Deck 15: Media Planning and Buying

Question 1

Fragmentation of the media audience has led to increased complexity in media planning.

Answer 1

True
Explanation: Evidence of the maturing marketplace is the fragmentation of the media audience.This also complicates the media planner's job.

Question 2

The advertising response curve is S-shaped.

Answer 2

True
Explanation: The S-shaped advertising response curve in Exhibit 15-8 suggests that at a low frequency there is little response.

Question 3

Advertisers should use the same media vehicles that their primary competitors use.

Answer 3

False
Explanation: While it sometimes makes sense to use media similar to the competition's if the target audiences are the same or if the competitors are not using their media effectively,advertisers should generally bypass media that competitors dominate and choose other media in which they can achieve a strong position.

Question 4

The media plan is not influenced by the location and makeup of the target audience.

Question 5

Companies practicing integrated marketing communications should be concerned about everything that carries a message to and/or from customers and other stakeholders.

Question 6

Gross rating points (GRPs)are calculated by adding the ratings of several media vehicles.

Question 7

The term reach refers to the intensity of a media schedule based on repeated exposures to a medium.

Question 8

Audience objectives define the number of people the advertiser wants to reach.

Question 9

Development of a media plan requires an entirely different process than does the development of the marketing plan.

Question 10

Only unduplicated users increase a campaign's reach.

Question 11

Fragmentation of television has led to increased difficulty to reach a big audience.

Question 12

Ad impression determines the number of people who see and understand a particular ad in a particular media vehicle.

Question 13

A low BDI and a high CDI indicate a brand is selling unusually well given the low demand for the product category.

Question 14

The Lost television show on ABC,Better Homes and Gardens magazine and billboards beside the interstates are all examples of media vehicles.

Question 15

The cost of reaching target audiences is decreasing for all media.

Question 16

Cinema advertising and product placements are examples of non-traditional media.

Question 17

Whereas reach measures the breadth of the media schedule,frequency measures the length of the advertisement.

Question 18

To achieve greater reach on a limited budget,some frequency and/or continuity has to be sacrificed.

Question 19

Media objectives translate the advertising strategy into goals that media can accomplish.

Question 20

Most marketers develop an international media by formulating individual national plans first.

Question 21

What is the primary function of media objectives?

Question 22

If the Trion Gazette has 7,000 subscribers and a local grocery store pays $700 for a full-page ad in the newspaper,the cost per thousand (CPM)will equal $100 per thousand.

Question 23

Bursting is used for high-ticket items that are purchased with careful consideration.

Question 24

Explain the importance of continuity.

Question 25

Describe how reach,frequency and continuity differ.

Question 26

List five trends that have made media selection much more complicated than it used to be.

Question 27

Comparing the exposure value of different media vehicles is very difficult.

Question 28

Differentiate between effective frequency and effective reach.

Question 29

What are the two major components of media objectives?

Question 30

A written rationale for the media strategy is an integral part of any media plan.

Question 31

Media buyers tend to specialize in product categories rather than specific types of media.

Question 32

Six factors are known to increase attention value.List five of these factors.

Question 33

List four reasons why media planners often use a mixed media approach.

Question 34

What are the various factors that influence media strategy decisions?

Question 35

Explain the purpose of media strategy.

Question 36

List five factors that enhance the probability of ad exposure.

Question 37

Emotionally-oriented creative messages are best communicated with pulsing.

Question 38

Why do media planners often define media objectives by the schedule's message weight?

Question 39

List and define the three principles methods for scheduling media.Give an example of a product that would benefit from the use of each method.

Question 40

What are the purposes of (a)the situation analysis,(b)the marketing plan and (c)the advertising plan?

Question 41

In spring 2007,Irwin Gotlieb crafted a $1 million pact with NBC Universal (NBCU)that changed the age-old model of how TV ads are bought: The bigger the hit,the more you pay.With DVRs allowing people to skip commercials,Gotlieb decided that a show's popularity no longer mattered.He told NBC executives that he would pay based on who was watching the commercials.Gotlieb redefined how _____ were established.

A)audience objectives
B)continuity objectives
C)mission objectives
D)environmental objectives
E)marketing mix objectives

Question 42

Which of the following would be the most appropriate advertising objective for a manufacturer of organic soup?

A)To initiate a sales training program for all salespeople within the next two years.
B)To increase advertising recall among adults ages 55 and older by 15 percent by next Christmas.
C)To increase market share of its Glen Muir brand by 45 percent before the end of the next fiscal year.
D)To add three more marketing researchers to the company by October.
E)To reduce wastes by 20 percent by the end of the next fiscal year.

Question 43

Which of the following statements about media planning is true?

A)One reason media planning is easier today than it was 20 years ago is the increasing number of media choices.
B)The ability to advertise to larger and larger segments has made the job of media planning easier.
C)The cost of all media is less today than it was 10 years ago.
D)The job of media planning has been made more difficult by changes in the way advertising is bought and sold.
E)The job of media planning has been made more difficult by legislation that prohibits repetitive advertising.

Question 44

Assume the Cedartown Standard has 65,000 subscribers and the Hermitage House Restaurant buys a half-page ad for $4,000.Calculate the cost per thousand (CPM).

Question 45

Why is media planning a more complicated process today than it was ten years ago?

A)The discovery of more sophisticated marketing research techniques.
B)The diminishing number of media available to advertisers.
C)The increasing fragmentation of the audience.
D)Huge advertising budgets becoming the norm.
E)Declining complexity in media buying and selling.

Question 46

Assume 5,500 people heard a local radio ad for the Dogwood Homecoming Festival three times during a two-week period and another 6,000 heard it once during the same period.Calculate gross impressions for the schedule.

Question 47

Who is responsible for answering such questions as "where should we advertise?","which media vehicles should we use?" and "how often should we run the advertising?"

A)Communications experts
B)Traffic planners
C)Media planners
D)Promotional managers
E)Creative directors

Question 48

The _____ determines the number of people who read a magazine without actually buying it.

A)gross impressions
B)pass along rate
C)ad impressions
D)opportunity to see
E)message weight

Question 49

A(n)_____ is a possible exposure of the advertising message to one audience member.

A)medium reach
B)medium receptivity
C)advertising impression
D)message weight
E)medium value

Question 50

The advertiser wants to market vitamins for horses.If it wants attention value,should it advertise in Western Horseman-a magazine for horse enthusiasts,Organic Gardening,USA Today or regional magazines like Chicago? Why?

Question 51

When engaged in media-planning activities,it is important to note that media objectives directly result from:

A)the advertising plan.
B)the marketing strategy.
C)the marketing situation analysis (SWOT).
D)the marketing mix.
E)the target market.

Question 52

Media planners often define media objectives by the advertising schedule's ____,the total size of the audience for a set of ads or an entire campaign.

A)circulation value
B)attention value
C)frequency
D)message weight
E)gross impressions

Question 53

Many factors go into developing an effective media strategy.These factors are often referred to as the five Ms.What are the five Ms?

Question 54

In 2006,Google introduced a feature that lets advertisers determine when their ads will run.Advertisers can automatically adjust their bids or pause or resume their campaigns based on the time of day or day of the week.Google's new service has a strong influence on the development of _____ objectives.

A)message-distribution
B)continuity
C)mission
D)environmental
E)marketing mix

Question 55

The two major components of media objectives are audience objectives and:

A)message-distribution objectives.
B)continuity objectives.
C)mission objectives.
D)environmental objectives.
E)marketing mix objectives.

Question 56

What two methods do advertisers use to accumulate reach?

Question 57

What type of products usually uses flighting as a pattern for scheduling advertising?

Question 58

What are the two ways to express message weight?

Question 59

What is the category development index (CDI)of Chicago if the city contains 1.2 percent of the total population of the United States and the Chicago population consumes 3.6 percent of the flavored yogurt consumed in the nation?

Question 60

The Tonight Show,Tennis magazine,USA Today and would all be suitable _____ for Advil pain relievers.

A)audience communicators
B)market agents
C)advertising agents
D)physical distribution channels
E)media vehicles

Question 61

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

A)communications plan
B)media mission
C)organizational plan
D)media strategy
E)media execution

Question 62

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

A)exposure
B)message weight
C)gross rating points
D)exposure value
E)rating

Question 63

Assume that 30 percent of television households had the opportunity to hear a commercial produced by the Virginia Board of Tourism four times over a four-week period.What would be the GRP (gross rating points)for the commercial?

A)120
B)160
C)180
D)200
E)220

Question 64

_____ refers to the length of time (duration)an advertising message or campaign will run over a given period of time.

A)Frequency
B)Continuity
C)Effective reach
D)Medium delivery power
E)Medium value

Question 65

What assumption must be made in order for the theory behind the advertising response curve to be true?

A)Creativity determines reach
B)Effective reach is more significant than effective continuity
C)All ad exposures are equal
D)Reach and frequency multiplied together equals GRPs
E)Continuity must be maintained on an even level

Question 66

A podiatrist's office purchased advertising time on radio station KSTH.Four thousand different listeners heard its radio spots six times during a four-week period and another 2,000 heard the commercial three times during the same four-week period.Calculate the average frequency.

A)1
B)2
C)5
D)6
E)9

Question 67

As an element of the media mix,the term _____ refers to not only the various targets for communication,but also to the targets' geographic location and segmentation considerations.

A)media objective
B)methodology
C)markets
D)message objective
E)motivation of audience

Question 68

An opportunity to see (OTS)is sometimes referred to as a(n):

A)ad impression.
B)medium weight.
C)medium delivery power.
D)message attention value.
E)message reception.

Question 69

Assume the audience for 'Who Wants to Be a Millionaire' on a local cable channel is 115,000.During the months of January and February,a jewelry store ran 16 ads during the show.This is the only advertising the jeweler did during those two months.Its _____ equals 1,840,000.

A)message value
B)medium specificity
C)effective frequency
D)gross rating point
E)gross impression

Question 70

Assume that 40 percent of television households had the opportunity to hear a commercial for an office supply store for five times over a four-week period.What would be the GRP (gross rating points)for the commercial?

A)120
B)160
C)180
D)200
E)220

Question 71

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

A)Audience span
B)Exposure value
C)Reach
D)Message weight
E)Frequency

Question 72

Media people use the term _____ to describe the quality of ad exposure.

A)medium value
B)exposure value
C)message satiation
D)effective reach
E)effective frequency

Question 73

_____ measures the intensity of a media schedule.

A)Exposure value
B)Attention value
C)Reach
D)Opportunity to see (OTS)
E)Frequency

Question 74

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.

A)medium value
B)exposure value
C)message satiation
D)effective reach
E)effective frequency

Question 75

Sixty percent of the total target market heard the radio spots for Cartersville Jewelry Exchange,at least once during a four-week period.The average frequency of the advertisement was four.Calculate the gross rating points (GRPs).

A)2.4
B)6.67
C)180
D)240
E)The answer cannot be determined from information given here

Question 76

The two ways to express _____ are gross impressions and gross rating points.

A)medium delivery power
B)audience perception
C)audience receptivity
D)medium capability
E)message weight

Question 77

According to the advertising response curve:

A)incremental expense in advertising builds with repeated exposures.
B)too much ad exposure results in message spillover.
C)the first exposure is most effective with the following exposures having diminishing effectiveness.
D)effective frequency decreases as effective reach increases.
E)continuity diminishes as effective frequency is increased.

Question 78

Which of the following statements about reach is true?

A)Reach is always expressed as a percentage.
B)Reach measures the intensity of a media schedule.
C)Reach measures the extent of duplicated audience exposure by a media vehicle.
D)Reach refers to the number of different people or households exposed to an advertising schedule during a given time period.
E)Reach refers to the duration of an ad campaign.

Question 79

Advertisers define frequency as the:

A)number of times an advertising message reaches the same person or household in a specified time period.
B)number of different people or households exposed to an advertising schedule during a given time.
C)predicted number of different people who will see an ad at least twice.
D)variety of media types that must be used to reach the target market objectives.
E)number of market segments that are targeted to attain total audience objectives.

Question 80

When the sponsors of a charity golf tournament purchased commercial time on local television,the station's sales rep promised a total exposure for the ad of 32,000.In other words,the _____ for the commercial would be 32,000.

A)gross impressions
B)frequency
C)attention value
D)effective reach
E)gross ratings point