Midterm

Question 1

What is media planning? Why is it important?

Answer 1

Media planning is the process of strategically selecting and scheduling advertising platforms and placements
to reach your exact target audience effectively and cost efficiently.

Question 2

What is exposure?

Answer 2

A way to measure how many people come across a message through a specific media platform within a set timeframe.

Question 3

What is probability theory?

Answer 3

making predictions based on mathematical rules

Question 4

What is statistical reasoning?

Answer 4

Using data and past results to make informed decisions

Question 5

What is Central Limit Theorem?

Answer 5

A statistical theory that states that if you take a lot of samples and average them, those averages will form a “bell-shaped” curve.

Question 6

What is Linear Model?

Answer 6

It’s a straightforward approach that assumes a direct relationship
between ad exposure and consumer response, often overlooking more complex factors.

Question 7

What is TV Households?

Answer 7

A household with access to television or radio in the signal area

Question 8

What is HUT?

Answer 8

A percentage of households with TV sets turned on during a specific time or in a cetain area.

Question 9

What is Rating?

Answer 9

An estimate of the audience that has viewed a program during a
time period (% of TVHHS).

Question 10

What is AAR?

Answer 10

Determining the average rating of a TV program over a specific period of time.

Question 11

What is Share?

Answer 11

Share is the percentage of HHS turned in to a program based on the HUT in a particular time period.

Question 12

What is the relationship between Rating, Share and HUT?

Answer 12

These three metrics work together to provide an understanding of a TV program’s performance.

Question 13

What is Reach?

Answer 13

The number or percentage of households or persons exposed at least once to a media vehicle or schedule within a given time period (usually 4 weeks). It’s unduplicated audience.

Question 14

What is GRPs?

Answer 14

GRP represents the number of exposure incidents to be generated, instead of real individuals. Therefore, it can be over 100%.

Question 15

What is GIs?

Answer 15

The raw number of duplicated media audience.

Question 16

What is Frequency?

Answer 16

The average number of times the advertisement will be presented to the reaches population in a given time period.

Question 17

What is Reach n+?

Answer 17

Represents the total number of unique individuals reached with a message over multiple exposures or through different channels.

Question 18

What does Reach n+ help with?

Answer 18

Allows to see how reach builds up per units of GRPs, understanding patterns is important for strategic decisions-making

Question 19

What’s the trade-off between Reach and Frequency?

Answer 19

Reach is not increased by increasing repetition. Increasing frequency requires concentrating on a few media vehicles. The pursuit of reach goal reduces frequency and vice versa.

Question 20

What is effective frequency?

Answer 20

The optimal number of times a message should be seen or heard by the target audience to achieve the objective.

Question 21

Binomial probability distribution

Answer 21

It’s assumed that events are probabilistically independent of one another.

Question 22

What’s the Sainsbury formula?

Answer 22

An application of the binomial probability theory. Assumes that there’s no correlation between exposure to one medium to another. Overestimates reach.

Question 23

CPM?

Answer 23

The cost to deliver 1000 people or homes.

Question 24

CPRP (CPP)?

Answer 24

The cost to deliver 1% of the target audience?