Deck 10: Media Planning and Budgeting for IMC

Question 1

Media planning is not an easy task.Each of the following explains one of the difficulties inherent in the process EXCEPT:

A) insufficient information on audience figures
B) inconsistent terminology
C) difficulty in measuring the effectiveness of a medium
D) indifference of creative directors to the type of media chosen

Answer 1

D

Question 2

Which of the following is NOT a factor affecting the choice of media used?

A) Insufficient information on audience figures
B) The characteristics of the product or service
C) The behavioural objectives
D) The size of the budget

Answer 2

A

Question 3

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

Answer 3

A

Question 4

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

A) Media objectives
B) Frequency estimates
C) Marketing strategies
D) Determination of media coverage

Question 5

Which of the following is a strength of television as a media choice?

A) Target audience selectivity
B) Creativity for cognitive responses
C) Audience involvement
D) Amount of processing time

Question 6

Category need,brand awareness,brand attitude and brand trial are all examples of:

A) media strategies
B) media objectives
C) communication strategies
D) creative execution

Question 7

If the advertiser selects media to allow immediate purchase of the brand,the media objective is most likely:

A) category need
B) brand attitude
C) media optimization
D) brand trial

Question 8

_____ 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) Exposure

Question 9

The wide variety of media available to advertisers is called:

A) multi-media
B) the media mix
C) the media profile
D) the media strategy

Question 10

According to Media Digest's research on Canadian media expenditures,the media type which earns the highest revenues is:

A) Internet
B) magazines
C) television
D) daily newspapers

Question 11

_____ 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

Question 12

The media plan:

A) includes product development
B) requires the development of specific media objectives
C) has five formalized stages that cannot be omitted from the process
D) includes sales and marketing forecasts and potentials

Question 13

Each of the following is a media characteristic which may affect the achievement of specific communication objectives EXCEPT:

A) target audience selectivity
B) geographic coverage
C) audience involvement
D) audience reach

Question 14

Each of the following is a media-usage characteristic which may affect the achievement of specific communication objectives EXCEPT:

A) cost efficiency
B) control for selective exposure
C) amount of processing time
D) creativity for emotional responses

Question 15

The Globe & Mail,Maclean's,and The National Post are all examples of:

A) media strategies
B) distribution channels
C) media vehicles
D) communications decoders

Question 16

Which of the following is a limitation of television as a media choice?

A) Scheduling flexibility
B) Frequency
C) Cost efficiency
D) Selective exposure

Question 17

The _____ is the specific carrier within a media class.

A) media vehicle
B) medium
C) television message
D) media type

Question 18

Which of the following is a strength of radio as a media choice?

A) Absolute cost
B) Amount of processing time
C) Clutter
D) Selective exposure

Question 19

Which of the following is NOT true about media planning?

A) The media strategy being used may be the driving force behind the creative strategy
B) The creative strategy being used may be the driving force behind the media strategy
C) The characteristics of the product or service may dictate which media type would be most appropriate
D) The choice of medium generally does not influence the consumer decision-making process

Question 20

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

A) Frequency
B) Reach
C) Exposure
D) Coverage

Question 21

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 22

Which of the following is a strength of transit as a media choice?

A) Target audience selectivity
B) Creativity for cognitive responses
C) Scheduling flexibility
D) Target audience coverage

Question 23

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

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

Question 24

Which of the following is a strength of newspapers as a media choice?

A) Target audience selectivity
B) Creativity for cognitive responses
C) Lack of clutter
D) Creativity for emotional responses

Question 25

Which of the following is a limitation of transit as a media choice?

A) Cost efficiency
B) Clutter
C) Absolute cost
D) Amount of processing time

Question 26

In 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

Question 27

Which of the following is a strength of magazines as a media choice?

A) Frequency
B) Reach
C) Audience involvement
D) Lack of processing time

Question 28

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 29

Which of the following is a limitation of outdoor as a media choice?

A) Geographic coverage
B) Cost efficiency
C) Media image
D) Frequency

Question 30

The situation in which media coverage exceeds the targeted audience is called:

A) audience fragmentation
B) underexposure
C) waste coverage
D) excess media expenditure

Question 31

In 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

Question 32

Which of the following is a limitation of newspapers as a media choice?

A) Selective exposure
B) Target audience selectivity
C) Absolute cost
D) Amount of processing time

Question 33

Which of the following is a limitation of radio as a media choice?

A) Target audience selectivity
B) Audience attention
C) Media image
D) Geographic coverage

Question 34

My product is leather wallets,which are purchased at any time of the year,but more often at Christmas and on 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) Continuous
B) Share
C) Flighting
D) Pulsing

Question 35

Which of the following is a strength of outdoor as a media choice?

A) Target audience coverage
B) Reach
C) Audience involvement
D) Amount of processing time

Question 36

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

A) Weighted ratings
B) Continuous
C) Flighting
D) Pulsing

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

Question 38

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

A) it best supports a flighting media schedule
B) the media employed are likely to be the most effective means of message delivery available
C) it allows for more specific targeting
D) repetition is the most effective method for pioneering advertising

Question 39

Which of the following is a limitation of magazines as a media choice?

A) Target audience selectivity
B) Cost efficiency
C) Creativity for cognitive responses
D) Selective exposure

Question 40

Under what conditions are advertisers more likely to achieve full audience coverage with their media buy?

A) When they are targeting a small number of customers or potential customers
B) When the audience is fragmented
C) In a high-involvement purchase situation
D) When media coverage reaches people who are not potential buyers or current users

Question 41

Which scheduling method would be inappropriate for the product named?

A) Spring-blooming bulbs-continuous
B) Soft drinks-pulsing
C) Snow blower-flighting
D) Accounting services-flighting

Question 42

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

A) Flighting
B) Continuity
C) Pulsing
D) Oscillating

Question 43

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

A) Continuous
B) Share growth
C) Flighting
D) Pulsing

Question 44

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

Question 45

New brands need a very high level of ______,since the objective is to make all potential buyers aware of the brand.

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

Question 46

Unduplicated reach is:

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

Question 47

The _____ the brand share,the _____ the frequency level required.

A) lower; higher
B) higher; lower
C) lower; lower
D) higher; higher

Question 48

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

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

Question 49

Chrysler would probably wish to pursue a _____ scheduling strategy,while Rossignol Skis would use a _____ schedule.

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

Question 50

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

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

Question 51

It is generally felt that consumers should get exposure to the message as close as possible to when they are going to make the purchase.On the basis of this idea,which would be the most effective scheduling method?

A) Pulsing
B) Continuous
C) Behavioural
D) Flighting

Question 52

Which of the following is NOT an advantage inherent in the flighting method of schedule advertising?

A) Cost efficiency
B) Extra strength during "on" periods
C) Continuous target coverage
D) Ability to include more than one advertising vehicle

Question 53

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

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

Question 54

Which of the following media strategies is suitable for a lesser-known product with a target audience concentrated in a small area in Canada?

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

Question 55

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

A) Swimming pool chemicals
B) Tickets to a hockey game
C) Laundry detergent
D) Wood burning stoves

Question 56

To calculate gross ratings points (GRPs),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

Question 57

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) sacrifice reach for continuity

Question 58

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 reach

Question 59

Given that a message is complex as far as comprehension is concerned,the strategy should be to maximize ______ at the expense of ______.

A) Frequency; CPM
B) Reach; frequency
C) Reach; GRPs
D) Frequency; reach

Question 60

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

A) continuous
B) pulsing
C) flighting
D) oscillating

Question 61

The major problem with the use of cost per thousand figures is:

A) determining pass-along rates
B) determining time spent reading the magazine
C) calculating cost estimates efficiently
D) determining an efficient way to estimate the effects of sweep periods

Question 62

____ is a summary measure that combines reach and frequency.

A) The Brand Development Index (BDI)
B) The Category Development Index (CDI)
C) Gross ratings points (GRPs)
D) Target ratings points (TRPs)

Question 63

To evaluate the ______ cost of print media,______ is used.

A) absolute; CPM
B) relative; CPM
C) absolute; CPRP
D) relative; CPRP

Question 64

If the circulation of the National Post is 400,000 readers,and the advertising cost per page is $50,000,the CPM is:

A) $0.125
B) $125
C) $8
D) $0.008

Question 65

The S-shaped response function implies that:

A) initial advertising expenditures will have little impact on sales
B) sales effects will follow the microeconomic law of diminishing returns
C) sales will immediately decrease then increase
D) sales will immediately increase then decrease

Question 66

The S-shaped response curve suggests that:

A) advertising effectiveness will not be related to spending
B) very low spending levels will not work
C) advertising effectiveness will vary according to spending levels
D) sales and spending on advertising are not directly related

Question 67

No one knows the exact number of ______ necessary for an ad to make an impact,although advertisers have settled on ______ as the minimum.

A) frequency; one
B) reach; two
C) GRPs; ten
D) exposures; three

Question 68

The estimated number of people who read the magazine without buying it is called:

A) overexposure
B) absolute cost
C) pass-along rate
D) unduplicated reach

Question 69

When executives determine the budget amounts to be allocated for each department's advertising expenditures,a _____ approach is being used.

A) bottom-up
B) marginal contribution
C) top-down
D) contribution forecast

Question 70

CPM is an expression of ______ for various media vehicles.

A) relative cost
B) absolute cost
C) compared reach
D) mode

Question 71

A marketing firm decides to purchase media time in an attempt to sell its new product.After purchasing approximately $1 million of time,it has noticed no impact on the sales of the product.However,at $3 million,a substantial increase is shown.This might best be explained by:

A) arbitrary allocation
B) the objective and task method
C) competitive parity
D) an S-shaped response

Question 72

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

Question 73

As a result of ___,large advertisers can maintain advertising shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly.

A) economies of scale
B) differential advertising advantages
C) competitive parity
D) a concave-downward response
E) multiple advertising channels

Question 74

The _____ function is based on the microeconomics law of diminishing returns.

A) concave-upward
B) S-shaped demand
C) concave-downward
D) marginal utility

Question 75

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

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

Question 76

The media planning process concludes with the ___,which summarizes many of the media strategy and media tactics decisions.

A) marketing plan
B) blocking chart
C) advertising plan
D) CPM

Question 77

The two models that are commonly used to explain the relationship between advertising and sales are the:

A) concave-downward function and the S-shaped response function
B) S-shaped response function and the concave-upward function
C) marginal utility function and the S-shaped demand function
D) S-shaped demand function and the convex-downward function

Question 78

In the marginal analysis approach to media budgeting,all of the following should be considered EXCEPT:

A) sales
B) fixed costs of advertising
C) advertising expenditures and other variable costs
D) gross margin net worth

Question 79

Cost per thousand is a measure of the ______ of a particular media vehicle.

A) reach
B) absolute cost
C) relative cost effectiveness
D) frequency

Question 80

According to the S-shaped response curve,:

A) the effects of advertising quickly begin to diminish
B) the carryover effect is especially true for low-priced, frequently purchased consumer products
C) initial outlays of the advertising budget have little impact on sales
D) sales are not directly related to the size of the advertising budget