Deck 8: Media Planning and Targeting Strategies

Question 1

All of the following were mentioned as creative neccesities EXCEPT:

A)Coupon integration
B)Motion
C)Demonstration
D)Budget
E)Visuals

Answer 1

D

Question 2

An area that reflects those counties with the dominant share of viewing is know as:

A)Designated market area
B)Metro survey area
C)Area of dominant influence
D)Total survey area
E)None of the above

Answer 2

C

Question 3

A _______________ is a television market made up of counties that achieve the largest market share.

A)MSA
B)MSR
C)DMA
D)DMR
E)DSA

Answer 3

C

Question 4

According to the Geography lecture, a group of people living in a certain geographic area who are likely to buy a given product or brand is referred to as:

A)Spot area
B)Market
C)DSA
D)City
E)Metroplex

Question 5

A _________ is a fictitious person that embodies the characteristics of the group being targeted by the campaign.

A)Target group
B)Target persona
C)Target audience
D)Target market
E)None of the above

Question 6

All of the following are key tools for assessing target audience characteristics EXCEPT:

A)MediaMark Research Inc. (MRI)
B)Spectra
C)Prizm
D)SRDS
E)Nielsen

Question 7

This type of targeting is very common in the digital world and focuses on how consumers are acting in the marketplace:

A)Behavioral targeting
B)Binary targeting
C)Lifestyle marketing
D)Geographic targeting
E)None of the above

Question 8

When media planners consider the geographic location for their campaign, they are deciding on what ________ to focus on.

A)Target group
B)Target market
C)Target audience
D)Target location
E)None of the above

Question 9

The Gap has decided to divide their target market based on purchase behavior such as usage, volume, or purchase occasion. This type of strategy would be characterized as:

A)Niche marketing
B)Behavioral targeting
C)Lifestyle marketing
D)Geographic targeting
E)None of the above

Question 10

S. C. Johnson & Son, the manufacturer of Raid Bug Spray, relies on advertising to promote cockroach killer in Houston and New York cities, where roaches are endemic, and flea spray in Tampa and Birmingham cities, where fleas are common. Johnson is using a ____ segmentation strategy.

A)Demographic
B)Psychographic
C)Behavioral
D)Geographic
E)None of the above

Question 11

To insure that your SWOT analysis is thorough it should contain both ___________ and communication elements.

A)Message
B)Media
C)Marketing
D)Money
E)None of the above

Question 12

In order to prepare a relevant SWOT analysis, you should always start with this in mind:

A)An executive summary
B)An objective
C)A business plan
D)A media mix
E)None of the above

Question 13

In the SWOT analysis, opportunities are considered to be what type of factor:

A)External
B)Explicit
C)Implicit
D)Internal
E)None of the above

Question 14

In the SWOT analysis, threats are considered to be what type of factor:

A)External
B)Explicit
C)Implicit
D)Internal
E)None of the above

Question 15

A numerical display showing geographic or demographic areas of a brand's relative strength or weakness of sales is referred to as:

A)Category development index (CDI)
B)Brand development index (BDI)
C)Brand opportunity index (BOI)
D)Brand sales index (BSI)
E)None of the above

Question 16

A brand exhibiting a low CDI but high BDI should be monitored for:

A)Good market potential
B)Low market share
C)Poor market potential
D)Declining sales
E)None of the above

Question 17

When it comes to new brand introductions the industry practice is to project ad spending based on _________ year market predictions.

A)First
B)Second
C)Third
D)Fourth
E)None of the above

Question 18

The ____________ is the percent of total media dollars spent in each category.

A)Share of spending
B)Share of voice
C)Share of competition
D)Share of market
E)None of the above

Question 19

The ___________ takes into account actual impressions delivered as a percent of total impressions - i.e. the delivery is considered in additional to the amount spent.

A)Share of spending
B)Share of voice
C)Share of competition
D)Share of market
E)None of the above

Question 20

Nielsen's Ad Views is popular among packaged goods marketers because, in addition to tracking advertising, they also track:

A)Sweepstakes
B)Sampling
C)Free standing inserts (FSIs)
D)In-store promotions
E)Coupons

Question 21

CMR is a national media tracking tool and the acronym stands for:

A)Competitive market reporting
B)Competitive media reporting
C)Complete media reporting
D)Complete market reporting
E)None of the above

Question 22

The process of analyzing media placement and strategies used by the competition is known as:

A)Share of voice analysis
B)Share of market analysis
C)Competitive media expenditure analysis
D)Competitive share of advertising analysis
E)None of the above

Question 23

To determine advertising start dates, you must analyze all of the following EXCEPT:

A)Consumer buying patterns
B)Creative messaging
C)Competitive advertising
D)Client budget
E)Preferred waves or other advertising patterns

Question 24

A broadcast calendar is based on the number of __________ in a given month.

A)Mondays
B)Fridays
C)Wednesdays
D)Saturdays
E)Sundays

Question 25

By law, _______________ get the lowest media rates offered by a media outlet along with the first rights to the advertising inventory.

A)Non-profit organizations
B)Political candidates
C)Religious organizations
D)US government
E)None of the above

Question 26

Media costs tend to be the most expensive during which quarter of the year?

A)First quarter
B)Second quarter
C)Third quarter
D)Fourth quarter
E)Prices are equal across all four quarters

Question 27

Based on there being 52 weeks in the year, most advertising is purchased in _______ week flights.

A)13
B)10
C)17
D)26
E)52

Question 28

There are three basic ways to view timing relative to the consumer's purchase of the brand, including all of the following EXCEPT:

A)Pre-need
B)During-need
C)At-need
D)Post-need
E)All of the above are correct

Question 29

When you have distribution in at least ________ or more of the national markets, buying media at the local level rarely makes sense.

A)25% or 1/4
B)33% or 1/3
C)50% or 1/2
D)66% or 2/3
E)None of the above

Question 30

In the SWOT analysis, weaknesses are considered to be what type of factor:

A)External
B)Explicit
C)Implicit
D)Internal
E)None of the above

Question 31

In the SWOT analysis, strengths are considered to be what type of factor:

A)External
B)Explicit
C)Implicit
D)Internal
E)None of the above

Question 32

In a ___________ plan, advertising is one of many solutions, whereas in a _________ plan, advertising is the only solution.

A)Media / Communication
B)Media / Marketing
C)Communication / Media
D)Marketing / Media
E)None of the above

Question 33

The communication plan should always begin with:

A)Executive summary
B)List of media vehicles
C)Outline
D)Research
E)None of the above

Question 34

Earned media is in high demand because it generates brand buzz for no ______.

A)Time
B)Pressure
C)Cost
D)Relationship
E)None of the above

Question 35

Two broad categories exist for paid media. In _____________ media, the media provide content to consumers with a revenue model that is primarily based on advertising.

A)Consumer supported
B)Advertising supported consumer content
C)Advertising connections
D)Advertising supported brand content
E)None of the above

Question 36

In this type of media, the brand controls the channel completely.

A)Paid media
B)Owned media
C)Earned media
D)Shared media
E)None of the above

Question 37

All of the following are examples of OWNED media except:

A)Company website
B)Publicity
C)Social media pages
D)Company event
E)Company blog

Question 38

In this type of media, consumers or companies become the actual channel.

A)Paid media
B)Owned media
C)Earned media
D)Shared media
E)None of the above

Question 39

In this type of media, the advertiser pays to leverage the channel.

A)Paid media
B)Owned media
C)Earned media
D)Shared media
E)None of the above

Question 40

A type of spending that focuses on planning through the lens of the consumer is known as:

A)Above the Line (ABL)
B)Below the Line (BTL)
C)Through the Line (TTL)
D)In the Line (ITL)
E)None of the above

Question 41

Spending that is non-mass media related including sales promotion, PR, events, etc. would be classified as what type of expense:

A)Above the Line (ABL)
B)Below the Line (BTL)
C)Through the Line (TTL)
D)In the Line (ITL)
E)None of the above

Question 42

Capital expenses such as spending on media and spending through ad agencies are considered what type of support:

A)Above the Line (ABL)
B)Below the Line (BTL)
C)Through the Line (TTL)
D)In the Line (ITL)
E)None of the above

Question 43

The evoluation of media planning has taken many brands from a ___________ strategy to a ___________ strategy.

A)Omni Channel / Multi Media
B)Multi Media / Omni Channel
C)Multi Media / Multi Channel
D)Multi Channel / Multi Media
E)None of the above

Question 44

Touchpoints are where the brand reaches the consumer with an advertising message - this is also referred to as:

A)Content
B)Contact
C)Interaction
D)Connection
E)None of the above

Question 45

The key development influences behind a media plan include all of the following EXCEPT:

A)Overall advertising strategy
B)Creative messaging
C)Advertising objectives
D)Distribution
E)Execution

Question 46

The ___________ links the marketing objectives and strategies to the communication objectives and strategies.

A)Situation analysis
B)Executive summary
C)Media objectives
D)Media strategy
E)Conclusions

Question 47

Generally speaking, brand strategies boil down to increasing brand penetration and ________.

A)Social media engagement
B)Earned media
C)Buy rates
D)Owned media
E)None of the above

Question 48

The media plan should support the communication and marketing strategy as well as the overall _____________.

A)Business plan
B)Distribution plan
C)Product plan
D)Marketing media
E)None of the above

Question 49

In the book, three roles of communication are speficially outlined. Which one of the following statements IS NOT a role of communication:

A)Communication can help increase awareness of a brand
B)Communication can help change attitudes or perceptions of a brand
C)Communication can help change distribution channels for a brand
D)Communication can help associate the brand with a specific image
E)All of the above are communication goals from the book

Question 50

Media planning is the coordinated effort behind:

A)Price
B)Product
C)Place
D)Promotion
E)None of the above

Question 51

Media spending typically accounts for roughly _____ or more of the total budget.

A)0.7
B)0.8
C)0.6
D)0.5
E)None of the above

Question 52

Media planners must have a variety of skills and are often thought of as all of the following EXCEPT:

A)Part marketers
B)Part behavior scientists
C)Part visual artists
D)Part negotiators
E)Part researchers

Question 53

This type of objective deals with overall sales goals and is expressed in terms of sales levels, revenue, or sales shares,

A)Media objective
B)Advertising objective
C)Marketing objective
D)Corporate objective
E)None of the above

Question 54

Media objectives shoud always include: target market, reach / frequency / continuity, seasonality / timing, and ________.

A)Visuals
B)Geography
C)Budget
D)Sales
E)Distribution

Question 55

All of the following are characteristics of objectives EXCEPT:

A)Quantifiable
B)Consistent with other goals and objectives
C)Uses infinitive form of a verb
D)Consistent with earned media
E)Consistent with message strategy

Question 56

The three stages of planning include: (1) objectives and goals,( 2) strategies, and (3) _________.

A)Measurements
B)Feedback
C)Tactics
D)To do Lists
E)None of the above

Question 57

Advertising media are _________, not ___________.

A)Strategies, objectives
B)Tactics, strategies
C)Objectives, strategies
D)Strategies, tactics
E)None of the above

Question 58

The ____________ is a schematic of the media plan illustrated in one page.

A)Budget
B)Calendar
C)Flowchart
D)Objectives chart
E)None of the above

Question 59

When thinking of the Five M's, ________ refers to who we are trying to reach with the campaign.

A)Medium
B)Markets
C)Measurement
D)Money
E)Messages

Question 60

Measuring media effectiveness is done with all of the following variables EXCEPT:

A)Reach
B)Influence
C)Frequency
D)Effeciency
E)Continuity