Question 1

A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then another two-week period of heavy advertising.What kind of media-scheduling strategy is this?

Accepted Answer

Flighting is a media-scheduling strategy where advertising is run heavily for a period, followed by a period of no advertising, and then resumed again.

Question 2

In the world of advertising and promotion, what does the "M" in the acronym CPM represent?

Accepted Answer

The "M" in CPM stands for the Roman numeral for one thousand. CPM stands for "cost per mille," which is the cost of showing an ad to one thousand viewers.

Question 3

Media research services that compile data on demographics and brand purchase characteristics of consumers, as well as media exposure are called

Accepted Answer

Single-source tracking services compile data on a consumer's product purchases and media exposure, providing valuable insights into advertising and media effectiveness. Market research bureaus, media-buying services, and agencies of record may also provide demographic and brand purchase data, but they do not specifically focus on media exposure.

Question 4

A children's apparel manufacturer promotes its clothes on a regular basis, but needs a stronger message in August for back-to-school shopping, in December for holiday shopping, and in May for summer shopping.What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling?

Accepted Answer

Pulsing scheduling allows for continuous advertising, but with higher levels of intensity during specific periods of time. This would work well for a children's apparel manufacturer who wants to promote their clothes regularly but also have specific times of the year, such as back-to-school, holidays, and summer, where they need to increase their advertising efforts.

Question 5

The message weight of a media plan is used as a simple measure of the

Accepted Answer

The message weight of a media plan refers to the gross number of advertising messages that are delivered by the vehicles in a schedule. It is a measure of how many advertising messages the target audience is likely to be exposed to through the selected media vehicles.

Question 6

Your agency is pressed for time, and you are suddenly called into a meeting to make a media recommendation.The account exec and the client are sure you can figure out how to reach their narrowly defined target audience.You are given electronic files and stacks of paperwork provided by Nielsen, Simmons, and MRI and are asked for an answer ASAP, based solely on these data.Your problem, seen industry wide, is that these research services

Accepted Answer

While Nielsen, Simmons, and MRI provide comprehensive data on consumer behavior and media preferences, they may not be able to generate data on very specific audience characteristics and preferences. Therefore, it may be challenging to make recommendations solely based on these data for a narrowly defined target audience.

Question 7

Like CPM, the CPRP calculation

Accepted Answer

CPRP calculation, like CPM, compares the relative efficiency between media options by dividing the cost of the media buy by the rating of the program or time slot. It helps advertisers understand which media options are more cost-effective for reaching their target audience. A, C, and D are not accurate descriptions of CPRP calculation.

Question 8

The forgetting function is based on a well-known concept and compelling research showing that things that are remembered, including ad messages,

Accepted Answer

The forgetting function is based on the concept that memories begin to fade at certain mathematically calculated points. This means that the more time that passes since the memory was formed, the more likely it is to be forgotten, and the speed of forgetting can be calculated based on certain formulas.

Question 9

A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser.The planner decides to multiply the reach times frequency of each plan to promote the orange juice, in order to compare

Accepted Answer

GRPs (Gross Rating Points) are a measure of the total exposure to an advertising message within a specific target audience, calculated by multiplying the reach (the percentage of the target audience that is exposed to the message) by the frequency (the number of times the audience is exposed to the message). Therefore, multiplying the reach times frequency of each media plan is a way to calculate their respective GRPs and evaluate their relative intensity.

Question 10

A manufacturer of high-end hiking boots, rugged walking sandals, and specialized athletic shoes has hired your agency to run a print campaign.You tell him that a full-page, black-and-white ad in Hiking and Biking magazine will cost him $1,650 to run once.You also remind him that the circulation of the magazine is 42,000.To give this client the cost per thousand for this media buy, which formula would you use?

Accepted Answer

To calculate the cost per thousand (CPM), we need to divide the cost of the ad by the circulation and then multiply it by 1,000. Therefore, we use the formula: Cost of Ad x 1,000 / Circulation. So, the cost per thousand for this media buy would be 1,650 x 1,000 / 42,000 = $39.28. Therefore, the best choice is B.

Question 11

A media buyer places an ad for a California champagne in four magazines.The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each.The buyer now can inform the client at the California winery of the ____ expected for the ad, that is, 4,750,000 exposures.

Accepted Answer

Gross impressions refer to the total number of times an ad is viewed by the audience. In this case, the media buyer can inform the client of the expected gross impressions for the ad, which is a combination of the exposures provided by all four magazines. Therefore, D is the best choice.

Question 12

You are working on a new media plan.You remind yourself that the true power of a media plan rests on the ____, that is, knowing what you are trying to do with your media, and matching those objectives with your ultimate choices.

Accepted Answer

The true power of a media plan rests on the media strategy, which is the overarching plan that outlines what the advertising campaign is trying to accomplish and how the media choices will help achieve those goals. Choosing the right media strategy is essential to ensure that the media choices are aligned with the overall campaign objectives. Share of voice, context effect, and media continuity are important factors to consider within a media plan, but they are not the primary focus of developing a media strategy.

Question 13

A media planner is making placement decisions for a new line of wildly colored lipsticks, neon eye shadows, and glittered nail polishes.She focuses on certain regions of the country as well as certain urban areas where young women are known to favor these types of products.In this way, her media buys will be

Accepted Answer

The media planner is targeting specific regions and urban areas, indicating that the media buys will be geo-targeted. This means that the advertising will be focused on specific geographic areas where the target audience is located.

Question 14

You are a media planner for a growing ad agency.The marketing manager for a peanut butter manufacturer wants more information on ad placement costs and the state of the national market before she commits.You begin by calculating share of voice, which allows you to compare the

Accepted Answer

Share of voice is the ratio of the client's advertising expenditure to the total advertising expenditures of the entire industry. This will give the marketing manager an idea of how much their company is spending compared to their competitors and the overall market. By calculating the share of voice, the media planner can provide valuable information to the marketing manager to help them make a more informed decision about ad placement costs and the state of the national market.

Question 15

The ____ refer to the sum of the exposures to the entire media placement in a media plan.

Accepted Answer

Gross impressions is the sum of the exposures to the entire media placement in a media plan, which includes both between-vehicles duplications and within-vehicles duplications. Vehicle weights refer to the relative importance of different media vehicles in a media plan, while between-vehicles duplications and within-vehicles duplications refer to the overlapping audiences reached by different media vehicles.

Question 16

What concept refers to the measure of intensity of one media plan versus another, which takes into consideration both reach and frequency?

Accepted Answer

Gross rating points (GRPs) measure the intensity of one media plan versus another by taking into account both reach (the percentage of the target audience that will be exposed to the advertising) and frequency (the number of times the target audience will be exposed to the advertising). GRPs are calculated by multiplying the reach of a media plan by its average frequency.

Question 17

An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in his target audience that will be exposed to the chosen media vehicle-in this case, the city newspaper-at least one time during the campaign period.The client has just been given a measure based on

Accepted Answer

The figure of 10 percent represents the reach, which is the percentage of the target audience that is exposed to the media at least once during a campaign period. Reach is a measure of the total number of individuals or households that are exposed to a media vehicle.

Question 18

-A media planner contacts both Simmons Market Research Bureau (SMRB) and Mediamark Research (MRI) to supply data that will assist her in placing ads for a new women's fragrance.What information will SMRB and MRI most likely furnish?

Accepted Answer

SMRB and MRI typically provide demographic information correlated with product usage data, which helps in understanding the target audience for placing ads effectively.

Question 19

The husband-and-wife owners of a St.Louis hot dog production plant have recently expanded their operations and now sell hot dogs to grocery chains nationwide.They want to evaluate the share of voice commanded by their firm.To do that, they must first know the

Accepted Answer

In order to evaluate the share of voice commanded by their firm, the owners need to know the total advertising expenditures within the hot dog category. This will help them understand the overall marketing efforts of their competitors in the industry.

Question 20

You are looking at figures and trying to understand overall media weight for your client's shaving cream ads.You remind yourself that some people who watched TV program A also saw TV program B and also read magazine 1.This is called

Accepted Answer

Between-vehicle duplication refers to the overlap of audiences who are exposed to the same advertisement across different media vehicles, such as TV programs and magazines.

Quiz 12: Media Planning Essentials