Question 1

All of the following were mentioned as creative neccesities EXCEPT:
A)Coupon integration
B)Motion
C)Demonstration
D)Budget
E)Visuals

Accepted Answer

Budget is not mentioned as a creative necessity, whereas the other options (coupon integration, motion, demonstration, and visuals) are all mentioned as important aspects of creativity.

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

Accepted Answer

The term "Area of Dominant Influence" (ADI) refers to geographic regions where the majority of the population tunes into the television stations of that area, indicating where a particular station's or network's viewing audience is most concentrated.

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

Accepted Answer

DMA stands for Designated Market Area, which is a television market made up of counties that achieve the largest market share. MSA (Metropolitan Statistical Area) and MSR (Metropolitan Statistical Region) are related to population statistics, while DMR (Digital Mobile Radio) and DSA (Destination Service Area) are not related to television markets.

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

Accepted Answer

The term "market" refers to a group of people living in a certain geographic area who are likely to buy a given product or brand.

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

Accepted Answer

A target persona is a fictional character representing the ideal audience or customer for a campaign. It is created based on research and data analysis of the group being targeted to ensure that the campaign resonates with them. Target audience refers to the specific group of people that a campaign is aimed at, while target market is the overall group of consumers that a product or service is intended for. Target group is a more general term that could refer to either audience or market.

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

Accepted Answer

All of the other options (A, B, C, and E) are commonly used tools for assessing target audience characteristics, while SRDS (Standard Rate and Data Service) is not specifically designed for that purpose. SRDS is a resource for advertising rates and data on media outlets.

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

Accepted Answer

Behavioral targeting focuses on tracking and analyzing how consumers behave online, including their browsing history, search queries, and buying patterns. This information is then used to deliver targeted ads and personalized content to consumers who are most likely to be interested in them.

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

Accepted Answer

Media planners consider the target market, which is the specific group of consumers they are trying to reach with their campaign. This includes factors such as demographics, psychographics, and geographic location. By focusing on the target market, media planners can select the appropriate media channels and make decisions about where and when to place ads.

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

Accepted Answer

This strategy of dividing the target market based on purchase behavior is called behavioral targeting. It involves using data on consumer behavior and preferences to tailor marketing efforts towards specific individuals or groups. In this case, The Gap is using purchase behavior to segment their target market.

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

Accepted Answer

S.C. Johnson & Son is using geographic segmentation as it is targeting specific regions where specific pests (cockroaches and fleas) are more common.

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

Accepted Answer

The answer of To insure that your SWOT analysis is...

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

Accepted Answer

To prepare a relevant SWOT analysis, you should start with a clear objective in mind. This will help you focus on the specific areas of your business that need to be analyzed and identified in the SWOT analysis. Without a clear objective, the SWOT analysis may not be as effective in helping you make strategic decisions for your business.

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

Accepted Answer

Opportunities are factors that come from the external environment of the organization, such as changes in the market, new technological developments or emerging trends. Therefore, option A is the correct choice as it refers to external factors.

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

Accepted Answer

Threats are external factors that can pose a risk or challenge to the organization's success. These can include things like changes in consumer behavior, new competitors entering the market, or regulatory changes.

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

Accepted Answer

The numerical display showing geographic or demographic areas of a brand's relative strength or weakness of sales is referred to as the Brand Development Index (BDI).

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

Accepted Answer

The answer of A brand exhibiting a low CDI but...

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

Accepted Answer

The answer of When it comes to new brand introductions...

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

Accepted Answer

Share of spending refers specifically to the percentage of total media dollars spent in each category, making it the best choice for this definition. Share of voice refers to the percentage of overall media mentions that a brand or category receives, share of competition usually refers to a company's position within a specific market, and share of market usually refers to a company's overall market share percentage. None of the above is not an appropriate answer, as one of the options correctly answers the question.

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

Accepted Answer

Share of voice takes into account the actual impressions delivered as a percentage of total impressions, and also considers the amount spent. Share of spending only considers the amount spent, while share of competition and share of market are different metrics altogether. Therefore, the best choice is B.

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

Accepted Answer

Nielsen's Ad Views is popular among packaged goods marketers because it tracks Free Standing Inserts (FSIs), which are a common method for distributing coupons and promotional materials in newspapers.

Quiz 8: Media Planning and Targeting Strategies

All of the following were mentioned as creative neccesities EXCEPT:

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

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

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

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

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

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

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:

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.

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

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

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

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

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

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

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

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

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.

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