Deck 7: Media Strategy

Question 1

GM's placement of a Chevy Camara in the 2009 Transformers sequel is an example of:

A)engagement.
B)creativity.
C)optimizing.
D)convergence.
E)interactivity.

Answer 1

B

Question 2

Factors changing the role of media and leading to the era of unbundling did NOT include:

A)integrated marketing.
B)costs and profitability.
C)prominence of media executives.
D)globalization.
E)complexity of the media function.

Answer 2

C

Question 3

When media planners develop their strategy and tactics, so-called new media vehicles have forced them to go beyond just considering:

A)additional weight against prime prospects.
B)ability to deliver messages in a unique manner.
C)status of media chosen.
D)demographics.
E)costs.

Answer 3

E

Question 4

Historically, in the advertising process, which came first?

A)creative execution
B)the concept
C)media placement
D)broad marketing and advertising strategies
E)qualitative assessment

Question 5

Interactivity is enhanced by technology that:

A)allows people to advertise their needs via cell phones.
B)allows people to creatively access higher-level advertising and marketing professionals.
C)allows people to bypass traditional media and marketing channels and deal directly with suppliers for their entertainment, purchases, and other services.
D)allows people to use wifi to turn on smart appliances.
E)allows people to watch Web TV on the seatback in front of them.

Question 6

Which of the following is an example of media convergence?

A)Phillip Morris becomes Altria.
B)Microsoft cooperates with NBC to create MSNBC.
C)ABC presents Who Wants to Be a Millionaire?
D)Bank America buys HSBC Bank.
E)Ford purchases Chrysler.

Question 7

Those who execute the media plan, select specific media, and monitor the execution of the media schedule developed by media planners are called:

A)media implementers.
B)media researchers.
C)media buyers.
D)agency coordinators.
E)copywriters.

Question 8

In the era of interactivity, the need for attention-getting creative techniques and interest-building advertising formats will be:

A)critical to the firm's success.
B)increasing gradually over the next fifteen years.
C)greatly diminished.
D)modified to meet the individual consumer's needs.
E)converted to digitized media.

Question 9

Erwin Ephron defined this as the "handoff of attentive consumers from media content to advertising."

A)engagement
B)creativity
C)optimizing
D)convergence
E)interactivity

Question 10

Which of the following would NOT execute the media function today?

A)an independent planning and media-buying firm
B)an unbundled media shop
C)a company's in-house media department
D)a sales promotion agency
E)an advertising agency

Question 11

By 2015 a media planner will likely be dealing with:

A)media outlets that don't currently exist.
B)media reintermediation.
C)budget inefficiencies.
D)decreased overall expenditures.
E)totally demassified media.

Question 12

According to ZenithOptimedia, advertising expenditures for 2008 in measured and unmeasured media were closest to:

A)$156 billion.
B)$206 billion.
C)$2566 billion.
D)$306 trillion.
E)$396 billion.

Question 13

Traditionally, media planners for national advertisers looked upon which two building blocks as the dominant media?

A)magazines and TV
B)newspapers and radio
C)radio and TV
D)newspapers and TV
E)cable and Internet

Question 14

In recent years, which of the following media have NOT influenced new ways to view the media function and media buying?

A)video games
B)the Internet
C)interactive television
D)3-D HDTV
E)24-hour news channels

Question 15

In a media environment characterized by convergence and creativity, one of the common approaches to the media function in recent years is known as:

A)pulling.
B)unbundling.
C)bundling.
D)optimizing.
E)kindling.

Question 16

Unbundling has given media executives a primary position in the:

A)budgeting process.
B)advertising planning.
C)IMC process.
D)creative function.
E)choice of advertising tactics.

Question 17

A media research department today could do all of the following functions EXCEPT:

A)coordinating primary research data and analysis.
B)gauging and anticipating media trends.
C)supporting media planners.
D)estimating audiences for new magazines or TV programs.
E)determining the types of media that prefer receiving news releases rather than advertisements.

Question 18

Which of the following is NOT considered a trend that challenges media planners to adapt and reassess their planning and buying activities?

A)engagement
B)creativity
C)flighting
D)convergence
E)interactivity

Question 19

In dealing with specialized media, media planners must now factor in which of the following?

A)their costs
B)their ability to meet the clients' ego demands
C)their additional weight against prime prospects
D)the digital bandwidth
E)the measure of interactivity

Question 20

One of the absolute critical needs of media agencies is:

A)personnel who can be identified with business and marketing growth opportunities.
B)personnel who have insights about what makes an effective media planner.
C)personnel with strong media education backgrounds learned in robust marketing and advertising programs on campuses.
D)personnel with strong backgrounds in only traditional media.
E)personnel who negotiate good contracts for their own benefit.

Question 21

Choosing and funding advertising media options will be even more challenging because:

A)with more money, there are more choices.
B)growth of media sources is outpacing growth of advertising budgets.
C)with less money, there are fewer choices.
D)too much money leads to inappropriate choices.
E)convergence of media will reduce choices.

Question 22

Recently, the major track in advertising research has focused on:

A)identifying influential youthful consumers.
B)identifying the exact product benefits the consumer expects.
C)identifying ways the consumer interacts with media and advertising messages.
D)identifying the media's contribution to the advertising message as well as the message.
E)identifying the prime target markets for a brand.

Question 23

The media-scheduling phase of a media plan would include which of the following?

A)statement of advertising goals
B)broadcast allocations and availabilities
C)demographic characteristics
D)contingencies for media schedule adjustments
E)digital impacts and recording scheduling

Question 24

The part of a media plan that addresses product benefits and differentiating characteristics is the:

A)advertising analysis.
B)media strategy.
C)marketing analysis.
D)justification and summary.
E)media scheduling.

Question 25

In a typical media plan, the first section is:

A)justification.
B)marketing analysis.
C)media strategy.
D)advertising analysis.
E)budget.

Question 26

At many agencies, the job titles media planner and media buyer now more accurately reflect the job function and expectations of the advertising media executive. They more likely are called:

A)integrated marketing manager.
B)strategic media director.
C)corporate media supervisor.
D)communications planner.
E)marketing media specialist.

Question 27

Assessing product awareness goals and allocating funds to elements in the marketing communication mix is done in which phase of the media plan?

A)marketing strategy
B)justification
C)media scheduling
D)advertising analysis
E)marketing analysis

Question 28

Under the justification and summary aspects of the media plan, you would expect to:

A)match vehicles with target audience media preferences.
B)set product awareness goals.
C)be prepared to make media schedule adjustments.
D)establish pricing strategy.
E)describe the commission fee split.

Question 29

Because of continuing audience fragmentation, Discovery Channel and the Weather Channel, neither of which averages 1 percent of the viewing audience, have an advantage because they:

A)are interactive vehicles.
B)are niche vehicles.
C)are more visibly attractive now because of HDTV.
D)will be even more attractive because of 3D-HDTV.
E)are automatically offered by satellite TV services.

Question 30

What more than anything else is forcing the fading distinctions among media?

A)government regulations
B)advertising agency specialization
C)changing technology
D)weakening copyright laws
E)power asserted by the mega agencies

Question 31

During the era when mass circulation magazines and network TV were dominant, the most common measure of efficiency was determined by using:

A)the cost per hundred formula (CPH).
B)the last in, first out formula (LIFO).
C)the first in, first out formula (FIFO).
D)the cost per thousand formula (CPM).
E)the cost per thousand interested formula (CPMI).

Question 32

Assume you want to place an ad in XYZ Magazine, which has a circulation of 4.6 million, and the price for a four-color page is $223,410, then its CPM would be:

A)$49.26.
B)$47.85.
C)$45.78.
D)$48.57.
E)$46.25.

Question 33

The summary phase of a media plan focuses on justification that includes:

A)measuring results against ad goals.
B)measuring budgetary objectives against placements.
C)measuring national demographics against your target audience.
D)measuring the value of a good product demonstration.
E)measuring the significance.

Question 34

Although there are several factors critical to the overall success of an advertising campaign, the most critical is:

A)level of creativity in the copy.
B)precise identification of media.
C)proper identification of the prime target market(s)for the brand.
D)determination of the role of particular media.
E)precise budgeting approaches.

Question 35

Said to be limited only by the collective imagination, advertisers might be enticed by media with a product placement opportunity or a cross-media promotion with tickets to special events. Those are examples of ________ opportunities.

A)interactive vehicle
B)niche vehicle
C)slotting
D)value-added
E)payout

Question 36

The need for product demonstration or use of a simple versus complex message approach is something examined in which phase of the media plan?

A)media strategy
B)media scheduling
C)marketing analysis
D)justification
E)promotional strategy

Question 37

The formula for comparing costs among media with different circulation considers:

A)weight of air time x number of vehicles chosen.
B)(ad cost x 1,000)divided by circulation.
C)(ad cost x 100)divided by circulation.
D)numbers of exposure divided by (ad costs x 100).
E)circulation divided by (ad cost x 1000).

Question 38

Experienced media buyers and planners forget their personal biases and become the client's prime prospects, which means determining:

A)the best media vehicle that will best reach prospects.
B)which media have the highest ratings.
C)whether print or broadcast has better reach.
D)what media has the highest share.
E)the media placement itself.

Question 39

Until recently, with respect to media cost efficiency, an advertiser would concentrate on:

A)utilizing the maximum number of radio outlets available.
B)reaching the maximum number of mega-stores.
C)reaching the greatest audience at the lowest cost.
D)delivering the maximum number of repeat consumers.
E)achieving the maximum of minutes of advertisement.

Question 40

When businesses can link their advertising to specific sales of their brand, they have:

A)media branding.
B)media accountability.
C)media optimization.
D)media positioning.
E)media linkage.

Question 41

Which of the following pertain to flighting?

A)Advertisers have less postage costs to consider.
B)Advertisers achieve same brand awareness with less cost than having a steady schedule.
C)Advertising perception increases as the number of placements rise.
D)Consumers awareness of the brand soars as the schedule increases.
E)Consumers awareness of the brand diminishes when the schedule is reduced.

Question 42

The overriding motive for media planners is:

A)to determine proper levels of frequency.
B)to determine proper levels of research.
C)to achieve cost efficiencies with the amount of media dollars available.
D)to increase circulation of the media selected.
E)to stay within budget.

Question 43

Demands by clients for creativity go beyond the advertising message itself and are required of media planners specifically in their evaluation of new and different media options to build additional consumer exposure.

Question 44

Media planners have added the role of marketing specialist to their other duties.

Question 45

One of the key questions that might be considered in weighting the CPM is:

A)Will the length of copy provide more exposure?
B)Will the relative higher expense of radio spots increase the quality of exposure?
C)Does the first exposure have the same or greater value than subsequent exposures?
D)Will the BDI effect mitigate the coverage?
E)Will the involvement of the planner increase the CPI?

Question 46

Which of the following is among the reasons media planners view the budget with more and more frustration?

A)It is reviewed too often during a fiscal year.
B)Audience is continually moving more toward flipping through spots on TV.
C)Readers actually tear out advertisements without even scanning them.
D)spiraling costs of media
E)Management continually changes its target market focus.

Question 47

Media convergence will reduce promotional opportunities for advertisers.

Question 48

Steady increases in the number of media and promotional options plus unprecedented segmenting of audiences have created both excitement and uncertainty for advertisers and media executives.

Question 49

Interactivity is tied to technology that will allow consumers to bypass traditional media and marketing channels.

Question 50

Assuming you're the media planner, which of the following would be part of the creative predispositions you'd consider?

A)Senior citizens want to buy bigger homes for less money.
B)You're a cell phone company that seeks to attract people via newspaper ads.
C)Teens are into radio in a different way than they're into print.
D)You have lots of copy so radio is your medium.
E)complementary colors and harmonics

Question 51

Which of the following characteristics applies to geography?

A)one of the newest factors in buying media
B)similar buying habits as shown by demographics
C)one of the oldest factors in buying media
D)Boundaries are much larger than in previous years.
E)will be replaced by RFID and fiber optics

Question 52

Which of the following is NOT a category under the audience segmentation approach developed by Claritas?

A)Midtown Mix
B)Landed Gentry
C)Micro-City Blues
D)Current College
E)Second City Society

Question 53

A schedule for purchase of space in Sports Illustrated magazine would NOT address which of the following questions?

A)Will it be printed using satellite technology?
B)Go with black-and-white copy?
C)Use four-color advertisements?
D)Which weekly editions do we choose?
E)Go with the national or selected geographical editions?

Question 54

Of the four primary elements that a media planner deals with to develop a final media plan, the one that focuses on the length of time that a campaign will run, is:

A)frequency.
B)coverage.
C)continuity.
D)distance.
E)range.

Question 55

Claritas Corporation developed an innovative method of segmenting markets on a multivariable basis called:

A)Claris Works.
B)PRIZM.
C)Clarity Rating.
D)SEGMARK 3.0.
E)GEOCLICK.

Question 56

By combining various media, a cell phone company could take advantage of which of the following effects, having greater communication impact on its audience than just from the sum of each vehicle chosen?

A)synergistic effect
B)qualitative effect
C)dispositional effect
D)creative effect
E)digitations effect

Question 57

A planner could consider which of the following weighted CPM adjustments to take into account communication factors?

A)effect of creative nuances
B)probability of an audiences exposure to a medium
C)qualitative environment for the message
D)size of the copy compared to the size of the ad itself
E)impact of the medium on a portion of the target audience

Question 58

Which of the following is NOT a consideration in helping decide whether to try flighting?

A)timing of flights
B)secondary media
C)advertising decay
D)primary media
E)competitive spending

Question 59

In their attempt to fine-tune cost efficiencies compared to more useful and targeted client prospects, researchers have tried to add:

A)a component to measure communication frequency.
B)a media vehicle element that allows for planner preferences.
C)a component to measure audience awareness.
D)reach and frequency measures.
E)a cost per 100 valuation.

Question 60

Which of the following is NOT a criteria by which a media vehicle should be measured?

A)number of target market members reached by the vehicle
B)weighted target market quality of the audience reached
C)cost of the vehicle
D)use of the most up-to-date technology to make it superior looking compared to other media vehicles
E)effectiveness of advertising exposures delivered by the vehicle

Question 61

It is realistic for advertisers to expect their media planner to find a medium that provides an audience in which every member is of equal benefit to them, that is, with zero waste circulation.

Question 62

In the global economy, an agency must not only execute creative functions well, but it must also execute the media function equally as well.

Question 63

In a CPM approach to comparing what one media vehicle may deliver over another vehicle, we can substitute the number of subscribers or viewers in one demographic category for total circulation to arrive at a more accurate picture of the cost to reach a specific target market.

Question 64

Claritas's PRIZM looks at income and lifestyle of people in specific ZIP code areas in order to help media planners construct an effective and efficient media strategy.

Question 65

The allocation of media dollars is by far the largest portion of the advertising budget so the media planner is expected to gain the greatest cost efficiencies.

Question 66

A shortcoming of many methods of audience analysis is that they consider only one single variable.

Question 67

Today, media planners must be creative in ways they use media vehicles, looking less at the distribution system and more at the audiences and communication effectiveness.

Question 68

The determination to emphasize reach versus frequency in the communication strategy has little if any influence on media tactics or the budget.

Question 69

Until the late 1990s, reputations of most advertising agencies were established on their creative expertise rather than on their total performance, including delivery of various ancillary support functions.

Question 70

Media planners are becoming more interested in the value of various media and the engagement those media provide. As a result, art directors, copywriters, and media planners are engaging in the media selection process at the strategic level rather than simply seeing their role as executing someone else's advertising plan.

Question 71

Unbundling refers to the establishment of agency media departments as dependent units of a full-service agency.

Question 72

The two main areas of disagreement in terms of unbundling are where the media planning should take place and the degree of coordination between creative and media strategy.

Question 73

Media core values interact with creative messages to diminish or enhance the advertising.

Question 74

While determining the exact contribution advertising makes to total sales is difficult, some software programs are attempting to make this link.

Question 75

Research data available can precisely predict the awareness levels required to achieve any particular flighting strategy.

Question 76

Prospects in different sectors of the nation display different attitudes and opinions about various product categories.

Question 77

In the media scheduling phase of a media plan, you should expect to make appropriate budget allocations for each medium you intend to use.

Question 78

CPMI stands for cost per million involved and is another way of saying some measure of audience communication is being used to weight the audience of specific media or media vehicles.

Question 79

Research has shown networks have distinctive brand identities that appeal to specific demographic and buyer categories, but that high brand identification doesn't always translate into short-term viewership.

Question 80

Media planning is so key to effective advertising planning because agencies are realizing that even the most creative messages delivered to the wrong audiences can be catastrophic.