Deck 12: Media Planning Essentials

Question 1

Madison & Vine is a term defining today's blending of entertainment media and advertising, but referring to a concept that has actually been around since the 1920s.

Answer 1

True

Question 2

A pulsing media-scheduling strategy is used when a client needs to run regular advertising over a significant period of time, with some increments carrying a much heavier schedule.

Answer 2

True

Question 3

A media vehicle is a particular option for placement within a media class.

Answer 3

True

Question 4

The term message impressions refers to exposures to the ads themselves.

Question 5

A common problem in media planning-but one that gets little attention in textbooks and in the real world-is GIGO, otherwise known as the problem of poor scheduling.

Question 6

The forgetting function, based on recent psychological research and cutting-edge technology, disputes past ideas about standard functions of memory and explains the random and unique nature of each individual's memory.

Question 7

BBC, Al Jazeera and CNN are no longer considered global media.

Question 8

Perhaps the single biggest change in the media world is the high cost for consumers who purchase or use today's media.

Question 9

The unique thing about Really Simple Syndication, or RSS, is that this type of channel or feed from blogs, podcasts, and other Internet content not only acts as interactive media, but does so based on the consumer's choice rather than the advertiser's.

Question 10

A retailer selling artificial Christmas trees runs its spots the first week of October, the first week of November, and Thanksgiving week.This retailer is using a between-vehicle media strategy.

Question 11

The expansion of media placement beyond certain regions or national borders, and into diverse cultures and global markets, is called geo-targeting.

Question 12

The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as frequency.

Question 13

CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium, often used for widespread promotions in television and magazine advertising.

Question 14

Significant research has determined, to the relief of advertisers, that if consumers spend more time with interactive media, they do not necessarily spend less time watching TV or reading newspapers.

Question 15

To compare the relative efficiency of two media options within the same media class, or between two media classes, CPM is often used.

Question 16

If between-vehicle duplication and within-vehicle duplication are added to gross impressions, the total is the measure known as reach.

Question 17

Today's expanding matrix of media options requires attention to detail, creativity, and strategic thinking if the result is to be a media plan that effectively specifies how the message will reach the target audience.

Question 18

Internet media, cross-promotions, product placements, buzz and viral marketing, and movies as feature-length commercials are all forms of new media.

Question 19

Back in the old days of advertising, agencies made their money by keeping the 5 percent discount at which they purchased media, after charging clients full price.

Question 20

The measurement of how many times a person or household had an opportunity to see an advertisement, not how many times a person or someone in the household actually saw it, is called reach.

Question 21

A retailer decides to use newspaper ads to support the marketing effort behind its selection of men's and women's swimwear.In the media planning process, newspaper is referred to as a(n)

A)interactive media.
B)media class.
C)media vehicle.
D)media objective.

Question 22

A young media planner has been hired by your agency, and you are asked to review with him the current state of affairs in the industry and the way these issues affect your clients.You can name a number of major changes in recent years that continue to challenge today's media planners, but which of the following issues would not be on your list?

A)globalization and multicultural media
B)consumer power and more media
C)higher compensation and narrower choices
D)hyperclutter and free content

Question 23

The blend of different media that will be used to effectively reach the target audience is referred to as

A)media mix.
B)media objective.
C)route weight.
D)media reach.

Question 24

The ____ specifies the media in which advertising messages will be placed to reach the desired target audience.

A)media class
B)media plan
C)media vehicle
D)media mix

Question 25

Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.

Question 26

A media planner is working with a yogurt manufacturer in the placement of print ads highlighting new flavors and healthful benefits.Within the media ____ of magazines, she decides on the media ____ of Rolling Stone, Yoga Journal, and In Touch.

A)plan; frequencies
B)class; vehicles
C)mix; earned media
D)vehicle; classes

Question 27

Today, as more firms launch innovative new combinations of IBP and branded entertainment, media planners will be greatly impacted.For example, they will have to

A)live with a less critical and interesting role in the future.
B)accept that television is no longer a viable avenue for advertising.
C)learn how to deal with media that are much less targeted.
D)regularly factor in both measured and unmeasured media.

Question 28

Despite the new types of advertising that have emerged, traditional forms of advertising are not dead.

Question 29

Computerization and modeling allow for the assessment of a wide range of possibilities before making costly media decisions, but they will never be a substitute for solid planning and judgment.

Question 30

Media planning has traditionally been a job of numbers, schedules, deadlines, and

A)great amounts of creativity.
B)a sense of celebrity and glamour.
C)relatively low salaries.
D)status as a highly valued position.

Question 31

Many news outlets are willing to run news "stories" supplied by advertisers about their brands, which qualify as

A)earned media.
B)mixed media.
C)paid media.
D)measured media.

Question 32

With the advent of Internet access, the explosion of websites, and the massive amount of information now available, media planners no longer have to rely on commercial databases, sophisticated software, or computer models to assist with media-planning efforts.

Question 33

A Los Angeles ad agency goes public, and before long it is being pressured to show more profit.What are the two quickest routes to the short-term profits demanded by shareholders of publicly traded ad agencies?

A)cutting production expenses, and downsizing executive personnel
B)firing staff, and making money from fees and media buys
C)soliciting funds from investors, and handling more costly ad productions
D)increasing creativity to win industry awards, and charging higher rates

Question 34

Until recently, what was the traditional amount of commission paid to advertising agencies by the media purchased?

A)5 percent
B)10 percent
C)15 percent
D)25 percent

Question 35

E-commerce has revolutionized the way consumers shop, offering massive amounts of product details and pricing structures that have led to an increase in two widespread movements that have greatly affected both advertisers and ad agencies.What are they?

A)earned media and unmeasured media
B)deal-proneness and price/cost transparency
C)globalization and multicultural media
D)net promoter score and brand-chat volume

Question 36

In the midst of an evolutionary explosion of media options and promotional techniques, which of the following statements does the text indicate is true?

A)Ad agencies are much less specialized.
B)The Web is now the number one advertising tool.
C)Advertising is alive.
D)Television advertising is dying.

Question 37

What is probably the most obvious media objective?

A)to keep client costs down
B)to reach the target audience
C)to support the creative work
D)to integrate new media

Question 38

The acronym BRIC stands for the massive emerging consumer markets of

A)Brazil, Russia, Indonesia, and Colombia.
B)Britain, Republic of Korea, India, and China.
C)Brazil, Russia, India, and China.
D)Burma, Republic of Philippines, Iraq, and Canada.

Question 39

Before he can make final decisions on where to place ads and how to display promotions for a new bottled water, a media planner has to decide which broad categories to use-television, radio, magazines, newspapers, Internet sites, etc.When he zeroes in on using both television and the Internet he has chosen his

A)unmeasured media.
B)media classes.
C)supplemental media.
D)media vehicles.

Question 40

An old, but still very appropriate rule in computer data management is the acronym GIGO-standing for "garbage in, garbage out."

Question 41

A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then another two-week period of heavy advertising.What kind of media-scheduling strategy is this?

A)upfront
B)flighting
C)continuity
D)pulsing

Question 42

In the world of advertising and promotion, what does the "M" in the acronym CPM represent?

A)the "media" in media planning
B)the Roman numeral for one million
C)the "market" in target market
D)the Roman numeral for one thousand

Question 43

Media research services that compile data on demographics and brand purchase characteristics of consumers, as well as media exposure are called

A)market research bureaus.
B)media-buying services.
C)agencies of record.
D)single-source tracking services.

Question 44

A children's apparel manufacturer promotes its clothes on a regular basis, but needs a stronger message in August for back-to-school shopping, in December for holiday shopping, and in May for summer shopping.What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling?

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

Question 45

The message weight of a media plan is used as a simple measure of the

A)density or penetration of words as they appear in print, radio, or television copy.
B)gross number of advertising messages delivered by the vehicles in a schedule.
C)demographics of buyers or users of particular media vehicles.
D)gross number of potential buyers within a media class.

Question 46

Your agency is pressed for time, and you are suddenly called into a meeting to make a media recommendation.The account exec and the client are sure you can figure out how to reach their narrowly defined target audience.You are given electronic files and stacks of paperwork provided by Nielsen, Simmons, and MRI and are asked for an answer ASAP, based solely on these data.Your problem, seen industry wide, is that these research services

A)do not measure elements that influence consumer behavior.
B)cannot provide a measurement system for assessing television audiences.
C)have no way to generate data on very narrow audience characteristics and related media preferences.
D)can provide information on age and gender but not on geographic breakdowns.

Question 47

Like CPM, the CPRP calculation

A)formulates per-person linkages for commercials.
B)compares the relative efficiency between media options.
C)totals a view of linked media.
D)provides a directory of rating suppliers.

Question 48

The forgetting function is based on a well-known concept and compelling research showing that things that are remembered, including ad messages,

A)can be remembered almost indefinitely.
B)are forgotten almost immediately and removed from short-term memory.
C)begin to fade from people's memories at certain mathematically calculated points.
D)are retained only if the individual wants to remember them.

Question 49

A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser.The planner decides to multiply the reach times frequency of each plan to promote the orange juice, in order to compare

A)CPRPs.
B)BRICITs.
C)CPMs.
D)GRPs.

Question 50

A manufacturer of high-end hiking boots, rugged walking sandals, and specialized athletic shoes has hired your agency to run a print campaign.You tell him that a full-page, black-and-white ad in Hiking and Biking magazine will cost him $1,650 to run once.You also remind him that the circulation of the magazine is 42,000.To give this client the cost per thousand for this media buy, which formula would you use?

A)Take 42,000 divided by 1,650 times 1,000.
B)Take 1,650 multiplied by 1,000 divided by 42,000.
C)Take 1,650 times 42,000 divided by 1,000.
D)Take 42,000 divided by 1,000 plus 1,650.

Question 51

A media buyer places an ad for a California champagne in four magazines.The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each.The buyer now can inform the client at the California winery of the ____ expected for the ad, that is, 4,750,000 exposures.

A)continuous schedules
B)geo-targets
C)vehicle duplications
D)gross impressions

Question 52

You are working on a new media plan.You remind yourself that the true power of a media plan rests on the ____, that is, knowing what you are trying to do with your media, and matching those objectives with your ultimate choices.

A)share of voice
B)context effect
C)media continuity
D)media strategy

Question 53

A media planner is making placement decisions for a new line of wildly colored lipsticks, neon eye shadows, and glittered nail polishes.She focuses on certain regions of the country as well as certain urban areas where young women are known to favor these types of products.In this way, her media buys will be

A)geo-targeted.
B)based on mixed media.
C)below-the-line promotions.
D)above-the-line promotions.

Question 54

You are a media planner for a growing ad agency.The marketing manager for a peanut butter manufacturer wants more information on ad placement costs and the state of the national market before she commits.You begin by calculating share of voice, which allows you to compare the

A)client's potential expenditures with the entire industry's expenditures.
B)gross rating points of your media plan with that of the competition.
C)reach of several media vehicles that you are considering.
D)cost of placing an ad in one media class to that of another.

Question 55

The ____ refer to the sum of the exposures to the entire media placement in a media plan.

A)gross impressions
B)vehicle weights
C)between-vehicles duplications
D)within-vehicles duplications

Question 56

What concept refers to the measure of intensity of one media plan versus another, which takes into consideration both reach and frequency?

A)unmeasured media
B)gross rating points
C)share of voice
D)cost per thousand

Question 57

An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in his target audience that will be exposed to the chosen media vehicle-in this case, the city newspaper-at least one time during the campaign period.The client has just been given a measure based on

A)reach.
B)frequency.
C)gross rating points.
D)measured media.

Question 58

A media planner contacts both Simmons Market Research Bureau (SMRB) and Mediamark Research (MRI) to supply data that will assist her in placing ads for a new women's fragrance.What information will SMRB and MRI most likely furnish?

A)demographic information correlated with product usage data
B)reach and frequency rates for competing products
C)fees and scheduling information for media vehicles
D)details on consumer behavior, media correlates, and lifestyle issues

Question 59

The husband-and-wife owners of a St.Louis hot dog production plant have recently expanded their operations and now sell hot dogs to grocery chains nationwide.They want to evaluate the share of voice commanded by their firm.To do that, they must first know the

A)total advertising expenditures within the hot dog category.
B)reach and frequency of their media schedule for hot dog ads.
C)GRPs of their competition within the hot dog category.
D)national sales figures for the entire hot dog industry.

Question 60

You are looking at figures and trying to understand overall media weight for your client's shaving cream ads.You remind yourself that some people who watched TV program A also saw TV program B and also read magazine 1.This is called

A)between-vehicle duplication.
B)above-the-line promotion.
C)within-vehicle duplication.
D)below-the-line promotion.

Question 61

Scenario 12-1
Appleberry Farm Organic Jam has remained No.1 one in the jam and jelly food category for several years.Although still a distant No.2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry.Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.Approximate 2010 Jam and Jelly category advertising spending, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000
total for product category $ 81,732,000
(Scenario 12-1) Though at first it seems unbelievable for this product category, Blackberry's new cutting-edge ad agency has come up with a series of sexy ads with suggestive copy -- humorous, tongue-in-cheek, but a little racy -- to run in several men's adult content magazines.Blackberry's CEO likes the ads but is having second thoughts.She's afraid this might create a negative impression of the brand among women who are offended by their favorite wholesome, homespun product appearing in "girly" magazines.The CEO is concerned about

A)gross impression.
B)forgetting function.
C)message weight.
D)context effect.

Question 62

Murray & Murray is considered the agency of record for all the brewing products of a Wisconsin beer manufacturer.This means that Murray & Murray has been chosen by the client to

A)create all media plans and contract out all other services.
B)handle all creative services and production issues.
C)negotiate all contracts and purchase all time and space.
D)act as an independent contractor to sell media options.

Question 63

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) A media planner working for a high-end clothing retailer looks at its figures and discovers that a vast majority of its sales are in large cities.So she decides to buy space in American Life editions that reach the top 10 metropolitan markets.This media strategy is referred to as

A)geo-targeting.
B)flighting.
C)pulsing.
D)multi-way communicating.

Question 64

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000.The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.The media classes selected are local television, magazine, and newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show.The show has a rating of 30.Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) To arrive at this schedule, Champion Chocolate has to deal with the concept of effective frequency.This refers to the number of times

A)the ad will need to run for a continuous schedule within a given campaign period.
B)the ad should be placed so the target market will be exposed to the message at least once.
C)the city media vehicle must carry the ad message to break through the advertising clutter.
D)the target audience must be exposed to the ad message before the objectives of the advertiser are met.

Question 65

Scenario 12-4
You scan the ads for Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at established advertising agency.Must have general knowledge of media and be aware of current and future challenges facing media buyers.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and the reply sets you up for an interview next week.
(Scenario 12-4) The interviewer welcomes you and allows for initial introductions, then starts the interview."I'd like to begin by getting your opinion on something.What do you think is the most important challenge facing media planners today?" You realize you can come up with a number of valid replies, but which answer should you not give?

A)"Keeping up with all the new media options, including branded entertainment."
B)"Making solid media decisions based on research data that is all too often insufficient is sometimes inaccurate."
C)"Accepting the fact that advertising on the Internet will soon replace advertising in traditional classes."
D)"Understanding the cultural issues involved in global and multicultural ads."

Question 66

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) The brothers who own the oak furniture company also want to understand more about consumer exposure to the ad.Which element should the media planner share with them-one that identifies the number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time?

A)reach
B)media
C)production
D)frequency

Question 67

Which of the following is projected in the text concerning the future of traditional advertising?

A)It will not only compete with but will dominate branded entertainment and nontraditional media.
B)It will not have to change its view of promotion and advertising as much as was once thought.
C)It will continue to deliver to truly mass audiences.
D)It will quickly lose its ability to build brands

Question 68

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs.In other words, an advertiser might select American Life because it delivers the largest target audiences at the lowest cost.What is the term to describe this?

A)cost per rating point
B)price/cost transparency
C)cost per thousand
D)net promoter score

Question 69

Scenario 12-1
Appleberry Farm Organic Jam has remained No.1 one in the jam and jelly food category for several years.Although still a distant No.2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry.Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.Approximate 2010 Jam and Jelly category advertising spending, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000
total for product category $ 81,732,000
(Scenario 12-1) The Blackberry CEO needs to know her company's share of voice.What is Blackberry Valley's share of voice, based on the figures provided?

A)4 percent
B)19 percent
C)26 percent
D)41 percent

Question 70

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) An oak furniture manufacturer is considering buying an ad in American Life.The brothers who own the firm want to know more about the number of people who will see the ad, beyond just circulation figures.Their media planner talks about the average number of times an individual or household within a target audience will be exposed to the ad in American Life in a given period of time, a concept called

A)placement.
B)frequency.
C)reach.
D)continuity.

Question 71

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
(Scenario 12-2) Based on the figures provided, what is the CPM of a single-page, full-color advertisement in American Life's national edition?

A)$ 10.99
B)$ 31.19
C)$ 32.06
D)$ 90.98

Question 72

An established electronics business has reinvented itself and come up with some novel new products.The owners want to go beyond the same old ads and commercials to promote these innovations.As a well-informed media planner, you suggest a merger of advertising and entertainment, including promotions in video games, on cell phones, in malls and retail stores, and at movie theaters.This mix is known in the industry as

A)Madison & Vine.
B)Really Simple Syndication.
C)Integrated Brand Promotion.
D)Unique Selling Proposition.

Question 73

Scenario 12-1
Appleberry Farm Organic Jam has remained No.1 one in the jam and jelly food category for several years.Although still a distant No.2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry.Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.Approximate 2010 Jam and Jelly category advertising spending, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000
total for product category $ 81,732,000
(Scenario 12-1) The CEO also wants to compare her firm's share of voice with that of her main competitor.What is the share of voice for Appleberry Farm, based on the figures provided?

A)3 percent
B)6 percent
C)41 percent
D)48 percent

Question 74

Overall, computer media-planning models

A)have taken the place of solid planning and sound judgment.
B)now provide standardized reports that are comparable across media categories.
C)lean toward high-end media options that result in costly media buys.
D)assess a wide range of possibilities and save advertisers a lot of money.

Question 75

Scenario 12-1
Appleberry Farm Organic Jam has remained No.1 one in the jam and jelly food category for several years.Although still a distant No.2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry.Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.Approximate 2010 Jam and Jelly category advertising spending, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000
total for product category $ 81,732,000
(Scenario 12-1) A new line of Blackberry Valley jams is being launched soon.Its agency's media planner calls two companies-Mediamark Research and Information Resources' BehaviorScan-and orders data before placing ads for the new products.Surpassing the capabilities of Mediamark and most other consumer research firms, BehaviorScan will be able to furnish additional information on consumer data such as

A)demographics correlated with product usage data.
B)brand preferences, desired benefits, purchasing habits, and media exposure.
C)age, gender, race/ethnicity, and education level.
D)geographic scope, effective reach, and effective frequency.

Question 76

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000.The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.The media classes selected are local television, magazine, and newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show.The show has a rating of 30.Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) Considering the holidays that Champion Chocolate wants to particularly target, it will be advertising based on a ____ media schedule.

A)net promoting
B)continuity
C)pulsing
D)flighting

Question 77

Scenario 12-1
Appleberry Farm Organic Jam has remained No.1 one in the jam and jelly food category for several years.Although still a distant No.2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry.Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.Approximate 2010 Jam and Jelly category advertising spending, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000
total for product category $ 81,732,000
(Scenario 12-1) Although Blackberry Valley is gaining share on Appleberry Farm, it still must continue to answer the same fundamental question concerning its media decisions.What is that question?

A)What is the least expensive way to reach the greatest number of people?
B)Can new media be integrated into the IBP?
C)What media vehicles best support the needs of the creative execution?
D)How can media be used to reach the target market effectively and efficiently?

Question 78

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000.The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.The media classes selected are local television, magazine, and newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show.The show has a rating of 30.Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) What is the GRP of the media plan for Champion Chocolate?

A)740
B)576
C)461
D)106

Question 79

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000.The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.The media classes selected are local television, magazine, and newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show.The show has a rating of 30.Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) To figure the accurate reach of this media plan over a year, a media planner begins with gross impressions, and needs to

A)subtract both between-vehicle and within-vehicle duplication.
B)multiply this figure by percent of household reached.
C)add the gross rating points.
D)divide this figure by the number of people in the target market.

Question 80

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000.The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.The media classes selected are local television, magazine, and newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show.The show has a rating of 30.Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
(Scenario 12-3) As part of its media planning process, Champion Chocolate is searching for data on the city's adult consumers regarding such issues as purchase frequency, brand loyalty, and media exposure, as well as standard demographics.This type of detailed information on consumer behavior can only be obtained from a(n)

A)single-source tracking service.
B)media-planning model.
C)agency of record.
D)media-buying service.