Chapter 10

Question 1

define reach

Answer 1

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

Question 2

define coverage

Answer 2

the potential audience that might receive the message through a vehicle

Question 3

define frequency

Answer 3

the number of times the receiver is exposed to the media vehicle in a specified period

Question 4

define media vehicle

Answer 4

the specific carrier within a medium category e.g. a current affair or 60 minutes or GQ

Question 5

define medium

Answer 5

the general category of available delivery systems or channels.

Question 6

what is media planning?

Answer 6

a series of decisions involved in delivering the communication message to the prospective purchasers and users of the product or brand.

Question 7

what are the problems in media planning?

Answer 7

1) insufficient information
2) inconsistent terminologies
3) time pressures
4) difficulty measuring effectiveness

Question 8

what does TARP stand for

Answer 8

cost per target audience rating point

Question 9

media plan process

Answer 9

1) market analysis
2) establishment of media objectives
3) media strategy development and implementation
4) evaluation and follow-up

Question 10

whats a media diary?

Answer 10

a plan of what your target audience does over a typical week

Question 11

what is waste coverage?

Answer 11

overexposure, that is, media coverage exceeds target market

Question 12

what are the three types of scheduling

Answer 12

1) continuity/continuous (constant)
2) flighting (occasionally on, other times off)
3) pulsing (always on, sometimes more than other times)

Question 13

what is the difference between reach, unduplicated reach, and duplicated reach?

Answer 13

reach: one show, one time

unduplicated reach: two shows, people who only are exposed once

duplicated reach: two shows, people are exposed more than once

Question 14

what is a program rating

Answer 14

percentage of total potential which that program reaches

Question 15

what is a gross rating point (GRP)?

Answer 15

a summary measure that combines the program rating (reach) and the average number of times the home is reached during the period (frequency)

includes waste coverage

Question 16

what is a TARP?

Answer 16

target audience rating point.

refers to the number of people in the primary target audience the media buy will reach.

does not include waste coverage

Question 17

what is the effective reach?

Answer 17

represents the percentage of a vehicle’s audience reached at each effective frequency increment.

less than three exposures is insufficient
over 10 is overexposure

Question 18

what is average frequency?

Answer 18

the average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period

Question 19

why would a media strategy need to be flexible?

Answer 19

rapidly changing marketing environment

1) market opportunities
2) market threats
3) availability of media
4) changes in media or media vehicles

Question 20

what is the ‘absolute cost’?

Answer 20

the actual cost required to place the message

Question 21

what is the ‘relative cost’?

Answer 21

the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles

Question 22

how do you work out CPM?

Answer 22

[ (absolute cost of ad space) / circulation ] * 1000

Question 23

how do you work out C/TARP?

Answer 23

(cost of commercial time) / (program rating)

Question 24

What are the 4 touchpoint types in brand contact points?

Answer 24

1. company created
2. intrinsic
3. unexpected
4. customer generated

Question 25

What are the general guidelines for setting frequency objectives?

Answer 25

• Ads with high impact require low levels of frequency.
• When brand awareness is a campaign objective, aim for high reach.
• When products/brands have short life cycles, aim for high reach quickly.