Question 1

_____ represents the worth,or value,of each additional opportunity for audience members to see an ad for a brand during an advertising period such as four weeks.

Accepted Answer

A)  Exposure utility 
B)  OTS 
C)  CPM 
D)  Marginal value 
E)  Minimum value 
A)  Exposure utility 
B)  OTS 
C)  CPM 
D)  Marginal value 
E)  Minimum value

Question 2

Gross ratings points (GRPs)are calculated by dividing reach by frequency.

Accepted Answer

A) True 
 B)False

Question 3

According to the shelf-space-model,achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency.

Accepted Answer

A) True 
 B)False

Question 4

The concept of effective reach states that fewer exposures to advertisements are required _____.

Accepted Answer

A)  when humor is used 
B)  when comparative advertising is used 
C)  for brands with higher market shares and greater customer loyalty 
D)  for expensive products 
E)  for necessities 
A)  when humor is used 
B)  when comparative advertising is used 
C)  for brands with higher market shares and greater customer loyalty 
D)  for expensive products 
E)  for necessities

Question 5

List the steps in the media strategy process,and briefly describe the first two.

Accepted Answer

Select the target audience.Segment targe

Question 6

The first step in frequency value planning is to define the budget.

Accepted Answer

A) True 
 B)False

Question 7

In a flighting advertising schedule,some advertising is used during every period of the campaign,but the amount of advertising varies considerably from period to period.

Accepted Answer

A) True 
 B)False

Question 8

Research has demonstrated that the first advertising exposure for brands generated the highest proportion of _____,and that additional exposures added very little to the first.

Accepted Answer

A)  awareness 
B)  brand knowledge 
C)  sales 
D)  intention to buy 
E)  memorability 
A)  awareness 
B)  brand knowledge 
C)  sales 
D)  intention to buy 
E)  memorability

Question 9

One part of the media strategy entails _____.

Accepted Answer

A)  selecting the target product 
B)  specifying media OTS 
C)  selecting media categories and vehicles 
D)  selling media 
E)  selecting the marketing mix 
A)  selecting the target product 
B)  specifying media OTS 
C)  selecting media categories and vehicles 
D)  selling media 
E)  selecting the marketing mix

Question 10

Media planning is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

Accepted Answer

A) True 
 B)False

Question 11

Alex analyzed several media schedules and came up with the following Index of Exposure Efficiency for each.Based on the following indexes,which schedule is the best?

Accepted Answer

A)  0.010 
B)  0.022 
C)  0.230 
D)  0.250 
E)  not enough information to determine 
A)  0.010 
B)  0.022 
C)  0.230 
D)  0.250 
E)  not enough information to determine

Question 12

Explain the theory of the shelf-space model of advertising and discuss the situations in which the model may or may not be appropriate.

Accepted Answer

The recency principle,or shelf-space mod

Question 13

According to the shelf-space model,_____.

Accepted Answer

A)  achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency 
B)  achieving a high level of weekly frequency for a brand should be emphasized over acquiring heavy reach 
C)  the consumers' third exposure to an advertisement for a brand is the most powerful 
D)  distinctive advertising requires more exposures 
E)  advertisers should select the media schedule that generates the most exposure value per GRPs 
A)  achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency 
B)  achieving a high level of weekly frequency for a brand should be emphasized over acquiring heavy reach 
C)  the consumers' third exposure to an advertisement for a brand is the most powerful 
D)  distinctive advertising requires more exposures 
E)  advertisers should select the media schedule that generates the most exposure value per GRPs

Question 14

In a continuous advertising schedule,an equal or relatively equal amount of ad dollars are invested throughout the campaign.

Accepted Answer

A) True 
 B)False

Question 15

The most common time frame for measuring _____ is generally four weeks.

Accepted Answer

A)  reach 
B)  penetration 
C)  effectiveness 
D)  consistency 
E)  efficiency 
A)  reach 
B)  penetration 
C)  effectiveness 
D)  consistency 
E)  efficiency

Question 16

Effective media strategy requires first that the target audience be pinpointed.Failure to precisely define the audience results in _____,where some nonpurchase candidates see the advertisements,while prime candidates are missed..

Accepted Answer

A)  miscommunication 
B)  noise 
C)  wasted exposure 
D)  suboptimum frequency 
E)  a flighting schedule 
A)  miscommunication 
B)  noise 
C)  wasted exposure 
D)  suboptimum frequency 
E)  a flighting schedule

Question 17

Generally speaking,more prospective customers are reached when a media schedule focuses on a single medium rather than using multiple media.

Accepted Answer

A) True 
 B)False

Question 18

Often called a "hand-in-glove" relationship,advertising _____ considerations are inextricably related.

Accepted Answer

A)  target market and brand appeal 
B)  research and consumer response 
C)  awareness and knowledge generation 
D)  reach and rating points 
E)  message and media 
A)  target market and brand appeal 
B)  research and consumer response 
C)  awareness and knowledge generation 
D)  reach and rating points 
E)  message and media

Question 19

A June advertising campaign for Rolex watches included placements in five magazines and yielded 400 GRPs.The magazines,their ratings (in parentheses),and the number of ads that were placed in each magazine during June [in brackets] are as follows.Newsweek (25)[4]; Southern Living (30)[4]; Sports Illustrated (20)[4]; Golf Digest (20)[4]; GQ (?)[1].What is the rating for GQ?

Accepted Answer

A)  10 
B)  20 
C)  30 
D)  40 
E)  50 
A)  10 
B)  20 
C)  30 
D)  40 
E)  50

Question 20

Brands with lower market share require fewer advertising exposures to achieve minimal levels of effectiveness.

Accepted Answer

A) True 
 B)False

Exam 16: Media Planning and Analysis

_____ represents the worth,or value,of each additional opportunity for audience members to see an ad for a brand during an advertising period such as four weeks.

Gross ratings points (GRPs)are calculated by dividing reach by frequency.

According to the shelf-space-model,achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency.

The concept of effective reach states that fewer exposures to advertisements are required _____.

List the steps in the media strategy process,and briefly describe the first two.

The first step in frequency value planning is to define the budget.

In a flighting advertising schedule,some advertising is used during every period of the campaign,but the amount of advertising varies considerably from period to period.

Research has demonstrated that the first advertising exposure for brands generated the highest proportion of _____,and that additional exposures added very little to the first.

One part of the media strategy entails _____.

Media planning is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

Alex analyzed several media schedules and came up with the following Index of Exposure Efficiency for each.Based on the following indexes,which schedule is the best?

Explain the theory of the shelf-space model of advertising and discuss the situations in which the model may or may not be appropriate.

According to the shelf-space model,_____.

In a continuous advertising schedule,an equal or relatively equal amount of ad dollars are invested throughout the campaign.

The most common time frame for measuring _____ is generally four weeks.

Effective media strategy requires first that the target audience be pinpointed.Failure to precisely define the audience results in _____,where some nonpurchase candidates see the advertisements,while prime candidates are missed..

Generally speaking,more prospective customers are reached when a media schedule focuses on a single medium rather than using multiple media.

Often called a "hand-in-glove" relationship,advertising _____ considerations are inextricably related.

Brands with lower market share require fewer advertising exposures to achieve minimal levels of effectiveness.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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