Question 1

Which term refers to a possible exposure of the advertising message to one audience member?

Accepted Answer

Advertising impression refers to one possible exposure of the advertising message to a single audience member. It is a basic unit of measuring the extent of audience exposure to an ad campaign.

Answer: A
 Advertising reach is the total number of different individuals or households exposed to an advertising message at least once during a specified period.

Answer: D
 Message weight refers to the total size of an advertising message delivered in a given promotion campaign. It may include factors such as the length of the ad, the frequency of its appearance, and the size of the publication or station carrying the ad.

Answer: E
 Gross impression refers to the total number of times an ad is viewed over a specific period. It is calculated by multiplying the number of ads by the number of people who viewed them.

Question 2

The marketing plan would LEAST likely determine the:

Accepted Answer

The answer of The marketing plan would LEAST likely determine...

Question 3

If the Trion Gazette has 7,000 subscribers and a local grocery store pays $700 for a full-page ad in the newspaper, the cost per thousand (CPM) will equal $100 per thousand.

Accepted Answer

CPM is calculated by dividing the cost of advertising by the number of readers per thousand. In this case, the cost per thousand can be calculated as (700/7000) x 1000 = $100 per thousand.

Question 4

Why is media planning a more complicated process today than it was 10 years ago?

Accepted Answer

With the rise of digital media and social media platforms, audiences have become more fragmented and spread across various channels. This makes it more challenging for media planners to identify the most effective channels to reach their target audience.

Answer: A
 The advancement of technology in marketing research has made it possible to gather more detailed and nuanced information about consumer behavior and media consumption habits. This means that media planners have access to more data but require more time and resources to analyze and interpret this data to make informed decisions.

Answer: E
 The process of media buying and selling has become more streamlined and automated, thanks to programmatic advertising technology. This has made it easier for advertisers to purchase ad inventory across multiple channels, but it has not necessarily made media planning less complicated.

Question 5

The two ways to express _____ are gross impressions and gross rating points.

Accepted Answer

Gross impressions and gross rating points are measures of message weight, which is the total audience reached by a medium or advertising campaign.

Question 6

The two major components of media objectives are audience objectives and:

Accepted Answer

The answer of The two major components of media objectives...

Question 7

The Tonight Show, People magazine, and U.S.A. Today would all be suitable _____ for Advil pain reliever.

Accepted Answer

The media outlets mentioned (Tonight Show, People magazine, and U.S.A. Today) are all vehicles for delivering advertising messages to a large audience. Thus, they are considered media vehicles.

Question 8

Which of the following would be the most appropriate audience objective for the manufacturer of Sophie's Soups?

Accepted Answer

The most appropriate audience objective focuses on targeting the right audience, and concentrating advertising in urban areas where canned foods have greater sales aligns with reaching the most relevant consumers for Sophie's Soups.

Question 9

The audience for Who Wants to Be a Millionaire on a local cable channel is 115,000. During January and February, a jewelry store ran 16 ads during the show. This is the only advertising the jeweler did during those two months. Its _____ equals 1,840,000.

Accepted Answer

Gross impressions are calculated by multiplying the audience size by the number of ads. Here, 115,000 (audience) x 16 (ads) = 1,840,000 gross impressions.

Question 10

The _____ is the percentage of homes exposed to an advertising medium.

Accepted Answer

The percentage of homes exposed to an advertising medium is known as its rating. Choice A (circulation) refers to the number of copies of a publication that are distributed. Choice B (message weight) and choice D (continuity) are not related to the percentage of homes exposed to an advertising medium. Choice C (gross rating points) is a measure of the reach and frequency of an advertising campaign, which includes the rating but also takes into account the number of times an ad is shown and how many people see it.

Question 11

Sixty percent of the total target market heard the radio spots for Cartersville Jewelry Exchange, at least once during a four-week period. The average frequency of the advertisement was four. Calculate the gross rating points (GRPs).

Accepted Answer

The answer of Sixty percent of the total target market...

Question 12

Media planners often define media objectives by the advertising schedule's _____, the total size of the audience for a set of ads or an entire campaign.

Accepted Answer

The answer of Media planners often define media objectives by...

Question 13

When the sponsors of a charity golf tournament purchased commercial time on local television, the station's sales rep promised a total exposure for the ad of 32,000. In other words, the _____ for the commercial would be 32,000.

Accepted Answer

Gross impressions refers to the total number of times an advertisement is viewed. This aligns with the given information that the sponsors were promised a total exposure of 32,000 for their commercial.

Question 14

Emotionally-oriented creative messages are best communicated with pulsing.

Accepted Answer

Emotionally-oriented creative messages are often best communicated through storytelling or evocative imagery, not necessarily through pulsing, which is a technique more associated with maintaining attention or highlighting specific points rather than conveying emotions.

Question 15

An opportunity to see (OTS) is sometimes referred to as a(n):

Accepted Answer

An opportunity to see (OTS) is often referred to as an ad impression, which is a measure of the number of times an advertisement is seen by a viewer.

Question 16

Which of the following statements about media planning is true?

Accepted Answer

The job of media planning has become more complex due to evolving advertising purchase and sales methods, including programmatic buying, real-time bidding, and the rise of digital platforms.

Question 17

Bursting is used for high-ticket items that are purchased with careful consideration.

Accepted Answer

Bursting is used for purchases that require careful consideration and are generally high-ticket items such as a car, a house, or a vacation.

Question 18

A written rationale for the media strategy is an integral part of any media plan.

Accepted Answer

A written rationale for the media strategy is necessary in order to provide a clear and concise explanation of the thought process and reasoning behind the selected media channels, tactics, and budget allocations. It helps ensure that all stakeholders involved are on the same page and helps to measure the effectiveness of the media plan.

Question 19

Which of the following refers to the number of people who read a magazine without actually buying it?

Accepted Answer

Pass-along rate refers to the number of people who read a magazine without actually buying it. Gross impressions refer to the total number of times an ad is seen, including repeat views by the same person. Ad impressions refer specifically to the number of times an ad is displayed. Opportunity to see refers to the potential for an ad to be seen. Message weight is a measure of the total advertising volume for a campaign.

Question 20

Media buyers tend to specialize in product categories rather than specific types of media.

Accepted Answer

Media buyers often specialize in specific types of media (such as digital, television, radio, print, outdoor) rather than product categories, as their expertise is in understanding and leveraging the media landscape to place advertisements effectively.

Quiz 14: Media Planning and Buying