Deck 9: Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Question 1

Reach refers to the number of people who will actually be exposed to and consume the advertising.

Answer 1

False
Explanation: Reach should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an opportunity to see the ad or commercial.

Question 2

Media planners rely largely on primary market research to determine the consumer target audience.

Answer 2

False
Explanation: The consumer target audience may be determined from the marketer's research. However, planners rely largely on secondary research sources, such as Arbitron and Nielsen Media Research, which provide basic demographic characteristics of media audiences.

Question 3

The good media specialist today is actually a real advertising generalist.

Answer 3

True
Explanation: The trend toward integrated marketing communications and relationship marketing is creating a new breed of media planner: younger, computer literate, and schooled in marketing disciplines beyond traditional media. The good media specialist today is actually a real advertising generalist. And with many of the biggest client changes happening in "media-only" agency reviews, it's apparent that the media professionals have finally come into their own.

Question 4

If a brand has been on the market for some time, a low brand development index indicates high sales.

Question 5

Familiarity with the advertiser's campaign always affects motivation significantly but attention very little.

Question 6

The cost of reaching target audiences is decreasing for all media due to greater number of media choices.

Question 7

A low brand development index and a high category development index indicate a brand is selling unusually well given the low demand for the product category.

Question 8

Marketers are interested in those media opportunities that offer the largest audiences.

Question 9

Specialization of audience interest or identification is a factor known to decrease attention value.

Question 10

Media objectives translate the advertising strategy into goals that media can accomplish.

Question 11

Advertising is most effective when it positions a product as part of the solution that consumers seek.

Question 12

It is often better to run one large ad occasionally than run small ads consistently because it is more likely to be read.

Question 13

Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures.

Question 14

To reach lower-income markets, radio is the medium of choice.

Question 15

Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

Question 16

Development of a media plan requires an entirely different process than the development of the marketing plan.

Question 17

Spillover media offer potential cost savings through regional campaigns.

Question 18

Media planning decisions may require hard scientific research and detailed mathematical analysis, aided by sophisticated software programs.

Question 19

As people come into and out of the market for goods and services every day, frequency provides a means of having the message there when it's most needed.

Question 20

Major advertisers can ensure a big audience by simply advertising on TV.

Question 21

Due to the availability of technological timesavers and shortcuts, the media planner does not have to know the product, the market, and the media, and to then make the call.

Question 22

For print media, _____ refers to the number of subscribers.

A)effective reach
B)circulation
C)advertising impression
D)distribution objective
E)exposure value

Question 23

The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

A)media planning
B)psychographics
C)intensive distribution
D)personal communication
E)direct marketing

Question 24

Which of the following is true of media planning?

A)Entry-level media positions are among the highest-paid jobs in the business.
B)Separating the strategic planning and media planning groups into two departments increases the effectiveness of a campaign.
C)The media planner's assignment is just as critical as the creative director's work.
D)Historically, the people in the creative and account service departments have enjoyed relative anonymity compared to the people who plan and buy media.
E)Marketers want advertising agencies to focus exclusively on increasing efficiency.

Question 25

Pulsing, a method of media scheduling, becomes more appropriate as the consumer's purchasing cycle gets longer.

Question 26

Advertisers use the continuous method of media scheduling for products and services that experience large fluctuations in demand throughout the year.

Question 27

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

A)mission statement
B)top-down marketing plan
C)marketing tactic
D)product concept
E)creative mix

Question 28

The elements of the _____ are the product concept, target audience, advertising message, and communications media.

A)media action plan
B)advertising mission
C)creative mix
D)media vision
E)reach/frequency plan

Question 29

_____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

A)Value-added packages
B)Spillover media
C)Television households
D)Mixed-media approaches
E)Media scheduling

Question 30

Which of the following is a reason for the increasing cost of reaching target audiences for almost all media?

A)Traditional media such as radio and newspapers have given way to nontraditional media such as DVDs and shopping carts.
B)Television has become the only media that can be used to reach all types of people.
C)Due to government regulations, advertisers can use only one medium to communicate their messages.
D)People can cope with only so many messages, so the media have to restrict the number of ads they sell.
E)TV is now fragmented into network, syndicated, spot, local, and OnDemand, as well as cable to enable advertisers to reach a wider audience.

Question 31

Which of the following is an example of a nontraditional advertising medium?

A)Television
B)Newspapers
C)DVD
D)Magazines
E)Radio

Question 32

Media planners select _____ that refer to particular magazines or shows according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.

A)personal communications
B)media schedules
C)collateral materials
D)media vehicles
E)testimonials

Question 33

Which of the following is the purpose of an advertising plan?

A)To determine what to communicate through ads
B)To plan activities that will solve one or more of the marketing problems
C)To translate marketing and advertising objectives and strategies into goals that media can accomplish
D)To translate media goals into general guidelines that will control the planner's selection and use of media
E)To determine which broad class of media best fulfills the predetermined criteria According to exhibit 9-2, the purpose of an advertising plan is to determine what to communicate through ads.It includes the determination of:
(a) how product can meet consumer needs
(b) how product will be positioned in ads
(c) copy themes
(d) specific objectives of each ad

Question 34

The flowchart of a media plan is a graphic presentation of the total campaign to let the creative department, media department, account services, and the client see the pattern of media events that will occur throughout the campaign, usually over one year.

Question 35

The main purpose of media advertising is to communicate with customers more efficiently than through personal selling.

Question 36

_____ translate(s) the advertising strategy into goals that media can accomplish. They have two major components: audience objectives and message-distribution objectives.

A)Situation analysis
B)Empirical research
C)SWOT analysis
D)Advertising impressions
E)Media objectives

Question 37

Which of the following is true of the target audience of a product?

A)A product's target audience is the same as its target market.
B)Planners largely rely on primary data to determine consumer target audience.
C)A product's target audience is considerably larger than its target market.
D)Media planners typically use geodemographic classifications to define their target audiences.
E)The target audience of a product does not include potential customers.

Question 38

In terms of media-planning activities, which of the following is the purpose of determining media strategy?

A)To determine which broad class of media best fulfills the criteria
B)To compare and select the best media within broad classes, using predetermined criteria
C)To translate marketing and advertising objectives and strategies into goals that media can accomplish
D)To determine what to communicate through ads
E)To translate media goals into general guidelines that will control the planner's selection and use of media

Question 39

_____ define(s) the specific types of people the advertiser wants to reach.

A)Audience objectives
B)Advertising impression
C)Cost per point
D)Media vehicles
E)Cost per thousand

Question 40

In terms of media objectives, _____ define where, when, and how often advertising should appear.

A)audience objectives
B)media vehicles
C)advertising impressions
D)distribution objectives
E)exposure values

Question 41

Which of the following can be expressed in two ways: gross impressions and gross rating points?

A)Circulation
B)Readers per copy
C)Distribution objectives
D)Audience objectives
E)Message weight

Question 42

As an element of the media mix, _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives.

A)methodology
B)market
C)media
D)mechanics
E)money

Question 43

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

A)Circulation
B)Exposure value
C)Reach
D)Message weight
E)Frequency

Question 44

Advertisers calculate frequency as the:

A)average number of times individuals or homes are exposed to a medium.
B)number of different people or households exposed to an advertising schedule during a given time.
C)predicted number of different people who will see an ad at least twice.
D)variety of media types that must be used to reach the target market objectives.
E)number of market segments that are targeted to attain total audience objectives.

Question 45

_____ refers to the duration of an advertising message or campaign over a given period of time.

A)Frequency
B)Continuity
C)Effective reach
D)Attention value
E)Medium value

Question 46

The _____ refers to the percentage of homes exposed to an advertising medium.

A)exposure
B)message weight
C)opportunity to see
D)exposure value
E)rating

Question 47

_____ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

A)Exposure value
B)Attention value
C)Reach
D)Opportunity to see
E)Frequency

Question 48

_____, one of the elements of the media mix, refers to the various targets of a media plan: trade and consumer audiences; global, national, or regional audiences; ethnic and socioeconomic groups; or other stakeholders.

A)Methodology
B)Mechanics
C)Markets
D)Money
E)Media

Question 49

According to Cannon and Riordan's analysis, the _____ is convex and it indicates that the first exposure is the most effective, followed by diminishing returns.

A)effective reach
B)advertising response curve
C)FCB grid
D)FAB response continuum
E)effective frequency

Question 50

In terms of media planning, _____ refers to the number or percentage of the audience which receives enough exposures to truly receive the message.

A)continuity
B)exposure value
C)recency planning
D)effective reach
E)effective frequency

Question 51

According to Erwin Ephron, for fast-moving consumer products, the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy."

A)recency planning
B)advertising impression
C)effective reach
D)effective frequency
E)message value

Question 52

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

A)gross impressions
B)frequency
C)attention value
D)effective reach
E)gross rating points

Question 53

For print media, firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.

A)opportunities to see
B)gross impressions
C)readers per copy
D)rating points
E)clicks per page

Question 54

An _____ refers to a possible exposure of the advertising message to one audience member.

A)advertising response curve
B)effective frequency
C)advertising impression
D)effective reach
E)exposure value

Question 55

The advertising response curve indicates that:

A)incremental response to advertising increases with repeated exposures.
B)too much ad exposure results in message spillover.
C)incremental response to advertising actually diminishes with repeated exposures.
D)effective frequency decreases as effective reach increases.
E)continuity diminishes as effective frequency increases.

Question 56

_____ refers to the total size of the audience for a set of ads or an entire campaign.

A)Circulation value
B)Attention value
C)Frequency
D)Message weight
E)Gross impression

Question 57

An advertising impression, also referred to as _____, is a possible exposure of the advertising message to one audience member.

A)opportunity to see
B)message weight
C)gross impression
D)gross rating points
E)readers per copy

Question 58

The _____ describes how the advertiser will achieve its stated media objectives.

A)communications plan
B)media mission
C)organizational plan
D)media strategy
E)media execution

Question 59

Which of the following statements about reach is true?

A)Reach is always expressed as a percentage.
B)Reach measures the intensity of a media schedule.
C)Reach refers to the number of people who are actually exposed to and consume the advertising.
D)Reach refers to the number of people exposed to and hence have an opportunity to see the ad.
E)The only way to accumulate reach is by using the same media vehicle continuously.

Question 60

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

A)advertising impression
B)exposure value
C)continuity
D)effective reach
E)effective frequency

Question 61

Which of the following terms refers to the concept of how many people an ad "sees" rather than the other way round?

A)Opportunity to see
B)Target market
C)Audience
D)Exposure value
E)Attention value

Question 62

The _____ indicates the sales potential of a particular brand in a specific market area.

A)category development index
B)brand domain
C)effective reach
D)brand equity
E)brand development index

Question 63

As an element of the media mix, _____ includes all communications vehicles available to a marketer that includes radio, TV, newspapers, magazines, outdoor, online and direct mail, plus sales promotion, direct marketing, public relations activities and publicity, special events, brochures, and even shopping bags.

A)methodology
B)market
C)media
D)mechanics
E)money

Question 64

The _____ of a media vehicle concerns the advertising message and copy, as well as the medium.

A)motivation value
B)attention value
C)exposure value
D)advertising impression
E)effective reach

Question 65

Which of the following is an advantage of using mobile media as a media vehicle?

A)Many ad sizes available
B)Immediate response
C)Quick placement, local targeting
D)Audience interest
E)High quality graphics/reproduction According to Ad Lab 9-B, the advantages of using mobile media as a media vehicle are:
(a) immediate response
(b) interactive
(c) personal

Question 66

An important influence on the _____ element of the mix is how well a medium works with the style or mood of the particular message.

A)mechanics
B)media
C)methodology
D)money
E)markets

Question 67

A(n) _____ media plan may cover several adjoining metropolitan areas, an entire state or province, or several neighboring states and may typically employ a combination of local media, spot TV and radio, and the Internet.

A)regional
B)national
C)local
D)international
E)global

Question 68

Which of the following is an advantage of using newspapers as a media vehicle?

A)Combines sight, sound, and music
B)Immediate response
C)Interactive
D)High quality graphics/reproduction
E)Many ad sizes available According to Ad Lab 9-B, the advantages of using newspapers as a media vehicle are:
(a) many ad sizes available
(b) quick placement, local targeting

Question 69

The category development index is:

A)published annually by the Federal Trade Commission.
B)another way to express the advertising response curve.
C)an indication of the sales potential of a particular brand in a specific target market.
D)based on sales potential of the entire product range in a specific target market.
E)an indication of the economic forecast for a specific product category.

Question 70

The _____ of a media vehicle refers to the price of exposing the message to the target audience rather than to the total circulation.

A)share of voice
B)percentage of sales
C)cost efficiency
D)exposure value
E)attention value

Question 71

A reason for using the _____ approach, which refers to a combination of media, is to reach people who are unavailable through only one medium.

A)media planning
B)media research
C)mixed-media
D)media-buying
E)mass media

Question 72

For a product, which of the following is true when its brand development index is low and its category development index is high?

A)The product has a low market share and needs to be monitored for declining sales.
B)The product has a low market share and poor market potential.
C)The product has a high market share but needs to be monitored for declining sales.
D)The product has a low market share but good market potential.
E)The product has a high market share and good market potential.

Question 73

The term _____ refers to local media that many consumers in a neighboring country inadvertently receive.

A)advertising impression
B)opportunity to see
C)spillover media
D)exposure value
E)gross impression

Question 74

Which of the following is an advantage of using the radio as a media vehicle?

A)Combines sight, sound, and music
B)Highly personal
C)Ability to change message quickly
D)High quality graphics/reproduction
E)Many ad sizes available According to Ad Lab 9-B, the advantages of using the radio as a media vehicle are:
(a) intimacy
(b) loyal following
(c) ability to change message quickly

Question 75

Which of the following statements about a medium's audience is true?

A)It is unethical for media vehicles to try to attract advertisers by using audience demographics.
B)Data on the size of media audiences are almost nonexistent.
C)

Question 76

The particular characteristics of different media, over which the media planner has no control, affect the _____ element of the media mix.

A)mechanics
B)media
C)methodology
D)money
E)markets

Question 77

A(n) _____ is the total number of people or households exposed to a medium.

A)opportunity to see
B)target market
C)audience
D)exposure value
E)attention value

Question 78

In a _____ media schedule, advertising runs steadily and varies little over the campaign period.

A)continuous
B)bursting
C)flighting
D)roadblocking
E)blinking

Question 79

In terms of the scope of the media plan, if a store serves only one town, or if a city has been chosen to test market a new product, then the advertiser will use a _____ plan.

A)regional
B)national
C)local
D)international
E)global

Question 80

Advertisers who want to reach several regions or an entire country use a _____ media plan and this may call for network TV and radio, newspapers, and the Internet.

A)regional
B)national
C)local
D)international
E)global