Question 1

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.

Accepted Answer

A) True 
 B)False

Question 2

The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks.

Accepted Answer

A) True 
 B)False

Question 3

Scenario 12-6
Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment.This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix.Included below are several short excerpts from the booklet.Please complete the missing part of each excerpt, based on your study of the chapter.
-(Scenario 12­6) "Which media delivers the largest audiences at the lowest cost? This is determined by calculating the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000.This is known as:

Accepted Answer

A) share of voice per thousand." 
B) net promoter score." 
C) net volume." 
D) cost per thousand." 
A) share of voice per thousand." 
B) net promoter score." 
C) net volume." 
D) cost per thousand."

Question 4

Which of the following is true of single-source tracking services?

Accepted Answer

A) They offer information solely on demographics. 
B) They refer to collecting information primarily from social networking sites and search engines. 
C) One of its drawbacks is that they ignore data related to purchase size and purchase frequency. 
D) They offer information on brands, purchase size, prices paid, and media exposure. 
A) They offer information solely on demographics. 
B) They refer to collecting information primarily from social networking sites and search engines. 
C) One of its drawbacks is that they ignore data related to purchase size and purchase frequency. 
D) They offer information on brands, purchase size, prices paid, and media exposure.

Question 5

What is a media strategy and why is it needed to prepare a media plan? Why is media planning essential before media buying? What are the different components of a media plan?

Accepted Answer

A media strategy determines what you wan

Question 6

Individual syndicated services typically analyze media categories that they do not measure.

Accepted Answer

A) True 
 B)False

Question 7

Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets.

Accepted Answer

A) True 
 B)False

Question 8

CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium.

Accepted Answer

A) True 
 B)False

Question 9

Scenario 12-6
Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment.This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix.Included below are several short excerpts from the booklet.Please complete the missing part of each excerpt, based on your study of the chapter.
-(Scenario 12-6) "The metric known as a given period."

Accepted Answer

A) cost per thousand 
B) share of voice 
C) net volume d. gross impressions
Measures how much conversation about a brand occurs on the Web in 
A) cost per thousand 
B) share of voice 
C) net volume d. gross impressions
Measures how much conversation about a brand occurs on the Web in

Question 10

Media planners need to identify media that cover the same region or location as the advertiser's distribution system. This is an example of , a critical element in setting advertising objectives.

Accepted Answer

A) frequency 
B) geographic scope 
C) micro-targeting 
D) purchase size 
A) frequency 
B) geographic scope 
C) micro-targeting 
D) purchase size

Question 11

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

Accepted Answer

A) media mix. 
B) media objective. 
C) big data. 
D) media vehicle. 
A) media mix. 
B) media objective. 
C) big data. 
D) media vehicle.

Question 12

Overall, computer modeling:

Accepted Answer

A) helps replace planning and sound judgment made by media specialists. 
B) 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. 
A) helps replace planning and sound judgment made by media specialists. 
B) 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 13

In the world of advertising and promotion, CPM is a common measure of media efficiency.What does the "M" in CPM stand for?

Accepted Answer

A) Media plan 
B) Media class 
C) The share of voice 
D) The Roman numeral for 1,000 
A) Media plan 
B) Media class 
C) The share of voice 
D) The Roman numeral for 1,000

Question 14

A media vehicle refers to a broader category of media than a media class.

Accepted Answer

A) True 
 B)False

Question 15

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.They decide to use local television, magazine, and newspapers to advertise the products.
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 information about its target market that cover details such as their purchase frequency, brand loyalty, and media exposure.This type of detailed information on consumer behavior can only be obtained from a(n):

Accepted Answer

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

Question 16

If an advertisement placed on the hit network television program American Idol is watched at least once by 10 percent of the advertiser's target audience, then the is said to be 10 percent.

Accepted Answer

A) reach 
B) frequency 
C) scope 
D) class 
A) reach 
B) frequency 
C) scope 
D) class

Question 17

Which of the following measures media weight based on both reach and frequency?

Accepted Answer

A) Media mix 
B) Gross rating points 
C) Share of voice 
D) Cost per thousand 
A) Media mix 
B) Gross rating points 
C) Share of voice 
D) Cost per thousand

Question 18

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.They decide to use local television, magazine, and newspapers to advertise the products.
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) Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays.Thus, its advertising schedule is reflective of a strategy.

Accepted Answer

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

Question 19

In social media, the brand-consumer relationship is characterized by two nodes-marketer to consumer.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) assess the impact of the different ads of the company. 
B) handle all creative services and production issues. 
C) negotiate contracts for time and space. 
D) collect detailed consumer information. 
A) assess the impact of the different ads of the company. 
B) handle all creative services and production issues. 
C) negotiate contracts for time and space. 
D) collect detailed consumer information.

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.

The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks.

Which of the following is true of single-source tracking services?

What is a media strategy and why is it needed to prepare a media plan? Why is media planning essential before media buying? What are the different components of a media plan?

Individual syndicated services typically analyze media categories that they do not measure.

Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets.

CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium.

Media planners need to identify media that cover the same region or location as the advertiser's distribution system. This is an example of , a critical element in setting advertising objectives.

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

Overall, computer modeling:

In the world of advertising and promotion, CPM is a common measure of media efficiency.What does the "M" in CPM stand for?

A media vehicle refers to a broader category of media than a media class.

If an advertisement placed on the hit network television program American Idol is watched at least once by 10 percent of the advertiser's target audience, then the is said to be 10 percent.

Which of the following measures media weight based on both reach and frequency?

In social media, the brand-consumer relationship is characterized by two nodes-marketer to consumer.

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

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters

Exam 12: Media Planning Essentials

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.

The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks.

Which of the following is true of single-source tracking services?

What is a media strategy and why is it needed to prepare a media plan? Why is media planning essential before media buying? What are the different components of a media plan?

Individual syndicated services typically analyze media categories that they do not measure.

Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets.

CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium.

Media planners need to identify media that cover the same region or location as the advertiser's distribution system. This is an example of , a critical element in setting advertising objectives.

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

Overall, computer modeling:

In the world of advertising and promotion, CPM is a common measure of media efficiency.What does the "M" in CPM stand for?

A media vehicle refers to a broader category of media than a media class.

If an advertisement placed on the hit network television program American Idol is watched at least once by 10 percent of the advertiser's target audience, then the is said to be 10 percent.

Which of the following measures media weight based on both reach and frequency?

In social media, the brand-consumer relationship is characterized by two nodes-marketer to consumer.

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

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters