Question 1

The two basic media objectives are reach and frequency.

Accepted Answer

A) True 
 B)False

Question 2

Media buyers negotiate rates,preferred positions,and extra support offers on behalf of their clients.

Accepted Answer

A) True 
 B)False

Question 3

To be more precise in determining the efficiency of a potential media buy,planners often look at the ________.

Accepted Answer

A)  targeted cost per thousand (TCPM) 
B)  gross ratings points (GRP) 
C)  cost per impression (CPI) 
D)  category development index (CDI) 
E)  brand development index (BDI) 
A)  targeted cost per thousand (TCPM) 
B)  gross ratings points (GRP) 
C)  cost per impression (CPI) 
D)  category development index (CDI) 
E)  brand development index (BDI)

Question 4

Media planners examine client information,market research,competitive advertising expenditures,media kits,media coverage area,and consumer behavior reports before media decision making begins.

Accepted Answer

A) True 
 B)False

Question 5

Average frequency gives the planner the best picture of a media plan's performance.

Accepted Answer

A) True 
 B)False

Question 6

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

Question 7

One advertising agency's client wanted to use only television commercials,primarily because the client thought it would impress its customers and business colleagues.The advertiser's agency is having a difficult time convincing the client to use a media mix,not just television.Explain why it's better to use a media mix than to rely on just one medium.

Accepted Answer

Using a number of media offers several a

Question 8

Due to pass-along readership,circulation and readership are different numbers.

Accepted Answer

A) True 
 B)False

Question 9

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 10

Which schedule spreads the advertising evenly over the campaign?

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 11

________ 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 12

Using a ________ strategy,a media planner would most likely put more emphasis on consumer publications than professional journals.

Accepted Answer

A)  pulsing 
B)  flighting 
C)  push 
D)  pull 
E)  carryover 
A)  pulsing 
B)  flighting 
C)  push 
D)  pull 
E)  carryover

Question 13

Which of the following statements is FALSE regarding frequency?

Accepted Answer

A)  Average frequency is a more precise metric than 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 the same given period. 
A)  Average frequency is a more precise metric than 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 the same given period.

Question 14

Refer to the passage and chart below to answer the questions that follow.
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Below is one portion of their media plan.
  
-Calculate the cost per point (CPP)for CSI,the Detroit News,and WJBR,respectively.

Accepted Answer

CSI CPP = ($90,000/17)= $5,294

Question 15

Jon is a media planner for an advertising agency,and he is considering consumption patterns for his client's product and brand.Name and describe two indices Jon will find useful when analyzing consumption patterns for products and brands and explain how they help planners.

Accepted Answer

A category development index (CDI)is cal

Question 16

What is the first of the four basic steps in media planning?

Accepted Answer

A)  developing a media strategy 
B)  establishing metrics 
C)  analyzing metrics 
D)  identifying the target audience 
E)  purchasing media 
A)  developing a media strategy 
B)  establishing metrics 
C)  analyzing metrics 
D)  identifying the target audience 
E)  purchasing media

Question 17

The zero moment of truth refers to the first time a consumer ________.

Accepted Answer

A)  purchases a brand from an online vendor 
B)  sees a brand on a store shelf 
C)  searches online for information on a brand 
D)  recommends a brand to a friend 
E)  decides to repurchase a brand 
A)  purchases a brand from an online vendor 
B)  sees a brand on a store shelf 
C)  searches online for information on a brand 
D)  recommends a brand to a friend 
E)  decides to repurchase a brand

Question 18

Which two methods do media planners use to estimate the frequency of a schedule?

Accepted Answer

A)  pulsing and flighting 
B)  weighted frequency and weighted reach 
C)  average frequency and gross frequency 
D)  average frequency and frequency distribution 
E)  gross frequency and frequency distribution 
A)  pulsing and flighting 
B)  weighted frequency and weighted reach 
C)  average frequency and gross frequency 
D)  average frequency and frequency distribution 
E)  gross frequency and frequency distribution

Question 19

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 20

If an advertising period is too long,ads may suffer from ________,which means the audience gets tired of them and stops paying attention.

Accepted Answer

A)  carryover 
B)  pulsing 
C)  weighting 
D)  wearout 
E)  aperture 
A)  carryover 
B)  pulsing 
C)  weighting 
D)  wearout 
E)  aperture

The two basic media objectives are reach and frequency.

Media buyers negotiate rates,preferred positions,and extra support offers on behalf of their clients.

To be more precise in determining the efficiency of a potential media buy,planners often look at the ________.

Media planners examine client information,market research,competitive advertising expenditures,media kits,media coverage area,and consumer behavior reports before media decision making begins.

Average frequency gives the planner the best picture of a media plan's performance.

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

Due to pass-along readership,circulation and readership are different numbers.

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?

Which schedule spreads the advertising evenly over the campaign?

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

Using a ________ strategy,a media planner would most likely put more emphasis on consumer publications than professional journals.

Which of the following statements is FALSE regarding frequency?

Jon is a media planner for an advertising agency,and he is considering consumption patterns for his client's product and brand.Name and describe two indices Jon will find useful when analyzing consumption patterns for products and brands and explain how they help planners.

What is the first of the four basic steps in media planning?

The zero moment of truth refers to the first time a consumer ________.

Which two methods do media planners use to estimate the frequency of a schedule?

If an advertising period is too long,ads may suffer from ________,which means the audience gets tired of them and stops paying attention.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 14: Media Planning and Negotiation

The two basic media objectives are reach and frequency.

Media buyers negotiate rates,preferred positions,and extra support offers on behalf of their clients.

To be more precise in determining the efficiency of a potential media buy,planners often look at the ________.

Media planners examine client information,market research,competitive advertising expenditures,media kits,media coverage area,and consumer behavior reports before media decision making begins.

Average frequency gives the planner the best picture of a media plan's performance.

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

Due to pass-along readership,circulation and readership are different numbers.

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?

Which schedule spreads the advertising evenly over the campaign?

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

Using a ________ strategy,a media planner would most likely put more emphasis on consumer publications than professional journals.

Which of the following statements is FALSE regarding frequency?

Jon is a media planner for an advertising agency,and he is considering consumption patterns for his client's product and brand.Name and describe two indices Jon will find useful when analyzing consumption patterns for products and brands and explain how they help planners.

What is the first of the four basic steps in media planning?

The zero moment of truth refers to the first time a consumer ________.

Which two methods do media planners use to estimate the frequency of a schedule?

If an advertising period is too long,ads may suffer from ________,which means the audience gets tired of them and stops paying attention.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters