Deck 8: Media Planning and Strategy

Question 1

The _____ is the general category of available delivery systems,which includes broadcast media,print media,direct marketing,outdoor advertising,and other support media.

A)media vehicle
B)reach
C)distribution channel
D)medium
E)needledrop

Answer 1

D

Question 2

The media plan is a guide for:

A)development of specific creative objectives.
B)media selection.
C)sales and marketing forecasts and potentials.
D)marketing research activities.
E)observation studies.

Answer 2

B

Question 3

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.

Answer 3

E

Question 4

_____ 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 5

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 6

_____ are plans of action designed to obtain specific media objectives.

A)Sweeps periods
B)Programs ratings
C)Media strategies
D)Media vehicles
E)Recency planning

Question 7

The _____ determines the best way to get the advertiser's message to the market.

A)distribution plan
B)coverage
C)frequency level
D)media plan
E)reach strategy

Question 8

An index number of 100 means that 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 9

The _____ is a specific carrier within a medium category.

A)retailer
B)wholesaler
C)distribution channel
D)media
E)media vehicle

Question 10

_____ is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand.

A)Creative strategies
B)Media Planning
C)Distribution strategy
D)Media vehicles
E)Program rating

Question 11

_____ 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)Organization of the agency

Question 12

Which of the following is an example of a media vehicle?

A)Television
B)America's Next Top Model Show
C)Radio Jockey
D)Newspaper
E)Outdoor advertising

Question 13

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 14

_____ 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 15

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 16

_____ 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)The rising costs of media

Question 17

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 the media objectives.
C)determine the reach,frequency,and coverage of all available media.
D)select broad media classes.
E)develop advertising campaigns.

Question 18

_____ 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 19

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 20

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)Non-standardization of the task of media planning

Question 21

After calculating both the brand development index (BDI)and the category development index (CDI),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
E)High market share and not a good market to advertise

Question 22

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 23

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 24

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 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

____,also known as overexposure,occurs when the media coverage exceeds the target audience.

A)Recency effect
B)Reach disorder
C)Frequency imbalance
D)Waste coverage
E)Geographical weighting

Question 27

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 28

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 29

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 by using:

A)flighting.
B)continuity.
C)geographical weighting.
D)intermittent frequency.
E)pulsing.

Question 30

Which of the following indices reflects a company with low market share of a brand 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)
E)High survey of buying power index (BPI)

Question 31

The category development index is similar to the Brand Development Index (BDI)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 32

To determine the potential for sales of coffee (as opposed to a specific brand)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

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

A)High brand development index (BDI)and high category development index (CDI)
B)High brand development index (BDI)and low category development index (CDI)
C)Low brand development index (BDI)and high category development index (CDI)
D)Low brand development index (BDI)and low category development index (CDI)
E)High survey of buying power index and high brand development index (BDI)

Question 34

Which of the following would most likely 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 a general fashion 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 35

After calculating both the brand development index (BDI)and the category development index (CDI),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
E)High market share and not a good market to advertise

Question 36

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 37

In calculating both the brand development index (BDI)and the category development index (CDI)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
E)High market share and not a good market to advertise

Question 38

Which of the following statements is true about the media mix?

A)It is not possible to use only one medium or vehicle to deliver the message.
B)The characteristics of the product or service helps in determining the combination of media that should be used.
C)Individual preferences have no effect on the combination of media to be used to deliver a message.
D)Radio would be the most effective medium for a product that requires visual demonstration.
E)By employing a media mix,advertisers could lower the versatility to their media strategies resulting in high amount of clutter.

Question 39

After calculating both the brand development index (BDI)and the category development index (CDI),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
E)High market share and not a good market to advertise

Question 40

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

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

Question 41

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 42

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 43

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

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

Question 44

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times,a(n)______ schedule is being employed.

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

Question 45

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

A)reach.
B)frequency.
C)gross rating points (GRPs).
D)cost per thousand (CPM).
E)cost per rating point (CPRP).

Question 46

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 47

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 48

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)Plighting
E)Continuous

Question 49

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 50

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 51

Recreation vehicles (RVs)advertise throughout the year but typically advertise more heavily in June and September.Which of the following scheduling methods does this pattern represent?

A)Flighting
B)Geographical weighting
C)Continuity
D)Oscillating
E)Pulsing

Question 52

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)Flighting helps in continuous advertising that helps people remember the message all the time.
D)Forgetting is virtually eliminated by alternating periods of high and low advertising weight.
E)Flighting serves as a constant reminder to the consumer.

Question 53

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)Flighting may result in high costs and overexposure.
D)Flighting eliminates concerns about wearout.
E)There are no disadvantages associated with flighting.

Question 54

If the ad is placed on two shows,the total number exposed once is ____.

A)coverage
B)unduplicated reach
C)duplicated reach
D)frequency
E)program rating

Question 55

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

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

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

The overlap that occurs due to people seeing the ad twice is referred as:

A)coverage.
B)unduplicated reach.
C)duplicated reach.
D)frequency.
E)program rating.

Question 58

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 59

Which of the following statements is true about advertising reach?

A)Reach refers to the number of times a viewer is exposed to the ad.
B)Reach of a media vehicle 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 60

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 61

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

A)Evidence suggests that 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)Since one exposure is usually ineffective,the central goal of productive media planning should be to enhance frequency rather than reach.
D)The evidence suggests that an exposure rate of one within a purchase level is an effective level.
E)Many advertisers suggest that an exposure rate between 3 to 10 is ineffective as it leads to over exposure.

Question 62

To calculate gross ratings points (GRPs),you will need to:

A)multiply reach times frequency.
B)divide reach times frequency by costs.
C)multiply cost per thousand (CPM)times average frequency.
D)divide average frequency by costs.
E)add reach and frequency and divide by cost per thousand (CPM).

Question 63

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 64

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 65

_____ refers to the relationship between the price paid for advertising space or time and the size of the audience delivered.

A)Net contribution margin
B)Net cost
C)Absolute cost
D)Relative cost
E)Cost per media (CPM)

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

_____ is a summary measure that combines reach and frequency.

A)Brand development index (BDI)
B)Program rating
C)Category development index (CDI)
D)Target ratings points (TRPs)
E)Gross ratings points (GRPs)

Question 68

_____ 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 69

Unduplicated reach indicates ____,while duplicated reach provides an estimate of ____.

A)repeat exposures;frequency
B)frequency;repeat exposure
C)new exposures;coverage
D)new exposures;frequency
E)coverage;frequency

Question 70

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 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

How do gross rating points (GRPs)differ from target ratings points (TRPs)?

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 73

_____ of the medium or vehicle is the actual total cost required to place the message.

A)Net contribution margin
B)Net cost
C)Absolute cost
D)Relative cost
E)Cost per media (CPM)

Question 74

_____ are based on the total audience the media schedule may reach using a duplicated reach estimate.

A)Gross rating points (GRPs)
B)Target rating points (TRPs)
C)Total Target rating points (TTRPs)
D)Sweeps periods
E)Coverage

Question 75

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 because average frequency is often misleading.
E)The media buy will be cost-effective.

Question 76

Advertising and promotional costs can be categorized in two ways.They are:

A)relative cost and absolute cost.
B)net cost and gross cost.
C)fixed and variable costs.
D)message cost and media cost.
E)full costing and partial costing.

Question 77

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 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 78

A measure of potential reach in the broadcast industry is the TV or ____.

A)Radio sweeps periods
B)Radio frequency
C)Radio index numbers
D)Radio duplicated reach
E)Radio program rating

Question 79

_____ is used to compare media vehicles.

A)Net contribution margin
B)Net cost
C)Absolute cost
D)Relative cost
E)Cost per media (CPM)

Question 80

Most people who watch the show 'Desperate Housewives' also watch 'America's next top model'.An ad for Coca-Cola placed in both these shows would most likely result in:

A)unduplicated reach.
B)average coverage.
C)increased sweeps periods.
D)duplicated reach.
E)high cost per thousand.