Ch 10

Question 1

________ are the goals for the media program and should be limited to those that can be accomplished through media strategies.

Answer 1

Media objectives

Question 2

An advantage associated with magazine advertising is the short lead time for placing ads.

Answer 2

False

Question 3

Which of the following statements is true of the brand development index (BDI) and the category development index (CDI)?

Answer 3

A market with a high BDI and a low CDI is a good market for advertising.

Question 4

A media planner wants to determine the percentage of the total sales of peanuts in the South Atlantic region relative to the total population in the market in order to determine the market potential for peanuts. Which of the following indices can best serve the media planner’s purpose?

Answer 4

the category development index

Question 5

Which of the following statements correctly describes a potential problem in media planning?

Answer 5

The timing of measurements of the data is an issue since certain audience measures are taken only at specific times of the year.

Question 6

Which of the following is an advantage associated with digital/interactive advertising?

Answer 6

direct selling potential

Question 7

Bridge Link Inc., a telecommunications corporation, relies heavily on broadcast media for conveying its messages to specific target audiences. It can be said that Bridge Link uses broadcast media as its ________ for delivering its messages to the audience.

Answer 7

medium

Question 8

Fulcrum Inc., an FMCG company, has purchased the time slot between 8:15 p.m. and 8:18 p.m. every day on an entertainment channel to advertise Whizz Soda, one of its brands. In the context of scheduling methods in advertising, this is an example of

Answer 8

continuity.

Question 9

An ad for Rochelle Cilium mascara has been placed on two prime-time shows—Blurred Lines and The Other Side. The total number of TV audience viewers exposed once to the ad in this case is referred to as

Answer 9

unduplicated reach.

Question 10

The media situation analysis should lead to determination of specific media objectives.

Answer 10

true

Question 11

The higher the index number of a particular segment of the population, the more attractive it is for targeting.

Answer 11

false

Question 12

Which of the following is a disadvantage associated with using an outdoor advertising medium?

Answer 12

local restrictions

Question 13

Which term refers to the potential audience that might receive a message through a vehicle?

Answer 13

Coverage

Question 14

Media objectives are

Answer 14

designed to lead to the attainment of communications and marketing goals.

Question 15

Which of the following is a disadvantage associated with using newspapers as an advertising medium?

Answer 15

poor reproduction quality

Question 16

Billy is watching the live broadcast of a tennis match on cable television. In a span of three hours, an ad for Argon shoes is aired eight times during the commercial breaks. The number of times Billy views the ad for Argon shoes denotes the

Answer 16

frequency

Question 17

By combining media, marketers decrease the likelihood of achieving overall communications and marketing goals.

Answer 17

false

Question 18

________ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

Answer 18

Reach

Question 19

Advertisers of Hexagon smartphones placed a full-page color ad in Tech Widget magazine, which cost them $165,000. This amount refers to the

Answer 19

absolute cost.