Question 1

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

Accepted Answer

Both "exposure" and "OTS" (Opportunities to See) relate to the number of times an audience sees an advertisement, indicating they are not very different but rather interconnected concepts in advertising.

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.

Accepted Answer

The minimum effective frequency level for a campaign, or MEF/c, is the minimum number of times a target audience must be exposed to a message before they take action, typically making a purchase. This is important to managers because it helps them determine how many times they need to run an advertisement or any other promotional activity to achieve the desired response. By identifying the MEF/c, the managers can ensure they achieve threshold disposition to purchase with the fewest insertions, thus minimizing the campaign's cost.

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

The MEF/c formula is correctly stated as 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).

Accepted Answer

According to the MEF calculation, a contact coefficient of .25 justifies a reduction of 1 exposure under conditions of personal influence (PI). Therefore, the statement is false.

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.

Accepted Answer

The answer of Evidence indicates that for a direct-response ad...

Question 7

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

Accepted Answer

The answer of Factors such as "media environment" or "quality...

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.

Accepted Answer

Random duplication between vehicles across media types does not inherently lead to the conclusion that multi-media campaigns are inadequate for high reach. Multi-media campaigns can be designed to both increase frequency and extend reach by targeting different audience segments across various platforms.

Question 9

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

Accepted Answer

The frequency rule does recommend buying repeated insertions, but not necessarily in "strip" vehicles. The choice of vehicle depends on the target audience and the message being conveyed.

Question 10

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

Accepted Answer

Programmatic ad buying allows advertisers to purchase ad space in real-time, which means they can target specific audiences and achieve more efficient ad placements 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.

Accepted Answer

The concept of effective frequency is true and suggests that a minimum number of exposures to advertising is necessary to maximize the chances that a potential customer will take action. However, the specific number of exposures required can vary depending on factors such as the target audience, the message, and the medium.

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.

Accepted Answer

Disposition to purchase is broader and encompasses not just brand awareness but also attitudes, intentions, and preferences towards the product or service, beyond just the impact of a single communication effect.

Question 13

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

Accepted Answer

The 1-week advertising cycle is recommended for campaigns requiring low values of MEF, as it allows for frequent adjustments and optimization of the campaign. For campaigns requiring high values of MEF, a longer advertising cycle may be more effective.

Question 14

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

Accepted Answer

The minimum effective frequency per advertising cycle (MEF/c) should be estimated before the media schedule of insertions is purchased to ensure the advertising reaches its intended audience effectively and efficiently.

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.

Accepted Answer

LC+1 strategy for brand recall involves setting the effective frequency level one exposure higher than the estimated effective frequency level of the largest competitor. This helps in ensuring that the brand remains top of mind of the target audience and has better recall compared to its competitors.

Question 16

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

Accepted Answer

This statement is true because the MEF/c (Market Entry Framework/Category) score measures the difficulty of breaking into a new category. A high score indicates a challenging market entry, which would most likely be the case for a late-entry brand trying to establish itself in 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.

Accepted Answer

This statement accurately describes 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.

Accepted Answer

Aiming to expose an ad to as many people as possible at least once requires selecting media vehicles with minimal overlap or between-vehicle duplication to maximize reach and ensure the ad is seen by a diverse audience.

Question 19

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

Accepted Answer

Buying multiple insertions in a few non-competing, strip vehicles will indeed reduce reach, as the ads will only be seen by a smaller audience. However, it will maximize frequency, as those who do see the ads will see them repeatedly. This can be an effective strategy for reaching a specific target group with a message that needs to be reinforced multiple times.

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.

Accepted Answer

The answer of The ideal way to select media vehicles...

Quiz 10: Effective Frequency and Strategic Scheduling Rules

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

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.

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

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

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

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.

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

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.

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

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

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.

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

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

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

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.

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

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.

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.

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

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