Question 1

_____ are based on the total audience a media schedule may reach using a duplicated reach estimate.

Accepted Answer

A) Gross rating points (GRPs) 
B) Target rating points (TRPs) 
C) Total target rating points (TTRPs) 
D) Sweeps periods 
E) Coverage frequencies 
A) Gross rating points (GRPs) 
B) Target rating points (TRPs) 
C) Total target rating points (TTRPs) 
D) Sweeps periods 
E) Coverage frequencies

Question 2

Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

Accepted Answer

A) duplicated reach. 
B) facsimile promotion. 
C) advertising replication. 
D) duplicated frequency. 
E) flighting. 
A) duplicated reach. 
B) facsimile promotion. 
C) advertising replication. 
D) duplicated frequency. 
E) flighting.

Question 3

Most viewers of the sitcom, Blonde Dream, also watch Euphony, a music-based reality show, which is broadcast immediately after Blonde Dream. An ad for Savor chocolates placed during both these shows would most likely result in:

Accepted Answer

A) unduplicated reach. 
B) average coverage. 
C) increased sweeps periods. 
D) duplicated reach. 
E) high cost per thousand. 
A) unduplicated reach. 
B) average coverage. 
C) increased sweeps periods. 
D) duplicated reach. 
E) high cost per thousand.

Question 4

Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February. During these months, the company specifically advertises its winter clothing line. Warm Weave is most likely to be using a(n) _____ scheduling method.

Accepted Answer

A) continuity 
B) weighting 
C) flighting 
D) circulation 
E) oscillating 
A) continuity 
B) weighting 
C) flighting 
D) circulation 
E) oscillating

Question 5

If media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as:

Accepted Answer

A) rate differentials. 
B) pass-along audience problems. 
C) excess frequency. 
D) waste coverage. 
E) weighted exposurE.A marketer is faced with a problem of overexposure (also called waste coverage), in which the media coverage exceeds the targeted audience.If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted. 
A) rate differentials. 
B) pass-along audience problems. 
C) excess frequency. 
D) waste coverage. 
E) weighted exposurE.A marketer is faced with a problem of overexposure (also called waste coverage), in which the media coverage exceeds the targeted audience.If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted.

Question 6

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

Accepted Answer

A) average frequency 
B) average reach 
C) effective reach 
D) GRP 
E) effective frequency 
A) average frequency 
B) average reach 
C) effective reach 
D) GRP 
E) effective frequency

Question 7

Which of the following parameters does the formula for the computation of cost per thousand (CPM) take into account?

Accepted Answer

A) Cost of ad space 
B) Program rating 
C) Cost of commercial time 
D) Daily inch rate 
E) Cost of 1 unit of time 
A) Cost of ad space 
B) Program rating 
C) Cost of commercial time 
D) Daily inch rate 
E) Cost of 1 unit of time

Question 8

A company's goal to reach 50 percent of the target audience at least three times over a period of one year in order to create awareness is an example of:

Accepted Answer

A) a media objective. 
B) a needledrop. 
C) a medium integration. 
D) a corporate vision. 
E) an advertising vision. 
A) a media objective. 
B) a needledrop. 
C) a medium integration. 
D) a corporate vision. 
E) an advertising vision.

Question 9

Duplicated reach:

Accepted Answer

A) indicates potential new exposures. 
B) reduces waste coverage. 
C) reinforces immediate purchasing behavior. 
D) provides an estimate of frequency. 
E) lowers consumer awareness. 
A) indicates potential new exposures. 
B) reduces waste coverage. 
C) reinforces immediate purchasing behavior. 
D) provides an estimate of frequency. 
E) lowers consumer awareness.

Question 10

Which of the following is true of TCPM?

Accepted Answer

A) It calculates CPMs based on the target audience. 
B) It calculates longevity of magazine circulations. 
C) It calculates BDIs based on overall audience. 
D) It calculates CPMs based on the overall audience. 
E) It calculates the cost of using one unit of timE.Most media buyers rely on target CPM, or TCPM, which calculates CPMs based on the target audience, not the overall audience. 
A) It calculates CPMs based on the target audience. 
B) It calculates longevity of magazine circulations. 
C) It calculates BDIs based on overall audience. 
D) It calculates CPMs based on the overall audience. 
E) It calculates the cost of using one unit of timE.Most media buyers rely on target CPM, or TCPM, which calculates CPMs based on the target audience, not the overall audience.

Question 11

Which of the following is a drawback of the cost per thousand system?

Accepted Answer

A) It fails to standardize relative costing procedures. 
B) It does not provide a comparison of media. 
C) It may overestimate or underestimate the actual cost-effectiveness. 
D) It does not include the TCPM system. 
E) It fails to include the brand development index. 
A) It fails to standardize relative costing procedures. 
B) It does not provide a comparison of media. 
C) It may overestimate or underestimate the actual cost-effectiveness. 
D) It does not include the TCPM system. 
E) It fails to include the brand development index.

Question 12

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent?

Accepted Answer

A) Ratings 
B) Share 
C) Flighting 
D) Pulsing 
E) Continuity 
A) Ratings 
B) Share 
C) Flighting 
D) Pulsing 
E) Continuity

Question 13

_____ is a scheduling method that employs a less regular schedule with intermittent periods of advertising and nonadvertising.

Accepted Answer

A) Weighting 
B) Continuity 
C) Pulsing 
D) Flighting 
E) Circulation 
A) Weighting 
B) Continuity 
C) Pulsing 
D) Flighting 
E) Circulation

Question 14

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. Which of the following is likely to be true of the product class and the product?

Accepted Answer

A) High market share and good market potential 
B) Low market share and good market potential 
C) High market share with required monitoring for sales decline 
D) Low market share and poor market potential 
E) High market share but not a good market to advertise in 
A) High market share and good market potential 
B) Low market share and good market potential 
C) High market share with required monitoring for sales decline 
D) Low market share and poor market potential 
E) High market share but not a good market to advertise in

Question 15

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and Low CDI. Which of the following information can be deduced from this data?

Accepted Answer

A) Good sales potential for both product and brand 
B) Low market share for product but good market potential 
C) Good market to advertise in but requires sales decline monitoring 
D) Product category has high potential and brand is performing well 
E) Poor market for advertising and potential for loss 
A) Good sales potential for both product and brand 
B) Low market share for product but good market potential 
C) Good market to advertise in but requires sales decline monitoring 
D) Product category has high potential and brand is performing well 
E) Poor market for advertising and potential for loss

Question 16

_____ refers to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached.

Accepted Answer

A) Target ratings points 
B) Gross ratings points 
C) Target frequencies 
D) Effective target reach 
E) Total market coverage 
A) Target ratings points 
B) Gross ratings points 
C) Target frequencies 
D) Effective target reach 
E) Total market coverage

Question 17

_____ is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand.

Accepted Answer

A) Market segmentation 
B) Media planning 
C) Product differentiation 
D) Brand positioning 
E) Target diversification 
A) Market segmentation 
B) Media planning 
C) Product differentiation 
D) Brand positioning 
E) Target diversification

Question 18

To determine the potential for sales of coffee, as opposed to a specific brand, in a particular market area, a company should use:

Accepted Answer

A) brand development index. 
B) category development index. 
C) survey of buying power index. 
D) Dow Jones sustainability index. 
E) consumer price index. 
A) brand development index. 
B) category development index. 
C) survey of buying power index. 
D) Dow Jones sustainability index. 
E) consumer price index.

Question 19

Which of the following is considered an internal factor that may influence the determination of media strategy?

Accepted Answer

A) The size of the media budget 
B) Competitive factors 
C) Changes in technology 
D) The development of new media 
E) The rising costs of media 
A) The size of the media budget 
B) Competitive factors 
C) Changes in technology 
D) The development of new media 
E) The rising costs of media

Question 20

The rate of product usage in a geographical area can be calculated through the use of:

Accepted Answer

A) gross rating points. 
B) reach and frequency. 
C) brand development index. 
D) benchmark designated index. 
E) category development index. 
A) gross rating points. 
B) reach and frequency. 
C) brand development index. 
D) benchmark designated index. 
E) category development index.

Exam 10: Media Planning and Strategy

_____ are based on the total audience a media schedule may reach using a duplicated reach estimate.

Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

Most viewers of the sitcom, Blonde Dream, also watch Euphony, a music-based reality show, which is broadcast immediately after Blonde Dream. An ad for Savor chocolates placed during both these shows would most likely result in:

Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February. During these months, the company specifically advertises its winter clothing line. Warm Weave is most likely to be using a(n) _____ scheduling method.

If media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as:

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

Which of the following parameters does the formula for the computation of cost per thousand (CPM) take into account?

A company's goal to reach 50 percent of the target audience at least three times over a period of one year in order to create awareness is an example of:

Duplicated reach:

Which of the following is true of TCPM?

Which of the following is a drawback of the cost per thousand system?

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent?

_____ is a scheduling method that employs a less regular schedule with intermittent periods of advertising and nonadvertising.

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. Which of the following is likely to be true of the product class and the product?

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and Low CDI. Which of the following information can be deduced from this data?

_____ refers to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached.

_____ is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand.

To determine the potential for sales of coffee, as opposed to a specific brand, in a particular market area, a company should use:

Which of the following is considered an internal factor that may influence the determination of media strategy?

The rate of product usage in a geographical area can be calculated through the use of:

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters