Question 1

Which of the following can be expressed in two ways: gross impressions and gross rating points?

Accepted Answer

Media planners often define media objectives by the schedule's message weight, the total size of the audience for a set of ads or an entire campaign, because it gives some indication of the scope of the campaign in a given market. There are two ways to express message weight: gross impressions and gross rating points.

Question 2

As an element of the media mix, _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives.

Accepted Answer

The methodology element of the media mix refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives. It offers the opportunity for creativity in planning, negotiating, and buying.

Question 3

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

Accepted Answer

The term "reach" refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks. Reach should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an opportunity to see the ad or commercial.

Question 4

Advertisers calculate frequency as the:

Accepted Answer

Frequency measures the intensity of a media schedule, based on repeated exposures to the medium or the program. Frequency is important because repetition is the key to memory. Frequency is calculated as the average number of times individuals or homes are exposed to the medium.

Question 5

_____ refers to the duration of an advertising message or campaign over a given period of time.

Accepted Answer

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity. Few companies spread their marketing efforts evenly throughout the year. They typically heavy up before prime selling seasons and slow down during the off-season.

Question 6

The _____ refers to the percentage of homes exposed to an advertising medium.

Accepted Answer

The rating is simply the percentage of homes (or individuals) exposed to an advertising medium. Percentages are not only simpler numbers to deal with, they are also more useful in making comparisons. Thus, one rating point is equal to 1 percent of a given population group.

Question 7

_____ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

Accepted Answer

To express the number of times the same person or household is exposed to a message-a radio spot, for example-in a specified time span, media people use the term "frequency." Frequency measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

Question 8

_____, one of the elements of the media mix, refers to the various targets of a media plan: trade and consumer audiences; global, national, or regional audiences; ethnic and socioeconomic groups; or other stakeholders.

Accepted Answer

Many factors go into developing an effective media strategy. For simplicity and ease of memory, they have been sorted into five categories and given them the alliterative moniker of the five Ms (5Ms): markets, money, media, mechanics, and methodology. Markets refers to the various targets of a media plan: trade and consumer audiences; global, national, or regional audiences; ethnic and socioeconomic groups; or other stakeholders.

Question 9

According to Cannon and Riordan's analysis, the _____ is convex and it indicates that the first exposure is the most effective, followed by diminishing returns.

Accepted Answer

Cannon and Riordan's analysis indicates that response curves are convex. The first exposure is the most effective, followed by diminishing returns. If that's the case, then the basic emphasis in advertising should switch from maximizing frequency to maximizing target market reach, adding less profitable second exposures only as the budget permits.

Question 10

In terms of media planning, _____ refers to the number or percentage of the audience which receives enough exposures to truly receive the message.

Accepted Answer

Media people use the term "effective reach" to describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures to truly receive the message. Some researchers maintain that three OTSs over a four-week period are usually enough to reach an audience.

Question 11

According to Erwin Ephron, for fast-moving consumer products, the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy."

Accepted Answer

For fast-moving consumer products, researcher Erwin Ephron suggests the concept of recency planning, based on "the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy." Therefore, the important thing for advertising is to be there when the consumer is ready to buy, and that suggests continuity.

Question 12

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

Accepted Answer

By multiplying a medium's total audience size by the number of times an advertising message is used during the period, planners arrive at the gross impressions, or potential exposures, possible in that medium. Then, by summing the gross impressions for each medium used, they know the total gross impressions for the schedule.

Question 13

For print media, firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.

Accepted Answer

For print media, firms like the Audit Bureau of Circulations actually count and verify the number of subscribers (the circulation) and then multiply by the estimated number of readers per copy (RPC) to determine the total audience.

Question 14

An _____ refers to a possible exposure of the advertising message to one audience member.

Accepted Answer

An advertising impression is a possible exposure of the advertising message to one audience member. It is sometimes referred to as an opportunity to see (OTS).

Question 15

The advertising response curve indicates that:

Accepted Answer

Cannon and Riordan would replace effective frequency with optimal frequency. Most studies of the advertising response curve indicate that incremental response to advertising actually diminishes, rather than builds, with repeated exposures. The optimal frequency concept moves the focus of media planning from exposure effectiveness to effective exposures per dollar.

Question 16

_____ refers to the total size of the audience for a set of ads or an entire campaign.

Accepted Answer

Media planners often define media objectives by the schedule's message weight, the total size of the audience for a set of ads or an entire campaign, because it gives some indication of the scope of the campaign in a given market. There are two ways to express message weight: gross impressions and gross rating points.

Question 17

An advertising impression, also referred to as _____, is a possible exposure of the advertising message to one audience member.

Accepted Answer

An advertising impression is a possible exposure of the advertising message to one audience member. It is sometimes referred to as an opportunity to see (OTS).

Question 18

The _____ describes how the advertiser will achieve its stated media objectives.

Accepted Answer

The media strategy describes how the advertiser will achieve the stated media objectives: which media will be used, where, how often, and when. Just as marketers determine marketing strategy by blending elements of the marketing mix, media planners can develop media strategies by blending the elements of the media mix.

Question 19

Which of the following statements about reach is true?

Accepted Answer

Reach should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an opportunity to see the ad or commercial.

Question 20

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

Accepted Answer

Similar to the concept of effective reach is effective frequency, defined as the average number of times a person must see or hear a message before it becomes effective. In theory, effective frequency falls somewhere a minimum level that achieves message awareness and a maximum level that becomes overexposure, which leads to "wearout" (starts to irritate consumers).

Quiz 9: Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Which of the following can be expressed in two ways: gross impressions and gross rating points?

As an element of the media mix, _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives.

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

Advertisers calculate frequency as the:

_____ refers to the duration of an advertising message or campaign over a given period of time.

The _____ refers to the percentage of homes exposed to an advertising medium.

_____ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

_____, one of the elements of the media mix, refers to the various targets of a media plan: trade and consumer audiences; global, national, or regional audiences; ethnic and socioeconomic groups; or other stakeholders.

According to Cannon and Riordan's analysis, the _____ is convex and it indicates that the first exposure is the most effective, followed by diminishing returns.

In terms of media planning, _____ refers to the number or percentage of the audience which receives enough exposures to truly receive the message.

According to Erwin Ephron, for fast-moving consumer products, the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy."

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

For print media, firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.

An _____ refers to a possible exposure of the advertising message to one audience member.

The advertising response curve indicates that:

_____ refers to the total size of the audience for a set of ads or an entire campaign.

An advertising impression, also referred to as _____, is a possible exposure of the advertising message to one audience member.

The _____ describes how the advertiser will achieve its stated media objectives.

Which of the following statements about reach is true?

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.