Advertising Media Planning and Analysis: Chapter 16 Exam Study Guide, Exams of Business Economics

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TRUE/FALSE

1. 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.

ANS: T PTS: 1

2. Vehicles are the general communication methods that carry advertising messages, and media are the specific broadcast or print choices in which advertisements are placed.

ANS: F PTS: 1

3. For media planners, the choice of media and vehicles is, in many respects, the most straightforward of all marketing communications activities.

ANS: F PTS: 1

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

ANS: T PTS: 1

5. Media planning is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

ANS: T PTS: 1

6. The advertising strategy consists of advertising objectives, budget, and message and media strategies.

ANS: T PTS: 1

7. Geographic information generally provides the most meaningful basis for segmenting target audiences.

ANS: F PTS: 1

8. 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.

ANS: T PTS: 1

9. The time frame used by the majority of media planners for measuring reach is usually two weeks.

ANS: F PTS: 1

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

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11. Frequency refers to the number of people who purchased a product as a result of an advertisement.

ANS: F PTS: 1

12. Gross ratings points (GRPs) are calculated by dividing reach by frequency.

ANS: F PTS: 1

13. If the media schedule for a brand yields 210 gross rating points and reaches 70 percent of the market, the frequency would be 3.

ANS: T PTS: 1

14. Target rating points (TRPs) adjust vehicle ratings to reflect just those individuals who actually were exposed to the advertisement.

ANS: F PTS: 1

15. Effective reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times during the media scheduling period.

ANS: T PTS: 1

16. According to the concept of effective reach, there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.

ANS: T PTS: 1

17. Brands with lower market share require fewer advertising exposures to achieve minimal levels of effectiveness.

ANS: F PTS: 1

18. 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.

ANS: F PTS: 1

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

ANS: F PTS: 1

20. Effective reach planning generally leads to using one medium.

ANS: F PTS: 1

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21. The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point.

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ANS: F PTS: 1

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32. CPM-TM is calculated by taking the total cost of the ad divided by the number of target market contacts (expressed in thousands).

ANS: T PTS: 1

33. CPM is a measure of a media vehicle’s effectiveness.

ANS: F PTS: 1

34. Media-software programs allow the user to evaluate all major advertising media categories and subcategories and to find optimum schedules based on selecting multiple vehicles from within a single advertising medium and combining plans across multiple media.

ANS: T PTS: 1

35. The first step involved in using media-planning software is to select the criterion for schedule optimization.

ANS: F PTS: 1

MULTIPLE CHOICE

1. are the general communication methods that carry advertising messages, such as television, magazines, newspapers, and so on. a. Media b. Vehicles c. Channels d. Conduits e. Delivery mechanisms

ANS: A PTS: 1

2. The specific broadcast programs or print choices in which advertisements are placed are referred to as . a. media b. vehicles c. channels d. conduits e. delivery mechanisms

ANS: B PTS: 1

3. In advertising terminology, newspaper is the and the Wall Street Journal is the. a. script; sponsor b. vehicle; medium c. medium; vehicle d. vehicle; sponsor e. medium; sponsor

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4. Often called a “hand-in-glove” relationship, advertising considerations are inextricably related. a. target market and brand appeal b. research and consumer response c. awareness and knowledge generation d. reach and rating points e. message and media

ANS: E PTS: 1

5. The choice of is, in many respects, the most complicated of all marketing communications decisions due to the variety of decisions that must be made. a. celebrity endorser b. message appeal c. advertising agency d. media and vehicles e. research method

ANS: D PTS: 1

6. What recent and dramatic change has occurred with regard to media planning? a. Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies. b. Advertisers are conducting the media planning function in-house rather than using outside advertising agencies. c. Advertisers are spending dramatically less on media than previously. d. Advertisers are “unbundling” media planning from full service agencies and consolidating this function across multiple brands. e. Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans.

ANS: D PTS: 1

7. is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives. a. Media planning b. Marketing planning c. Communications planning d. Continuity planning e. Cost planning

ANS: A PTS: 1

8. Which of the following is an activity performed in developing the media strategy? a. selecting the target audience b. specifying media objectives c. selecting media categories and vehicles d. buying media e. All of these are correct.

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ANS: E PTS: 1

9. Media planning involves coordination of three levels of strategy formulations:

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a. miscommunication b. noise c. wasted exposure

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d. suboptimum frequency e. a flighting schedule

ANS: C PTS: 1

15. The most meaningful basis for segmenting target audiences is data. a. demographic b. geographic c. lifestyle/psychographic d. product usage e. geodemographic

ANS: D PTS: 1

16. Which of the following is one of the fundamental objectives in media planning? a. effectiveness b. reach c. budget d. efficiency index e. OTS

ANS: B PTS: 1

17. 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. a. scope b. spread c. reach d. frequency e. gross rating points

ANS: C PTS: 1

18. A brand has a target audience consisting of 80 million households. Television commercials for the brand are aired 40 times during a four-week period, which produces 600 gross rating points. The net coverage, or unduplicated audience, is 60 million households. The computed reach is. a. 15 b. 32 c. 40 d. 75 e. 80

ANS: D PTS: 1

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ANS: C PTS: 1

20. The typical established time frame for measuring is generally four weeks. a. reach b. penetration c. effectiveness d. consistency e. efficiency

ANS: A PTS: 1

21. Which of the following terms is interchangeable with reach? a. 1+ b. gross coverage c. unduplicated audience d. 3+ e. target audience

ANS: C PTS: 1

22. Which of the following factors can increase the reach that is achieved with a particular media schedule? a. use multiple media b. diversify vehicles within each medium c. vary the dayparts in the case of radio and TV advertising d. a and b only e. a, b, and c

ANS: E PTS: 1

23. 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? 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

ANS: A PTS: 1

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24. The number of times, on average, during the media-planning period that members of the target audience are exposed to media vehicles that carry a brand’s advertising message is referred to as . a. scope b. spread c. frequency d. reach

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e. Net coverage

ANS: D PTS: 1

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30. Gross rating points are calculated by. a. reach minus frequency b. reach plus frequency c. reach times frequency d. reach divided by frequency e. reach squared

ANS: C PTS: 1

31. Assuming 1 rating point represents 1 million households, determine the GRP for a TV schedule that advertises during ER , which had a rating of 15, Will & Grace , which had a rating of 12, and CSI , which had a rating of 14 during a one week period last year. a. 12 b. 13. c. 15 d. 41 e. 41,000,

ANS: D PTS: 1

32. A June advertising campaign for Rolex watches included placements in five magazines and yielded 400 GRPs. The magazines, their ratings (in parentheses), and the number of ads that were placed in each magazine during June [in brackets] are as follows. Newsweek (25) [4]; Southern Living (30) [4]; Sports Illustrated (20) [4]; Golf Digest (20) [4]; GQ (?) [1]. What is the rating for GQ? a. 10 b. 20 c. 30 d. 40 e. 50

ANS: B PTS: 1

33. Assume that an advertising campaign reaches 60 percent of the target market. The target market was reached 6 times on average. The GRP would be. a. 10 b. 36 c. 66 d. 360 e. 3600

ANS: D PTS: 1

34. Assume that the media schedule for a brand yields 300 GRPs and reaches 50 percent of the market. The frequency would be. a. 6 b. 50 c. 250 d. 350