Deck 11: Media Planning and Buying

Question 1

Based on the concept of aperture, what is the goal of media planning?

A) to get the broadest reach at the lowest cost
B) to get the highest frequency at the lowest cost
C) to get the broadest reach and highest frequency at the lowest cost
D) to reach the right people at the right time with the right message
E) to reach as many people as possible within the constraints of the media budget

Answer 1

to reach the right people at the right time with the right message

Question 2

A(n) ___________ is a point where a consumer has an opportunity to connect with a brand and respond in some way to a brand message.

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

Answer 2

contact point

Question 3

Which of the following is a source of information for a media planner?

A) client information
B) market research
C) competitive advertising
D) consumer information
E) all of the above

Answer 3

all of the above

Question 4

Which of the following is NOT a source of information for a media planner?

A) client information
B) market research
C) competitive advertising
D) consumer information
E) All of the above are sources of information for media planners.

Question 5

Which of the following sources of information provides information to the media planner regarding targeted markets, previous promotions and their performance, product sales and distribution patterns, brand plans, and the budget?

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

Question 6

Which concept gives media planners an idea of how much their advertising will stand out?

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

Question 7

Which of the following is NOT a critical element that media planners must consider in setting specific media objectives?

A) price of the product
B) frequency of exposure
C) number of different people exposed to the message
D) repetition needed to reach people and make an impression on them
E) waste

Question 8

Which of the following is NOT a critical element that media planners must consider in setting specific media objectives?

A) reach
B) impressions
C) frequency
D) cost per thousand
E) All of the above are critical elements that media planners must consider in setting specific media objectives.

Question 9

The _______ is a good information source for demographic profiles of current customers, previous promotions, and the budget of the media plan.

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

Question 10

In crowded product categories companies must keep aware of _______ activity. The objective is to find media where the advertiser's voice is not drowned out by competitors' voices.

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

Question 11

Which of the following statements is TRUE regarding gross rating points (GRPs)?

A) An effective media plan should deliver at least 100 GRPs per week.
B) There is no good rule of thumb regarding how many GRPs are enough.
C) GRPs should not be used to compare the efficiency of different media schedules.
D) The desired level of GRPs should remain constant among different markets.
E) The calculation of GRPs takes into account duplication of exposure.

Question 12

Which concept describes how many different members of the target audience can be exposed to the message in a particular time frame?

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

Question 13

Reach is a measure of ________.

A) how many times an audience is exposed to a message
B) the sum of the audiences of all the media used during a certain span of time
C) unduplicated audiences
D) gross rating points
E) cost per thousand

Question 14

When is NOT advisable to use radio in the media plan according to "Practical Tips" in the chapter?

A) you are a local business and want to reach a local market
B) you need to show the product
C) you want to build frequency
D) you have a reminder message
E) your audience aligns with certain types of music

Question 15

Which concept is based on the belief that there should be a threshold, or minimum frequency level, before media planners consider an audience segment to have been exposed to the advertising message?

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

Question 16

Assessing the media for target audience opportunities is a major challenge for media planners, so media planners have to consider the ________ of a specific media vehicle.

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

Question 17

Which of the following is NOT target audience information considered by media planners when determining appropriate media to reach their target audience?

A) consumer media use
B) geography
C) consumption patterns
D) income distributions
E) All of the above are considered by media planners.

Question 18

What type of schedule is used in special regions or cities that need to be emphasized more than others?

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

Question 19

Which of the following is an index of the consumption rate of a brand 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) brand share index

Question 20

What decision criterion designed to show the relative proportion of media activity in terms of any number of factors, such as seasonality, geography, or audience segment, do media planners use to help them decide how much to budget.

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

Question 21

What do media planners use to assist them in making intelligent decisions regarding the media mix selection, given factors such as budget, timing, and so forth?

A) computer optimization modeling
B) linear programming
C) synergistic analysis
D) computer simulations
E) media matrix analysis

Question 22

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. Assuming only 40,000 are part of an advertiser's target audience, calculate CPM for one column inch.

A) $0.64
B) $1.13
C) $6.40
D) $11.30
E) $1,800

Question 23

Which of the following statements is true regarding cost per thousand (CPM) and/or cost per point (CPP)?

A) CPP is calculated by dividing the ad cost by the rating and then multiplying by 1,000.
B) CPM is calculated by dividing the ad cost by the estimated audience reached.
C) CPM is a measure of efficiency and CPP is a measure of effectiveness.
D) CPM and CPP are both ways of measuring a target audience's size against the cost of reaching that audience based on calculations of efficiency.
E) The efficiency calculations cannot be used to compare one medium to another.

Question 24

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 as well as 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 25

What is the most common format used to present the media allocation decisions?

A) flowchart
B) spreadsheet
C) scatter plot
D) scree plot
E) pie chart

Question 26

Why have several advertising agencies unbundled their media buying function?

A) They were required to unbundled their media buying function by the FTC.
B) They could become more of an expert in media buying if it was removed from the overall agency structure.
C) They can aggregate the buying function across many different clients.
D) They wanted to avoid client conflicts.
E) They could better consolidate it with the media planning function.

Question 27

Sales geography is considered by the media planner because sales differences affect the decision about which markets the advertiser should reach for the campaign and how many dollars are allocated to each geographic region.

Question 28

Aperture measures the percentage of total advertising spending by one brand in a product category relative to the competition, giving media planners an idea of how much their advertising will stand out.

Question 29

Media is a combination of reach and frequency.

Question 30

Different or unduplicated audiences are those who have at least one chance to be exposed to a message.

Question 31

Reach is the first place to start in setting objectives for a media plan.

Question 32

Reach is the percentage of a medium's audience that is exposed at least once to the advertiser's message during a specific time frame.

Question 33

Use national television if you need to reach a wide mass audience.

Question 34

Target information used by media planners includes the targeted reach of a vehicle, consumer media use, geography, and consumers' consumption patterns.

Question 35

Despite the increase in media options, consumer audiences of traditional media, such as broadcast TV, daily newspapers, and consumer magazines, continue to increase.

Question 36

Transformational advertising refers to the synergistic way radio, in particular, reinforces and re-creates the message in a listener's mind.

Question 37

Currently, there are no computerized optimization models to assist media planners in their job.

Question 38

Positioning research suggests that within a print medium the inside cover and first few pages have slightly better readership.

Question 39

CPM and CPP are more valid when used to compare vehicles within a medium.

Question 40

When considering the timing strategy of a media plan, the two critical questions to consider are duration and continuity.

Question 41

There has been a tremendous increase in global media in the last five years.

Question 42

Unbundling media services has allowed agencies to aggregate the buying function across many different clients.

Question 43

Calls for reform, which include better metrics on all media, are needed to reflect the different ways consumers are using media.

Question 44

Describe the reach objective.

Question 45

To introduce the new luxury A3 hatchback to the market Audi chose a creative media mix centered on an adver-game "The Art of the Heist." What was Audi trying to accomplish as described in the chapter's opening vignette?

A) They were trying to reach the affluent 50 + male who buys most of the luxury cars.
B) They were bored with traditional luxury car introductions through expensive TV campaigns and wanted to do something cool.
C) They were trying to reach the affluent, 24- to 30-year-old males who are hard to reach with and skeptical of traditional advertising. and create buzz and excitement.
D) They analyzed geographic trading data and allocated more exposure in regions where car sales were lowest.
E) They analyzed several target markets and determined that a broad media mix was required.

Question 46

What was the Big Idea for Audi's A3 hatchback advertising campaign that was described in the chapter's opening vignette?

A) a $500 gift for all referrals that resulted in sales
B) at major golf tournaments, they displayed the cars
C) a Web-based campaign of TV commercials
D) the slogan "I've Got it Made" delivered through creative print ads and billboards
E) the Web-based alternative reality game, "The Art of the Heist"

Question 47

What group of consumers did Dentsu target with its advertising campaign that was described in "A Matter of Practice"?

A) Fathers (50+) and Daughters (20s)
B) Baby Boomlets
C) senior citizens (60+)
D) men less than 25 years old
E) women more than 35 years old

Question 48

In the Dentsu campaign that was described in "A Matter of Practice" _______ was used to select the most effective contact points to achieve the communication goals and implement the optimum integrated communication programs that eliminate waste.

A) ContactMail Management
B) Stay In Instant Touch Message Management
C) ContactPoint Management
D) WebContact Advertising
E) ContactSport Series

Question 49

Sam discovered that he needed _______ that various media provide that includes the size and makeup of audiences for the vehicles. He supplemented the information from the media with a more objective source, MRI.

A) competitive advertising
B) media usage profiles
C) media coverage areas
D) consumer information
E) client information

Question 50

As Heather Beck described in "The Inside Story," conference calls with counterparts on the client side are about taking specifics about projects, sharing detailed feedback. These calls are essential in _______.

A) catching up
B) tailoring the media plans
C) public relations
D) creating sales promotion
E) planning event sponsorship

Question 51

What was the positioning of the two target markets for Dentsu's new subcompact car introduced in the "A Matter of Practice"?

A) "freedom in comfort" and "fun chic, fun car"
B) "hanging out often" and "always and all ways forever"
C) "family safety matters" and "vacation away with me"
D) "fun driving for grown men" and "a small, cute model for young women"
E) "hot car for hot guys" and "guy-magnet"

Question 52

What is the distinguishing characteristic of Procter & Gamble's media strategy that they call communications planning and was described in the "Hands-On" case at the end of the chapter?

A) This approach puts the medium before the message.
B) This approach puts the message before the medium.
C) This approach includes the simultaneous production of the message and the media plan.
D) This approach maps out the entire media schedule on a media flowchart.
E) This approach maps out the entire media schedule in the CrossTab format, which is consistent with most consumer research.

Question 53

MINI-CASE
Consider the following magazine media schedule: $\begin{array}{|l|l|l|l|}\hline \text { Magazine } & \text { Readers/Issue } & \text { Rating* } & \text { Unduplicated ** } \\\hline \text { A } & 50,000 & 50 & 35,000 \\\hline \text { B } & 40,000 & 40 & 20,000 \\\hline \text { C } & 20,000 & 20 & 11,000 \\\hline\end{array}$
* Target population: 100,000
$* *$ those who did not read either of the other two magazines

-Refer to Mini-Case. If there were one insertion each week 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 54

MINI-CASE
Consider the following magazine media schedule: $\begin{array}{|l|l|l|l|}\hline \text { Magazine } & \text { Readers/Issue } & \text { Rating* } & \text { Unduplicated ** } \\\hline \text { A } & 50,000 & 50 & 35,000 \\\hline \text { B } & 40,000 & 40 & 20,000 \\\hline \text { C } & 20,000 & 20 & 11,000 \\\hline\end{array}$
* Target population: 100,000
$* *$ those who did not read either of the other two magazines

-Refer to Mini-Case. What are the total gross rating points (GRPs)?

A) 1.1
B) 36.7
C) 110
D) 166
E) 11,000,000

Question 55

MINI-CASE
Consider the following magazine media schedule: $\begin{array}{|l|l|l|l|}\hline \text { Magazine } & \text { Readers/Issue } & \text { Rating* } & \text { Unduplicated ** } \\\hline \text { A } & 50,000 & 50 & 35,000 \\\hline \text { B } & 40,000 & 40 & 20,000 \\\hline \text { C } & 20,000 & 20 & 11,000 \\\hline\end{array}$
* Target population: 100,000
$* *$ those who did not read either of the other two magazines

-Refer to Mini-Case. How many unduplicated readers are there?

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

Question 56

MINI-CASE
Consider the following magazine media schedule: $\begin{array}{|l|l|l|l|}\hline \text { Magazine } & \text { Readers/Issue } & \text { Rating* } & \text { Unduplicated ** } \\\hline \text { A } & 50,000 & 50 & 35,000 \\\hline \text { B } & 40,000 & 40 & 20,000 \\\hline \text { C } & 20,000 & 20 & 11,000 \\\hline\end{array}$
* Target population: 100,000
$* *$ those who did not read either of the other two magazines

-Refer to Mini-Case. What is the reach?

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

Question 57

MINI-CASE
Consider the following magazine media schedule: $\begin{array}{|l|l|l|l|}\hline \text { Magazine } & \text { Readers/Issue } & \text { Rating* } & \text { Unduplicated ** } \\\hline \text { A } & 50,000 & 50 & 35,000 \\\hline \text { B } & 40,000 & 40 & 20,000 \\\hline \text { C } & 20,000 & 20 & 11,000 \\\hline\end{array}$
* Target population: 100,000
$* *$ those who did not read either of the other two magazines

-Refer to Mini-Case. What is the average frequency?

A) the average of the number of times an exposure is expected to happen
B) the average of reach multiplied by two
C) reach plus frequency
D) number of times a person in the target market is exposed to the message plus four
E) the number of the target audience exposed to the message

Question 58

Describe the unique media strategy used for the Audi A3 hatchback that was discussed in the chapter's opening vignette.

Question 59

A classmate of yours wants to know what reach means. Explain the concept.

Question 60

As discussed in "A Matter of Practice," describe the two critical strategies in ContactPoint Management.

Question 61

Explain the logic behind Procter & Gamble's communications planning that was described in the "Hands-On" case at the end of the chapter.

Question 62

MINI-CASE
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Consider one portion of their media plan to answer the questions that follow:

-Refer to Mini-Case. If the data given is for one week, for a four week period what would the total insertions be for the plan

Question 63

MINI-CASE
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Consider one portion of their media plan to answer the questions that follow:

-Refer to Mini-Case. Calculate the total gross rating points (Total GRPs).

Question 64

MINI-CASE
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Consider one portion of their media plan to answer the questions that follow:

-Refer to Mini-Case. Calculate the cost per thousand (CPM) for CSI, the Detroit News, and WJBR, respectively.

Question 65

MINI-CASE
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Consider one portion of their media plan to answer the questions that follow:

-Refer to Mini-Case. Calculate the cost per point (CPP) for CSI, the Detroit News, and WJBR, respectively.