Question 1

Consider the following magazine media schedule as you answer the questions below.
* Target population: 100,000
** those who did not read either of the other two magazines
-70% of Magazine A's readers are part of the target market for a certain advertiser. This percentage represents Magazine A's ________ for this advertiser.

Accepted Answer

Targeted reach refers to the percentage of the target audience that will be reached by a specific media vehicle or advertising campaign. In this case, 70% of Magazine A's readers are part of the advertiser's target market, making the targeted reach 70%. Gross ratings points (A) refer to the total audience reached by a specific media vehicle or advertising campaign. Average frequency (C) refers to the average number of times an individual within the target audience is reached by the advertisement. Effective frequency (D) refers to the number of times an advertisement must be seen by an individual within the target audience in order to achieve the desired effect. Average reach (E) refers to the average number of individuals within the target audience reached by the advertisement.

Question 2

Rachel is creating an international media plan for her client. Which of the following is NOT true concerning global media planning?

Accepted Answer

While the internet is a powerful global medium, it is not the only one. Other global media channels can include satellite, cable TV, international print publications, and more.

Question 3

What is the goal of a media plan?

Accepted Answer

The answer of What is the goal of a media...

Question 4

28th Avenue Wine & Spirits decided to start advertising its business, but it does not have a large budget to devote to it. However, the company's sales are seasonal, with the highest sales occurring between Thanksgiving and New Year's. If 28th Avenue Wine & Spirits would like to have a media presence all year round, which continuity schedule would you recommend to make the most of the budget?

Accepted Answer

Since the company wants to have a media presence all year round but has a limited budget, a pulsed advertising strategy would be the best choice. With a pulsed strategy, advertising is focused during the peak sales season while maintaining a lower level of advertising during the other months. This allows the company to maximize its budget during the most profitable time without overspending during other, less productive periods.

Question 5

A client at an advertising agency wants to know what reach means. Explain the concept.

Accepted Answer

The answer of A client at an advertising agency wants...

Question 6

Consider the following magazine media schedule as you answer the questions below.
* Target population: 100,000
** those who did not read either of the other two magazines
-What are the total gross rating points (GRPs)for this media plan, assuming that each magazine carries a weekly ad insertion for a total of four weeks?

Accepted Answer

The answer of  Consider the following magazine media schedule...

Question 7

Consider the following magazine media schedule as you answer the questions below.
* Target population: 100,000
** those who did not read either of the other two magazines
-How many unduplicated readers are there for the three magazines?

Accepted Answer

The unduplicated readers for the three magazines would be the sum of the readers for each magazine who did not read the other two magazines.

Reader count for magazine A only: 20,000
Reader count for magazine B only: 50,000
Reader count for magazine C only: 30,000

Therefore, the total unduplicated readers would be 20,000 + 50,000 + 30,000 = 100,000. This matches the target population, indicating that there is no overlap in readership between the three magazines. Thus, the best choice would be to advertise in all three magazines to reach the entire target population.

Question 8

Monica is an advertising major and is interning at a major advertising agency. To start out, she will be working with a media planner. What other people will be involved in planning and executing the media function for their clients?

Accepted Answer

The answer of Monica is an advertising major and is...

Question 9

Consider the following magazine media schedule as you answer the questions below.
* Target population: 100,000
** those who did not read either of the other two magazines
-Some members of a certain advertiser's target market subscribe to all three magazines, so they would likely see each ad placed in each magazine. Other members of the audience, however, may not see the ads at all. The media planner for this advertiser has divided the total target audience into five sections and estimated how often members of each section will be exposed to the ad. This is called ________.

Accepted Answer

Frequency quintile distribution analysis involves dividing the audience into five sections to estimate how often members of each section will be exposed to an ad.

Question 10

If a local business wants to advertise extensively in a local market, wants to reach an upscale and well-educated audience, needs room for explanation, and is unconcerned with the quality of the image, what medium would best suit its advertising needs?

Accepted Answer

The answer of If a local business wants to advertise...

Question 11

Kyle is a media planner at an advertising agency and has just been assigned to develop a media plan for a new client of the agency. What critical client information will Kyle find useful in developing the media plan?

Accepted Answer

The answer of Kyle is a media planner at an...

Question 12

A client has asked its agency "How much is enough and how much is too much?" when it comes to the number of exposures necessary. What should the agency tell the client?

Accepted Answer

The answer of A client has asked its agency "How...

Question 13

Explain what is meant by the term effective frequency.

Accepted Answer

The answer of Explain what is meant by the term...

Question 14

One advertising agency's client wanted to use only television commercials, primarily because the client thought it would impress its customers and business colleagues. The advertiser's agency is having a difficult time convincing the client to use a media mix, not just television. Explain why it's better to use a media mix than to rely on just one medium.

Accepted Answer

The answer of One advertising agency's client wanted to use...

Question 15

You've heard someone mention the "St. Louis Designated Marketing Area (DMA)." Explain what this means and why it is useful to media planners.

Accepted Answer

The answer of You've heard someone mention the "St. Louis...

Question 16

Recently a local breaking-news story ran on a television channel instead of a scheduled advertisement. The media buyer compensated by promising the client an equally valuable spot to replace it or reimbursement. What is this policy known as?

Accepted Answer

This policy is known as make goods. It allows the media buyer to make up for any missed or incorrect ad placements by offering an equally valuable spot to the client or reimbursing them for the cost of the missed or incorrect spot.

Question 17

Explain two concepts that are the basis for most media planning and are familiar to everyone who works in advertising.

Accepted Answer

The answer of Explain two concepts that are the basis...

Question 18

Consider the following magazine media schedule as you answer the questions below.
* Target population: 100,000
** those who did not read either of the other two magazines
-If there were one weekly insertion in all the magazines for a four week period, what would the total insertions be for the plan?

Accepted Answer

There are three magazines in the plan, but the target population only encompasses those who did not read the other two magazines. Therefore, the weekly insertion is only in one magazine (TB6973) and the four-week period would have a total of 12 insertions (one insertion per week).

Question 19

A television advertisement for life insurance uses the song "Time" by Alan Parson's Project and shows a family sharing tender moments together. The company also uses the same song in its radio ads in the hope that it will reinforce and re-create the message in the listener's mind. Which concept best describes this situation?

Accepted Answer

Image transfer involves the use of music, images or symbolism to transfer the desirable qualities of a product, service or brand to the consumer. In this case, the life insurance company is using the song "Time" to evoke emotions of love, warmth, and security associated with family moments, and thus, transfer those qualities to their life insurance policies. Using the same song in their radio ad is a tactic to reinforce the same message in the listener's mind.

Question 20

Briefly describe why the MRI CrossTab format is useful and what an index of 199 means for the 18 to 34 demographic that drinks Red Bull soft drinks.

Accepted Answer

The answer of Briefly describe why the MRI CrossTab format...

Quiz 14: Media Planning and Buying