Question 1

_____ involves the matter of how advertising is allocated during the course of an advertising campaign.

Accepted Answer

Continuity involves the scheduling strategy for an advertising campaign, determining how advertising is allocated over the course of the campaign to ensure consistent message delivery over time.

Question 2

Alex analyzed several media schedules and came up with the following Index of Exposure Efficiency for each.Based on the following indexes,which schedule is the best?

Accepted Answer

The higher the index of exposure efficiency, the better the schedule. Schedule D has the highest index, therefore it is the best choice.

Question 3

In a _____ advertising schedule,advertising is used during every period of the campaign,but the amount of advertising varies considerably from period to period.

Accepted Answer

A pulsing advertising schedule involves using advertising during every period of the campaign, but with varying amounts of advertising throughout.

Question 4

Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution?

Accepted Answer

The answer of Which of the following is NOT a...

Question 5

The logic of recency planning includes the idea that the cost effectiveness of a single exposure is approximately ____ the value of subsequent exposures.

Accepted Answer

The answer of The logic of recency planning includes the...

Question 6

Research has demonstrated that the first advertising exposure for brands generated the highest proportion of _____,and that additional exposures added very little to the first.

Accepted Answer

The answer of Research has demonstrated that the first advertising...

Question 7

Assume that the target market for a brand advertising in a magazine that reaches 5 million readers is only 3 million consumers.The cost of advertising in this magazine is $150,000 per 4-color page.The CPM-TM is _____.

Accepted Answer

The answer of Assume that the target market for a...

Question 8

CPM stands for _____.

Accepted Answer

CPM stands for cost per thousand. This refers to the cost an advertiser pays for 1,000 impressions or views of their ad. It is a common metric used in advertising to determine the cost-effectiveness and reach of an advertising campaign.

Question 9

Pablo owns seven children's clothing stores.He spends $5000 a month on advertising from August through April.He spends $1000 a month on advertising from May through July.He is using the _____ advertising schedule.

Accepted Answer

Pablo is using the pulsing advertising schedule because he is spending more on advertising during the peak sales season (August through April) and decreasing his ad spending during the off-season (May through July). This method is effective when there is seasonality in the demand for the product or service.

Question 10

A magazine reaches 5 million readers.The cost of advertising in this magazine is $150,000 per 4-color page.The cost per thousand is _____.

Accepted Answer

The cost per thousand (CPM) is calculated by dividing the total cost by the total number of readers (in thousands) and then multiplying by 1000. So, $150,000 / 5,000 (since 5 million readers = 5,000 thousand) = $30.00.

Question 11

Assume that Mia's Foods spent $200,000 for one television commercial.15,000,000 people saw the commercial.10,000,000 were part of their target audience.The CPM-TM is _____.

Accepted Answer

The answer of Assume that Mia's Foods spent $200,000 for...

Question 12

Molly is an advertiser who is assisting one of her clients.The client is concerned with the how advertising budget should be allocated over time.The client is concerned with the _____ fundamental objective to media planning.

Accepted Answer

Continuity is the fundamental objective of media planning that concerns with how advertising budget should be allocated over time, such as whether to spread the budget evenly throughout the year or concentrate it in certain periods. Reach relates to the total number of people or households exposed to an advertising message at least once during a given period, frequency refers to the number of times the average person or household is exposed to a message within a given period, weight pertains to the relative importance or power of one medium versus another, and cost is the amount of money required to execute an advertising strategy.

Question 13

Auby's Corporation is an apparel manufacturer that specializes in casual clothing.The company advertises primarily in consumer magazines,spending approximately $5 million each year.The company advertises every month of the year,but major advertising expenditures are made in the three months-May,August,and December.What type of advertising schedule does Auby's use?

Accepted Answer

Auby's Corporation uses a pulsing advertising schedule as it advertises every month of the year but has major advertising expenditures in the three months (May, August, and December). This type of schedule involves intermittent bursts of advertising with periods of no advertising in between, which is suitable for seasonal products or when promotion is needed for specific times of the year.

Question 14

Suppose Thread's Corporation,an apparel manufacturer that specializes in casual clothing,decides to spend its entire advertising budget in three months-May,August,and December.What type of advertising schedule does Thread's use?

Accepted Answer

Thread's Corporation is using a flighting advertising schedule, which involves alternating periods of advertising activity and inactivity. By choosing to spend its entire advertising budget in specific months (May, August, and December) and presumably not advertising in the other months, Thread's is concentrating its efforts in bursts, which is characteristic of flighting.

Question 15

_____ represents the worth,or value,of each additional opportunity for audience members to see an ad for a brand during an advertising period such as four weeks.

Accepted Answer

The answer of _____ represents the worth,or value,of each additional...

Question 16

There are two viewpoints about how advertising works.The one that states advertising is important because it teaches consumers about brands and encourages trial purchases leading to the prospect of repeat buying is called the _____ model.

Accepted Answer

The strong model of advertising suggests that advertising plays a crucial role in informing consumers about brands, encouraging trial purchases, and potentially leading to repeat buying.

Question 17

According to the shelf-space model,_____.

Accepted Answer

The answer of According to the shelf-space model,_____.
...

Question 18

In a _____ advertising schedule,an equal or relatively equal amount of advertising dollars are invested throughout the campaign.

Accepted Answer

A continuous advertising schedule involves investing an equal or relatively equal amount of advertising dollars throughout the campaign, without any breaks or periods of increased spending. This approach helps maintain brand awareness and visibility throughout the campaign.

Question 19

Jack owns a fishing lodge.He spends $3,000 a month on advertising in May,June,July,and August.He does no advertising during the other months.Jack is using the _____ advertising schedule.

Accepted Answer

Jack's advertising strategy, where he advertises heavily during peak months (May, June, July, and August) and not at all during the off-season, is known as flighting. This approach involves intermittent periods of advertising followed by periods with no advertising, aligning with seasonal demand or specific sales periods.

Question 20

In a _____ advertising schedule,the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.

Accepted Answer

In a flighting advertising schedule, advertisers alternate between periods of heavy advertising and no advertising to reflect variations in demand or to save costs, which matches the description given.

Quiz 16: Advertising Media: Planning and Analysis