Question 1

In spring 2007,Irwin Gotlieb crafted a $1 million pact with NBC Universal (NBCU)that changed the age-old model of how TV ads are bought: The bigger the hit,the more you pay.With DVRs allowing people to skip commercials,Gotlieb decided that a show's popularity no longer mattered.He told NBC executives that he would pay based on who was watching the commercials.Gotlieb redefined how _____ were established.

Accepted Answer

Audience objectives define the types of people advertisers want to reach.

Question 2

Which of the following would be the most appropriate advertising objective for a manufacturer of organic soup?

Accepted Answer

Audience objectives describe the specific people the advertiser wants to reach.

Question 3

Which of the following statements about media planning is true?

Accepted Answer

Media planning is much more difficult today because of the increasing number of media choices,the increased fragmentation of the audience,increased competition and the changes in how media are bought and sold.Media costs have gone up.Legislation has not prohibited repetition.

Question 4

Assume the Cedartown Standard has 65,000 subscribers and the Hermitage House Restaurant buys a half-page ad for $4,000.Calculate the cost per thousand (CPM).

Accepted Answer

The answer of Assume the Cedartown Standard has 65,000 subscribers...

Question 5

Why is media planning a more complicated process today than it was ten years ago?

Accepted Answer

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

Question 6

Assume 5,500 people heard a local radio ad for the Dogwood Homecoming Festival three times during a two-week period and another 6,000 heard it once during the same period.Calculate gross impressions for the schedule.

Accepted Answer

The answer of Assume 5,500 people heard a local radio...

Question 7

Who is responsible for answering such questions as "where should we advertise?","which media vehicles should we use?" and "how often should we run the advertising?"

Accepted Answer

Media planning today involves many decisions including "where should we advertise?","which media vehicles should we use?" and "how often should we run the advertising etc.

Question 8

The _____ determines the number of people who read a magazine without actually buying it.

Accepted Answer

Readers per copy (RPC)factors in the pass-along rate,the number of people who read a magazine or newspaper without actually buying it.

Question 9

A(n)_____ is a possible exposure of the advertising message to one audience member.

Accepted Answer

An advertising impression is a possible exposure of the advertising message to one audience member.

Question 10

The advertiser wants to market vitamins for horses.If it wants attention value,should it advertise in Western Horseman-a magazine for horse enthusiasts,Organic Gardening,USA Today or regional magazines like Chicago? Why?

Accepted Answer

The answer of The advertiser wants to market vitamins for...

Question 11

When engaged in media-planning activities,it is important to note that media objectives directly result from:

Accepted Answer

Media objectives,strategies,and plans result from the marketing and advertising plans (Refer to Exhibit 15-3).

Question 12

Media planners often define media objectives by the advertising schedule's ____,the total size of the audience for a set of ads or an entire campaign.

Accepted Answer

Media planners often define media objectives by the schedule's message weight,the total size of the audience for a set of ads or an entire campaign.

Question 13

Many factors go into developing an effective media strategy.These factors are often referred to as the five Ms.What are the five Ms?

Accepted Answer

The answer of Many factors go into developing an effective...

Question 14

In 2006,Google introduced a feature that lets advertisers determine when their ads will run.Advertisers can automatically adjust their bids or pause or resume their campaigns based on the time of day or day of the week.Google's new service has a strong influence on the development of _____ objectives.

Accepted Answer

Message-distribution objectives define where,when and how advertising should appear.

Question 15

The two major components of media objectives are audience objectives and:

Accepted Answer

Media objectives have two major components: audience objectives and message-distribution objectives.

Question 16

What two methods do advertisers use to accumulate reach?

Accepted Answer

The answer of What two methods do advertisers use to...

Question 17

What type of products usually uses flighting as a pattern for scheduling advertising?

Accepted Answer

The answer of What type of products usually uses flighting...

Question 18

What are the two ways to express message weight?

Accepted Answer

The answer of What are the two ways to express...

Question 19

What is the category development index (CDI)of Chicago if the city contains 1.2 percent of the total population of the United States and the Chicago population consumes 3.6 percent of the flavored yogurt consumed in the nation?

Accepted Answer

The answer of What is the category development index (CDI)of...

Question 20

The Tonight Show,Tennis magazine,USA Today and would all be suitable _____ for Advil pain relievers.

Accepted Answer

Media vehicles refer to specific newspapers,magazines and TV shows.

Quiz 15: Media Planning and Buying