Chapter 16—Advertising Media: Planning and Analysis. All Correct Answers

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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. ... 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. 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. F PTS: 1 4. A recent change that has occurred in the advertising industry is the “unbundling” of media planning from creative services. 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. T PTS: 1 6. The advertising strategy consists of advertising objectives, budget, and message and media strategies. T PTS: 1 7. Geographic information generally provides the most meaningful basis for segmenting target audiences. 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. T PTS: 1 9. The time frame used by the majority of media planners for measuring reach is usually two weeks. F PTS: 1 10. Generally speaking, more prospective customers are reached when a media schedule uses multiple media rather than a single medium. T PTS: 1 11. Frequency refers to the number of people who purchased a product as a result of an advertisement. F PTS: 1 12. Gross ratings points (GRPs) are calculated by dividing reach by frequency. 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. T PTS: 1 14. Target rating points (TRPs) adjust vehicle ratings to reflect just those individuals who actually were exposed to the advertisement. 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. 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. T PTS: 1 17. Brands with lower market share require fewer advertising exposures to achieve minimal levels of effectiveness. 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. F PTS: 1 19. According to the three-exposure hypothesis, it is best to use three different mediums to maximize advertising effectiveness. F PTS: 1 20. Effective reach planning generally leads to using one medium. F PTS: 1 21. The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point. T PTS: 1 22. The first step in frequency value planning is to define the budget. F PTS: 1 23. Continuity involves the matter of how advertising is allocated during the course of an advertising campaign. T PTS: 1 24. In a continuous advertising schedule, an equal or relatively equal amount of ad dollars are invested throughout the campaign. T PTS: 1 25. In a flighting advertising schedule, some advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period. F PTS: 1 26. Pulsing and flighting advertising schedules are similar in that they both involve similar levels of advertising expenditures throughout the year. F PTS: 1 27. According to the shelf-space-model, achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency. T PTS: 1 28. Given that there is a window of advertising opportunity, advertising’s job is to influence the purchase, and recency planning’s job is to place the message in that window. T PTS: 1 29. According to the shelf-space model, the consumers' second exposure to an advertisement for a brand is the most powerful. F PTS: 1 30. The shelf-space model assumes that the role of advertising is to teach consumers. F PTS: 1 31. CPM stands for cost per month. F PTS: 1 32. CPM-TM is calculated by taking the total cost of the ad divided by the number of target market contacts (expressed in thousands). T PTS: 1 33. CPM is a measure of a media vehicle’s effectiveness. 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. T PTS: 1 35. The first step involved in using media-planning software is to select the criterion for schedule optimization. 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 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 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 C PTS: 1 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 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 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. 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 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. E PTS: 1 9. Media planning involves coordination of three levels of strategy formulations: a. marketing strategy, advertising strategy, and message strategy. b. marketing strategy, advertising strategy, and media strategy. c. promotion strategy, advertising strategy, and message strategy. d. promotion strategy, placement strategy, and media strategy. e. marketing strategy, placement strategy, and media strategy. B PTS: 1 10. Marketing strategy entails _____. a. defining advertising objectives b. developing the advertising budget c. developing promotion messages d. developing media strategies e. target market identification E PTS: 1 11. One part of the media strategy entails _____. a. selecting the target product b. specifying media OTS c. selecting media categories and vehicles d. selling media e. selecting the marketing mix C PTS: 1 12. Which of the following is NOT an activity performed in developing the media strategy? a. determining the advertising budget b. selecting the target audience c. specifying media objectives d. selecting media categories and vehicles e. buying media A PTS: 1 13. Renee is selecting the target audience, specifying media objectives, selecting media categories and vehicles so that media buyers can then purchase media for her agency’s client. Renee is developing the _____. a. advertising strategy b. marketing strategy c. media strategy d. message strategy e. tactical strategy C PTS: 1 14. Effective media strategy requires first that the target audience be pinpointed. Failure to precisely define the audience results in _____, where some nonpurchase candidates see the advertisements, while prime candidates are missed.. a. miscommunication b. noise c. wasted exposure d. suboptimum frequency e. a flighting schedule 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 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 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 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 D PTS: 1 19. Capo's is a local restaurant that has just started to advertise. Seventy percent of their target audience was exposed one or more times to their advertisements during an established time frame. Seventy (70) is the _____ for Capo's. a. scope b. spread c. reach d. frequency e. gross rating point 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 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 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 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 A PTS: 1 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 e. gross rating point C PTS: 1 25. Anita's is a local hair salon. During an established time frame, her target audience was exposed to three of her advertisements. The three represents _____. a. gross rating point b. spread c. scope d. reach e. frequency E PTS: 1 26. A(n) _____ represents the percentage of audience members who are exposed f times (where f = 0, 1, 2, 3, 4, ...) to a specific media vehicle. a. efficiency index b. frequency distribution c. 1+ exposure d. reach distribution e. continuity schedule B PTS: 1 27. What is the frequency of a media schedule in which 20 percent are reached one time, 40 percent are reached two times, 20 percent are reached three times, and 10 percent four times? a. 1 b. 2 c. 2.2 d. 3 e. 3.3 C PTS: 1 28. One objective involved in formulating media plans is determining how much advertising volume (termed _____, by practitioners) is required to accomplish advertising objectives. a. reach b. weight c. frequency d. continuity e. strength B PTS: 1 29. _____ indicate(s) the total coverage, or duplicated audience, exposed to a particular advertising schedule. a. Rating b. Reach c. Frequency d. Gross rating points (GRPs) e. Net coverage D PTS: 1 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 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. 13.67 c. 15 d. 41 e. 41,000,000 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 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 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 e. 1500 A PTS: 1 35. Assume that the media schedule for a brand yields 200 GRPs. If the frequency is 5, the reach would be _____. a. 25 b. 40 c. 195 d. 205 e. 1000 B PTS: 1 36. _____ adjust vehicle ratings to reflect just those individuals who match the advertiser’s target audience. a. Gross rating points (GRPs) b. Target rating points (TRPs) c. Efficiency rating points (ERPs) d. Net rating points (NRPs) e. Indexed rating points (IRPs) B PTS: 1 37. _____ 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. a. Effective b. Practical c. Balanced d. Exact e. Exposed A PTS: 1 38. _____ is based on the premise that there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits. a. Effective reach b. Advertising reach c. Precise reach d. Calculated reach e. Exact reach A PTS: 1 39. The concept of effective reach states that fewer exposures to advertisements are required _____. a. when humor is used b. when comparative advertising is used c. for brands with higher market shares and greater customer loyalty d. for expensive products e. for necessities C PTS: 1 40. The three-exposure hypothesis addresses the _____ number of exposures needed for advertising to be effective. a. minimum b. maximum c. optimum d. constrained e. marginal A PTS: 1 41. The number of consumers who actually are exposed to any particular advertising message carried in a vehicle is _____ the number of people who are exposed to the vehicle that carries the message. a. less than b. more than c. equal to d. twice as many as e. three times A PTS: 1 42. Effective reach planning generally leads to using _____ rather than depending exclusively on television, which is often the strategy when using the GRP metric. a. sales promotion b. multiple media c. several vehicles d. Internet advertising e. word-of-mouth B PTS: 1 43. Selecting the media schedule that generates the most exposure value per gross rating point is a basic premise of _____. a. the three-exposure hypothesis b. the shelf-space model c. frequency value planning d. the elaboration likelihood model e. the hierarchy of needs model C PTS: 1 44. A basic premise of frequency value planning states that _____. a. advertisers should select a media schedule that generates the most exposure value per gross rating point b. a minimum of three exposures to an advertisement is necessary to achieve optimal effectiveness c. a minimum of three different media should be used to achieve optimal effectiveness d. the flighting media schedule is more effective than the other types of scheduling e. humorous messages are the most effective type of message A PTS: 1 45. The first step of frequency value planning is to _____. a. define the hypothesis b. state the objectives c. conduct a situation analysis d. state the budget constraints e. estimate the exposure utility for each level of vehicle exposure E PTS: 1 46. _____ represents the worth, or value, of each additional opportunity for audience members to see an ad for a brand during an advertising period such as four weeks. a. Exposure utility b. OTS c. CPM d. Marginal value e. Minimum value A PTS: 1 47. Alex analyzed several media schedules and came up with the following Index of Exposure Efficiency for each. Based on the following indexes, which schedule is the best? a. 0.005 b. 0.017 c. 0.199 d. 0.230 e. not enough information to determine D PTS: 1 48. _____ involves the matter of how advertising is allocated during the course of an advertising campaign. a. Weight b. Reach c. Frequency d. Cost e. Continuity E PTS: 1 49. Molly is an advertiser who is assisting one of her clients. The client is concerned with the how advertising budget should be allocated over time. The client is concerned with the _____ fundamental objective to media planning. a. reach b. frequency c. weight d. continuity e. cost D PTS: 1 50. In a _____ advertising schedule, an equal or relatively equal amount of advertising dollars are invested throughout the campaign. a. continuous b. pulsing c. plotted d. dated e. flighting A PTS: 1 51. In a _____ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period. a. flighting b. dated c. plotted d. pulsing e. continuous D PTS: 1 52. Auby’s Corporation is an apparel manufacturer that specializes in casual clothing. The company advertises primarily in consumer magazines, spending approximately $5 million each year. The company advertises every month of the year, but major advertising expenditures are made in the three months—May, August, and December. What type of advertising schedule does Auby’s use? a. continuous b. trade-off c. flighting d. pulsing e. concentrated D PTS: 1 53. Pablo owns seven children's clothing stores. He spends $5000 a month on advertising from August through April. He spends $1000 a month on advertising from May through July. He is using the _____ advertising schedule. a. continuous b. pulsing c. plotted d. flighting e. dated B PTS: 1 54. In a _____ advertising schedule, the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months. a. continuous b. pulsing c. plotted d. flighting e. dated D PTS: 1 55. Suppose Thread’s Corporation, an apparel manufacturer that specializes in casual clothing, decides to spend its entire advertising budget in three months—May, August, and December. What type of advertising schedule does Thread’s use? a. continuous b. trade-off c. pulsing d. flighting e. concentrated D PTS: 1 56. Jack owns a fishing lodge. He spends $3,000 a month on advertising in May, June, July, and August. He does no advertising during the other months. Jack is using the _____ advertising schedule. a. continuous b. plotted c. pulsing d. dated e. flighting E PTS: 1 57. According to the shelf-space model, _____. a. achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency b. achieving a high level of weekly frequency for a brand should be emphasized over acquiring heavy reach c. the consumers' third exposure to an advertisement for a brand is the most powerful d. distinctive advertising requires more exposures e. advertisers should select the media schedule that generates the most exposure value per GRPs A PTS: 1 58. Research has demonstrated that the first advertising exposure for brands generated the highest proportion of _____, and that additional exposures added very little to the first. a. awareness b. brand knowledge c. sales d. intention to buy e. memorability C PTS: 1 59. The logic of recency planning includes the idea that the cost effectiveness of a single exposure is approximately ____ the value of subsequent exposures. a. half b. equal to c. considerably less than d. three times greater than e. five times greater than D PTS: 1 60. There are two viewpoints about how advertising works. The one that states advertising is important because it teaches consumers about brands and encourages trial purchases leading to the prospect of repeat buying is called the _____ model. a. weak b. hierarchy-of-effects c. peripheral cues d. heretical e. strong E PTS: 1 61. CPM stands for _____. a. cost per million b. cost per month c. cost per thousand d. coverage per month e. coverage per million C PTS: 1 62. Assume that Mia's Foods spent $200,000 for one television commercial. 15,000,000 people saw the commercial. 10,000,000 were part of their target audience. The CPM-TM is _____. a. $13.33 b. $20.00 c. $133.33 d. $200.00 e. $2,000.00 B PTS: 1 63. A magazine reaches 5 million readers. The cost of advertising in this magazine is $150,000 per 4-color page. The cost per thousand is _____. a. $30.00 b. $33.33 c. $75.00 d. $50.00 e. not enough information to determine A PTS: 1 64. Assume that the target market for a brand advertising in a magazine that reaches 5 million readers is only 3 million consumers. The cost of advertising in this magazine is $150,000 per 4-color page. The CPM-TM is _____. a. $33.33 b. $30.00 c. $75.00 d. $50.00 e. $500.00 D PTS: 1 65. Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution? a. These are measures of cost-efficiency, not of effectiveness. b. These measures lack comparability across media because the various media perform unique roles and are therefore priced differently. c. Users must be sure to use standardized bases for calculating these statistics. d. Vehicles within a particular medium must be compared on the same basis. e. All of these are reasons to be cautious. C PTS: 1 66. Given a fixed advertising budget, the media planner cannot simultaneously optimize _____. a. reach, frequency, and continuity b. awareness generation and brand image c. GRP, TRP, and continuity d. media and message e. functional, emotional, and humorous appeal A PTS: 1 67. Media-planning software is used by advertisers to _____. a. write ad copy that optimizes the ad's impact given budget constraints b. evaluate a copy for specific influences c. select media to optimize a specific objective within given constraints d. place ads in a large number of media e. determine competitors’ media plans C PTS: 1 68. What is the first step when using comprehensive media-scheduling software programs? a. select the criterion for schedule optimization b. specify constraints c. set the budget d. develop a media database e. determine the maximum number of vehicles D PTS: 1 69. Dividing the total cost by the number of GRPs produces the _____. a. cost-per-thousand b. cost per rating point c. net cost d. gross cost e. effective cost B PTS: 1 ESSAY 1. Compare and contrast the terms media and vehicles, and give three examples of each. 2. List the steps in the media strategy process, and briefly describe the first two. 3. Define the terms reach and frequency, and explain why an advertiser would be interested in maximizing reach at the expense of frequency. 4. Explain why (or why not) the three-exposure hypothesis is a valid theory. 5. Explain the theory of the shelf-space model of advertising and discuss the situations in which the model may or may not be appropriate. 6. Describe the concept of continuity, name and describe the three continuity schedules and give an example of when each would be best utilized. [Show More]

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