Question 1

Anita's is a local hair salon.During an established time frame,her target audience was exposed to three of her advertisements.The three represents _____.

Accepted Answer

A)  gross rating point 
B)  spread 
C)  scope 
D)  reach 
E)  frequency

Question 2

The most meaningful basis for segmenting target audiences is _____ data.

Accepted Answer

A)  demographic 
B)  geographic 
C)  lifestyle/psychographic 
D)  product usage 
E)  geodemographic

Question 3

Media-planning software is used by advertisers to _____.

Accepted Answer

A)  write ad copy that optimizes the ad's impact given budget constraints 
B)  evaluate a copy for specific influences 
C)  select media to optimize a specific objective within given constraints 
D)  place ads in a large number of media 
E)  determine competitors' media plans

Question 4

A basic premise of frequency value planning states that _____.

Accepted Answer

A)  advertisers should select a media schedule that generates the most exposure value per gross rating point 
B)  a minimum of three exposures to an advertisement is necessary to achieve optimal effectiveness 
C)  a minimum of three different media should be used to achieve optimal effectiveness 
D)  the flighting media schedule is more effective than the other types of scheduling 
E)  humorous messages are the most effective type of message

Question 5

According to the concept of effective reach,there is no optimum range of exposures to an advertisement with minimum and maximum limits.

Accepted Answer

A) True 
 B)False

Question 6

Assume that an advertising campaign reaches 70 percent of the target market.The target market was reached 5 times on average.The GRP would be ____.

Accepted Answer

A)  14 
B)  35 
C)  75 
D)  350 
E)  3500

Question 7

Pablo owns seven children's clothing stores.He spends $5000 a month on advertising from August through April.He spends $1000 a month on advertising from May through July.He is using the _____ advertising schedule.

Accepted Answer

A)  continuous 
B)  pulsing 
C)  plotted 
D)  flighting 
E)  dated

Question 8

Which of the following factors can increase the reach that is achieved with a particular media schedule?

Accepted Answer

A)  use multiple media 
B)  create a single ad for the campaign 
C)  focus on network television 
D)  focus on newspaper advertising 
E)  use a single daypart for TV advertising

Question 9

For media planners,the choice of media and vehicles is,in many respects,the most straightforward of all marketing communications activities.

Accepted Answer

A) True 
 B)False

Question 10

The percentage of a target audience that is exposed,at least once,during a specified time frame to the vehicles in which an advertising message is inserted represents _____.

Accepted Answer

A)  scope 
B)  spread 
C)  reach 
D)  frequency 
E)  gross rating points

Question 11

Effective reach planning generally leads to using _____ rather than depending exclusively on television,which is often the strategy when using the GRP metric.

Accepted Answer

A)  sales promotion 
B)  multiple media 
C)  several vehicles 
D)  Internet advertising 
E)  word-of-mouth

Question 12

Assume that the media schedule for a brand yields 500 GRPs.If the frequency is 5,the reach would be _____.

Accepted Answer

A)  25 
B)  100 
C)  495 
D)  505 
E)  2500

Question 13

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

Question 14

Continuity involves the matter of how advertising is allocated during the course of an advertising campaign.

Accepted Answer

A) True 
 B)False

Question 15

Given a fixed advertising budget,the media planner cannot simultaneously optimize _____.

Accepted Answer

A)  reach, frequency, and continuity 
B)  awareness generation and brand image 
C)  GRP, TRP, and continuity 
D)  media and message 
E)  functional, emotional, and humorous appeal

Question 16

Perky Print is a commercial printer in Omaha that has just started to advertise.Fifty percent of its target audience was exposed one or more times to Perky Print's advertisements during an established time frame.Fifty (50)is the _____ for Perky Print.

Accepted Answer

A)  scope 
B)  spread 
C)  reach 
D)  frequency 
E)  gross rating point

Question 17

Which of the following is an activity performed in developing the media strategy?

Accepted Answer

A)  determining the advertising budget 
B)  selecting the target audience 
C)  reviewing results 
D)  creating ads 
E)  evaluating ads created

Question 18

Kraft is introducing a new line of salad dressings that are made with hearty-health omega-3 oils and wants to get the highest reach possible for the advertising of this product.What can Kraft to do increase reach?

Accepted Answer

A)  advertise in multiple media, such as television and magazines 
B)  maximize the number of times consumers have an opportunity to see the ads for these products 
C)  use media vehicles with the lowest CPMs 
D)  use media vehicles with the highest CPMs 
E)  advertising only during prime time television programs because that's when most consumers watch television

Question 19

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

Question 20

The percentage of a target audience that is exposed,at least once,during a specified time frame to the vehicles in which an advertising message is inserted represents reach.

Accepted Answer

A) True 
 B)False

Exam 16: Media Planning and Analysis

Anita's is a local hair salon.During an established time frame,her target audience was exposed to three of her advertisements.The three represents _____.

The most meaningful basis for segmenting target audiences is _____ data.

Media-planning software is used by advertisers to _____.

A basic premise of frequency value planning states that _____.

According to the concept of effective reach,there is no optimum range of exposures to an advertisement with minimum and maximum limits.

Assume that an advertising campaign reaches 70 percent of the target market.The target market was reached 5 times on average.The GRP would be ____.

Pablo owns seven children's clothing stores.He spends $5000 a month on advertising from August through April.He spends $1000 a month on advertising from May through July.He is using the _____ advertising schedule.

Which of the following factors can increase the reach that is achieved with a particular media schedule?

For media planners,the choice of media and vehicles is,in many respects,the most straightforward of all marketing communications activities.

The percentage of a target audience that is exposed,at least once,during a specified time frame to the vehicles in which an advertising message is inserted represents _____.

Effective reach planning generally leads to using _____ rather than depending exclusively on television,which is often the strategy when using the GRP metric.

Assume that the media schedule for a brand yields 500 GRPs.If the frequency is 5,the reach would be _____.

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.

Continuity involves the matter of how advertising is allocated during the course of an advertising campaign.

Given a fixed advertising budget,the media planner cannot simultaneously optimize _____.

Perky Print is a commercial printer in Omaha that has just started to advertise.Fifty percent of its target audience was exposed one or more times to Perky Print's advertisements during an established time frame.Fifty (50) is the _____ for Perky Print.

Which of the following is an activity performed in developing the media strategy?

Kraft is introducing a new line of salad dressings that are made with hearty-health omega-3 oils and wants to get the highest reach possible for the advertising of this product.What can Kraft to do increase reach?

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

The percentage of a target audience that is exposed,at least once,during a specified time frame to the vehicles in which an advertising message is inserted represents reach.