Exam 16: Media Planning and Analysis

Effective reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times during the media scheduling period.

Selecting the media schedule that generates the most exposure value per gross rating point is a basic premise of _____.

A(n)_____ represents the percentage of audience members who are exposed f times (where f = 0,1,2,3,4,...)to a specific media vehicle.

If the media schedule for a brand yields 210 gross rating points and reaches 70 percent of the market,the frequency would be 3.

Assuming 1 rating point represents 1 million households,determine the GRP for a TV schedule that advertises during ER,which had a rating of 15,Will & Grace,which had a rating of 12,and CSI,which had a rating of 14 during a one week period last year.

Compare and contrast the terms media and vehicles,and give three examples of each.

_____ indicate(s)the total coverage,or duplicated audience,exposed to a particular advertising schedule.

In a _____ advertising schedule,the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.

Explain why (or why not)the three-exposure hypothesis is a valid theory.

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

Media planning involves coordination of three levels of strategy formulations: 

The time frame used by the majority of media planners for measuring reach is usually two weeks.

CPM-TM is calculated by taking the total cost of the ad divided by the number of target market contacts (expressed in thousands).

The second step of frequency value planning is to _____.

CPM is a measure of a media vehicle's effectiveness.

The message strategy consists of advertising objectives,budget,and marketing and media strategies.

The number of times,on average,during the media-planning period that members of the target audience are exposed to media vehicles that carry a brand's advertising message is referred to as _____.

When preparing a _____ advertising schedule,MasterLens plans to use advertising during every period of the campaign,but vary the amount of advertising considerably from period to period.

CPM stands for _____.

Assume that the target market for a brand advertising in a magazine that reaches 5 million readers is only 3 million consumers.The cost of advertising in this magazine is $150,000 per 4-color page.The CPM-TM is _____.