Question 1

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

Accepted Answer

C

Question 2

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

Accepted Answer

Market research is provided by companies like MRI and is organized by product category, cross-tabulated by audience groups and their consumption patterns, making it valuable for media planners.

Question 3

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

Accepted Answer

The first step in media planning is identifying the target audience. This involves gathering data on the demographic, psychographic, and behavioral characteristics of the audience that the advertising campaign aims to reach. Once the target audience is identified, the media planner can make decisions about which media channels will be most effective in reaching that audience. The other steps in media planning, such as developing a media strategy and establishing and analyzing metrics, come after the target audience has been identified.

Question 4

Which of the following provides estimates of radio audiences?

Accepted Answer

Arbitron Ratings Company, now known as Nielsen Audio, specializes in measuring radio audiences.

Question 5

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

Accepted Answer

A designated marketing area (DMA) assignment is based on which city provides the majority of the households' TV programming. The DMA is defined as a specific geographic area in which the local television stations take the most viewership. Therefore, choice E is the best option.

Question 6

One study assessed consumers' regard for specific brands and related that score to the brand's advertising expenditures relative to competitors' expenditures.The study found that all of the top brands in a given product category also represented the largest percentage of total advertising spending in a product category relative to competitors.What was measured in this study?

Accepted Answer

This study measured the brand's share of voice, which is the percentage of total advertising spending in a product category that a brand represents relative to its competitors.

Question 7

As Janice developed a media plan for a client,she gathered ________ from Claritas PRIZM system as part of her research.

Accepted Answer

The Claritas PRIZM system is a tool used for understanding consumer behavior and demographics, making consumer behavior reports the correct choice.

Question 8

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

Accepted Answer

CrossTab, or cross-tabulation, is a standard research display format that allows multiple variables of related data to be grouped together in a table format. It is commonly used in market research and social science research to analyze the relationship between different variables. The other options are not relevant to this format.

Question 9

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.

Accepted Answer

Showings are estimates of the percentages of the population who had the opportunity to see the sign, traditionally used to measure outdoor boards.

Question 10

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

Accepted Answer

Nielsen Media Research uses portable people meters to gather information about audiences.

Question 11

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 ________.

Accepted Answer

Share of audience measures the percentage of viewers watching a particular show out of the total number of television sets that are on during that time slot.

Question 12

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

Accepted Answer

A media plan is a written document that outlines how advertising dollars will be allocated across various media channels to achieve marketing objectives. It includes a target audience analysis, budget allocation, media mix, and scheduling strategy.

Question 13

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.

Accepted Answer

The term used for the broadcast coverage area for television is called a designated marketing area (DMA) and is referred to by the name of the largest city in the area. The other options such as metropolitan statistical area (MSA), area of influence (AOI), metropolitan marketing area (MMA), and designated commerce area (DCA) are not the correct terms used in the media industry to refer to broadcast coverage area for television.

Question 14

Christie was gathering the information needed for the media plan for a client.Which of the following most likely provided Christie with demographic profiles of current customers,previous promotions,and the budget?

Accepted Answer

Client information typically includes demographic profiles of current customers, details of previous promotions, and budget information, which are essential for creating a media plan.

Question 15

Rates for ________ advertisements are based on a guaranteed circulation.

Accepted Answer

Magazine advertisements often have a guaranteed circulation, which means that the publisher guarantees a certain number of copies will be printed and distributed. Advertisers then pay based on this guaranteed circulation. Radio, television, outdoor, and online advertisements do not necessarily have a guaranteed circulation, as their reach can vary depending on factors such as time of day, location, and the behavior of their respective audiences.

Question 16

________ media are chosen based on metrics such as gross rating points and cost per thousand,while new media depend more on factors like brand experience,involvement,and personal impact.

Accepted Answer

Measured media are traditionally evaluated based on metrics like gross rating points (GRPs) and cost per thousand (CPM), which help advertisers understand the reach and cost efficiency of their campaigns. New media, on the other hand, often focus on qualitative factors such as the user's experience, engagement, and the personal impact of the content.

Question 17

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

Accepted Answer

This information pertains to the specific client and their business, including information about their current customers, marketing strategies, and available budget.

Question 18

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

Accepted Answer

Contact points refer to any point of contact between a brand and a consumer. This can include exposure through traditional mass media, word-of-mouth, place-based media, in-store brand exposures, and interactive media. Gross rating points and rating points refer specifically to measures of reach and frequency in advertising, while aperture points and impression points are not commonly used industry terms.

Question 19

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

Accepted Answer

Share of voice refers to the percentage of advertising or communication that a particular brand or company has in a specific market or category compared to its competitors. It includes tracking how much competing brands spend on media compared to how much they are spending on their particular brand. The goal is typically to increase a brand's share of voice to gain a larger share of the market.

Question 20

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

Accepted Answer

The percent of homes actually tuned in to a particular station is measured through ratings. The other options - coverage, exposures, gross impressions, and share of audience - are related to measuring the audience, but not specifically the percentage of households tuned in to a particular station.

Quiz 15: Media Planning and Negotiation

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