Deck 8: Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns

Question 1

The cost per thousand is calculated by:

A) Dividing by 1,000 after multiplying people by price
B) Subtracting 1,000 after dividing price by people
C) Dividing by 1,000 after adding prices multiplied by people
D) Multiplying 1,000 after dividing price by people
E) Adding 1,000 after subtracting people divided by price

Answer 1

D

Question 2

Impressions are calculated by:

A) Multiplying the number of ads by the audience size per ad
B) Adding the number of advertisement and multiplying by price
C) Dividing the number of ads by the audience size per ad
D) Multiplying the number of ads by the cost per ad
E) Squaring the audience size and dividing by the cost

Answer 2

A

Question 3

How do you calculate the number of GPR's?

A) Reach divided by Frequency
B) Reach times Frequency
C) Frequency divided by Reach
D) Frequency times Impressions
E) Impressions divided by Reach

Answer 3

B

Question 4

When comparing any media using the CPM method, the best number is always:

A) Highest
B) Average
C) Lowest
D) Optimum
E) None of the above

Question 5

The concept of DMA is primarily used to show the coverage of:

A) Television
B) Magazine
C) Newspaper
D) Internet
E) Outdoor

Question 6

Impressions are a measurement of ________________

A) Sales effectiveness
B) Brand awareness
C) Media efficiency
D) Exposure opportunity
E) Media effectiveness

Question 7

The maximum reach that can be achieved by an advertising campaign is:

A) Less than 100
B) More than 100
C) Equal to 100
D) Between 100 and 150
E) More than 150

Question 8

How do you determine which television program to purchase, if your primary criteria are cost effectiveness?

Question 9

What is the best way to estimate the total exposure of a target audience to a brand message through advertising?

Question 10

How is the analysis and selection of digital media different than tradition media?

Question 11

If you had 5 million impressions from two television ads and another 1 million impressions form five separate magazine ads, what are the results?

A) 5 million
B) 6 million
C) 10 million
D) 11 million
E) 15 million

Question 12

Which magazine is the LEAST cost efficient?

A) $33.71 CPM
B) $37.42 CPM
C) $45.11 CPM
D) $41.99 CPM
E) Cannot determine

Question 13

The SAU concept involves a fixed cost based on __________:

A) Coverage of ad
B) Size of ad
C) Price for ad
D) Circulation of magazine
E) Readership of newspaper

Question 14

AQH is a radio term that is used for estimating:

A) Demographics of audience
B) Number of people listening
C) Average cost of stations
D) Negotiable rates for ads
E) Total audience potential

Question 15

In newspapers, the term for a pre-printed insert that is not part of the editorial content or advertising is called a:

A) DMA
B) ADI
C) SAU
D) FSI
E) ROP

Question 16

Ten rating points for a TV program in a city with a population of 50,000 is equal to the _____rating points in a city with a population of 100,000 people.

A) Ten
B) Twenty
C) Fifty
D) One hundred
E) Cannot be determined

Question 17

The ___ is a term used for television coverage, but can be applied to any media:

A) ROI
B) CPM
C) DMA
D) TVB
E) SBU

Question 18

How are GPR's used for planning television advertising? Explain and provide an example that illustrates a campaign.

Question 19

What is the value of DMA's for media planning? How can this help allocate media expenditures?

Question 20

What do impressions indicate? And why is this term used in media planning.