Deck 10: Media Planning and Strategy

Question 1

Which of the following is NOT a part of the media plan?

A)media objectives
B)media strategy
C)marketing strategies
D)determination of media coverage
E)frequency estimates

Answer 1

C

Question 2

The biggest change in media advertising is increased use of:

A)branded entertainment
B)Internet advertising
C)satellite radio
D)product placements
E)cable television See opening vignette.

Answer 2

B

Question 3

After the situation analysis and the development of both the marketing and creative strategy plans,it is time to develop the media plan.The first step in developing a media plan is to:

A)create a media plan committee
B)set media objectives
C)determine the reach,frequency,and coverage of all available media
D)select broad media classes
E)develop advertising campaigns

Answer 3

B

Question 4

_____ is the measure of the number of different audience members exposed at least once to a media vehicle.

A)Frequency
B)Reach
C)Viewer number
D)Coverage
E)Exposure

Question 5

Which of the following is NOT one of what advertisers call "new media?"

A)satellite radio
B)wireless
C)ads on movie screens
D)cable television
E)Internet See opening vignette.

Question 6

The primary objective of ______ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible.

A)media planning
B)market segmentation
C)target marketing
D)organizational planning
E)a communication hierarchy

Question 7

_____ refers to the potential audience that might receive the message through a vehicle.

A)Frequency
B)Reach
C)Viewer number
D)Coverage
E)Exposure

Question 8

Media planning is not an easy task.Which of the following is a reason why media planning is so difficult?

A)insufficient information on audience figures
B)inconsistent terminology
C)time pressures inhibit proper planning
D)difficulty in measuring the effectiveness of a medium
E)all of the above

Question 9

One advertising analyst proposed that engagement equals

A)objectives + strategy + buying power
B)exposure + intent + involvement
C)medium + frequency - reach
D)gross ratings points - relative cost per point + daily inch rate
E)pulse + flight + pursuit See IMC Perspective 10-1.

Question 10

In a market analysis,the _____ is considered a good indicator of the potential of the market.It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

A)cost per media (CPM)
B)quantitative advantage
C)index number
D)average frequency
E)relative reach

Question 11

Many advertisers are interested in consumers' engagement with products,suggesting:

A)the more engaged consumers are,the more likely they will marry a brand
B)people who are engaged to be marry are a better market segment than consumers who are not engaged to be married
C)that market tests reflect how infatuated consumers are with today's new media
D)advertising continuity will lead to greater average pulsing frequency
E)the more engaged consumers are with an ad,the more likely they are to avoid duplicated reach flighting See IMC Perspective 10-1.

Question 12

The times during the year when television audiences are measured in order to set advertising rates are called:

A)sweeps periods
B)GRP flighting periods
C)frequency estimates
D)availabilities
E)upgraded media scheduling

Question 13

The ______ provides syndicated data on audience size and composition for approximately 100 publications as well as broadcast exposure and data for over 800 consumer products and services.

A)Simmons Market Research Bureau (SMRB)
B)Starch Readership Reports
C)Arbitron Ratings
D)Nielsen Media Index
E)Mediamark Ratings Index

Question 14

The media plan is a guide for:

A)development of specific creative objectives
B)media selection
C)sales and marketing forecasts and potentials
D)account auditing
E)is accurately described by all of the above

Question 15

An index number of 100 means the:

A)use of the product is proportionately greater in that segment than in one that is average
B)segment being analyzed is average
C)use of the product is proportionately fewer in that segment than in one that is average
D)probability of wasted coverage is 100 percent
E)the probability of success in this market is 100 percent

Question 16

Some advertisers conclude that if "engagement" can be achieved it could lead to:

A)greater government scrutiny
B)increased advertising revenues
C)smaller amounts of media spending
D)fears of increased censorship
E)greater readers per copy See also IMC Perspective 10-1.

Question 17

Media planning is not an easy task.Which of the following is a reason why media planning is so difficult?

A)information overload
B)product life cycles differences
C)media objectives conflict with communication objectives
D)time pressures inhibit proper planning
E)all of the above

Question 18

_____ is the number of times a receiver is exposed to a message in a given time period.

A)Potency
B)Reach
C)Coverage
D)Frequency
E)Mediatronics

Question 19

USA Today,Sports Illustrated,and Tonight Show with Jay Leno are all examples of:

A)media strategies
B)media that have sweeps periods
C)media vehicles
D)communications decoders
E)physical distribution channels

Question 20

Media options include:

A)television
B)direct marketing
C)newspapers
D)transit advertising
E)all of the above

Question 21

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

A)gross ratings points (GRP)
B)reach and frequency
C)brand development index (BDI)
D)benchmark designated index (BDI)
E)category development index (CDI)

Question 22

When the coverage of the media exceeds the targeted audience,this excess is referred to as:

A)plusage
B)flighting
C)waste coverage
D)geographical excess
E)oversaturation

Question 23

,a media planner obtains the following results: High BDI and Low CDI.What do these results imply?

A)high market share and good market potential
B)low market share and good market potential
C)high market share and monitor for sales decline
D)low market share and poor market potential

Question 24

The survey of buying power index is particularly useful for providing _____ information.

A)geographic
B)demographic
C)lifestyle
D)consumer behavior
E)psychographic

Question 25

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

A)Simmons Market Research Bureau (SMRB)
B)Mediamark Research Inc.
C)survey of buying power index
D)BAR/LNA
E)Standard Rates and Data

Question 26

except that it:

A)uses information about the product category
B)is more specific
C)is concerned with companies and not with products
D)is tied to an economic index
E)is less reliable

Question 27

__________________ is an internal factor that may influence the determination of media strategy.

A)The size of the media budget
B)Competitive factors
C)Changes in the economy
D)The development of new media
E)All of the above

Question 28

Which of the following indices reflects a company with low market share in a given market?

A)low brand development index (BDI)
B)high brand development index (BDI)
C)low category development index (CDI)
D)high category development index (CDI)

Question 29

report?

A)sales growth
B)lifestyle information
C)demographic information
D)a breakdown by light,medium and heavy users
E)all of the above are included

Question 30

The market potential in a given metropolitan area,as compared to the United States as a whole,can be determined by using:

A)the Nielsen Rating Index
B)BAR/LNA
C)Simmons Market Research Bureau (SMRB)
D)Mediamark Research Inc.(MRI)
E)the survey of buying power index

Question 31

_____________________ is an external factor that may influence the determination of media strategy.

A)Administrative capabilities
B)Competitive factors
C)Size of the media budget
D)How tasks are delegated with the agency
E)All of the above

Question 32

in a particular market area,a company should use:

A)brand development index
B)category development index
C)survey of buying power index
D)Simmons Market Research Bureau (SMRB)
E)Mediamark Research Inc.

Question 33

report provides clients with:

A)information on the number of users of a product
B)information on the number of users falling into a demographic category
C)an index number reflecting category usage
D)a breakdown by light,medium and heavy users
E)all of the above

Question 34

,a media planner obtains the following results: Low BDI and Low CDI.What do these results imply?

A)high market share and good market potential
B)low market share and good market potential
C)high market share and monitor for sales decline
D)low market share and poor market potential

Question 35

Which of the following situations offers the advertiser the least attractive marketing opportunity?

A)high BDI;high CDI
B)high BDI;low CDI
C)low BDI;high CDI
D)low BDI;low CDI

Question 36

General Foods wishes to determine the percentage of Maxwell House coffee sold in a geographic area as compared with the percentage of the total population in this market.The most appropriate index to use would be:

A)survey of buying power index
B)brand development index
C)category development index
D)Simmons Market Research Bureau (SMRB)
E)Mediamark Research Inc.

Question 37

,a media planner obtains the following results: High BDI and High CDI.What do these results imply?

A)high market share and good market potential
B)low market share and good market potential
C)high market share and monitor for sales decline
D)low market share and poor market potential

Question 38

a media planner obtains the following results: Low BDI and High CDI.What do these results imply?

A)high market share;good market potential
B)low market share;good market potential
C)high market share;monitor for sales decline
D)low market share;poor market potential

Question 39

Media buyers might choose to live with a relatively high degree of waste coverage because:

A)it best supports a flighting media schedule
B)it may still be the most cost affordable buy on a per exposure basis
C)it allows for more specific targeting
D)repetition is the most effective method for pioneering advertising
E)it supports a market aggregation strategy

Question 40

Which of the following is a method used for organizing a media buying department?

A)degree of product tangibility
B)product life cycle
C)specialization by media class
D)degree of product innovation
E)all of the above

Question 41

For which of the following products is an advertiser most likely to use a flighting schedule?

A)cake mixes
B)shampoo
C)newspaper subscriptions
D)snow tires
E)candles

Question 42

advertise throughout the year but typically advertise more heavily June and in September.This pattern represents which scheduling method?

A)flighting
B)geographical weighting
C)continuity
D)oscillating
E)pulsing

Question 43

Which media scheduling strategy would be most likely to be used by a marketer of dishwashing detergent?

A)ratings
B)share
C)flighting
D)pulsing
E)continuous

Question 44

_____ is the employment of periods of advertising along with periods of non-advertising.

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

Question 45

In terms of advertising,scheduling constant advertising without variation is referred to as:

A)flighting
B)continuity
C)geographical weighting
D)circulation
E)pulsing

Question 46

Seasonal products such as Mother's Day cards and Valentine candy would best make use of which scheduling alternative?

A)weighted ratings
B)market share
C)flighting
D)pulsing
E)continuous

Question 47

For which of the following products is an advertiser most likely to use continuity scheduling?

A)swimming pool chemicals
B)flea collars
C)cake mixes
D)wood burning stoves
E)tickets to professional basketball games

Question 48

A product that may be consumed throughout the year,but has seasonal periods where consumption is higher would most logically employ a _____ scheduling method.

A)continuous
B)pulsing
C)flighting
D)oscillating
E)weighted ratings

Question 49

Which of the following is an advantage inherent in the pulsing method of scheduling advertising?

A)cost efficiency of advertising
B)covers the entire buying cycle
C)allows for the use of more than one media vehicle
D)ability to use advertising as a constant reminder to the consumer
E)all of the above

Question 50

A media selection problem whereby the coverage of the media vehicle goes beyond the scope of the target audience is known as:

A)rate differentials
B)pass-along audience problems
C)excess frequency
D)waste coverage
E)weighted exposure

Question 51

Disneyworld advertises itself as a vacation spot throughout the year,but it advertises more heavily during the summer months and during the Christmas season when more people are vacationing.This is an example of _____ scheduling.

A)flighting
B)geographical weighting
C)continuity
D)oscillating
E)pulsing

Question 52

Given an advertising objective of achieving maximum awareness in an undifferentiated target market,the strategy should be to maximize:

A)reach
B)frequency
C)GRPs
D)CPM
E)CPRP

Question 53

Which of the following statements describes an advantage inherent in the flighting method of schedule advertising?

A)With flighting,there is no danger of wearout.
B)Flighting creates cost efficiency by using advertising only during purchasing periods.
C)Unless advertising is continuous,people will forget the message altogether.
D)Forgetting is virtually eliminated by alternating periods of high and low advertising weight.
E)None of the above describes an advantage inherent in flighting.

Question 54

Which media scheduling method would be inappropriate for the product named?

A)spring-blooming bulbs - continuous
B)soft drinks - pulsing
C)snow blower - flighting
D)Christmas cards - flighting
E)accounting services- flighting

Question 55

Which of the following would be most likely to result in waste coverage?

A)an ad for custom-build concession food trailers appearing in Amusement Business,a trade journal
B)a business-to-business ad appearing in Time magazine
C)a Mountain Dew commercial appearing on MTV
D)a Reebok commercial during the NCAA basketball playoffs
E)an ad for a solvent to clean rifles in Guns magazine

Question 56

New Balance running shoes would probably wish to pursue a _____ scheduling strategy,while Rossignol snow skis would more than likely use a _____ schedule.

A)continuous,pulsing
B)flighting;pulsing
C)pulsing;flighting
D)pulsing;continuous
E)continuous;continuous

Question 57

Which of the following statements describes a disadvantage associated with the flighting method of schedule advertising?

A)Consumers have a lack of awareness,interest,and retention of promotional messages during nonscheduled times.
B)Flighting allows the marketers to cover the entire buying cycle.
C)Because the advertising is continuous,people will not forget the advertising message.
D)Flighting eliminates concerns about wearout.
E)There are no disadvantages associated with flighting.

Question 58

_____ schedule is being employed.

A)intermittent
B)continuity
C)flighting
D)weighting
E)pulsing

Question 59

The use of hot sauce is most common from Louisiana west to New Mexico and north to the Arkansas-Oklahoma border.A producer of hot sauce would use this information to schedule using:

A)flighting
B)continuity
C)geographical weighting
D)intermittent
E)pulsing The timing of when the advertising is run is not relevant to the locational factors present in the question.

Question 60

My product is hand-tooled leather wallets,which can be purchased at any time of the year,but which are more often purchased during the Christmas season and before Father's day.Given a limited budget,which strategy would likely be the most effective if I wanted to try to stimulate trial and/or sales?

A)ratings
B)share
C)flighting
D)pulsing
E)continuous

Question 61

Duplication of audiences is a desired factor if the media strategy is to:

A)maximize reach
B)optimize GRP
C)optimize both reach and frequency
D)maximize frequency
E)reduce waste coverage

Question 62

Given the objective is comprehension of the message,the strategy should be to maximize ______ at the expense of _____.

A)frequency;reach
B)reach;frequency
C)reach;GRPs
D)GRPs;CPM
E)frequency;CPM

Question 63

Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment?

A)one that emphasizes frequency rather than reach
B)one that emphasizes reach rather than frequency
C)one that balances reach and frequency
D)one that uses a high cost per thousand approach
E)one that allows continuous communication

Question 64

Consider the following media buy: 70 percent of the audience is reached 1 time.
20 percent of the audience is reached 4 times.
10 percent of the audience is reached 6 times.
Based on this information,what does the media buyer know?

A)The media buyer can use this information to calculate GRP and should not be concerned that 70 percent of the audience will only see the ad once.
B)The media buyer will need to use this in making a final decision because effective frequency cannot be determined.
C)The media buyer will not be able to maximize reach even if he or she has established a minimum frequency goal.
D)The media buyer can only calculate average frequency from these figures,and average frequency is often misleading.
E)The media buy will be cost-effective.

Question 65

A company has a limited promotional budget.The target market is highly concentrated and has already been shown to have high awareness and interest in the project.The goal of the promotional strategy should be to:

A)maximize coverage
B)maximize reach
C)increase frequency
D)sacrifice frequency for improved reach
E)do none of the above

Question 66

_____ is the number of persons in the primary target audience who the media buy will reach and the number of times those persons will be reached.

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

Question 67

,you will need to:

A)multiply reach times frequency
B)divide reach times frequency by costs
C)multiply CPM times average frequency
D)divide average frequency by costs
E)add reach and frequency and divide by CPM

Question 68

Which of the following magazines would be LEAST likely to enhance the creativity of an advertising message because the magazine does not create a mood that carries over to its communications?

A)Surfing
B)Reader's Digest
C)Gourmet
D)The New Yorker
E)Mademoiselle

Question 69

_____ is a summary measure that combines reach and frequency.

A)The brand development index (BDI)
B)The program rating
C)The category development index (CDI)
D)Target ratings points (TRPs)
E)Gross ratings points (GRPs)

Question 70

Greater frequency levels of exposure would be necessary if:

A)the purchase and usage cycle is short
B)the message is unique
C)a product,rather than an image,is being sold
D)the vehicle is relatively uncluttered
E)any or all of the above conditions exist

Question 71

Unduplicated reach is:

A)average reach multiplied by average frequency
B)duplicated reach plus total reach
C)total market coverage less duplicated reach
D)reach multiplied by frequency
E)total reach less duplicated reach

Question 72

A company with a substantial advertising budget with little or no awareness in the target market should:

A)maximize frequency and sacrifice reach
B)maximize reach
C)maximize coverage
D)use maximum continuity
E)use a pulsing push strategy

Question 73

Effective reach refers to the:

A)number of people in the target audience exposed to the ad
B)number of people seeing the ad that that took some action as a result of the ad
C)number of people who can recall the ad
D)percentage of a media vehicle's audience reached with the addition of one more showing of an ad
E)number of times an ad appears in primetime television

Question 74

Dr Pepper ran its commercial featuring Garth Brooks during American Idol and during The Bachelor.Since many people watched both television shows,_____ occurred.

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

Question 75

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?

A)message uniqueness
B)clutter
C)purchase and usage cycles
D)media scheduling
E)message complexity

Question 76

Which of the following statements about advertising reach is true?

A)Reach refers to the number of times a viewer is exposed to the ad.
B)Reach can be defined as the "opportunities to see" an ad.
C)The total number of persons exposed once to a vehicle is referred to as reach saturation.
D)Overlap that results from multiple exposures is referred to as wasted reach.
E)It is easy to determine what level of reach will be required to achieve various levels of awareness in a target audience.

Question 77

?

A)TRPs are calculated using average frequency figures,and GRP is not.
B)TRPs calculations do not include waste coverage,and GRPs calculations do.
C)TRPs use a duplicated reach estimate,and GRPs do not.
D)TRPs are used when selecting broadcast media,and GRPs are used for selecting print media.
E)The two terms are synonymous.

Question 78

_____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time.

A)Effective reach
B)Unduplicated reach
C)Average reach
D)Average frequency
E)Effective frequency

Question 79

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

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

Question 80

Which of the following statements about reach and frequency is true?

A)Evidence suggests wearout is not a result of seeing an advertisement too often.
B)The central goal of media planning should be to enhance reach rather than frequency.
C)Any generalizations about reach and frequency will vary according to the medium being examined.
D)The evidence suggests that an exposure rate of one within a purchase level is an effective level.
E)All of the above statements about reach and frequency are true. See Exhibit 10-21.