Question 1

Recency planning focuses on:

Accepted Answer

The answer of Recency planning focuses on:
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Question 2

_____ refers to the relationship between the price paid for advertising time or space and the size of the audience delivered.

Accepted Answer

Relative cost refers to the relationship between the price paid for advertising time or space and the size of the audience delivered, often used to evaluate the efficiency of different advertising options.

Question 3

_____ refers to the relationship between the price paid for advertising time and the size of the audience delivered and is also used to compare media vehicles.

Accepted Answer

Relative cost refers to the relationship between the price paid for advertising time and the size of the audience delivered and is used to compare media vehicles. It helps in determining the cost-effectiveness of various media channels and can be calculated by dividing the cost of advertising by the reach or audience size of the media vehicle.

Question 4

Effective reach refers to the:

Accepted Answer

The answer of Effective reach refers to the:
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Question 5

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 efficiency of an advertising campaign, but they differ in their approach. TRPs focus on the percentage of a target audience reached and the average number of times they are exposed to the advertisement, while GRPs focus on the total percentage of an audience reached, including waste coverage (people who do not fit the target audience). Therefore, B is the correct answer as TRPs calculation does not include waste coverage, whereas GRPs do.

Question 6

Computation of cost breakdowns on the basis of cost per thousand people reached is typically seen in the _____ industry.

Accepted Answer

The answer of Computation of cost breakdowns on the basis...

Question 7

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?

Accepted Answer

Purchase and usage cycles can help determine the optimal frequency for advertising. For example, if a product is used frequently or has a short usage cycle, it may require more frequent advertising to maintain awareness and relevance. On the other hand, products with longer usage cycles may require less frequent advertising. Other factors such as message uniqueness, clutter, media scheduling, and message complexity can also impact advertising frequency, but they are not specifically related to determining optimal frequency levels.

Question 8

Duplicated reach:

Accepted Answer

Duplicated reach provides an estimate of frequency by showing how often the same audience is exposed to a message across different media channels.

Question 9

Which of the following is a creative factor that is used in determining frequency levels?

Accepted Answer

Message variation refers to the different ways in which the advertising message is presented to the audience. This can include using different channels, formats, messages, and visuals. By varying the message, it can help to maintain the audience's interest and attention, which can influence the frequency level at which the message is delivered.

Question 10

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 these shows would most likely result in:

Accepted Answer

Since both shows have overlapping viewership, an ad during both shows would result in duplicated reach, where the same viewers are reached multiple times.

Question 11

_____ is a figure used by advertisers that represents the medial number of times the target audience reached by a media schedule is exposed to a media vehicle over a specified period.

Accepted Answer

Average frequency is the figure used by advertisers that represents the medial number of times the target audience reached by a media schedule is exposed to a media vehicle over a specified period.

Question 12

_____ of a medium or media vehicle is the actual total cost required to place an advertising message.

Accepted Answer

Absolute cost is the total cost required to place an advertising message, without any adjustments or considerations for other factors.

Question 13

_____ 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 14

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

Accepted Answer

Gross rating points (GRPs) are calculated based on the total audience that a media schedule may reach, using a duplicated reach estimate. GRPs measure the total weight of a media schedule and are expressed as a percentage of the target population. GRPs are calculated by multiplying the reach of a media schedule by the frequency of exposure.

Question 15

_____ 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 and the average frequency of exposure to measure the total exposure of a program or advertisement to a target audience.

Question 16

Gross ratings points (GRPs) can be calculated by:

Accepted Answer

GRPs are calculated by multiplying the reach (the percentage of the target audience that is exposed to the advertisement) by the frequency of exposure (the number of times the target audience sees the advertisement). The result is expressed as a percentage of the target audience.

Question 17

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...

Question 18

Which of the following statements is true of marketing factors important in determining frequency levels as recommended by Joseph Ostrow?

Accepted Answer

Joseph Ostrow recommended that the ability of a target group to learn and retain messages has a direct effect on frequency. Therefore, statement D is true. A, B, C, and E are not discussed by Joseph Ostrow as factors important in determining frequency levels.

Question 19

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 expressed as a percentage in the broadcast industry is the program rating. A program rating is the percentage of TV households (or radio listeners) tuned into a specific program out of all households (or listeners) with access to the broadcast. Therefore, choice E, program rating, is the best answer option.

Question 20

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...

Quiz 10: Media Planning and Strategy