Question 1

Which scheduling method would be inappropriate for the product named?
A) Spring-blooming bulbs-continuous
B) Soft drinks-pulsing
C) Snow blower-flighting
D) Accounting services-flighting

Accepted Answer

Spring-blooming bulbs would not benefit from a continuous scheduling method because their demand is seasonal, peaking before and during the spring season. Continuous scheduling implies a consistent advertising effort throughout the year, which would not be cost-effective or appropriate for a product with a clear peak demand season.

Question 2

Recreation vehicles (RVs)advertise throughout the year but typically advertise more heavily June and in September.This pattern represents which scheduling method?
A) Flighting
B) Continuity
C) Pulsing
D) Oscillating

Accepted Answer

The pattern of advertising more heavily during certain months (June and September) represents the pulsing scheduling method, which involves intermittent bursts of advertising interspersed with periods of reduced or no advertising.

Question 3

Which strategy would be most likely to be used by a marketer of dishwashing detergent?
A) Continuous
B) Share growth
C) Flighting
D) Pulsing

Accepted Answer

Continuous advertising is a strategy that involves running ads consistently over a long period of time. This strategy is often used by marketers of dishwashing detergent because it helps to keep the brand top-of-mind with consumers and drive sales.

Question 4

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

Accepted Answer

Snow tires are a highly seasonal product, typically used only during the winter months. Therefore, advertisers can use a flighting schedule to increase their advertising during these peak times and decrease it during the off-season.

Question 5

New brands need a very high level of ______,since the objective is to make all potential buyers aware of the brand.
A) reach
B) frequency
C) GRPs
D) CPM

Accepted Answer

Reach is the correct answer because it refers to the total number of different people or households exposed, at least once, to a medium during a given period. For new brands, the goal is to expose the brand to as many potential buyers as possible to increase awareness.

Question 6

Unduplicated reach is:
A) average reach multiplied by average frequency
B) duplicated reach plus total reach
C) total market coverage less duplicated reach
D) total reach less duplicated reach

Accepted Answer

Unduplicated reach refers to the total number of unique individuals or households exposed to a media vehicle or campaign at least once during a given period, which is calculated by subtracting the duplicated reach (those counted more than once) from the total reach.

Question 7

The _____ the brand share,the _____ the frequency level required.
A) lower; higher
B) higher; lower
C) lower; lower
D) higher; higher

Accepted Answer

This statement is referring to the relationship between brand share and the required frequency level of advertising. If a brand has a higher share of the market, it means that it is more well-known and has more consumer loyalty. Therefore, it requires less advertising to maintain its position. On the other hand, a brand with a lower share of the market needs more frequent advertising to increase awareness and build brand loyalty.

Question 8

When advertising scheduling involves constant advertising with heavier efforts being made at certain times,a(n)______ schedule is being employed.
A) intermittent
B) pulsing
C) flighting
D) weighting

Accepted Answer

A pulsing schedule involves consistent advertising with heavier efforts made at certain times. Intermittent schedules involve on-and-off advertising, while flighting schedules involve alternating periods of heavy and no advertising. Weighting schedules do not exist in advertising scheduling terminology.

Question 9

Chrysler would probably wish to pursue a _____ scheduling strategy,while Rossignol Skis would use a _____ schedule.
A) continuous; pulsing
B) flighting; pulsing
C) pulsing; flighting
D) continuous; continuous

Accepted Answer

Chrysler would probably wish to pursue a pulsing scheduling strategy, while Rossignol Skis would use a flighting schedule. Pulsing scheduling involves alternating periods of high and low advertising activity, while flighting scheduling involves alternating periods of advertising and no advertising. Chrysler would probably wish to pursue a pulsing scheduling strategy because it would allow the company to maintain a consistent level of brand awareness while also saving money on advertising costs. Rossignol Skis would probably wish to use a flighting scheduling strategy because it would allow the company to target its advertising to specific times of the year when demand for skis is highest.

Question 10

_____ is the employment of periods of advertising along with periods of non-advertising.
A) Weighting
B) Continuity
C) Pulsing
D) Flighting

Accepted Answer

Flighting is a media scheduling strategy that involves intermittent periods of advertising (flights) followed by periods of no advertising (hiatuses), allowing for a more concentrated media spend at specific times rather than a continuous presence.

Question 11

It is generally felt that consumers should get exposure to the message as close as possible to when they are going to make the purchase.On the basis of this idea,which would be the most effective scheduling method?
A) Pulsing
B) Continuous
C) Behavioural
D) Flighting

Accepted Answer

The answer of It is generally felt that consumers should...

Question 12

Which of the following is NOT an advantage inherent in the flighting method of schedule advertising?
A) Cost efficiency
B) Extra strength during "on" periods
C) Continuous target coverage
D) Ability to include more than one advertising vehicle

Accepted Answer

The flighting method involves alternating periods of advertising with periods of no advertising, which means that there will not be continuous target coverage. Therefore, option C is not an advantage inherent in the flighting method of schedule advertising. The other options, namely cost efficiency, extra strength during "on" periods, and ability to include more than one advertising vehicle, are all advantages of the flighting method.

Question 13

Disney World advertises itself as a vacation spot throughout the year,but it advertises more heavily during the summer months and during the Christmas season when most people are vacationing.This is an example of _____ scheduling.
A) flighting
B) geographical weighting
C) continuity
D) pulsing

Accepted Answer

Pulsing scheduling is characterized by intermittent periods of advertising and non-advertising. In this case, Disney World advertises more heavily during peak vacation times (summer and Christmas), and therefore utilizes a pulsing scheduling strategy.

Question 14

Which of the following media strategies is suitable for a lesser-known product with a target audience concentrated in a small area in Canada?
A) One that emphasizes frequency rather than reach
B) One that emphasizes reach rather than frequency
C) One that balances reach and frequency
D) One that uses a high cost per thousand approach

Accepted Answer

Since the target audience is concentrated in a small area, it would be more useful to have repetitive advertisements in that area rather than to have less frequent advertisements to a larger audience. This would mean emphasizing frequency over reach.

Question 15

For which of the following products is an advertiser most likely to use continuity scheduling?
A) Swimming pool chemicals
B) Tickets to a hockey game
C) Laundry detergent
D) Wood burning stoves

Accepted Answer

Continuity scheduling is best used for products that need to be purchased regularly or have a long purchase cycle. Laundry detergent fits this criteria as it is a household essential that is purchased on a regular basis.

Question 16

To calculate gross ratings points (GRPs),you will need to:
A) multiply reach times frequency
B) divide reach times frequency by costs
C) multiply CPM times average frequency
D) divide average frequency by costs

Accepted Answer

Gross ratings points (GRPs) are calculated by multiplying the percentage of the target audience reached by an advertisement (reach) by the number of times the advertisement is shown (frequency). Therefore, the correct choice is A - multiply reach times frequency.

Question 17

A company with a substantial advertising budget with little or no awareness in the target market should:
A) maximize frequency and sacrifice reach
B) maximize reach
C) maximize coverage
D) sacrifice reach for continuity

Accepted Answer

When a company has little or no awareness in the target market, it is important to maximize reach to ensure that the message is seen by as many people as possible. This can help build brand recognition and increase the likelihood of consumers considering the product or service. While frequency and continuity are important, they are less critical than reaching as many potential customers as possible in the beginning stages of building awareness. Maximized coverage may also be important, but it is dependent on the specific goals and resources of the company.

Question 18

A company has a limited promotional budget.The target market is highly concentrated and has already been shown to have high awareness and interest in the project.The goal of the promotional strategy should be to:
A) maximize coverage
B) maximize reach
C) increase frequency
D) sacrifice frequency for reach

Accepted Answer

Given the high awareness and interest in the product within a highly concentrated target market, increasing frequency (C) of promotions would be more effective than trying to maximize coverage or reach, which are more relevant for markets that are not yet aware of or interested in the product. Sacrificing frequency for reach (D) would not be beneficial in this scenario since the target market is already well-defined and interested.

Question 19

Given that a message is complex as far as comprehension is concerned,the strategy should be to maximize ______ at the expense of ______.
A) Frequency; CPM
B) Reach; frequency
C) Reach; GRPs
D) Frequency; reach

Accepted Answer

When a message is complex, it requires repeated exposure to it to increase comprehension. Therefore, the strategy should be to maximize frequency at the expense of reach. This means reaching a smaller, more targeted audience multiple times rather than reaching a larger, less targeted audience once or twice. This would also result in a higher frequency of exposure, which would increase the chances of the message being retained in the minds of the audience.

Question 20

A product that may be consumed throughout the year,but has seasonal periods where consumption is higher might best employ a(n)_____ scheduling method.
A) continuous
B) pulsing
C) flighting
D) oscillating

Accepted Answer

Pulsing scheduling method combines the continuous and flighting strategies, allowing for a steady advertising presence that increases during peak seasons. This approach is ideal for products that are used year-round but experience higher demand during certain periods.

Quiz 10: Media Planning and Budgeting for IMC

Which scheduling method would be inappropriate for the product named?

Recreation vehicles (RVs) advertise throughout the year but typically advertise more heavily June and in September.This pattern represents which scheduling method?

Which strategy would be most likely to be used by a marketer of dishwashing detergent?

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

New brands need a very high level of ______,since the objective is to make all potential buyers aware of the brand.

Unduplicated reach is:

The _ the brand share,the _ the frequency level required.

When advertising scheduling involves constant advertising with heavier efforts being made at certain times,a(n) ______ schedule is being employed.

Chrysler would probably wish to pursue a _ scheduling strategy,while Rossignol Skis would use a _ schedule.

_____ is the employment of periods of advertising along with periods of non-advertising.

It is generally felt that consumers should get exposure to the message as close as possible to when they are going to make the purchase.On the basis of this idea,which would be the most effective scheduling method?

Which of the following is NOT an advantage inherent in the flighting method of schedule advertising?

Disney World advertises itself as a vacation spot throughout the year,but it advertises more heavily during the summer months and during the Christmas season when most people are vacationing.This is an example of _____ scheduling.

Which of the following media strategies is suitable for a lesser-known product with a target audience concentrated in a small area in Canada?

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

To calculate gross ratings points (GRPs) ,you will need to:

A company with a substantial advertising budget with little or no awareness in the target market should:

A company has a limited promotional budget.The target market is highly concentrated and has already been shown to have high awareness and interest in the project.The goal of the promotional strategy should be to:

Given that a message is complex as far as comprehension is concerned,the strategy should be to maximize at the expense of .

A product that may be consumed throughout the year,but has seasonal periods where consumption is higher might best employ a(n) _____ scheduling method.