Deck 5: Media Planning and Strategy: Evaluating Efficiency and Effectiveness

Question 1

The average commercial pod has between two and five advertisements.

Answer 1

False

Question 2

Many advertisers try to select advertising media that reach followers, in hopes of persuading these individuals to learn about products and services and then tell others about them

Answer 2

False

Question 3

With online cost analysis, the first layer is the cost-per-click or CPC measurement while the second layer looks at the cost-per-thousand (CPM)

Answer 3

False

Question 4

The cost plus method of generating product costs estimates takes work and bills it at an hourly rate and applies that rate to a hypothetical plan.

Question 5

One of the primary advantages of using CPP as an evaluation point is that it is comparable across various media unlike CPM.

Question 6

When evaluating media costs you have both absolute costs (i.e., unit costs for the ads you are buying) and efficiency costs (i.e., CPM and CPC)

Question 7

Unlike TAIs, GRPs can be used to measure effectiveness regardless of the medium being measured.

Question 8

One percent reach is the equivalent of one rating point.

Question 9

Both CPM and CPP are used to evalute media efficiencies.

Question 10

No audience member will be exposed to your advertisement every time it runs.

Question 11

When TV advertising first became available, a 30-second commercial was standard whereas now 60-second commercials are the norm.

Question 12

HUT and PUT can be used interchangeably when it comes to TV measurement.

Question 13

C3 ratings have been developed by Nielsen to help determine ad exposure through DVRs.

Question 14

Since each medium can rarely due the job on its own, it is important to evaluate all possible vehicles to insure the most strategic plan.

Question 15

Media planning is not just a science, it is also an art.

Question 16

CPM can be used to evaluate media vehicles in a vacuum - you don't need to consider audience characteristics or levels of engagement.

Question 17

CPM is the best apples to oranges comparison when evaluating media vehicles.

Question 18

A popular method of targeting involves sociographics which help explain the psychological differences amongst consumers of your brand.

Question 19

To calculate TAIs, you multiply percentage reach (R%) by frequency (F) - TAI = R% x F.

Question 20

The rationale for each tactic should focus on the effectiveness and efficiency of each vehicle.

Question 21

Media strategy is the specific strategy of using media whereas tactics are the specific media vehciles.

Question 22

Budget allocations are driven by each brand's marketing and communication objectives.

Question 23

Non-working dollars are those allocated to media that will imact the overall market.

Question 24

Contingeny dollars are those set aside for a variety of situations.

Question 25

Working dollars are those monies in the budget allocated to the creation of programs.

Question 26

The only way to determine a communications budget is to use the percent of sales method.

Question 27

If demonstration is needed to communicate your message then print media is the most effective and broadcast media is not recommended.

Question 28

Legal requirements must be considered when developing creative messages for prescription drugs and contests but not for financial companies.

Question 29

Your media and creative choices will vary depending on the level of familiarity your audience has with the product.

Question 30

Media planners typically trade off between the amount of media weight in a given purchase cycle versus the number of purchase cycles covered by the campaign.

Question 31

Recency theory relies on having the first advertising exposure with the consumer rather than the one closest to the point of sale.

Question 32

The media mix is the recommendation for when to deploy media efforts to meet the objectives.

Question 33

A good strategy statement would be ""To reach 80% of the taret audience at least three times a week.""

Question 34

A timeline for developing the plan with specific check points should always be included along with the mandatories.

Question 35

The Big Idea is the key takeaway for the brand and should be conveyed in more than one sentence.

Question 36

Due to the increasingly complicated world of media, the creative brief has morphed into a communications brief that informs all teams.

Question 37

The communication brief should clearly state the problem that media must solve for the campaign.

Question 38

Based on effective frequency models, most consumers have to see advertising messages at least five times before they become motivating.

Question 39

Ostrow's model relies on evaluating media, message, and market factors to determine optimum levels of frequency.

Question 40

Coupons are commonly used in outdoor advertising as they are easy to integrate into the creative execution.