Chapter 15 Flashcards
1
Q
- The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
A
media planning
2
Q
- Who is responsible for answering such questions as “where should we advertise,” “which media vehicles should we use.” and “how often should we run the advertising?”
A
media planners
3
Q
- Which of the following statements about media planning is true?
A
The job of media planning has been made more difficult by changes in the way advertising is bought and sold.
4
Q
- Why is media planning a more complicated process today than it was ten years ago?
A
the increasing fragmentation of the audience
5
Q
- When engaged in media-planning activities, it is important to note that media objectives directly result from:
A
the advertising plan
6
Q
- Which of the following would be the most appropriate advertising objective for a manufacturer of organic soup?
A
to increase advertising recall among adults ages 55 and older by 15 percent by next Christmas
7
Q
- The two major components of media objectives are audience objectives and:
A
message-distribution objectives
8
Q
- Harrah’s Vieux Carré Resort and Casino has defined its target audience as people who like to gamble, are between the ages of 40 and 65, and who do not have to wait for summer vacation to enjoy their favorite hobby. To best reach its audience objective, it should most likely:
A
buy advertisements in slick, upscale travel magazines
9
Q
- The X Games, MTV cable TV, and Teen magazine would all be suitable _____ for Red Bull energy drink.
A
media vehicles
10
Q
- To determine message-distribution objectives, a media planner would need to examine all of the following EXCEPT:
A
cost per thousand (CPM)
11
Q
- Media planners often define media objectives by the advertising schedule’s _____, the total size of the audience for a set of ads or an entire campaign.
A
message weight
12
Q
- A(n) _____ is a possible exposure of the advertising message to one audience member.
A
advertising impression
13
Q
- An opportunity to see (OTS)is sometimes referred to as a(n):
A
ad impression
14
Q
- The two ways to express _____ are gross impressions and gross rating points.
A
message weight
15
Q
- When the Hermitage House Restaurant purchased time on local television, the station sales rep promised a total exposure for the ad of 32,000. In other words, the _____ for the commercial would be 32,000.
A
gross impressions
16
Q
- Assume the audience for Wheel of Fortune on channel 11 is 115,000. During the months of February and March, a used car dealership ran 16 ads during the show. This is the only advertising the dealership did during those two months. Its _____ equals 1,840,000.
A
gross impression
17
Q
- The _____ is simply the percentage of homes exposed to an advertising medium.
A
rating
18
Q
- Sixty percent of the total target market heard the radio spots for a title-loan company, at least once during a four-week period. The average frequency of the advertisement was four. Calculate the gross rating points (GRPs).
A
240
19
Q
- _____ refers to the number of different people or households exposed at least once to a medium during a given period of time (usually four weeks).
A
Reach
20
Q
- Which of the following statements about reach is true?
A
Reach refers to the number of different people or households exposed to an advertising schedule during a given time period.
21
Q
- _____ measures the intensity of a media schedule.
A
Frequency
22
Q
- Advertisers define frequency as the:
A
number of times an advertising message reaches the same person or household in a specified time period
23
Q
- Hardcastle Furniture is a retailer of fine leather sofas, chairs, and ottomans. It bought advertising time on radio station WKDA. Four thousand different listeners heard its radio spots six times during a four-week period, and another 2,000 heard the commercial three times during the same four-week period. Calculate the average frequency.
A
5
24
Q
- Assume that 40 percent of television households had the opportunity to hear a commercial for a Miami resort spot five times over a four-week period. What would be the GRP (gross rating points) for the commercial?
A
200
25
Q
- _____ refers to the length of time (duration) an advertising message or campaign will run over a given period of time.
A
Continuity
26
Q
- The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.
A
effective frequency
27
Q
- According to the advertising response curve
A
the first exposure is most effective with the following exposures having diminishing effectiveness
28
Q
- The _____ describes how the advertiser will achieve its stated media objectives.
A
media strategy
29
Q
- To develop an effective media strategy, media planners use the Five Ms (5Ms) of the media mix. They are:
A
markets, money, media, mechanics and methodology
30
Q
- As an element of the media mix, the term _____ refers to not only the various targets for communication, but also to the targets’ geographic location and segmentation considerations.
A
markets
31
Q
- The brand development index (BDI) is:
A
an indication of the sales potential for a particular brand in a specific target market
32
Q
- Assume the sale of Glory brand turnip greens in Mobile is 1.33 percent of the brand’s total U.S. sales, and assume the population of Mobile is 1.57 percent of the total U.S. population. Calculate the BDI for Glory turnip greens in Mobile.
A
84.71
33
Q
- The category development index (CDI) is:
A
based on sales of the entire product category–not a specific brand–in a specific target market
34
Q
- Assume 8.1 percent of the total sales of rock salt occur in Buffalo and assume that .78 percent of the entire population of the United States lives in Buffalo. Calculate the CDI.
A
1038.46
35
Q
- Which of the following statements about a medium’s audience is true?
A
The media planner needs to know how closely the medium’s audience matches the target market.
36
Q
- A(n) _____ is the total number of people or households exposed to a medium
A
audience
37
Q
- Which of the following does NOT affect the probability of ad exposure?
A
the number of competitive advertisers in the medium
38
Q
- Which of the following factors does NOT positively affect the attention value of a medium.
A
span of the media plan
39
Q
- The Rome Journal has 6,000 subscribers. Puppy Groomers pays $600 for a half-page ad in the newspaper. What is the cost per thousand (CPM)?
A
$100
40
Q
- The media planner for a manufacturer of golf clubs is considering the cost efficiency of advertising on a talk radio station. During morning drive time, the average number of listeners age 30 and over is 40,000. Sixty percent are female, 25 percent earn over $35,000 per year, and 99 percent own automobiles. What is the cost per thousand of this media planner’s target audience if a 30-second commercial costs $200?
A
$8.33
41
Q
- Hardcastle Furniture sells fine leather chairs, ottomans, and sofas. To reach its target audience, the owner of the store has decided to advertise in several different media because he believes one medium will not reach all of his potential customers. The retailer is planning to use a(n) _____ approach.
A
mixed-media
42
Q
- Why would an advertiser use a mixed-media approach?
A
It produces an effect where the sum of the parts is greater than that expected by adding the individual parts.
43
Q
- Advertising that runs on a(n) _____ schedule runs steadily. The amount of advertising varies little over the campaign period.
A
continuous
44
Q
- Which of the following products would most likely advertise using a continuous scheduling pattern?
A
dog food
45
Q
- _____ is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising.
A
Flighting
46
Q
- Which of the following products would most likely use a pulsing schedule for advertising?
A
Dasani bottled water
47
Q
- Campbell’s soups maintain a low-level of advertising during the entire year, but it advertises heavily during the winter months when people are cold and looking for something to help warm them up. What kind of advertising strategy is Campbell’s using?
A
pulsing
48
Q
- The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights.
A
roadblocking
49
Q
- Which of the following methods of scheduling media would be most effective for a new retailer with a slim advertising budget?
A
blinking
50
Q
- In media planning and scheduling, a(n) _____ is useful in evaluating individual vehicles’ target audiences and cost efficiency.
A
simulation model
51
Q
- In spite of the development of numerous software programs to help media planners, computers cannot:
A
do any of the above
52
Q
- Which of the following statements about media buying is true?
A
The media buyer is in charge of negotiating and contracting with the media.
