Deck 14: Media Planning and Negotiation

Question 1

Which of the following provides estimates of radio audiences?

A) Arbitron Ratings Company
B) Simmons-Scarborough Syndicated Research
C) Audit Bureau of Circulations
D) A.C. Nielsen
E) MediaMark

Answer 1

A

Question 2

________ media are chosen based on metrics such as GRPs and CPMs,while new media depend more on factors like brand experience,involvement,and personal impact.

A) Independent
B) Social
C) Measured
D) Analog
E) Digital

Answer 2

C

Question 3

In television,the percent of viewers watching a particular show based on the number of television sets that are on during that particular time slot is measured through ________.

A) coverage
B) exposures
C) gross impressions
D) ratings
E) share of audience

Answer 3

E

Question 4

Which of the following refers to information such as demographic profiles of current customers,response to previous promotions,product sales and distribution patterns,and the budget of how much can be spent on media?

A) client information
B) market research
C) competitive advertising
D) consumer behavior reports
E) media information

Question 5

Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand?

A) share of market
B) share of voice
C) share of media
D) share of spending
E) share of category

Question 6

________ describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience.

A) Reach objectives
B) Media objectives
C) Frequency objectives
D) Mission statements
E) Vision statements

Question 7

A valuable tool for media planners,________ is (are)provided by companies such as MRI and is (are)usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

A) client information
B) market research
C) competitive advertising
D) media usage profiles
E) media coverage area

Question 8

Which of the following is a standard research display format that allows multiple variables of related data to be grouped together?

A) CrossTab
B) CrossRelate
C) Multivariate
D) Univariate
E) CrossIndex

Question 9

Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time?

A) reach
B) frequency
C) continuity
D) impression
E) target

Question 10

In radio,the percent of homes actually tuned in to a particular station is measured through ________.

A) coverage
B) exposures
C) gross impressions
D) ratings
E) share of audience

Question 11

One type of media-related information about markets is the broadcast coverage area for television,which is called a(n)________ and is referred to by the name of the largest city in the area.

A) metropolitan statistical area (MSA)
B) area of influence (AOI)
C) designated marketing area (DMA)
D) metropolitan marketing area (MMA)
E) designated commerce area (DCA)

Question 12

Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?

A) contact points
B) gross rating points
C) aperture points
D) impression points
E) rating points

Question 13

Rates for ________ advertisements are based on the guaranteed circulation that a publisher promises to provide.

A) radio
B) magazine
C) television
D) outdoor
E) online

Question 14

While print media audiences are measured in ________,television audiences are measured in ________.

A) readership; exposure
B) readership; circulation
C) circulation; exposure
D) circulation; coverage
E) exposure; coverage

Question 15

Which of the following companies uses devices called people meters to gather information about television audiences?

A) Arbitron Ratings Company
B) Simmons-Scarborough Syndicated Research
C) Audit Bureau of Circulations
D) A.C. Nielsen
E) MediaMark

Question 16

The zero moment of truth refers to the first time a consumer ________.

A) purchases a brand from an online vendor
B) sees a brand on a store shelf
C) searches online for information on a brand
D) recommends a brand to a friend
E) decides to repurchase a brand

Question 17

Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent?

A) corporate plan
B) market plan
C) advertising plan
D) media plan
E) message plan

Question 18

A designated marketing area (DMA)assignment is based on ________.

A) the population of the surrounding area
B) the number of television stations in the area
C) the number of broadcast media outlets available
D) how many households have cable or satellite television
E) which city provides the majority of the households' TV programming

Question 19

Traditionally,outdoor boards have been purchased and measured in terms of ________,which are estimates of the percentages of the population who had the opportunity to see the sign.

A) coverage
B) exposure
C) showings
D) ratings
E) gross impressions

Question 20

What is the first of the four basic steps in media planning?

A) developing a media strategy
B) establishing metrics
C) analyzing metrics
D) identifying the target audience
E) purchasing media

Question 21

What concept refers to the production time needed to get the advertisement in to the medium?

A) continuity
B) lead time
C) duration
D) flow
E) just-in-time

Question 22

Which of the following is an index which estimates the strength of a brand in various geographical areas?

A) product development index (PDI)
B) category development index (CDI)
C) brand development index (BDI)
D) buying power index (BPI)
E) brand share index (BSI)

Question 23

Which principle refers to adding frequency to reach until reaching a level where people respond?

A) aperture reach
B) carryover
C) average frequency
D) frequency distribution
E) effective frequency

Question 24

Which of the following is most likely the best place to start when setting objectives for a media plan?

A) frequency
B) continuity
C) lead time
D) distribution
E) reach

Question 25

The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

A) frequency distribution
B) targeted reach
C) effective frequency
D) targeted frequency
E) reach distribution

Question 26

A media strategy that involves high ________ most likely involve creating broad exposure using many media vehicles,while a strategy involving high ________ is most likely narrower in focus with a more limited list of media vehicles.

A) continuity, aperture
B) aperture, continuity
C) frequency, reach
D) reach, frequency
E) distribution, reach

Question 27

What type of schedule is used when proportionately more of the marketing budget is spent in special regions or DMAs?

A) continuous schedule
B) flighting schedule
C) heavy-up schedule
D) pulsing schedule
E) frequency schedule

Question 28

Which media scheduling decision relates to factors such as seasonality,holidays,and days of the week?

A) duration
B) continuity
C) timing
D) carryover
E) reach

Question 29

Which of the following statements is FALSE regarding frequency?

A) Average frequency is a more precise metric than frequency distribution.
B) Average frequency can give the planner a distorted idea of the plan's performance.
C) The frequency distribution method is more revealing than the average frequency method of reporting repetition.
D) The frequency distribution shows the percentage of audience reached at each level of repetition.
E) The range of frequency is often large; some in the target audience can see a brand message once while others may see it 10 times within the same given period.

Question 30

Using a ________ strategy,a media planner would most likely put more emphasis on consumer publications than professional journals.

A) pulsing
B) flighting
C) push
D) pull
E) carryover

Question 31

Which concept refers to the repetition of message exposure?

A) reach
B) frequency
C) continuity
D) impression
E) carryover

Question 32

Other than timing,what are two important scheduling strategies?

A) duration and continuity
B) CPM and CPP
C) reach and frequency
D) impressions and ratings
E) carryover and flighting

Question 33

What concept refers to the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying?

A) continuity
B) lead time
C) duration
D) flow
E) just-in-time

Question 34

Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message.This ideal point is called a(n)________.

A) aperture
B) contact point
C) touch point
D) impression
E) pulse

Question 35

What is a general rule of thumb regarding the number of exposures needed for a message to sink in?

A) one to two
B) two to three
C) three to ten
D) six to twelve
E) ten to fifteen

Question 36

Which two methods do media planners use to estimate the frequency of a schedule?

A) pulsing and flighting
B) weighted frequency and weighted reach
C) average frequency and gross frequency
D) average frequency and frequency distribution
E) gross frequency and frequency distribution

Question 37

Vertical advertising relies mainly on ________ to get its messages to potential customers.

A) brand advocates
B) opinion leaders
C) television, print, and radio
D) social media
E) mobile marketing

Question 38

The number of people in the vehicle's audience who are neither customers nor prospects is called ________.

A) reach distribution
B) carryover
C) wasted reach
D) average frequency
E) aperture

Question 39

Which of the following is an index of the relative consumption rate of a particular product category in a particular market?

A) product development index (PDI)
B) category development index (CDI)
C) brand development index (BDI)
D) buying power index (BPI)
E) market share index (MSI)

Question 40

Most brands use a variety of targeted media vehicles known as a ________.

A) media mix
B) media strategy
C) heavy-up schedule
D) continuous strategy
E) flighting strategy

Question 41

________ techniques enable marketers to determine the relative impact of a media mix on product sales by using computer models that calculate the weight of a media schedule and optimize the schedule for the greatest impact.

A) Aperture
B) Frequency
C) Weighting
D) Reach
E) Optimization

Question 42

Which is a method of comparing media vehicles by estimating the cost of reaching 1 million households based on a program's rating points?

A) cost per point (CPP)
B) cost per thousand (CPM)
C) cost per prospect (CPP)
D) brand development index (BDI)
E) category development index (CDI)

Question 43

To be more precise in determining the efficiency of a potential media buy,planners often look at the ________.

A) targeted cost per thousand (TCPM)
B) gross ratings points (GRP)
C) cost per impression (CPI)
D) category development index (CDI)
E) brand development index (BDI)

Question 44

Which type of schedule is designed to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture opens again?

A) pulsing
B) flighting
C) continuous
D) carryover
E) lead-in

Question 45

If a flighting strategy works,there will be a ________,which means that consumers will remember the product across the gap until the next advertising period begins.

A) carryover effect
B) hiatus
C) lead time effect
D) push
E) pull

Question 46

Which schedule spreads the advertising evenly over the campaign?

A) pulsing
B) flighting
C) continuous
D) carryover
E) lead-in

Question 47

________ indicate the weight,or efficiency,of a media plan by estimating the reach and frequency.

A) Targeted costs per thousand (TCPMs)
B) Costs per point (CPPs)
C) Targeted rating points (TRPs)
D) Gross rating points (GRPs)
E) Designated marketing areas (DMAs)

Question 48

What does CPM stand for?

A) cost per million
B) cost per impression
C) cost per thousand
D) cost per point
E) cost per medium

Question 49

Which of the following metrics is designed to estimate the impact of an integrated campaign that includes both digital and measured media?

A) frequency distribution
B) gross rating points (GRPs)
C) targeted rating points (TRPs)
D) share of voice
E) total audience impressions

Question 50

Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?

A) cost per point
B) cost per thousand
C) cost per impression
D) brand development index
E) category development index

Question 51

What two figures are needed to calculate CPM?

A) cost of an ad and program or issue rating
B) cost of an ad and frequency of exposure
C) average frequency and estimated target audience reached by media vehicle
D) cost of an ad and estimated audience reached by media vehicle
E) gross rating points and reach

Question 52

The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program.

A) frequency distribution
B) gross rating points (GRPs)
C) targeted rating points (TRPs)
D) share of voice
E) total audience impressions

Question 53

Which of the following is the most important function of media buying?

A) providing information to media planners
B) matching the media vehicle to the strategic needs of the message
C) negotiating cost and making the media buy
D) handling all billing and payment for media buys
E) monitoring the media plan performance

Question 54

The period of time during which there is no advertising during a flighting schedule is called a ________.

A) flight
B) pulse
C) down time
D) carryover
E) hiatus

Question 55

Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

A) pulsing
B) flighting
C) continuous scheduling
D) flow scheduling
E) lead-in

Question 56

In the case of designated marketing areas (DMAs),weak markets may be given more than their share of media weight in the hopes of strengthening the brands in these markets,a practice known as ________.

A) investment spending
B) pull spending
C) push spending
D) flighting
E) gross rating

Question 57

________ refers to the way the advertising is spread over the length of a campaign.

A) Continuity
B) Lead time
C) Duration
D) Flow
E) Just-in-time

Question 58

If an advertising period is too long,ads may suffer from ________,which means the audience gets tired of them and stops paying attention.

A) carryover
B) pulsing
C) weighting
D) wearout
E) aperture

Question 59

What decision criterion do media planners use to help decide how much to budget in each DMA or region and for each target audience?

A) image transfer
B) average frequency
C) effective frequency
D) weighting
E) optimum frequency

Question 60

Online media vehicles now offer media buyers ________ buying that relies upon algorithms to target individual viewers based on their digital tracking data.

A) scatter market
B) up-front market
C) programmatic
D) frequency distribution
E) horizontal

Question 61

Vertical advertising relies heavily on end users passing information along as part of the communication plan.

Question 62

Which of the following is a function of a media buyer?

A) design and create ads
B) personally create in-depth market research
C) find and connect agencies to handle billing and payment
D) promote certain types of media
E) negotiate cost and purchase media

Question 63

Media planners examine client information,market research,competitive advertising expenditures,media kits,media coverage area,and consumer behavior reports before media decision making begins.

Question 64

A media kit provides information about the size and makeup of a media vehicle's audience.

Question 65

Magazines and newspapers have clearly set production deadlines called ________.

A) closings
B) make goods
C) lead times
D) preemptions
E) drop-deads

Question 66

Policies of compensating advertisers for errors,such as missed positions or errors in handling the message presentation,are known as ________.

A) preemptions
B) make goods
C) up-fronts
D) preferred positions
E) remuneration

Question 67

Media buyers must bargain for ________,the locations in magazines and other print media that offer readership advantage.

A) consolidated services
B) bleed-throughs
C) program preemptions
D) closings
E) preferred positions

Question 68

Media companies that have brought the planning and buying functions back together offer ________ services rather than unbundled media services.

A) value-added
B) consolidated
C) make-good
D) measured media
E) lead-in

Question 69

During television sweeps,A.C.Nielsen collects extensive audience data from people meters and viewer diaries.

Question 70

The households using television (HUT)metric provides data on how many people are watching a specific program at a given time.

Question 71

The four basic steps in media planning are targeting,setting media objectives,developing media strategies,and analyzing the metrics of a media plan.

Question 72

Online media is now more popular than traditional media as the first spot in the consumer search process.

Question 73

The two basic media objectives are reach and frequency.

Question 74

The growth of media buying services as separate companies that specialize in media buying has shifted the way the media industry is organized.This is referred to as ________ media services.

A) consolidating
B) acquiring
C) spinning
D) unbundling
E) detaching

Question 75

Which of the following is NOT a function of a media buyer?

A) provide information to media planners
B) evaluate media choice after campaign
C) negotiate cost and make the media buy
D) handle all billing and payment
E) design and promote advertising campaigns

Question 76

The majority of network television advertising inventory is sold in the ________ market.

A) scatter
B) up-front
C) programmatic
D) sweeps
E) horizontal

Question 77

A bleed-through is a technical problem most likely to occur in which of the following media?

A) radio
B) television
C) online
D) print
E) outdoor

Question 78

The number of people in the vehicle's audience who are neither customers nor prospects is called wasted reach.

Question 79

The tighter the focus on a target market,the harder it is to find appropriate media to deliver a relevant message.

Question 80

With the current trend toward using other forms of marketing communication in addition to advertising,buyers often demand additional promotional support; these activities are sometimes called ________.

A) add-ons
B) make-goods
C) value-added media services
D) preferred placements
E) incentives