Exam 14: Media Planning and Buying

Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message. This ideal point is called a(n)________.

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(Multiple Choice)

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Question 1

Correct Answer:

Verified

You've heard someone mention the "St. Louis Designated Marketing Area (DMA)." Explain what this means and why it is useful to media planners.

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(Essay)

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Question 2

Correct Answer:

Verified

One type of media-related information about markets is the broadcast coverage area for television, which is called a designated marketing area (DMA); it is referred to by the name of the largest city in the area. This is a national market analysis system, and every county in the United States has been assigned to a DMA. The assignment is based on where most of the residents receive their television signals, which generally reach a 50- to 60-mile radius. Even though this system is based on TV broadcast signals, it is universally used in local market planning.

The two basic media objectives are reach and frequency.

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(True/False)

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Question 3

Correct Answer:

Verified

True

When considering scheduling strategies, the most important questions are when to advertise, how long, and how often (timing, duration, and continuity).

(True/False)

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Question 4

Jon is a media planner for an advertising agency, and he is considering consumption patterns for his client's product and brand. Name and describe two indices Jon will find useful when analyzing consumption patterns for products and brands and explain how they help planners.

(Essay)

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Question 5

Kyle is a media planner at an advertising agency and has just been assigned to develop a media plan for a new client of the agency. What critical client information will Kyle find useful in developing the media plan?

(Essay)

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Question 6

Name and describe the information sources media planners use in developing a media plan.

(Essay)

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Question 7

Which two methods do media planners use to estimate the frequency of a schedule?

(Multiple Choice)

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Question 8

Aperture is the point where a consumer has an opportunity to connect with a brand and respond in some way to a brand message.

(True/False)

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Question 9

Media objectives refer to the repetition of message exposure.

(True/False)

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Question 10

Describe the reach objective. Include an explanation of targeted reach and wasted reach.

(Essay)

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Question 11

Why have several advertising agencies unbundled their media buying function?

(Multiple Choice)

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Question 12

Average frequency gives the planner the best picture of the plan's performance.

(True/False)

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Question 13

Cost per thousand (CPM)is a measure used to determine the effectiveness of a media vehicle.

(True/False)

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Question 14

________ techniques enable marketers to determine the relative impact of a media mix on product sales by using computer models that calculate the weight of a media schedule and optimize the schedule for the greatest impact.

(Multiple Choice)

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Question 15

When is it advisable to use newspapers in the media plan?

(Multiple Choice)

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Question 16

What decision criterion do media planners use to help decide how much to budget in each DMA or region and for each target audience?

(Multiple Choice)

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Question 17

Recently a local breaking-news story ran on a television channel instead of a scheduled advertisement. The media buyer compensated by promising the client an equally valuable spot to replace it or reimbursement. What is this policy known as?

(Multiple Choice)

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Question 18

The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program.

(Multiple Choice)

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Question 19

Program preemptions, missed closings, and/or technical problems caused by the media often lead to the offer of make-goods to the advertiser.

(True/False)

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Question 20

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Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message. This ideal point is called a(n)________.

You've heard someone mention the "St. Louis Designated Marketing Area (DMA)." Explain what this means and why it is useful to media planners.

The two basic media objectives are reach and frequency.

When considering scheduling strategies, the most important questions are when to advertise, how long, and how often (timing, duration, and continuity).

Jon is a media planner for an advertising agency, and he is considering consumption patterns for his client's product and brand. Name and describe two indices Jon will find useful when analyzing consumption patterns for products and brands and explain how they help planners.

Kyle is a media planner at an advertising agency and has just been assigned to develop a media plan for a new client of the agency. What critical client information will Kyle find useful in developing the media plan?

Name and describe the information sources media planners use in developing a media plan.

Which two methods do media planners use to estimate the frequency of a schedule?

Aperture is the point where a consumer has an opportunity to connect with a brand and respond in some way to a brand message.

Media objectives refer to the repetition of message exposure.

Describe the reach objective. Include an explanation of targeted reach and wasted reach.

Why have several advertising agencies unbundled their media buying function?

Average frequency gives the planner the best picture of the plan's performance.

Cost per thousand (CPM)is a measure used to determine the effectiveness of a media vehicle.

________ techniques enable marketers to determine the relative impact of a media mix on product sales by using computer models that calculate the weight of a media schedule and optimize the schedule for the greatest impact.

When is it advisable to use newspapers in the media plan?

What decision criterion do media planners use to help decide how much to budget in each DMA or region and for each target audience?

Recently a local breaking-news story ran on a television channel instead of a scheduled advertisement. The media buyer compensated by promising the client an equally valuable spot to replace it or reimbursement. What is this policy known as?

The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program.

Program preemptions, missed closings, and/or technical problems caused by the media often lead to the offer of make-goods to the advertiser.

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Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

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Media Basics

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