Deck 10: Media Planning and Strategy

Question 1

Instead of using minimum frequency, marketers should maximize reach based on average frequency to purchase GRPs.
Instead of using average frequency, the marketer should decide what minimum frequency goal is needed to reach the advertising objectives effectively and then maximize reach at that frequency level to purchase GRPs.

Answer 1

False

Question 2

The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.
The BDI compares the percentage of the brand's total U.S. sales in a given market area with the percentage of the total population in the market to determine the sales potential for that brand in that market area. The category development index (CDI) is computed in the same manner as the BDI, except it uses information regarding the product category (as opposed to the brand) in the numerator.

Answer 2

False

Question 3

Availability of new media and the rising costs of media are internal factors that influence media decisions.
Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency. External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like.

Answer 3

False

Question 4

The survey of buying power index is conducted for every major metropolitan market in the United States.
The survey of buying power index is conducted for every major metropolitan market in the United States and is based on a number of factors, including population, effective buying income, and total retail sales in the area. Each of these factors is individually weighted to drive a buying power index that charts the potential of a particular metro area, county, or city relative to the United States as a whole.

Question 5

One of the advantages of the continuity method of schedule is low costs.
Since the continuity method employs a regular (continuous) pattern without gaps or nonadvertising periods, the costs involved are high. Another possible drawback is the possibility of overexposure.

Question 6

Radio advertisements have better flexibility than magazine advertisements.
Radio advertisements have better flexibility than magazine advertisements.

Question 7

The situation analysis precedes the marketing and creative strategy plan in the media plan development process.
The purpose of a situation analysis is to understand the marketing problems. Once this is accomplished, a marketing strategy plan is created to solve one or more of the marketing problems. This is followed by formulating a creative strategy plan that determines what to communicate through advertisements.

Question 8

Media strategies refer to the available delivery systems, which include broadcast and print media, outdoor advertising, and other support media.
Media strategies are specific plans of action designed to attain the media objectives. The medium is the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct marketing, outdoor advertising, and other support media.

Question 9

The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

A)media planning
B)market segmentation
C)target marketing
D)organizational planning
E)a communication hierarchy

Question 10

The lack of audience information is a greater problem for big advertisers/markets than it is for small advertisers/markets.
The lack of information is a greater problem for small advertisers, or smaller markets, which may not be able to afford to purchase the information they require. As a result, their decisions are based on limited or out-of-date data that were provided by the media themselves or no data at all.

Question 11

The cost-effectiveness of advertisements in newspapers is measured based on the cost per ratings point.
For newspapers, cost-effectiveness is based on the daily inch rate, which is the cost per column inch of the paper. Like magazines, newspapers now use the cost-per-thousand formula discussed earlier to determine relative costs.

Question 12

One of the advantages of direct mail advertising is that it is clutter-free.
One of the drawbacks of direct mail advertisements is clutter. It also involves high costs per contact.

Question 13

The potential for deception is high in digital/interactive media.
The potential for deception is high in digital/interactive media.

Question 14

Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan.
Specific details such as the kind of sponsorship (sole, shared, participating, or other) are determined later during the stage of media use decisions. Other decisions made at this stage for broadcast medium include the levels of reach and frequency required, on which days and months the commercial will appear, and the placement of spots.

Question 15

Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.
The media objectives are not ends in themselves. Rather, they are designed to lead to the attainment of communications and marketing objectives. Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.

Question 16

The more the number of readers per copy of a magazine, the higher the pass-along rate.
Magazine advertising space sellers want to use the number of readers per copy as the true circulation. This would include a pass-along rate, estimating the number of people who read the magazine without buying it.

Question 17

An index number over 100 means that the use of the product is proportionately greater in that segment than in one that is average.
The index number is considered a good indicator of the potential of the market. An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100.

Question 18

_____ is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand.

A)Market segmentation
B)Media planning
C)Product differentiation
D)Brand positioning
E)Target diversification

Question 19

One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.
One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.

Question 20

The flighting method of scheduling ensures that a regular and continuous pattern is developed without gaps or nonadvertising periods.
Flighting employs a less regular schedule, with intermittent periods of advertising and nonadvertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising.

Question 21

The first step in developing a media plan is to:

A)create a media plan committee.
B)set the media objectives.
C)determine the reach, frequency, and coverage of all available media.
D)select broad media classes.
E)develop advertising campaigns.

Question 22

A _____ determines the best way to get an advertiser's message to the market.

A)distribution plan
B)coverage plan
C)frequency level
D)media plan
E)reach strategy

Question 23

_____ are plans of action designed to obtain specific media objectives.

A)Media goals
B)Media services
C)Media strategies
D)Media vehicles
E)Media designs

Question 24

Flair, a women's magazine, features an ad for Elvira watches. Flair, being a specific carrier within a medium category is known as a:

A)conduit.
B)mobile channel.
C)distribution channel.
D)transit channel.
E)media vehiclE.The above scenario is an example of a media vehicle.A media vehicle is a specific carrier within a medium category.

Question 25

Which of the following is considered an external factor that may influence the determination of media strategy?

A)Administrative capabilities
B)The rising costs of media
C)Size of the media budget
D)Delegation of agency tasks
E)Organization of an agency

Question 26

Which of the following factors reduces the effectiveness of a media plan?

A)Information overload
B)Product life cycle differences
C)Market segmentation
D)Time pressures
E)Audience diversity

Question 27

_____ refers to the potential audience that might receive a message through a media vehicle.

A)Frequency
B)Reach
C)Viewer number
D)Coverage
E)Exposure

Question 28

The market potential in a given metropolitan area relative to the United States as a whole can be determined by using the:

A)the Nielsen rating index.
B)BAR/LNA.
C)brand development index (BDI).
D)category development index (CDI).
E)survey of buying power index.

Question 29

In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

A)cost per media (CPM)
B)quantitative advantage
C)index number
D)average frequency
E)relative reach

Question 30

Which of the following is an example of a media vehicle?

A)A television set
B)A fashion magazine
C)Direct marketing
D)Newspaper advertising
E)An outdoor billboard

Question 31

A media plan is a guide for:

A)development of creative objectives.
B)media selection.
C)sales forecasting.
D)marketing research activities.
E)media studies.

Question 32

Chef's Delight is a television show hosted by Kevin Bacon. If the show is a specific carrier of messages within the television medium, it is referred to as a:

A)media frequency.
B)media segment.
C)media vehicle.
D)media strategy.
E)media symbol.

Question 33

When used in combination with other market information, the survey of buying power index helps a marketer determine:

A)the geographic areas to target.
B)demographic characteristics of the target population.
C)lifestyle characteristics of the target population.
D)consumer behavior.
E)psychographic characteristics of the target population.

Question 34

An index number of 100 means that the:

A)use of a product is proportionately greater than average in a segment.
B)market segment being analyzed is average.
C)use of a product is proportionately lesser than average in a segment.
D)probability of wasted coverage is 100 percent.
E)probability of success in the market is 100 percent.

Question 35

_____ is the number of times a receiver is exposed to a media vehicle in a given time period.

A)Potency
B)Reach
C)Coverage
D)Frequency
E)Audience contact

Question 36

Which of the following is considered an internal factor that may influence the determination of media strategy?

A)The size of the media budget
B)Competitive factors
C)Changes in technology
D)The development of new media
E)The rising costs of media

Question 37

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

A)Simmons Market Research Bureau
B)Mediamark Research Inc.
C)Survey of buying power index
D)BAR/LNA
E)Standard Rates and Data Service

Question 38

Media planners measured listenership of Volatile Heat FM during the months of February, July, and October to set the advertising rates. These audience measures conducted at specific time periods are known as:

A)sweeps periods.
B)GRP flighting periods.
C)frequency estimates.
D)availabilities.
E)upgraded media scheduling.

Question 39

A _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media.

A)transit
B)reach
C)conduit
D)medium
E)niche

Question 40

_____ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

A)Contact
B)Reach
C)Viewer number
D)Coverage
E)Exposure

Question 41

A company's goal to reach 50 percent of the target audience at least three times over a period of one year in order to create awareness is an example of:

A)a media objective.
B)a needledrop.
C)a medium integration.
D)a corporate vision.
E)an advertising vision.

Question 42

Which of the following statements is true of the media mix?

A)It is not possible to use only one medium or vehicle to deliver a message.
B)The characteristics of a product help in determining the combination of media that should be used.
C)Individual preferences have no effect on the combination of media to be used to deliver a message.
D)Advertisers use the media mix to maintain uniformity across all advertising media.
E)By employing a media mix, advertisers can lower the versatility to their media strategies resulting in high amount of clutter.

Question 43

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and Low CDI. Which of the following information can be deduced from this data?

A)Good sales potential for both product and brand
B)Low market share for product but good market potential
C)Good market to advertise in but requires sales decline monitoring
D)Product category has high potential and brand is performing well
E)Poor market for advertising and potential for loss

Question 44

The rate of product usage in a geographical area can be calculated through the use of:

A)gross rating points.
B)reach and frequency.
C)brand development index.
D)benchmark designated index.
E)category development index.

Question 45

Which of the following situations offers an advertiser the least attractive marketing opportunity?

A)High brand development index (BDI) and high category development index (CDI)
B)High brand development index (BDI) and low category development index (CDI)
C)Low brand development index (BDI) and high category development index (CDI)
D)Low brand development index (BDI) and low category development index (CDI)
E)High survey of buying power index and high brand development index (BDI)

Question 46

When the most effective media exposes people who are not sought, waste coverage is still justified because:

A)it best supports a flighting media schedule.
B)the cost of the waste coverage is exceeded by the value gained from their use.
C)it allows for more specific targeting of a market segment.
D)the media enables repetition which is an effective method for pioneering advertising.
E)it supports a market aggregation strategy.

Question 47

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and High CDI. Which of the following information can be deduced from this data?

A)High market share; good market potential
B)Low market share; good market potential
C)High market share; monitoring required for sales decline
D)Low market share; poor market potential
E)High market share; not a good market to advertise in

Question 48

When the range of a media exceeds the targeted audience, the excess is referred to as:

A)frequency surplus.
B)flighting.
C)waste coverage.
D)geographical excess.
E)oversaturation.

Question 49

The category development index is similar to the brand development index (BDI) except that it:

A)uses information about a product category.
B)categorizes consumers according to their demographic characteristics.
C)is concerned with companies and not with products.
D)is tied to an economic index.
E)categorizes consumers according to their psychographic characteristics.

Question 50

To determine the potential for sales of coffee, as opposed to a specific brand, in a particular market area, a company should use:

A)brand development index.
B)category development index.
C)survey of buying power index.
D)Dow Jones sustainability index.
E)consumer price index.

Question 51

Helios Inc. has a low market share for its Achilles range of running shoes in the South Atlantic region. Which of the following indices reflects the information provided in the scenario?

A)Low brand development index (BDI)
B)High brand development index (BDI)
C)Low category development index (CDI)
D)High category development index (CDI)
E)High survey of buying power index (BPI)

Question 52

Regal Foods Corp., a packaged foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market. The most appropriate index to use would be:

A)survey of buying power index.
B)brand development index.
C)category development index.
D)Dow Jones sustainability index.
E)consumer price index.

Question 53

The primary objective of _____ is to time promotional efforts of a company so that they will coincide with the highest potential buying times.

A)sweeps period
B)scheduling
C)waste coverage
D)frequency estimation
E)sales forecasting

Question 54

Hot sauce usage in the United States is generally concentrated in the region spanning West from Louisiana to New Mexico and North to the Arkansas-Missouri border. A producer of hot sauce would use this information to schedule by using:

A)flighting.
B)continuity.
C)geographical weighting.
D)intermittent frequency.
E)pulsing.

Question 55

Which of the following positions in a company is likely to be responsible for determining which target markets should receive the most media emphasis?

A)Research manager
B)Account executive
C)Brand manager
D)Media planner
E)Market research analyst

Question 56

Which of the following would most likely result in waste coverage?

A)An ad for custom-build concession food trailers appearing in a trade journal
B)A B2B ad appearing in a general fashion magazine
C)A commercial for a soda drink appearing in a music channel
D)A sports shoes commercial aired during live telecast of a basketball match
E)An ad for an organic fertilizer in a farm publication magazine

Question 57

If media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as:

A)rate differentials.
B)pass-along audience problems.
C)excess frequency.
D)waste coverage.
E)weighted exposurE.A marketer is faced with a problem of overexposure (also called waste coverage), in which the media coverage exceeds the targeted audience.If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted.

Question 58

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. Which of the following is likely to be true of the product class and the product?

A)High market share and good market potential
B)Low market share and good market potential
C)High market share with required monitoring for sales decline
D)Low market share and poor market potential
E)High market share but not a good market to advertise in

Question 59

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and Low CDI. Which of the following is likely to be true of the product class and the product?

A)High market share and good market potential
B)Low market share and good market potential
C)High market share with required monitoring for sales decline
D)Low market share and poor market potential
E)High market share but not a good market to advertise in

Question 60

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy?

A)Weighted ratings
B)Oscillating
C)Flighting
D)Plighting
E)Continuity

Question 61

Which of the following statements is true of the continuity scheduling method?

A)It serves as a constant reminder to consumers.
B)It is a cost efficient method of scheduling advertising.
C)It allows unlimited media allocation.
D)It is a combination of flighting and pulsing scheduling methods.
E)It results in a lack of interest of promotional messages during nonscheduled times.

Question 62

Juno Inc., a confectionery company, introduces a new range of peanut brittle. The company wants to make all its potential customers aware of its new product. The company should concentrate on:

A)maximizing frequency.
B)maximizing reach.
C)maximizing coverage.
D)using maximum continuity.
E)using a pulsing push strategy.

Question 63

The overlap that occurs when the same people see an ad twice is referred as:

A)coverage.
B)unduplicated reach.
C)duplicated reach.
D)frequency.
E)program rating.

Question 64

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent?

A)Ratings
B)Share
C)Flighting
D)Pulsing
E)Continuity

Question 65

Manufacturers of recreation vehicles advertise throughout the year but typically advertise heavily in June and September. Which of the following scheduling methods does this pattern represent?

A)Flighting
B)Geographical weighting
C)Continuity
D)Oscillating
E)Pulsing

Question 66

If an ad is placed on two TV shows, the total number of people exposed only once is referred to as _____.

A)coverage
B)unduplicated reach
C)duplicated reach
D)frequency
E)program rating

Question 67

Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February. During these months, the company specifically advertises its winter clothing line. Warm Weave is most likely to be using a(n) _____ scheduling method.

A)continuity
B)weighting
C)flighting
D)circulation
E)oscillating

Question 68

In a(n) _____ scheduling method, a regular pattern of advertising is developed without gaps or nonadvertising periods on an ongoing basis without regard for seasonality.

A)flighting
B)oscillating
C)pulsing
D)continuity
E)weighted ratings

Question 69

Television commercials for Halo laundry detergent are aired several times a day, on various cable networks, throughout the year. Advertisers of Halo believe that this will serve as a constant reminder of the brand to the consumers. Media planners of Halo are likely to be using a(n) _____ scheduling method.

A)pulsing
B)continuity
C)flighting
D)oscillating
E)weighted ratings

Question 70

Which of the following statements describes an advantage inherent in the flighting method of scheduling?

A)With flighting, there is no danger of wearout.
B)Flighting creates cost efficiency by using advertising only during purchasing periods.
C)Flighting helps in continuous advertising which in turn creates refutational appeal.
D)Flighting enables retention of promotional messages by alternating periods of high and low advertising weight.
E)Flighting serves as a constant reminder to consumers.

Question 71

Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

A)duplicated reach.
B)facsimile promotion.
C)advertising replication.
D)duplicated frequency.
E)flighting.

Question 72

For which of the following products is an advertiser most likely to use continuity scheduling?

A)Swimming pool chemicals
B)Flea collars
C)Cake mixes
D)Wood burning stoves
E)Tickets to professional basketball games

Question 73

_____ is a scheduling method that employs a less regular schedule with intermittent periods of advertising and nonadvertising.

A)Weighting
B)Continuity
C)Pulsing
D)Flighting
E)Circulation

Question 74

New brands or products need a very high level of reach:

A)in order to minimize the waste coverage.
B)to make all potential buyers aware of the new entry.
C)because they have an associated problem of overexposure.
D)since they have low brand and category development indices.
E)to facilitate continuity scheduling.

Question 75

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) _____ schedule is being employed.

A)intermittent
B)continuity
C)flighting
D)weighting
E)pulsing

Question 76

For which of the following products is an advertiser most likely to use a flighting schedule?

A)Cake mixes
B)Shampoo
C)Newspaper subscriptions
D)Snow tires
E)Candles

Question 77

Unduplicated reach indicates:

A)buying intentions.
B)the extent of consumer awareness.
C)the amount of waste coverage.
D)an estimate of frequency.
E)potential new exposures.

Question 78

Which of the following statements is true about advertising reach?

A)Reach refers to the number of times a viewer is exposed to an ad.
B)Reach of a media vehicle can be defined as the "opportunities to see" an ad.
C)Frequency level expressed in a media plan overstates the actual level of reach to an ad.
D)The actual exposure to an ad is referred to as reach of a media vehicle.
E)Reach is of trivial importance at later stages of the adoption hierarchy.

Question 79

Patron's Paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months and during the Christmas season when more people are likely to take a vacation. This is an example of _____ scheduling.

A)flighting
B)geographical weighting
C)continuity
D)oscillating
E)pulsing

Question 80

Which of the following statements is true of the flighting scheduling method?

A)It results in a lack of awareness of promotional messages during nonscheduled times.
B)It prohibits inclusion of more than one medium or media vehicle for advertising.
C)It usually results in high costs and overexposure.
D)It has a decreased likelihood of wearout.
E)It follows a continuous pattern of advertising without gaps or nonadvertising periods.