Question 1

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

Accepted Answer

Evidence of the maturing marketplace is the fragmentation of the media audience.This also complicates the media planner's job.

Question 2

The advertising response curve is S-shaped.

Accepted Answer

The S-shaped advertising response curve in Exhibit 15-8 suggests that at a low frequency there is little response.

Question 3

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

Accepted Answer

While it sometimes makes sense to use media similar to the competition's if the target audiences are the same or if the competitors are not using their media effectively,advertisers should generally bypass media that competitors dominate and choose other media in which they can achieve a strong position.

Question 4

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

Accepted Answer

The location and makeup of the target audience strongly influence the scope of the media plan.

Question 5

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

Accepted Answer

For companies practicing IMC,the "media menu" needs to include everything that carries a message to and/or from customers and other stakeholders.

Question 6

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

Accepted Answer

By adding the ratings of several media vehicles (as we did for gross impressions)we can determine the message weight of a given advertising schedule,only now it's expressed as gross rating points (GRPs).

Question 7

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

Accepted Answer

This is the definition of frequency.Reach refers to the total number of different people or households exposed to a medium.

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

Development of a media plan proceeds in much the same way as marketing and advertising planning.

Question 10

Only unduplicated users increase a campaign's reach.

Accepted Answer

Only unduplicated users increase a campaign's reach.

Question 11

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

Accepted Answer

It wasn't long ago that major advertisers could ensure a big audience by simply advertising on TV.Not anymore.Today it's much more difficult to reach a big audience.TV is now fragmented into network,syndicated,spot,and local television,as well as network and local cable.

Question 12

Ad impression determines the number of people who see and understand a particular ad in a particular media vehicle.

Accepted Answer

When a newspaper or magazine is delivered or bought,that counts as an impression.It cannot be determined whether the individuals who received those vehicles actually saw any particular ad.

Question 13

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

Accepted Answer

A low BDI and a high CDI indicate a product category has high potential,but the brand has a low market share (Refer to Exhibit 15-10).

Question 14

The Lost television show on ABC,Better Homes and Gardens magazine and billboards beside the interstates are all examples of media vehicles.

Accepted Answer

Media vehicles are particular media programs or publications.

Question 15

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

Accepted Answer

While there are more media choices,the number of messages that need to be communicated has also grown.People can cope with only so many messages,so media restrict the number of ads they sell.As a result,the costs are increasing for almost all media.

Question 16

Cinema advertising and product placements are examples of non-traditional media.

Accepted Answer

Nontraditional media-from DVD and cinema advertising to product placement and even restrooms-also expand the menu of choices.

Question 17

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

Accepted Answer

Whereas reach measures the breadth,frequencymeasures the intensity of a media schedule,based on repeated exposures to the vehicle or the program.

Question 18

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

Accepted Answer

The objectives of reach,frequency,and continuity have inverse relationships to each other.To achieve greater reach on a limited budget,some frequency and/or continuity has to be sacrificed,and so on.

Question 19

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

Accepted Answer

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

Question 20

Most marketers develop an international media by formulating individual national plans first.

Accepted Answer

Most marketers develop an international media by formulating individual national plans first.

Quiz 15: Media Planning and Buying

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

The advertising response curve is S-shaped.

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

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

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

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

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

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

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

Only unduplicated users increase a campaign's reach.

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

Ad impression determines the number of people who see and understand a particular ad in a particular media vehicle.

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

The Lost television show on ABC,Better Homes and Gardens magazine and billboards beside the interstates are all examples of media vehicles.

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

Cinema advertising and product placements are examples of non-traditional media.

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

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

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

Most marketers develop an international media by formulating individual national plans first.