Deck 15: Media Planning and Negotiation

Question 1

While print media audiences are measured in ________,television audiences are measured in ________.

A)readership;exposure
B)readership;circulation
C)circulation;exposure
D)circulation;coverage
E)exposure;coverage

Answer 1

C

Question 2

A valuable tool for media planners,________ is provided by companies such as MRI and is usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

A)client information
B)market research
C)competitive advertising
D)a media usage profile
E)a media coverage area

Answer 2

B

Question 3

What is the first of the four basic steps in media planning?

A)developing a media strategy
B)establishing metrics
C)analyzing metrics
D)identifying the target audience
E)purchasing media

Answer 3

D

Question 4

Which of the following provides estimates of radio audiences?

A)Arbitron Ratings Company
B)Simmons-Scarborough Syndicated Research
C)Audit Bureau of Circulations
D)Nielsen Media Research
E)MediaMark Research

Question 5

A designated marketing area (DMA)assignment is based on ________.

A)the population of the surrounding area
B)the number of television stations in the area
C)the number of broadcast media outlets available
D)how many households have cable or satellite television
E)which city provides the majority of the households' TV programming

Question 6

One study assessed consumers' regard for specific brands and related that score to the brand's advertising expenditures relative to competitors' expenditures.The study found that all of the top brands in a given product category also represented the largest percentage of total advertising spending in a product category relative to competitors.What was measured in this study?

A)targeted reach
B)aperture
C)share of voice
D)share of market
E)wasted reach

Question 7

As Janice developed a media plan for a client,she gathered ________ from Claritas PRIZM system as part of her research.

A)media usage profiles
B)client information
C)competitive advertising expenditures
D)media coverage reports
E)consumer behavior reports

Question 8

Which of the following is a standard research display format that allows multiple variables of related data to be grouped together?

A)CrossTab
B)CrossRelate
C)Multivariate
D)Univariate
E)CrossIndex

Question 9

Traditionally,outdoor boards have been purchased and measured in terms of ________,which are estimates of the percentages of the population who had the opportunity to see the sign.

A)coverage
B)exposure
C)showings
D)ratings
E)gross impressions

Question 10

Which of the following companies uses devices called portable people meters to gather information about audiences?

A)Arbitron Ratings Company
B)Simmons-Scarborough Syndicated Research
C)Audit Bureau of Circulations
D)Nielsen Media Research
E)MediaMark Research

Question 11

In television,the percent of viewers watching a particular show based on the number of television sets that are on during that particular time slot is measured through ________.

A)coverage
B)exposures
C)gross impressions
D)ratings
E)share of audience

Question 12

Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent?

A)corporate plan
B)market plan
C)advertising plan
D)media plan
E)message plan

Question 13

One type of media-related information about markets is the broadcast coverage area for television,which is called a(n)________,and is referred to by the name of the largest city in the area.

A)metropolitan statistical area (MSA)
B)area of influence (AOI)
C)designated marketing area (DMA)
D)metropolitan marketing area (MMA)
E)designated commerce area (DCA)

Question 14

Christie was gathering the information needed for the media plan for a client.Which of the following most likely provided Christie with demographic profiles of current customers,previous promotions,and the budget?

A)client information
B)market research
C)competitive advertising
D)media usage profiles
E)media coverage area

Question 15

Rates for ________ advertisements are based on a guaranteed circulation.

A)radio
B)magazine
C)television
D)outdoor
E)online

Question 16

________ media are chosen based on metrics such as gross rating points and cost per thousand,while new media depend more on factors like brand experience,involvement,and personal impact.

A)Independent
B)Social
C)Measured
D)Analog
E)Digital

Question 17

Which of the following refers to information such as demographic profiles of current customers,responses to previous promotions,product sales and distribution patterns,and the budget of how much can be spent on media?

A)client information
B)market research
C)competitive advertising
D)consumer behavior reports
E)media information

Question 18

Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?

A)contact points
B)gross rating points
C)aperture points
D)impression points
E)rating points

Question 19

Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand?

A)share of market
B)share of voice
C)share of media
D)share of spending
E)share of category

Question 20

In radio,the percent of homes actually tuned in to a particular station is measured through ________.

A)coverage
B)exposures
C)gross impressions
D)ratings
E)share of audience

Question 21

Which of the following is an index which estimates the strength of a brand in various geographical areas?

A)product development index (PDI)
B)category development index (CDI)
C)brand development index (BDI)
D)buying power index (BPI)
E)brand share index (BSI)

Question 22

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

A)pulsing and flighting
B)weighted frequency and weighted reach
C)average frequency and gross frequency
D)average frequency and frequency distribution
E)gross frequency and frequency distribution

Question 23

The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

A)frequency distribution
B)targeted reach
C)effective frequency
D)targeted frequency
E)reach distribution

Question 24

Which of the following statements is FALSE regarding frequency?

A)Average frequency is a more precise metric than frequency distribution.
B)Average frequency can give the planner a distorted idea of the plan's performance.
C)The frequency distribution method is more revealing than the average frequency method of reporting repetition.
D)The frequency distribution shows the percentage of audience reached at each level of repetition.
E)The range of frequency is often large;some in the target audience can see a brand message once,while others may see it 10 times within the same given period.

Question 25

Of the following,which is the best initial focus when setting objectives for a media plan?

A)waste
B)continuity
C)lead time
D)distribution
E)reach

Question 26

Which principle refers to adding frequency to reach until reaching a level where people respond?

A)aperture reach
B)carryover
C)average frequency
D)frequency distribution
E)effective frequency

Question 27

What is a general rule of thumb regarding the number of exposures needed for a message to sink in?

A)one to two
B)two to three
C)three to ten
D)six to twelve
E)ten to fifteen

Question 28

The zero moment of truth refers to the first time a consumer ________.

A)purchases a brand from an online vendor
B)sees a brand on a store shelf
C)searches online for information on a brand
D)recommends a brand to a friend
E)decides to repurchase a brand

Question 29

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)________.

A)aperture
B)contact point
C)touch point
D)impression
E)pulse

Question 30

Which of the following is an index of the relative consumption rate of a particular product category in a particular market?

A)product development index (PDI)
B)category development index (CDI)
C)brand development index (BDI)
D)buying power index (BPI)
E)market share index (MSI)

Question 31

________ describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience.

A)Reach objectives
B)Media objectives
C)Frequency objectives
D)Mission statements
E)Vision statements

Question 32

Which concept refers to the repetition of message exposure?

A)reach
B)frequency
C)continuity
D)impression
E)carryover

Question 33

What type of schedule is used when proportionately more of the marketing budget is spent in special regions or DMAs?

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

Question 34

Which term refers to the number of people in a vehicle's audience who are neither customers nor prospects?

A)reach distribution
B)carryover
C)wasted reach
D)average frequency
E)aperture

Question 35

Most brands use a variety of targeted media vehicles known as a ________.

A)media mix
B)media strategy
C)heavy-up schedule
D)continuous strategy
E)flighting strategy

Question 36

A media strategy that involves high ________ most likely involves creating broad exposure using many media vehicles,while a strategy involving high ________ is most likely narrower in focus with a more limited list of media vehicles.

A)continuity,aperture
B)aperture,continuity
C)frequency,reach
D)reach,frequency
E)distribution,reach

Question 37

Vertical advertising relies mainly on ________ to get its messages to potential customers.

A)brand advocates
B)opinion leaders
C)television,print,and radio
D)social media
E)mobile marketing

Question 38

Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time?

A)reach
B)frequency
C)continuity
D)impression
E)target

Question 39

Which media scheduling decision relates to factors such as seasonality,holidays,and days of the week?

A)duration
B)continuity
C)timing
D)carryover
E)reach

Question 40

What concept refers to the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying?

A)continuity
B)lead time
C)duration
D)flow
E)just-in-time

Question 41

Which schedule spreads the advertising evenly over the campaign?

A)pulsing
B)flighting
C)continuous
D)carryover
E)lead-in

Question 42

Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

A)pulsing
B)flighting
C)continuous scheduling
D)flow scheduling
E)lead-in

Question 43

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.

A)frequency distribution
B)gross rating points (GRPs)
C)targeted rating points (TRPs)
D)share of voice
E)total audience impressions

Question 44

Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?

A)cost per point
B)cost per thousand
C)cost per impression
D)brand development index
E)category development index

Question 45

Which metric is designed to estimate the impact of an integrated campaign that includes both digital and measured media?

A)frequency distribution
B)gross rating points (GRPs)
C)targeted rating points (TRPs)
D)share of voice
E)total audience impressions

Question 46

In the case of designated marketing areas (DMAs),weak markets may be given more than their share of media weight in the hopes of strengthening the brands in these markets,a practice known as ________.

A)investment spending
B)pull spending
C)push spending
D)flighting
E)gross rating

Question 47

What does CPM stand for?

A)cost per million
B)cost per impression
C)cost per thousand
D)cost per point
E)cost per medium

Question 48

In a flighting schedule,which term refers to the period during which there is no advertising?

A)flight
B)pulse
C)down time
D)carryover
E)hiatus

Question 49

To be more precise in determining the efficiency of a potential media buy,planners often look at the ________.

A)targeted cost per thousand (TCPM)
B)gross ratings points (GRP)
C)cost per impression (CPI)
D)category development index (CDI)
E)brand development index (BDI)

Question 50

________ refers to the way the advertising is spread over the length of a campaign.

A)Continuity
B)Lead time
C)Duration
D)Flow
E)Just-in-time

Question 51

What two figures are needed to calculate CPM?

A)cost of an ad and program or issue rating
B)cost of an ad and frequency of exposure
C)average frequency and estimated target audience reached by media vehicle
D)cost of an ad and estimated audience reached by media vehicle
E)gross rating points and reach

Question 52

Using a ________ strategy,a media planner would most likely put more emphasis on consumer publications than professional journals.

A)pulsing
B)flighting
C)push
D)pull
E)carryover

Question 53

Which type of schedule is designed to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture opens again?

A)pulsing
B)flighting
C)continuous
D)carryover
E)lead-in

Question 54

If a flighting strategy works,there will be a ________,which means that consumers will remember the product across the gap until the next advertising period begins.

A)carryover effect
B)hiatus
C)lead time effect
D)push
E)pull

Question 55

________ indicate the weight,or efficiency,of a media plan by estimating the reach and frequency.

A)Targeted costs per thousand (TCPMs)
B)Costs per point (CPPs)
C)Targeted rating points (TRPs)
D)Gross rating points (GRPs)
E)Designated marketing areas (DMAs)

Question 56

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

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

Question 57

Other than timing,what are two important scheduling strategies?

A)duration and continuity
B)CPM and CPP
C)reach and frequency
D)impressions and ratings
E)carryover and flighting

Question 58

Which method compares media vehicles by estimating the cost of reaching 1 million households based on a program's rating points?

A)cost per point (CPP)
B)cost per thousand (CPM)
C)cost per prospect (CPP)
D)brand development index (BDI)
E)category development index (CDI)

Question 59

If an advertising period is too long,ads may suffer from ________,which means the audience gets tired of them and stops paying attention.

A)carryover
B)pulsing
C)weighting
D)wearout
E)aperture

Question 60

What concept refers to the production time needed to get the advertisement into the medium?

A)continuity
B)lead time
C)duration
D)flow
E)just-in-time

Question 61

Jamie is a media planner for an advertising agency.The guiding principle he uses to determine a client's media plan is that advertising is most effective when it reaches the right people at the right time with the right message.What concept is this principle based on?

A)marketing concept
B)maximization concept
C)touch point concept
D)aperture concept
E)contact point concept

Question 62

How many unduplicated readers are there for the three magazines?

A)22,000
B)66,000
C)110,000
D)150,000
E)176,000

Question 63

If a local business wants to advertise extensively in a local market,wants to reach an upscale and well-educated audience,needs room for explanation,and is unconcerned with the quality of the image,what medium would best suit its advertising needs?

A)out-of-home media
B)radio
C)magazines
D)local or spot television
E)newspapers

Question 64

On Wednesday nights,one TV hit commanded the highest advertising rates for the network TV season,charging advertisers $658,333 per 30 seconds.During one Wednesday in April,the hit show had almost 25 million viewers.Calculate CPM for this Wednesday in April.

A)$0.04
B)$2.63
C)$26.33
D)$37.97
E)$263.30

Question 65

Seventy percent of Magazine A's readers are part of the target market for a certain advertiser.This percentage represents Magazine A's ________ for this advertiser.

A)gross ratings points
B)targeted reach
C)average frequency
D)effective frequency
E)average reach

Question 66

Online media vehicles now offer media buyers ________ buying that relies upon algorithms to target individual viewers based on their digital tracking data.

A)scatter market
B)up-front market
C)programmatic
D)frequency distribution
E)horizontal

Question 67

What are the total gross rating points (GRPs)for this media plan,assuming that each magazine carries a weekly ad insertion for a total of four weeks?

A)11
B)22
C)26.4
D)44
E)52.8

Question 68

Henry is employed at an advertising agency and was approached by a company that recently became national.The company wanted to advertise exclusively on television.Henry suggested that the company's media plan instead use several media vehicles,known as ________.

A)measured media
B)earned media
C)a media mix
D)share of voice
E)unbundled media

Question 69

Which of the following is the most important function of media buying?

A)providing information to media planners
B)matching the media vehicle to the strategic needs of the message
C)negotiating cost and making the media buy
D)handling all billing and payment for media buys
E)monitoring the media plan performance

Question 70

The newspaper in Panama City,Florida,The News Herald,charges national advertisers $45.00 per column inch.On Sunday,which is the day most national advertisers would want to advertise,this newspaper has a circulation of 70,000 households.Calculate the approximate CPM for one column inch.

A)$0.64
B)$1.12
C)$6.40
D)$11.30
E)$18.00

Question 71

Some members of a certain advertiser's target market subscribe to all three magazines,so they would likely see each ad placed in each magazine.Other members of the audience,however,may not see the ads at all.The media planner for this advertiser has divided the total target audience into five sections and estimated how often members of each section will be exposed to the ad.This is called ________ analysis.

A)frequency quintile distribution
B)targeted cost per thousand
C)reach plus frequency
D)average frequency
E)effective reach

Question 72

Consider the following magazine media schedule as you answer the questions below.
* Target population: 100,000
** those who did not read either of the other two magazines
If there were one weekly insertion in all the magazines for a four-week period,what would the total insertions be for the plan?

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

Question 73

________ 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 organize the schedule for the greatest impact.

A)Aperture
B)Frequency
C)Weighting
D)Reach
E)Optimization

Question 74

Which of the following is a function of a media buyer?

A)design and create ads
B)personally create in-depth market research
C)find and connect agencies to handle billing and payment
D)promote certain types of media
E)negotiate cost and purchase media

Question 75

The newspaper in Panama City,Florida,The News Herald,charges national advertisers $45.00 per column inch.On Sunday,which is the day most national advertisers would want to advertise,this newspaper has a circulation of 70,000 households.Of these households,40,000 are in one advertiser's target audience.Calculate the TCPM for one column inch for this advertiser.

A)$0.64
B)$1.12
C)$6.40
D)$11.30
E)$18.00

Question 76

On Wednesday nights,a hit TV show commanded the highest advertising rates for the network TV season,charging advertisers $658,333 per 30 seconds.This ad cost was based on an average rating of 16.3 for this program during the previous TV season.The hit show reached an audience of almost 25 million viewers during one week in April.Calculate the CPP.

A)$26.33
B)$40.39
C)$26,330
D)$40,388
E)not enough information to determine

Question 77

Sam is developing a media plan for a shoe company that just went national.What is his first step in developing the media plan?

A)identifying the target audience
B)creating a media strategy
C)determining the reach and frequency of the plan
D)creating media objectives
E)determining what media to use

Question 78

The majority of network television advertising inventory is sold in the ________ market.

A)scatter
B)up-front
C)programmatic
D)sweeps
E)horizontal

Question 79

Fifth Avenue Wine & Spirits decided to start advertising its business,but it does not have a large budget.However,the company's sales are seasonal,with the highest sales occurring between Thanksgiving and New Year's.If Fifth Avenue Wine & Spirits would like to have a media presence all year round,which continuity schedule would most likely make the most of the budget?

A)continuous strategy
B)pulsing strategy
C)flighting strategy
D)heavy-up strategy
E)burst strategy

Question 80

If a company wants to increase the percent of people exposed to its message during its media campaign,then the company is most likely trying to increase its ________.

A)frequency
B)target
C)reach
D)objectives
E)aperture