Question 1

Assume that 30 percent of television households had the opportunity to hear a commercial produced by the Virginia Board of Tourism four times over a four-week period. What would be the GRP (gross rating points) for the commercial?

Accepted Answer

GRP is calculated by multiplying the reach percentage by the frequency. Here, 30% of households (reach) had the opportunity to hear the commercial 4 times (frequency). Therefore, GRP = 30 x 4 = 120.

Question 2

The advertising response curve suggests that:

Accepted Answer

The advertising response curve suggests that at a low advertising frequency there is little audience response, meaning that audience response increases with increased frequency. However, beyond a certain point, additional exposures may result in diminishing returns, wherein the cost of increased advertising may outweigh the benefits.

Question 3

Assume 8.1 percent of the total sales of instant rice occur in Baton Rouge and assume that 0.78 percent of the entire population of the United States lives in Baton Rouge. Calculate the category development index (CDI).

Accepted Answer

The answer of Assume 8.1 percent of the total sales...

Question 4

Media people use the term _____ to describe the quality of ad exposure.

Accepted Answer

The answer of Media people use the term _____ to...

Question 5

_____ refers to the length of time (duration) an advertising message or campaign will run over a given period of time.

Accepted Answer

Continuity refers to the duration or length of time an advertising message or campaign runs over a given period of time. It can be continuous, where the message is consistently delivered over a period, or flighted, where the message is delivered in bursts or intervals. Frequency refers to the number of times the message is exposed to the target audience, effective reach refers to the percentage of the target audience that is actually reached, and medium delivery power and medium value are not relevant to this concept.

Question 6

Assume that 40 percent of television households had the opportunity to hear a product commercial five times over a four-week period. What would be the GRP (gross rating points) for the commercial?

Accepted Answer

The answer of Assume that 40 percent of television households...

Question 7

The brand development index (BDI) is:

Accepted Answer

The brand development index (BDI) is an indication of the sales potential for a particular brand in a specific target market. It is calculated by dividing the percentage of a brand's sales in a particular market by the percentage of the population in that market. A high BDI indicates strong sales potential, while a low BDI suggests that the brand may need additional marketing efforts to increase sales within that market.

Question 8

_____ measures the intensity of a media schedule.

Accepted Answer

Frequency measures how many times an individual is exposed to a specific media message during a given period of time.

Question 9

_____ refers to the number of different people or households exposed at least once to a medium during a given period of time (usually four weeks).

Accepted Answer

Reach refers to the number of different people or households exposed at least once to a medium during a given period of time (usually four weeks).

Question 10

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it is truly received.

Accepted Answer

The term described in the question is known as effective frequency, which refers to the number of times a person needs to be exposed to an advertising message before they retain it.

Question 11

The _____ describes how the advertiser will achieve its stated media objectives.

Accepted Answer

The media strategy outlines how the advertiser plans to achieve their media objectives, including which media channels will be used, targeting, timing, and budget allocation. The communications plan may include the media strategy, but it also includes the creative and messaging aspects of the advertising campaign. The media mission is not a commonly used term, and the marketing mix relates to the overall combination of product, price, promotion, and place (distribution) decisions for a brand, which may include media choices as part of the promotion mix. Media execution relates to the actual implementation and placement of advertising in the chosen media channels.

Question 12

What assumption must be made in order for the theory behind the advertising response curve to be true?

Accepted Answer

The theory behind the advertising response curve assumes that all ad exposures are equal, meaning that each instance of exposure to the ad has the same impact on the target audience.

Question 13

Which of the following statements is most likely true about reach?

Accepted Answer

Reach refers to the number of different households or individuals exposed to an ad schedule during a given time period, without duplication.

Question 14

Assume the sale of Glory brand carrots in Atlanta is 1.33 percent of the brand's total U.S. sales and assume the population of Atlanta is 1.57 percent of the total U.S. population. Calculate the BDI for Glory carrots in Atlanta.

Accepted Answer

The answer of Assume the sale of Glory brand carrots...

Question 15

As an element of the media mix, the term _____ refers to the overall strategy of selecting media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives.

Accepted Answer

The answer of As an element of the media mix,...

Question 16

Advertisers define frequency as the:

Accepted Answer

Frequency refers to the number of times an advertising message reaches the same person or household in a specified time period. Option A accurately captures this definition.

Question 17

A podiatrist's office purchased advertising time on radio station KSTH. Four thousand different listeners heard the radio spots six times during a four-week period and another 2,000 heard the commercial three times during the same four-week period. Calculate the average frequency.

Accepted Answer

The average frequency is calculated by dividing the total number of exposures by the total number of listeners. (4,000 listeners * 6 times) + (2,000 listeners * 3 times) = 24,000 + 6,000 = 30,000 exposures. Total listeners = 4,000 + 2,000 = 6,000. Average frequency = 30,000 / 6,000 = 5.

Question 18

As an element of the media mix, the term _____ refers to not only the various targets for communication, but also to the targets' geographic location and segmentation considerations.

Accepted Answer

The term "markets" refers to the specific targets for communication, as well as their geographic location and segmentation considerations. This is an essential element of the media mix, as it helps determine which media channels and tactics will be most effective in reaching the desired audience. The other answer choices are important components of the media mix, but do not specifically relate to the targets and segmentation considerations.

Question 19

The category development index (CDI) is:

Accepted Answer

The category development index (CDI) is based on sales of the entire product category—not a specific brand—in a specific target market. It is used to measure the potential of a product category in a specific geographic area, and can help marketers determine how much effort and resources to allocate towards promoting their brand within that category in that market.

Question 20

Which of the following statements about a medium's audience is most likely true?

Accepted Answer

The content of the media vehicle, such as its programming or editorial focus, tends to attract a certain type of audience. This is why, for example, a sports channel would have a predominantly male audience. While media audience data is not always precise, it is widely available through various sources and is used by media planners to target specific audience demographics for advertisers. Psychographic data, which involves the study of personality, values, attitudes, interests, and lifestyles, is also an important consideration for media planners in targeting specific audiences. However, it is not fabricated – it is collected through various research methods.

Quiz 14: Media Planning and Buying