that the first advertising exposure for brands generated the highest proportion of _____,and that additional exposures added very little to the first.

Accepted Answer

The answer of Research has demonstrated that the first advertising...

Question 17

_____ involves the matter of how advertising is allocated during the course of an advertising campaign.

Accepted Answer

Continuity involves the scheduling strategy for an advertising campaign, determining how advertising is allocated over the course of the campaign to ensure consistent message delivery over time.

Question 18

Suppose Thread's Corporation,an apparel manufacturer that specializes in casual clothing,decides to spend its entire advertising budget in three months-May,August,and December.What type of advertising schedule does Thread's use?

Accepted Answer

Thread's Corporation is using a flighting advertising schedule, which involves alternating periods of advertising activity and inactivity. By choosing to spend its entire advertising budget in specific months (May, August, and December) and presumably not advertising in the other months, Thread's is concentrating its efforts in bursts, which is characteristic of flighting.

Question 19

In a _____ advertising schedule,the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.

Accepted Answer

In a flighting advertising schedule, advertisers alternate between periods of heavy advertising and no advertising to reflect variations in demand or to save costs, which matches the description given.

Question 20

CPM stands for _____.

Accepted Answer

CPM stands for cost per thousand, which refers to the cost of reaching one thousand individuals or households through a particular advertising medium, such as radio, TV, or online ads. It is widely used in the advertising industry to determine the cost-effectiveness of a particular campaign or medium.

Quiz 16: Media Planning and Analysis

When preparing a _____ advertising schedule,MasterLens plans to use advertising during every period of the campaign,but vary the amount of advertising considerably from period to period.