Question 1

Which of the following is one of the fundamental objectives in media planning?

Accepted Answer

A)  effectiveness 
B)  reach 
C)  budget 
D)  efficiency index 
E)  OTS 
A)  effectiveness 
B)  reach 
C)  budget 
D)  efficiency index 
E)  OTS

Question 2

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

Accepted Answer

1.Select the target audience.Segment tar

Question 3

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

Accepted Answer

The three-exposure hypothesis addresses

Question 4

The first step of frequency value planning is to _____.

Accepted Answer

A)  define the hypothesis 
B)  state the objectives 
C)  conduct a situation analysis 
D)  state the budget constraints 
E)  estimate the exposure utility for each level of vehicle exposure 
A)  define the hypothesis 
B)  state the objectives 
C)  conduct a situation analysis 
D)  state the budget constraints 
E)  estimate the exposure utility for each level of vehicle exposure

Question 5

Suppose Thread's Corporation,an apparel manufacturer that specializes in casual clothing,decides to spend its entire advertising budget in three months-May,August,and December.What type of advertising schedule does Thread's use?

Accepted Answer

A)  continuous 
B)  trade-off 
C)  pulsing 
D)  flighting 
E)  concentrated 
A)  continuous 
B)  trade-off 
C)  pulsing 
D)  flighting 
E)  concentrated

Question 6

Renee is selecting the target audience,specifying media objectives,selecting media categories and vehicles so that media buyers can then purchase media for her agency's client.Renee is developing the _____.

Accepted Answer

A)  advertising strategy 
B)  marketing strategy 
C)  media strategy 
D)  message strategy 
E)  tactical strategy 
A)  advertising strategy 
B)  marketing strategy 
C)  media strategy 
D)  message strategy 
E)  tactical strategy

Question 7

Geographic information generally provides the most meaningful basis for segmenting target audiences.

Accepted Answer

A) True 
 B)False

Question 8

Assume that Mia's Foods spent $200,000 for one television commercial.15,000,000 people saw the commercial.10,000,000 were part of their target audience.The CPM-TM is _____.

Accepted Answer

A)  $13.33 
B)  $20.00 
C)  $133.33 
D)  $200.00 
E)  $2,000.00 
A)  $13.33 
B)  $20.00 
C)  $133.33 
D)  $200.00 
E)  $2,000.00

Question 9

_____ 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 10

Molly is an advertiser who is assisting one of her clients.The client is concerned with the how advertising budget should be allocated over time.The client is concerned with the _____ fundamental objective to media planning.

Accepted Answer

A)  reach 
B)  frequency 
C)  weight 
D)  continuity 
E)  cost 
A)  reach 
B)  frequency 
C)  weight 
D)  continuity 
E)  cost

Question 11

The logic of recency planning includes the idea that the cost effectiveness of a single exposure is approximately ____ the value of subsequent exposures.

Accepted Answer

A)  half 
B)  equal to 
C)  considerably less than 
D)  three times greater than 
E)  five times greater than 
A)  half 
B)  equal to 
C)  considerably less than 
D)  three times greater than 
E)  five times greater than

Question 12

What is the first step when using comprehensive media-scheduling software programs?

Accepted Answer

A)  select the criterion for schedule optimization 
B)  specify constraints 
C)  set the budget 
D)  develop a media database 
E)  determine the maximum number of vehicles 
A)  select the criterion for schedule optimization 
B)  specify constraints 
C)  set the budget 
D)  develop a media database 
E)  determine the maximum number of vehicles

Question 13

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 14

The first step involved in using media-planning software is to select the criterion for schedule optimization.

Accepted Answer

A) True 
 B)False

Question 15

What is the frequency of a media schedule in which 20 percent are reached one time,40 percent are reached two times,20 percent are reached three times,and 10 percent four times?

Accepted Answer

A)  1 
B)  2 
C)  2.2 
D)  3 
E)  3.3 
A)  1 
B)  2 
C)  2.2 
D)  3 
E)  3.3

Question 16

Given that there is a window of advertising opportunity,advertising's job is to influence the purchase,and recency planning's job is to place the message in that window.

Accepted Answer

A) True 
 B)False

Question 17

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.

Accepted Answer

A)  efficiency index 
B)  frequency distribution 
C)  1+ exposure 
D)  reach distribution 
E)  continuity schedule 
A)  efficiency index 
B)  frequency distribution 
C)  1+ exposure 
D)  reach distribution 
E)  continuity schedule

Question 18

What recent and dramatic change has occurred with regard to media planning?

Accepted Answer

A)  Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies. 
B)  Advertisers are conducting the media planning function in-house rather than using outside advertising agencies. 
C)  Advertisers are spending dramatically less on media than previously. 
D)  Advertisers are "unbundling" media planning from full service agencies and consolidating this function across multiple brands. 
E)  Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans. 
A)  Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies. 
B)  Advertisers are conducting the media planning function in-house rather than using outside advertising agencies. 
C)  Advertisers are spending dramatically less on media than previously. 
D)  Advertisers are "unbundling" media planning from full service agencies and consolidating this function across multiple brands. 
E)  Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans.

Question 19

Gross rating points are calculated by _____.

Accepted Answer

A)  reach minus frequency 
B)  reach plus frequency 
C)  reach times frequency 
D)  reach divided by frequency 
E)  reach squared 
A)  reach minus frequency 
B)  reach plus frequency 
C)  reach times frequency 
D)  reach divided by frequency 
E)  reach squared

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 16: Advertising Media: Planning and Analysis

Which of the following is one of the fundamental objectives in media planning?

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

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

The first step of frequency value planning is to _____.

Suppose Thread's Corporation,an apparel manufacturer that specializes in casual clothing,decides to spend its entire advertising budget in three months-May,August,and December.What type of advertising schedule does Thread's use?

Renee is selecting the target audience,specifying media objectives,selecting media categories and vehicles so that media buyers can then purchase media for her agency's client.Renee is developing the _____.

Geographic information generally provides the most meaningful basis for segmenting target audiences.

Assume that Mia's Foods spent $200,000 for one television commercial.15,000,000 people saw the commercial.10,000,000 were part of their target audience.The CPM-TM is _____.

_____ 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.

Molly is an advertiser who is assisting one of her clients.The client is concerned with the how advertising budget should be allocated over time.The client is concerned with the _____ fundamental objective to media planning.

The logic of recency planning includes the idea that the cost effectiveness of a single exposure is approximately ____ the value of subsequent exposures.

What is the first step when using comprehensive media-scheduling software programs?

The first step involved in using media-planning software is to select the criterion for schedule optimization.

What is the frequency of a media schedule in which 20 percent are reached one time,40 percent are reached two times,20 percent are reached three times,and 10 percent four times?

Given that there is a window of advertising opportunity,advertising's job is to influence the purchase,and recency planning's job is to place the message in that window.

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.

What recent and dramatic change has occurred with regard to media planning?

Gross rating points are calculated by _____.

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

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters