Question 1

Developing a media strategy is the fourth and final step in developing a media plan.

Accepted Answer

A) True 
 B)False

Question 2

Which type of schedule is designed to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture opens again?

Accepted Answer

A) pulsing 
B) flighting 
C) continuous 
D) carryover 
E) lead-in 
A) pulsing 
B) flighting 
C) continuous 
D) carryover 
E) lead-in

Question 3

A client at an advertising agency wants to know what reach means. Explain the concept.

Accepted Answer

An important aspect of an advertising ca

Question 4

Other than timing, what are two other important scheduling strategies?

Accepted Answer

A) duration and continuity 
B) CPM and CPP 
C) reach and frequency 
D) impressions and ratings 
E) carryover and flighting 
A) duration and continuity 
B) CPM and CPP 
C) reach and frequency 
D) impressions and ratings 
E) carryover and flighting

Question 5

________ indicate the weight, or efficiency, of a media plan by estimating the reach and frequency.

Accepted Answer

A) Targeted costs per thousand (TCPMs) 
B) Costs per point (CPPs) 
C) Targeted rating points (TRPs) 
D) Gross rating points (GRPs) 
E) Designated marketing areas (DMAs) 
A) Targeted costs per thousand (TCPMs) 
B) Costs per point (CPPs) 
C) Targeted rating points (TRPs) 
D) Gross rating points (GRPs) 
E) Designated marketing areas (DMAs)

Question 6

Once the media purchases have been made, the media buyer is no longer involved with the advertising campaign.

Accepted Answer

A) True 
 B)False

Question 7

If a company wants to increase the percent of people exposed to its message during its media campaign, then the company is trying to increase its ________.

Accepted Answer

A) frequency 
B) target 
C) reach 
D) objectives 
E) aperture 
A) frequency 
B) target 
C) reach 
D) objectives 
E) aperture

Question 8

Barbara is a media buyer for an advertising agency, and one of her responsibilities is to monitor her media buys on behalf of clients. She has to be alert for missed positions or errors in handling her client's message presentation and ensure that her client is compensated appropriately when errors occur. How would Barbara likely ask that her client be compensated?

Accepted Answer

A policy of compensa

Question 9

Reach is the percentage of people exposed to a brand message one or more times within a specific period of time.

Accepted Answer

A) True 
 B)False

Question 10

On Wednesday nights, one TV hit commanded the highest advertising rates for the network TV season, charging advertisers $658,333 per 30 seconds. During one Wednesday in April, the hit show had almost 25 million viewers. Calculate CPM for this Wednesday in April.

Accepted Answer

A) $0.04 
B) $2.63 
C) $26.33 
D) $37.97 
E) $263.30 
A) $0.04 
B) $2.63 
C) $26.33 
D) $37.97 
E) $263.30

Question 11

What is the goal of a media plan?

Accepted Answer

The goal of a media plan is to

Question 12

The newspaper in Panama City, Florida, The News Herald, charges national advertisers $45.00 per column inch. On Sunday, which is the day most national advertisers would want to advertise, this newspaper has a circulation of 70,000 households. Of these households, 40,000 are in one advertiser's target audience. Calculate the TCPM for one column inch for this advertiser.

Accepted Answer

A) $0.64 
B) $1.12 
C) $6.40 
D) $11.30 
E) $1,800 
A) $0.64 
B) $1.12 
C) $6.40 
D) $11.30 
E) $1,800

Question 13

Policies of compensating advertisers for errors, such as missed positions or errors in handling the message presentation, are known as ________.

Accepted Answer

A) preemptions 
B) make goods 
C) up-fronts 
D) preferred positions 
E) remuneration 
A) preemptions 
B) make goods 
C) up-fronts 
D) preferred positions 
E) remuneration

Question 14

Which of the following statements is false regarding average frequency and/or frequency distribution?

Accepted Answer

A) Most planners prefer to use average frequency instead of frequency distribution. 
B) Average frequency can give the planner a distorted idea of the plan's performance. 
C) The frequency distribution method is more revealing than the average frequency method of reporting repetition. 
D) The frequency distribution shows the percentage of audience reached at each level of repetition. 
E) The range of frequency is often large; some in the target audience can see a brand message once while others may see it 10 times within a given period. 
A) Most planners prefer to use average frequency instead of frequency distribution. 
B) Average frequency can give the planner a distorted idea of the plan's performance. 
C) The frequency distribution method is more revealing than the average frequency method of reporting repetition. 
D) The frequency distribution shows the percentage of audience reached at each level of repetition. 
E) The range of frequency is often large; some in the target audience can see a brand message once while others may see it 10 times within a given period.

Question 15

Consider the following magazine media schedule as you answer the questions below.
* Target population: 100,000
** those who did not read either of the other two magazines
-If there were one weekly insertion in all the magazines for a four week period, what would the total insertions be for the plan?

Accepted Answer

A) 30 
B) 24 
C) 9 
D) 12 
E) 36 
A) 30 
B) 24 
C) 9 
D) 12 
E) 36

Question 16

Which of the following is an index which estimates the strength of a brand in various geographical areas?

Accepted Answer

A) product development index (PDI) 
B) category development index (CDI) 
C) brand development index (BDI) 
D) buying power index (BPI) 
E) brand share index (BSI) 
A) product development index (PDI) 
B) category development index (CDI) 
C) brand development index (BDI) 
D) buying power index (BPI) 
E) brand share index (BSI)

Question 17

Consider the following magazine media schedule as you answer the questions below.
* Target population: 100,000
** those who did not read either of the other two magazines
-70% of Magazine A's readers are part of the target market for a certain advertiser. This percentage represents Magazine A's ________ for this advertiser.

Accepted Answer

A) gross ratings points 
B) targeted reach 
C) average frequency 
D) effective frequency 
E) average reach 
A) gross ratings points 
B) targeted reach 
C) average frequency 
D) effective frequency 
E) average reach

Question 18

The tighter the focus on a target market, the more difficult it is to find appropriate media to deliver a relevant message.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is an index of the relative consumption rate of a particular product category in a particular market?

Accepted Answer

A) product development index (PDI) 
B) category development index (CDI) 
C) brand development index (BDI) 
D) buying power index (BPI) 
E) market share index (MSI) 
A) product development index (PDI) 
B) category development index (CDI) 
C) brand development index (BDI) 
D) buying power index (BPI) 
E) market share index (MSI)

Question 20

Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?

Accepted Answer

A) cost per point 
B) cost per thousand 
C) cost per impression 
D) brand development index 
E) category development index 
A) cost per point 
B) cost per thousand 
C) cost per impression 
D) brand development index 
E) category development index

Developing a media strategy is the fourth and final step in developing a media plan.

Which type of schedule is designed to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture opens again?

A client at an advertising agency wants to know what reach means. Explain the concept.

Other than timing, what are two other important scheduling strategies?

________ indicate the weight, or efficiency, of a media plan by estimating the reach and frequency.

Once the media purchases have been made, the media buyer is no longer involved with the advertising campaign.

If a company wants to increase the percent of people exposed to its message during its media campaign, then the company is trying to increase its ________.

Reach is the percentage of people exposed to a brand message one or more times within a specific period of time.

On Wednesday nights, one TV hit commanded the highest advertising rates for the network TV season, charging advertisers $658,333 per 30 seconds. During one Wednesday in April, the hit show had almost 25 million viewers. Calculate CPM for this Wednesday in April.

What is the goal of a media plan?

Policies of compensating advertisers for errors, such as missed positions or errors in handling the message presentation, are known as ________.

Which of the following statements is false regarding average frequency and/or frequency distribution?

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -If there were one weekly insertion in all the magazines for a four week period, what would the total insertions be for the plan?

Which of the following is an index which estimates the strength of a brand in various geographical areas?

The tighter the focus on a target market, the more difficult it is to find appropriate media to deliver a relevant message.

Which of the following is an index of the relative consumption rate of a particular product category in a particular market?

Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 14: Media Planning and Buying

Developing a media strategy is the fourth and final step in developing a media plan.

Which type of schedule is designed to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture opens again?

A client at an advertising agency wants to know what reach means. Explain the concept.

Other than timing, what are two other important scheduling strategies?

________ indicate the weight, or efficiency, of a media plan by estimating the reach and frequency.

Once the media purchases have been made, the media buyer is no longer involved with the advertising campaign.

If a company wants to increase the percent of people exposed to its message during its media campaign, then the company is trying to increase its ________.

Reach is the percentage of people exposed to a brand message one or more times within a specific period of time.

On Wednesday nights, one TV hit commanded the highest advertising rates for the network TV season, charging advertisers $658,333 per 30 seconds. During one Wednesday in April, the hit show had almost 25 million viewers. Calculate CPM for this Wednesday in April.

What is the goal of a media plan?

Policies of compensating advertisers for errors, such as missed positions or errors in handling the message presentation, are known as ________.

Which of the following statements is false regarding average frequency and/or frequency distribution?

Which of the following is an index which estimates the strength of a brand in various geographical areas?

The tighter the focus on a target market, the more difficult it is to find appropriate media to deliver a relevant message.

Which of the following is an index of the relative consumption rate of a particular product category in a particular market?

Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters