Deck 14: Media Planning and Buying

Question 1

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

Answer 1

False

Question 2

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

Answer 2

False

Question 3

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

Answer 3

False

Question 4

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

Question 5

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

Question 6

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

Question 7

The Amazing Race television show on CBS, Better Homes and Gardens magazine, and billboards along interstate highways are all examples of media vehicles.

Question 8

A regional media plan typically uses a combination of local media, the Internet, and regional editions of national magazines.

Question 9

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

Question 10

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

Question 11

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

Question 12

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

Question 13

Only duplicated users increase a campaign's reach.

Question 14

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

Question 15

The advertising response curve is S-shaped.

Question 16

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

Question 17

Cinema advertising and product placements are examples of nontraditional media.

Question 18

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

Question 19

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

Question 20

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

Question 21

Which term refers to a possible exposure of the advertising message to one audience member?

A) Advertising reach
B) Medium receptivity
C) Advertising impression
D) Message weight
E) Gross impression

Question 22

The marketing plan would LEAST likely determine the:

A) number of ads.
B) marketing mix.
C) spending strategy.
D) distribution strategy.
E) best market segments.

Question 23

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 24

Why is media planning a more complicated process today than it was 10 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 25

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 26

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 27

The Tonight Show, People magazine, and U.S.A. Today would all be suitable _____ for Advil pain reliever.

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

Question 28

Which of the following would be the most appropriate audience objective for the manufacturer of Sophie's Soups?

A) To initiate a sales training program for all salespeople within the next two years
B) To concentrate advertising in urban areas where canned foods have greater sales
C) To increase market share of Sophie's Soups by 15 percent by the end of the year
D) To use a pulsing schedule to advertise Sophie's Soups on cable and satellite TV
E) To increase gross impressions of Sophie's Soups ads on the Internet

Question 29

The audience for Who Wants to Be a Millionaire on a local cable channel is 115,000. During 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) ad impressions
C) effective frequency
D) gross rating points
E) gross impressions

Question 30

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

A) circulation
B) message weight
C) gross rating points
D) continuity
E) rating

Question 31

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) 322

Question 32

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 33

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

Question 34

Emotionally-oriented creative messages are best communicated with pulsing.

Question 35

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

A) ad impression.
B) medium weight.
C) gross impression.
D) message attention value.
E) gross rating point.

Question 36

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 37

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

Question 38

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

Question 39

Which of the following refers to 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 40

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

Question 41

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 42

The advertising response curve suggests that:

A) incremental expenses in advertising build with repeated exposures.
B) a high degree of advertising exposure results in message spillover.
C) at a low advertising frequency there is little audience response.
D) effective frequency decreases as effective reach increases.
E) continuity diminishes as effective frequency increases.

Question 43

Assume 8.1 percent of the total sales of instant rice occur in Baton Rouge and assume that 0.78 percent of the entire population of the United States lives in Baton Rouge. Calculate the category development index (CDI).

A) .6318
B) 6.318
C) 9.634
D) 10.38
E) 1038.46

Question 44

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 45

_____ 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 46

Assume that 40 percent of television households had the opportunity to hear a product commercial 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 47

The brand development index (BDI) is:

A) another term for the advertising response curve.
B) based on product category sales in a target market.
C) published annually by the Federal Trade Commission.
D) an indication of the economic forecast for a specific product category.
E) an indication of the sales potential for a particular brand in a specific target market.

Question 48

_____ measures the intensity of a media schedule.

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

Question 49

_____ 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 50

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

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

Question 51

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

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

Question 52

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

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

Question 53

Which of the following statements is most likely true about reach?

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 is the number of different households exposed to an ad schedule during a given time period.
E) Reach refers to the number of times the same person or household is exposed to a vehicle in a specified time span.

Question 54

Assume the sale of Glory brand carrots in Atlanta is 1.33 percent of the brand's total U.S. sales and assume the population of Atlanta is 1.57 percent of the total U.S. population. Calculate the BDI for Glory carrots in Atlanta.

A) 0.8471
B) 2.088
C) 20.88
D) 84.71
E) 8471

Question 55

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

A) media
B) methodology
C) mechanics
D) message
E) motivation

Question 56

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 57

A podiatrist's office purchased advertising time on radio station KSTH. Four thousand different listeners heard the 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 58

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 59

The category development index (CDI) is:

A) published annually by the Federal Trade Commission.
B) another way to express the advertising response curve.
C) an indication of the sales potential of a particular brand in a specific target market.
D) based on sales of the entire product category-not a specific brand-in a specific target market.
E) an indication of the economic forecast for a specific product category.

Question 60

Which of the following statements about a medium's audience is most likely true?

A) Data on the size of media audiences are almost nonexistent.
B) It is unethical for media vehicles to attract advertisers with audience demographics.
C) The content of the media vehicle tends to determine the type of people in the audience.
D) Audience refers to the number of people who remember seeing or hearing an advertisement.
E) Most media planners are unconcerned about audience size because psychographic data is typically fabricated.

Question 61

The Franklin Review has 30,000 subscribers. A new restaurant in town pays $500 for a half-page ad in the newspaper. What is the cost per thousand (CPM)?

A) $1.67
B) $16.67
C) $60.00
D) $150.00
E) $166.70

Question 62

Which of the following products would most likely advertise using a continuous scheduling pattern?

A) Cat food
B) Allergy pills
C) Christmas ornaments
D) Suntan lotion
E) Swimming pool chemicals

Question 63

All of the following are factors known to increase attention value EXCEPT:

A) audience involvement with program material or editorial content.
B) audience familiarity with the advertiser's campaign.
C) brand differentiation in the advertisement.
D) quality of advertising reproduction.
E) timeliness of advertising exposure.

Question 64

A(n) _____ is the total number of people or households exposed to a medium.

A) complete sample
B) target market
C) audience
D) mean viewership/listenership
E) gross rating point (GRP) total

Question 65

_____ refers to a scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads.

A) Flighting
B) Pulsing
C) Roadblocking
D) Blinking
E) Bursting

Question 66

The Daily Sun has 18,000 subscribers. A church consignment sale pays $180 for a quarter-page ad in the newspaper. What is the cost per thousand (CPM)?

A) $10
B) $100
C) $1,000
D) $5,000
E) $10,000

Question 67

Why would an advertiser use a mixed-media approach?

A) It is less expensive than a homogeneous media mix.
B) It gives more exposure than a heterogeneous media plan.
C) It is easier to schedule than any other type of media mix.
D) The total effect is greater than the sum of individual parts.
E) The segmentation variables require focusing on targeted groups.

Question 68

A feature of Google 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. This service offered by Google most likely affects an advertiser's _____ objectives.

A) message-distribution
B) continuity
C) mission
D) pulsing
E) audience

Question 69

Which of the following functions would LEAST likely be handled by a media buyer?

A) Understanding the marketplace
B) Determining where to advertise
C) Evaluating various media vehicles
D) Monitoring advertising performance
E) Negotiating special rates on volume buys

Question 70

Campbell's, the soup manufacturer, maintains a low-level of advertising during the entire year, but Campbell's advertises heavily during the winter months when people are cold and looking for something to help warm them up. What kind of advertising strategy is Campbell's most likely using?

A) Sporadic
B) Pulsing
C) Rotation
D) Bursting
E) Periodic

Question 71

The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights.

A) pulsing
B) roadblocking
C) media monopoly
D) blinking
E) prestige promotion

Question 72

Which of the following methods of scheduling media would be most effective for a new retailer with a slim advertising budget?

A) Pulsing
B) Blinking
C) Bursting
D) Continuity
E) Roadblocking

Question 73

The maker of Advil pain relievers has introduced a pill to aid people in falling asleep. To reach its target audiences, the pill's manufacturer has decided to advertise on the Internet, on television, in business magazines, on talk radio shows, and through direct mail because it believes one medium will not reach all potential customers. The manufacturer is planning to use a(n) _____ approach.

A) targeted media
B) mixed-media
C) media combination
D) marketing mix
E) environmental

Question 74

_____ is a pattern of scheduling where the same commercial is run every half hour on the same network during prime time.

A) Flighting
B) Pulsing
C) Bursting
D) Blinking
E) Roadblocking

Question 75

Which statement is most likely true about media buyers?

A) Media buyers tend to specialize in a single medium.
B) Placing an ad is a quick and easy process for media buyers.
C) Rate cards prohibit media buyers from negotiating on price.
D) Few media buyers communicate with media representatives.
E) In small agencies, media buyers usually specialize in one medium.

Question 76

_____ is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising.

A) Roadblocking
B) Succession
C) Flashing
D) Bursting
E) Flighting

Question 77

Telmar software is most likely used to help media planners:

A) calculate the reach and frequency of print ads.
B) negotiate with media vehicles for appropriate rates.
C) monitor the creative development process in ad agencies.
D) determine the potential effectiveness of marketing plans.
E) measure audience responses to public relations activities.

Question 78

The media planner for a manufacturer of golf clubs for women of age 30 and above is considering the cost efficiency of advertising on a talk radio station. During the morning drive time, the average number of listeners of age 30 and over is 40,000. Sixty percent are female, 25 percent earn over $35,000 per year, and 99 percent own automobiles. What is the cost per thousand of this media planner's target audience (TCPM) if a 30-second commercial costs $200?

A) $8.33
B) $17.50
C) $80.00
D) $175.00
E) $200.00

Question 79

The person in charge of negotiating and contracting with the media is called a(n):

A) ad traffic manager.
B) art director.
C) media director.
D) media buyer.
E) audience planner.

Question 80

Advertising that runs on a(n) _____ schedule runs steadily; the amount of advertising varies little over the campaign period.

A) continuous
B) uninterrupted
C) flighting
D) incessant
E) time-sensitive