Question 1

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 C

Question 2

CPM stands for _____.

Accepted Answer

A)   cost per million
B)   cost per month
C)   cost per thousand
D)   coverage per month
E)   coverage per million C

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

The number of consumers who actually are exposed to any particular advertising message carried in a vehicle is _____ the number of people who are exposed to the vehicle that carries the message.

Accepted Answer

A)   less than
B)   more than
C)   equal to
D)   twice as many as
E)   three times

Question 5

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

Question 6

According to the shelf-space model,the consumers' second exposure to an advertisement for a brand is the most powerful.

Accepted Answer

A) True 
 B)False

Question 7

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)   0.005
B)   0.017
C)   0.199
D)   0.230
E)   not enough information to determine

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

A magazine reaches 5 million readers.The cost of advertising in this magazine is $150,000 per 4-color page.The cost per thousand is _____.

Accepted Answer

A)   $30.00
B)   $33.33
C)   $75.00
D)   $50.00
E)   not enough information to determine

Question 10

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 11

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

Accepted Answer

A)   Rating
B)   Reach
C)   Frequency
D)   Gross rating points (GRPs) 
E)   Net coverage

Question 12

Assume that the media schedule for a brand yields 300 GRPs and reaches 50 percent of the market.The frequency would be ____.

Accepted Answer

A)   6
B)   50
C)   250
D)   350
E)   1500

Question 13

Auby's Corporation is an apparel manufacturer that specializes in casual clothing.The company advertises primarily in consumer magazines,spending approximately $5 million each year.The company advertises every month of the year,but major advertising expenditures are made in the three months-May,August,and December.What type of advertising schedule does Auby's use?

Accepted Answer

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

Question 14

Advertising purchased on all network programs aired simultaneously so that all consumers viewing TV at this time will be exposed to the brand's advertising is called a roadblock.

Accepted Answer

A) True 
 B)False

Question 15

According to the three-exposure hypothesis,it is best to use three different mediums to maximize advertising effectiveness.

Accepted Answer

A) True 
 B)False

Question 16

A recent change that has occurred in the advertising industry is the "unbundling" of media planning from creative services.

Accepted Answer

A) True 
 B)False

Question 17

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

Question 18

There are two viewpoints about how advertising works.The one that states advertising is important because it teaches consumers about brands and encourages trial purchases leading to the prospect of repeat buying is called the _____ model.

Accepted Answer

A)   weak
B)   hierarchy-of-effects
C)   peripheral cues
D)   heretical
E)   strong

Question 19

The higher up the hierarchy of effects that the advertising is meant to move the consumer,the fewer the number of exposures needed to achieve minimal effectiveness.

Accepted Answer

A) True 
 B)False

Question 20

_____ is based on the premise that there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.

Accepted Answer

A)   Effective reach
B)   Advertising reach
C)   Precise reach
D)   Calculated reach
E)   Exact reach

Exam 16: Advertising Media: Planning and Analysis

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 _____.

CPM stands for _____.

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

The number of consumers who actually are exposed to any particular advertising message carried in a vehicle is _____ the number of people who are exposed to the vehicle that carries the message.

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.

According to the shelf-space model,the consumers' second exposure to an advertisement for a brand is the most powerful.

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?

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

A magazine reaches 5 million readers.The cost of advertising in this magazine is $150,000 per 4-color page.The cost per thousand is _____.

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?

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

Assume that the media schedule for a brand yields 300 GRPs and reaches 50 percent of the market.The frequency would be ____.

Advertising purchased on all network programs aired simultaneously so that all consumers viewing TV at this time will be exposed to the brand's advertising is called a roadblock.

According to the three-exposure hypothesis,it is best to use three different mediums to maximize advertising effectiveness.

A recent change that has occurred in the advertising industry is the "unbundling" of media planning from creative services.

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.

There are two viewpoints about how advertising works.The one that states advertising is important because it teaches consumers about brands and encourages trial purchases leading to the prospect of repeat buying is called the _____ model.

The higher up the hierarchy of effects that the advertising is meant to move the consumer,the fewer the number of exposures needed to achieve minimal effectiveness.

_____ is based on the premise that there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.