Deck 10: Effective Frequency and Strategic Scheduling Rules

Question 1

The terms "exposure" and "OTS" represent very different advertising concepts.

Answer 1

False

Question 2

The minimum effective frequency level for a campaign (MEF/c) is important to managers because it will produce threshold disposition to purchase with the fewest insertions, and therefore at the lowest cost.

Answer 2

True

Question 3

According to Brown, the typical MaxEF/c before attention loss occurs for an ad in print media is 3 OTS.

Answer 3

True

Question 4

The MEF/c formula is MEF/c = 1+TA+BA+BATT+PI.

Question 5

A contact coefficient of .25 does not justify a reduction of 1 exposure in the MEF calculation under conditions of personal influence (PI).

Question 6

Evidence indicates that for a direct-response ad on TV, or in print media other than direct mail, or on an Internet banner, prospects will respond, if they are going to at all, by the third OTS.

Question 7

Factors such as "media environment" or "quality of the vehicle" are excellent criteria to use when undertaking the media vehicle selection process.

Question 8

Random duplication between vehicles across media types produces the conclusion that multi-media campaigns are excellent for frequency but inadequate when there is a high reach requirement.

Question 9

The frequency rule says to buy repeated insertions in a few "strip" vehicles.

Question 10

Programmatic ad buying means far fewer ad placements will be achieved for the same budget.

Question 11

The concept of effective frequency asserts that an individual prospective customer has to be exposed to a brand's advertising a certain minimum number of times, within the advertising cycle, in order to maximize the individual's disposition to act.

Question 12

Disposition to purchase is measured based on the target audience individual's "mental state" with regard to a single communication effect, brand awareness.

Question 13

The 1-week advertising cycle is recommended for campaigns requiring high values of MEF.

Question 14

The minimum effective frequency per advertising cycle (MEF/c) must be estimated after the media schedule of insertions is purchased.

Question 15

LC+1 for brand recall refers to setting the effective frequency level at least 1 exposure higher than the estimated effective frequency level applied by the largest competitor.

Question 16

The highest MEF/c, 11/c, could occur only with a late-entry brand trying to break into a new category.

Question 17

Constant reach with a frequency of LC+1 for cycle 1, LC for cycle 2, +2 for cycle 3, and +1 for cycle 4 and any cycles thereafter is an example of the Wedge reach pattern.

Question 18

If the media strategy aims to expose an ad to as many people as possible at least once, then the media vehicles selected should have a large rate of overlap or between-vehicle duplication.

Question 19

Buying multiple insertions in a few non-competing, strip vehicles will reduce reach but maximize frequency to the same target group.

Question 20

The ideal way to select media vehicles is by matching the demographics or corpographics of the target audience with those of the vehicle.