Question 1

Which of the following statements is true about advertising reach?

Accepted Answer

Reach of a media vehicle can be defined as the "opportunities to see" an ad, meaning the number of individuals or households exposed to an ad at least once during a specific period. Option A is incorrect because reach refers to the number of unique individuals or households that are exposed to an ad, not the number of times they are exposed. Option C is incorrect because frequency and reach are interrelated but distinct concepts; frequency refers to the number of times an individual or household is exposed to an ad, whereas reach refers to the number of unique individuals or households exposed to an ad. Option D is also incorrect because the actual exposure to an ad is referred to as impressions, not reach. Option E is incorrect because reach is important at all stages of the adoption hierarchy because it helps to increase awareness and exposure of the product or service.

Question 2

Which of the following statements is true of the effects of reach and frequency of a media vehicle?

Accepted Answer

The answer of Which of the following statements is true...

Question 3

_____ are based on the total audience a media schedule may reach using a duplicated reach estimate.

Accepted Answer

Gross rating points (GRPs) are based on the total audience a media schedule may reach using a duplicated reach estimate. GRPs are a standard measurement used in advertising to evaluate the overall effectiveness of media schedule by taking into account the quantity and quality of impressions.

Question 4

New brands or products need a very high level of reach

Accepted Answer

New brands or products need a high level of reach in order to make all potential buyers aware of the new entry. This is because the brand or product is unknown to the market and needs to create a level of awareness to attract customers. This also allows the brand or product to establish itself in the market, which can lead to loyal customers and increased sales.

Question 5

Most viewers of the sitcom Blonde Dream also watch Euphony, a music-based reality show, which is broadcast immediately after Blonde Dream.An ad for Savor chocolates placed during both of these shows would most likely result in

Accepted Answer

Since most viewers of Blonde Dream also watch Euphony, placing an ad for Savor chocolates during both shows would result in duplicated reach, meaning the ad would reach the same viewers multiple times.

Question 6

Effective reach refers to the

Accepted Answer

The answer of Effective reach refers to the
...

Question 7

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

Accepted Answer

Duplicated reach refers to the situation where the same individuals are exposed to an advertisement more than once across different media or within the same medium, as in the scenario described.

Question 8

Duplicated reach

Accepted Answer

The answer of Duplicated reach
...

Question 9

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

Accepted Answer

Unduplicated reach refers to the unique number of individuals who have been exposed to an ad at least once, regardless of the media vehicle or frequency of exposure. In this case, the question specifies that the ad was placed on two TV shows, so the total number of people exposed only once would be the unduplicated reach.

Question 10

Gross ratings points (GRPs) can be calculated by

Accepted Answer

Gross ratings points (GRPs) are calculated by multiplying reach (the percentage of the target audience that is exposed to the advertising message at least once during a specific period) by frequency (the number of times the advertising message is delivered to the audience during the specific period). Therefore, choice A is the correct answer.

Question 11

_____ is a summary measure that combines a program rating and the average number of times a home is reached during this period.

Accepted Answer

Gross ratings points (GRPs) combine the program rating (the percentage of the total potential audience that is reached by a piece of broadcast programming) with the frequency of exposure, thus providing a summary measure of the total exposure of an advertisement or campaign within a given target audience.

Question 12

Overexposure, or ___________________, is when media coverage exceeds the targeted audience.

Accepted Answer

Overexposure, or waste coverage, occurs when media coverage exceeds the targeted audience, essentially wasting resources and potentially causing negative effects on the brand or message being promoted.

Question 13

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

Accepted Answer

Continuity scheduling involves placing advertisements at a steady and continuous pace over a period of time, which serves as a constant reminder to consumers by keeping the product or brand visible without long gaps.

Question 14

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

Accepted Answer

Duplicated reach refers to the overlap that occurs when the same people see an ad more than once. Coverage refers to the total percentage of a target audience that has the opportunity to see an ad at least once, while unduplicated reach refers to the total percentage of a target audience that sees an ad only once. Frequency refers to the average number of times a target audience sees an ad. Program rating refers to the percentage of households or individuals tuned into a specific program.

Question 15

A measure of potential reach in the broadcast industry that is expressed as a percentage is the TV, or radio, _____

Accepted Answer

The measure of potential reach in the broadcast industry that is expressed as a percentage is the program rating. It represents the percentage of households or individuals that are tuned into a particular TV or radio program at a given time. Sweeps periods are periods in which Nielsen measures television viewership to determine ratings, frequency refers to the number of times an advertisement or program is aired, index numbers are used in advertising to compare the sales of a product in a particular market to the national average, and duplicated reach measures the duplicated audience members who are reached by multiple media channels.

Question 16

Unduplicated reach indicates

Accepted Answer

Unduplicated reach refers to the number of unique individuals or households exposed to a media vehicle or campaign at least once during a given period, indicating potential new exposures without repetition.

Question 17

Which of the following statements best explains a difference between target ratings points (TRPs) and gross rating points (GRPs)?

Accepted Answer

TRPs and GRPs both measure the reach and frequency of a media plan, but TRPs do not take into account waste coverage (overlapping audiences that do not contribute to additional reach) while GRPs do.

Question 18

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

Accepted Answer

Maximizing reach is the best choice for Juno Inc. as it is a new product line and the company wants to make all potential customers aware of it. This strategy will help the company to reach the maximum number of people through different media vehicles.

Question 19

_____ refers to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached.

Accepted Answer

Target ratings points (TRPs) refer to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached. It is a measure of the potential audience reached by a specific media vehicle or media plan. Gross ratings points (GRPs) refer to the total audience reached by a specific media vehicle or media plan. Target frequencies and effective target reach are related concepts that focus on the actual number of times the target audience is exposed to the advertising message. Total market coverage refers to the percentage of the total market population that is reached by a specific media plan.

Question 20

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

Accepted Answer

The answer of The concept of _____ is based on...

Quiz 10: Media Planning and Strategy