Question 1

Which of the following statements is TRUE regarding gross rating points (GRPs)?

Accepted Answer

A)  An effective media plan should deliver at least 100 GRPs per week. 
B)  There is no good rule of thumb regarding how many GRPs are enough. 
C)  GRPs should not be used to compare the efficiency of different media schedules. 
D)  The desired level of GRPs should remain constant among different markets. 
E)  The calculation of GRPs takes into account duplication of exposure. 
A)  An effective media plan should deliver at least 100 GRPs per week. 
B)  There is no good rule of thumb regarding how many GRPs are enough. 
C)  GRPs should not be used to compare the efficiency of different media schedules. 
D)  The desired level of GRPs should remain constant among different markets. 
E)  The calculation of GRPs takes into account duplication of exposure. B

Question 2

Which of the following is NOT target audience information considered by media planners when determining appropriate media to reach their target audience?

Accepted Answer

A)  consumer media use 
B)  geography 
C)  consumption patterns 
D)  income distributions 
E)  All of the above are considered by media planners. 
A)  consumer media use 
B)  geography 
C)  consumption patterns 
D)  income distributions 
E)  All of the above are considered by media planners. D

Question 3

MINI-CASE
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Consider one portion of their media plan to answer the questions that follow:
 $$\begin{array} { | l | l | l | l | l | } 
\hline \text { Media Vehicle } & \begin{array} { l } 
\text { Audience } \
\text { Size }
\end{array} & \begin{array} { l } 
\text { Number of } \
\text { messages }
\end{array} & \text { Cost } & \text { Rating } \
\hline \text { TV: CSI } & 300,000 & 5 & \$ 9,000 / 30 - \mathrm { sec } & 17 \
\hline \text { Newspaper: Detroit News } & 630,000 & 5 & \$ 42,000 / \text { page } & 25 \
\hline \text { Radio: WJBR } & 200,000 & 25 & \$ 100 / 30 - \mathrm { sec } & 10 \
\hline
\end{array}$$
-Refer to Mini-Case. Calculate the total gross rating points (Total GRPs).

Accepted Answer

Total GRPs = (17 x 5) + (25 x 5) + (10 x 25) = 460

Question 4

MINI-CASE
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Consider one portion of their media plan to answer the questions that follow:
 $$\begin{array} { | l | l | l | l | l | } 
\hline \text { Media Vehicle } & \begin{array} { l } 
\text { Audience } \
\text { Size }
\end{array} & \begin{array} { l } 
\text { Number of } \
\text { messages }
\end{array} & \text { Cost } & \text { Rating } \
\hline \text { TV: CSI } & 300,000 & 5 & \$ 9,000 / 30 - \mathrm { sec } & 17 \
\hline \text { Newspaper: Detroit News } & 630,000 & 5 & \$ 42,000 / \text { page } & 25 \
\hline \text { Radio: WJBR } & 200,000 & 25 & \$ 100 / 30 - \mathrm { sec } & 10 \
\hline
\end{array}$$
-Refer to Mini-Case. Calculate the cost per thousand (CPM) for CSI, the Detroit News, and WJBR, respectively.

Accepted Answer

The answer of MINI-CASE
The Detroit Tigers' baseball season is about...

Question 5

What was the Big Idea for Audi's A3 hatchback advertising campaign that was described in the chapter's opening vignette?

Accepted Answer

A)  a $500 gift for all referrals that resulted in sales 
B)  at major golf tournaments, they displayed the cars 
C)  a Web-based campaign of TV commercials 
D)  the slogan "I've Got it Made" delivered through creative print ads and billboards 
E)  the Web-based alternative reality game, "The Art of the Heist" 
A)  a $500 gift for all referrals that resulted in sales 
B)  at major golf tournaments, they displayed the cars 
C)  a Web-based campaign of TV commercials 
D)  the slogan "I've Got it Made" delivered through creative print ads and billboards 
E)  the Web-based alternative reality game, "The Art of the Heist"

Question 6

MINI-CASE
Consider the following magazine media schedule: $\begin{array}{|l|l|l|l|}
\hline \text { Magazine } & \text { Readers/Issue } & \text { Rating* } & \text { Unduplicated ** } \
\hline \text { A } & 50,000 & 50 & 35,000 \
\hline \text { B } & 40,000 & 40 & 20,000 \
\hline \text { C } & 20,000 & 20 & 11,000 \
\hline
\end{array}$
* Target population: 100,000
$* *$ those who did not read either of the other two magazines
-Refer to Mini-Case. What is the average frequency?

Accepted Answer

A)  the average of the number of times an exposure is expected to happen 
B)  the average of reach multiplied by two 
C)  reach plus frequency 
D)  number of times a person in the target market is exposed to the message plus four 
E)  the number of the target audience exposed to the message 
A)  the average of the number of times an exposure is expected to happen 
B)  the average of reach multiplied by two 
C)  reach plus frequency 
D)  number of times a person in the target market is exposed to the message plus four 
E)  the number of the target audience exposed to the message

Question 7

What decision criterion designed to show the relative proportion of media activity in terms of any number of factors, such as seasonality, geography, or audience segment, do media planners use to help them decide how much to budget.

Accepted Answer

A)  image transfer 
B)  average frequency 
C)  effective frequency 
D)  weighting 
E)  optimum frequency 
A)  image transfer 
B)  average frequency 
C)  effective frequency 
D)  weighting 
E)  optimum frequency

Question 8

CPM and CPP are more valid when used to compare vehicles within a medium.

Accepted Answer

A) True 
 B)False

Question 9

What type of schedule is used in special regions or cities that need to be emphasized more than others?

Accepted Answer

A)  continuous schedule 
B)  flighting schedule 
C)  heavy-up schedule 
D)  pulsing schedule 
E)  frequency schedule 
A)  continuous schedule 
B)  flighting schedule 
C)  heavy-up schedule 
D)  pulsing schedule 
E)  frequency schedule

Question 10

Describe the reach objective.

Accepted Answer

The answer of Describe the reach objective....

Question 11

Explain the logic behind Procter & Gamble's communications planning that was described in the "Hands-On" case at the end of the chapter.

Accepted Answer

The answer of Explain the logic behind Procter & Gamble's...

Question 12

What group of consumers did Dentsu target with its advertising campaign that was described in "A Matter of Practice"?

Accepted Answer

A)  Fathers (50+) and Daughters (20s) 
B)  Baby Boomlets 
C)  senior citizens (60+) 
D)  men less than 25 years old 
E)  women more than 35 years old 
A)  Fathers (50+) and Daughters (20s) 
B)  Baby Boomlets 
C)  senior citizens (60+) 
D)  men less than 25 years old 
E)  women more than 35 years old

Question 13

There has been a tremendous increase in global media in the last five years.

Accepted Answer

A) True 
 B)False

Question 14

Based on the concept of aperture, what is the goal of media planning?

Accepted Answer

A)  to get the broadest reach at the lowest cost 
B)  to get the highest frequency at the lowest cost 
C)  to get the broadest reach and highest frequency at the lowest cost 
D)  to reach the right people at the right time with the right message 
E)  to reach as many people as possible within the constraints of the media budget 
A)  to get the broadest reach at the lowest cost 
B)  to get the highest frequency at the lowest cost 
C)  to get the broadest reach and highest frequency at the lowest cost 
D)  to reach the right people at the right time with the right message 
E)  to reach as many people as possible within the constraints of the media budget

Question 15

MINI-CASE
Consider the following magazine media schedule: $\begin{array}{|l|l|l|l|}
\hline \text { Magazine } & \text { Readers/Issue } & \text { Rating* } & \text { Unduplicated ** } \
\hline \text { A } & 50,000 & 50 & 35,000 \
\hline \text { B } & 40,000 & 40 & 20,000 \
\hline \text { C } & 20,000 & 20 & 11,000 \
\hline
\end{array}$
* Target population: 100,000
$* *$ those who did not read either of the other two magazines
-Refer to Mini-Case. If there were one insertion each week in all the magazines for a four week period what would the total insertions be for the plan?

Accepted Answer

A)  30 
B)  24 
C)  9 
D)  12 
E)  36 
A)  30 
B)  24 
C)  9 
D)  12 
E)  36

Question 16

Aperture measures the percentage of total advertising spending by one brand in a product category relative to the competition, giving media planners an idea of how much their advertising will stand out.

Accepted Answer

A) True 
 B)False

Question 17

MINI-CASE
Consider the following magazine media schedule: $\begin{array}{|l|l|l|l|}
\hline \text { Magazine } & \text { Readers/Issue } & \text { Rating* } & \text { Unduplicated ** } \
\hline \text { A } & 50,000 & 50 & 35,000 \
\hline \text { B } & 40,000 & 40 & 20,000 \
\hline \text { C } & 20,000 & 20 & 11,000 \
\hline
\end{array}$
* Target population: 100,000
$* *$ those who did not read either of the other two magazines
-Refer to Mini-Case. What is the reach?

Accepted Answer

A)  22 
B)  66 
C)  110 
D)  150 
E)  176 
A)  22 
B)  66 
C)  110 
D)  150 
E)  176

Question 18

What was the positioning of the two target markets for Dentsu's new subcompact car introduced in the "A Matter of Practice"?

Accepted Answer

A)  "freedom in comfort" and "fun chic, fun car" 
B)  "hanging out often" and "always and all ways forever" 
C)  "family safety matters" and "vacation away with me" 
D)  "fun driving for grown men" and "a small, cute model for young women" 
E)  "hot car for hot guys" and "guy-magnet" 
A)  "freedom in comfort" and "fun chic, fun car" 
B)  "hanging out often" and "always and all ways forever" 
C)  "family safety matters" and "vacation away with me" 
D)  "fun driving for grown men" and "a small, cute model for young women" 
E)  "hot car for hot guys" and "guy-magnet"

Question 19

Sam discovered that he needed _______ that various media provide that includes the size and makeup of audiences for the vehicles. He supplemented the information from the media with a more objective source, MRI.

Accepted Answer

A)  competitive advertising 
B)  media usage profiles 
C)  media coverage areas 
D)  consumer information 
E)  client information 
A)  competitive advertising 
B)  media usage profiles 
C)  media coverage areas 
D)  consumer information 
E)  client information

Question 20

Why have several advertising agencies unbundled their media buying function?

Accepted Answer

A)  They were required to unbundled their media buying function by the FTC. 
B)  They could become more of an expert in media buying if it was removed from the overall agency structure. 
C)  They can aggregate the buying function across many different clients. 
D)  They wanted to avoid client conflicts. 
E)  They could better consolidate it with the media planning function. 
A)  They were required to unbundled their media buying function by the FTC. 
B)  They could become more of an expert in media buying if it was removed from the overall agency structure. 
C)  They can aggregate the buying function across many different clients. 
D)  They wanted to avoid client conflicts. 
E)  They could better consolidate it with the media planning function.

Which of the following statements is TRUE regarding gross rating points (GRPs)?

Which of the following is NOT target audience information considered by media planners when determining appropriate media to reach their target audience?

What was the Big Idea for Audi's A3 hatchback advertising campaign that was described in the chapter's opening vignette?

What decision criterion designed to show the relative proportion of media activity in terms of any number of factors, such as seasonality, geography, or audience segment, do media planners use to help them decide how much to budget.

CPM and CPP are more valid when used to compare vehicles within a medium.

What type of schedule is used in special regions or cities that need to be emphasized more than others?

Describe the reach objective.

Explain the logic behind Procter & Gamble's communications planning that was described in the "Hands-On" case at the end of the chapter.

What group of consumers did Dentsu target with its advertising campaign that was described in "A Matter of Practice"?

There has been a tremendous increase in global media in the last five years.

Based on the concept of aperture, what is the goal of media planning?

Aperture measures the percentage of total advertising spending by one brand in a product category relative to the competition, giving media planners an idea of how much their advertising will stand out.

MINI-CASE Consider the following magazine media schedule: Magazine Readers/Issue Rating* Unduplicated ** A 50,000 50 35,000 B 40,000 40 20,000 C 20,000 20 11,000 * Target population: 100,000 $* *$ those who did not read either of the other two magazines -Refer to Mini-Case. What is the reach?

What was the positioning of the two target markets for Dentsu's new subcompact car introduced in the "A Matter of Practice"?

Sam discovered that he needed _______ that various media provide that includes the size and makeup of audiences for the vehicles. He supplemented the information from the media with a more objective source, MRI.

Why have several advertising agencies unbundled their media buying function?

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters

Exam 11: Media Planning and Buying

Which of the following statements is TRUE regarding gross rating points (GRPs)?

Which of the following is NOT target audience information considered by media planners when determining appropriate media to reach their target audience?

What was the Big Idea for Audi's A3 hatchback advertising campaign that was described in the chapter's opening vignette?

What decision criterion designed to show the relative proportion of media activity in terms of any number of factors, such as seasonality, geography, or audience segment, do media planners use to help them decide how much to budget.

CPM and CPP are more valid when used to compare vehicles within a medium.

What type of schedule is used in special regions or cities that need to be emphasized more than others?

Describe the reach objective.

Explain the logic behind Procter & Gamble's communications planning that was described in the "Hands-On" case at the end of the chapter.

What group of consumers did Dentsu target with its advertising campaign that was described in "A Matter of Practice"?

There has been a tremendous increase in global media in the last five years.

Based on the concept of aperture, what is the goal of media planning?

Aperture measures the percentage of total advertising spending by one brand in a product category relative to the competition, giving media planners an idea of how much their advertising will stand out.

What was the positioning of the two target markets for Dentsu's new subcompact car introduced in the "A Matter of Practice"?

Sam discovered that he needed _______ that various media provide that includes the size and makeup of audiences for the vehicles. He supplemented the information from the media with a more objective source, MRI.

Why have several advertising agencies unbundled their media buying function?

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters