Accounting
Anthropology
Archaeology
Art History
Banking
Biology & Life Science
Business
Business Communication
Business Development
Business Ethics
Business Law
Chemistry
Communication
Computer Science
Counseling
Criminal Law
Curriculum & Instruction
Design
Earth Science
Economic
Education
Engineering
Finance
History & Theory
Humanities
Human Resource
International Business
Investments & Securities
Journalism
Law
Management
Marketing
Medicine
Medicine & Health Science
Nursing
Philosophy
Physic
Psychology
Real Estate
Science
Social Science
Sociology
Special Education
Speech
Visual Arts
Journalism
Q:
(p.404)The person in charge of negotiating and contracting with the media is called a(n):
A.ad traffic department head.
B.art director.
C.media director.
D.media buyer.
E.audience planner.
Q:
(p.385)Fragmentation of television has led to increased difficulty to reach a big audience.
Q:
(p.385)Cinema advertising and product placements are examples of non-traditional media.
Q:
(p.404)In spring 2007, Irwin Gotlieb crafted a $1 million pact with NBC Universal (NBCU) that changed the age-old model of how TV ads are bought: The bigger the hit, the more you pay. With DVRs allowing people to skip commercials, Gotlieb decided that a show's popularity no longer mattered. He told NBC executives that he would pay based on who was watching the commercials. Gotlieb is an example of a(n):
A.ad traffic department head.
B.art director.
C.media director.
D.media buyer.
E.audience planner.
Q:
(p.385)Companies practicing integrated marketing communications should be concerned about everything that carries a message to and/or from customers and other stakeholders.
Q:
(p.401)The Franklin Review has 30,000 subscribers. A new restaurant in town pays $500 for a half-page ad in the newspaper. What is the cost per thousand (CPM)?
A.$60
B.$16.67
C.$166.67
D.$600
E.Cannot be determined from the information given here
Q:
(p.402)The media planner for a manufacturer of golf clubs for women of age 30 and above is considering the cost efficiency of advertising on a talk radio station. During morning drive time, the average number of listeners of age 30 and over is 40,000. Sixty percent are female, 25 percent earn over $35,000 per year and 99 percent own automobiles. What is the cost per thousand of this media planner's target audience if a 30-second commercial costs $200?
A.$8.33
B.$17.50
C.$80.00
D.$175.00
E.$200.00
Q:
(p.402)The maker of Advil pain relievers has introduced a pill to aid people in falling asleep. To reach its target audiences, the pill's manufacturer has decided to advertise on the Internet, on television, in business magazines, on talk radio shows and through direct mail because it believes one medium will not reach all of his potential customers. The retailer is planning to use a(n) _____ approach.
A.targeted media
B.mixed-media
C.media combination
D.marketing mix
E.environmental
Q:
(p.402)Why would an advertiser use a mixed-media approach?
A.It is less expensive than a homogeneous media mix.
B.It gives more exposure than a heterogeneous media plan.
C.It is easier to schedule than any other type of media mix.
D.It produces an effect where the sum of the parts is greater than that expected by adding the individual parts.
E.It produces a homogeneous effect, which reflects the segmentation variables of the targeted audience.
Q:
(p.402)Advertising that runs on a(n) _____ schedule runs steadily. The amount of advertising varies little over the campaign period.
A.continuous
B.uninterrupted
C.flighting
D.incessant
E.time-sensitive
Q:
(p.393)The _____ describes how the advertiser will achieve its stated media objectives.
A.communications plan
B.media mission
C.organizational plan
D.media strategy
E.media execution
Q:
(p.394)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.
A.media
B.methodology
C.markets
D.message
E.motivation
Q:
(p.395)The brand development index (BDI) is:
A.another way to express the advertising response curve.
B.based on sales of the entire product category-not a specific brand-in a specific target market.
C.published annually by the Federal Trade Commission.
D.an indication of the economic forecast for a specific product category.
E.an indication of the sales potential for a particular brand in a specific target market.
Q:
(p.395)Assume the sale of Glory brand turnip greens in Mobile is 1.33 percent of the brand's total U.S. sales and assume the population of Mobile is 1.57 percent of the total U.S. population. Calculate the BDI for Glory turnip greens in Mobile.
A.8471
B.1.18
C.2.09
D.84.71
E.118
Q:
(p.396)The category development index (CDI) is:
A.published annually by the Federal Trade Commission.
B.another way to express the advertising response curve.
C.an indication of the sales potential of a particular brand in a specific target market.
D.based on sales of the entire product category-not a specific brand-in a specific target market.
E.an indication of the economic forecast for a specific product category.
Q:
(p.396)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).
A.09
B.6.32
C.9.63
D.963
E.1038.46
Q:
(p.399)Which of the following statements about a medium's audience is true?
A.It is unethical for media vehicles to try to attract advertisers by using audience demographics.
B.Data on the size of media audiences are almost nonexistent.
C.The media planner needs to know how closely the vehicle's audience matches the target market.
D.Audience refers to the number of people who remember seeing or hearing an ad.
E.The media planner is not concerned about media audience size because all information on audience demographics is typically fabricated.
Q:
(p.399)A(n) _____ is the total number of people or households exposed to a medium.
A.complete sample
B.target market
C.audience
D.mean viewership/listenership
E.gross rating point (GRP) total
Q:
(p.400)Which of the following factors positively affect the attention value of a medium or vehicle?
A.Newness and freshness of the advertiser's campaign
B.Audience disenchantment with editorial content or program material
C.Less number of competitive advertisers
D.The effectiveness of the advertising response curve
E.Span of the media plan
Q:
(p.401)The Daily Sun has 18,000 subscribers. A church consignment sale pays $180 for a quarter-page ad in the newspaper. What is the cost per thousand (CPM)?
A.$10
B.$100
C.$1,000
D.$5,000
E.$10,000
Q:
(p.392)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?
A.120
B.160
C.180
D.200
E.220
Q:
(p.392)_____ refers to the length of time (duration) an advertising message or campaign will run over a given period of time.
A.Frequency
B.Continuity
C.Effective reach
D.Medium delivery power
E.Medium value
Q:
(p.393)The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.
A.medium value
B.exposure value
C.message satiation
D.effective reach
E.effective frequency
Q:
(p.393)Media people use the term _____ to describe the quality of ad exposure.
A.medium value
B.exposure value
C.message satiation
D.effective reach
E.effective frequency
Q:
(p.393)According to the advertising response curve:
A.incremental expense in advertising builds with repeated exposures.
B.too much ad exposure results in message spillover.
C.the first exposure is most effective with the following exposures having diminishing effectiveness.
D.effective frequency decreases as effective reach increases.
E.continuity diminishes as effective frequency is increased.
Q:
(p.393)What assumption must be made in order for the theory behind the advertising response curve to be true?
A.Creativity determines reach
B.Effective reach is more significant than effective continuity
C.All ad exposures are equal
D.Reach and frequency multiplied together equals GRPs
E.Continuity must be maintained on an even level
Q:
(p.390)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.
A.gross impressions
B.frequency
C.attention value
D.effective reach
E.gross ratings point
Q:
(p.390)Assume the audience for Who Wants to Be a Millionaire' on a local cable channel is 115,000. During the months of 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.
A.message value
B.medium specificity
C.effective frequency
D.gross rating point
E.gross impression
Q:
(p.390)The _____ is simply the percentage of homes exposed to an advertising medium.
A.exposure
B.message weight
C.gross rating points
D.exposure value
E.rating
Q:
(p.391)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).
A.2.4
B.6.67
C.180
D.240
E.The answer cannot be determined from information given here
Q:
(p.391)_____ 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).
A.Audience span
B.Exposure value
C.Reach
D.Message weight
E.Frequency
Q:
Which of the following statements about reach is true?
A.Reach is always expressed as a percentage.
B.Reach measures the intensity of a media schedule.
D.Reach refers to the number of different people or households exposed to an advertising schedule during a given time period.
E.Reach refers to the duration of an ad campaign.
Q:
(p.391)_____ measures the intensity of a media schedule.
A.Exposure value
B.Attention value
C.Reach
D.Opportunity to see (OTS)
E.Frequency
Q:
(p.391)Advertisers define frequency as the:
A.number of times an advertising message reaches the same person or household in a specified time period.
B.number of different people or households exposed to an advertising schedule during a given time.
C.predicted number of different people who will see an ad at least twice.
D.variety of media types that must be used to reach the target market objectives.
E.number of market segments that are targeted to attain total audience objectives.
Q:
(p.391)A podiatrist's office purchased advertising time on radio station KSTH. Four thousand different listeners heard its 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.
A.1
B.2
C.5
D.6
E.9
Q:
(p.389)The Tonight Show, Tennis magazine, USA Today and would all be suitable _____ for Advil pain relievers.
A.audience communicators
B.market agents
C.advertising agents
D.physical distribution channels
E.media vehicles
Q:
(p.390)In 2006, Google introduced a feature that lets advertisers determine when their ads will run. Advertisers can automatically adjust their bids or pause or resume their campaigns based on the time of day or day of the week. Google's new service has a strong influence on the development of _____ objectives.
A.message-distribution
B.continuity
C.mission
D.environmental
E.marketing mix
Q:
(p.390)The _____ determines the number of people who read a magazine without actually buying it.
A.gross impressions
B.pass along rate
C.ad impressions
D.opportunity to see
E.message weight
Q:
(p.390)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.
A.circulation value
B.attention value
C.frequency
D.message weight
E.gross impressions
Q:
(p.390)A(n) _____ is a possible exposure of the advertising message to one audience member.
A.medium reach
B.medium receptivity
C.advertising impression
D.message weight
E.medium value
Q:
(p.390)An opportunity to see (OTS) is sometimes referred to as a(n):
A.ad impression.
B.medium weight.
C.medium delivery power.
D.message attention value.
E.message reception.
Q:
(p.390)The two ways to express _____ are gross impressions and gross rating points.
A.medium delivery power
B.audience perception
C.audience receptivity
D.medium capability
E.message weight
Q:
(p.401)Assume the Cedartown Standard has 65,000 subscribers and the Hermitage House Restaurant buys a half-page ad for $4,000. Calculate the cost per thousand (CPM).
Q:
(p.402-403)What type of products usually uses flighting as a pattern for scheduling advertising?
Q:
(p.384)Who is responsible for answering such questions as "where should we advertise?", "which media vehicles should we use?" and "how often should we run the advertising?"
A.Communications experts
B.Traffic planners
C.Media planners
D.Promotional managers
E.Creative directors
Q:
(p.385)Which of the following statements about media planning is true?
A.One reason media planning is easier today than it was 20 years ago is the increasing number of media choices.
B.The ability to advertise to larger and larger segments has made the job of media planning easier.
C.The cost of all media is less today than it was 10 years ago.
D.The job of media planning has been made more difficult by changes in the way advertising is bought and sold.
E.The job of media planning has been made more difficult by legislation that prohibits repetitive advertising.
Q:
(p.385)Why is media planning a more complicated process today than it was ten years ago?
A.The discovery of more sophisticated marketing research techniques.
B.The diminishing number of media available to advertisers.
C.The increasing fragmentation of the audience.
D.Huge advertising budgets becoming the norm.
E.Declining complexity in media buying and selling.
Q:
(p.388)When engaged in media-planning activities, it is important to note that media objectives directly result from:
A.the advertising plan.
B.the marketing strategy.
C.the marketing situation analysis (SWOT).
D.the marketing mix.
E.the target market.
Q:
(p.389)Which of the following would be the most appropriate advertising objective for a manufacturer of organic soup?
A.To initiate a sales training program for all salespeople within the next two years.
B.To increase advertising recall among adults ages 55 and older by 15 percent by next Christmas.
C.To increase market share of its Glen Muir brand by 45 percent before the end of the next fiscal year.
D.To add three more marketing researchers to the company by October.
E.To reduce wastes by 20 percent by the end of the next fiscal year.
Q:
(p.389)The two major components of media objectives are audience objectives and:
A.message-distribution objectives.
B.continuity objectives.
C.mission objectives.
D.environmental objectives.
E.marketing mix objectives.
Q:
(p.390)Why do media planners often define media objectives by the schedule's message weight?
Q:
(p.390)What are the two ways to express message weight?
Q:
(p.390)Assume 5,500 people heard a local radio ad for the Dogwood Homecoming Festival three times during a two-week period and another 6,000 heard it once during the same period. Calculate gross impressions for the schedule.
(5,500 * 3) + 6,000 = 28,500.
Q:
(p.391)What two methods do advertisers use to accumulate reach?
Q:
(p.394)Many factors go into developing an effective media strategy. These factors are often referred to as the five Ms. What are the five Ms?
Q:
(p.396)What is the category development index (CDI) of Chicago if the city contains 1.2 percent of the total population of the United States and the Chicago population consumes 3.6 percent of the flavored yogurt consumed in the nation?
Q:
(p.400)The advertiser wants to market vitamins for horses. If it wants attention value, should it advertise in Western Horseman-a magazine for horse enthusiasts, Organic Gardening, USA Today or regional magazines like Chicago? Why?
Q:
(p.393)Differentiate between effective frequency and effective reach.
Q:
(p.394)What are the various factors that influence media strategy decisions?
Q:
(p.398)Explain the purpose of media strategy.
Q:
(p.400)List five factors that enhance the probability of ad exposure.
Q:
(p.400)Six factors are known to increase attention value. List five of these factors.
Q:
(p.402)List four reasons why media planners often use a mixed media approach.
Q:
(p.402-403)List and define the three principles methods for scheduling media. Give an example of a product that would benefit from the use of each method.
Q:
(p.389)What is the primary function of media objectives?
Q:
(p.389)What are the two major components of media objectives?
Q:
(p.402)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.
Q:
(p.403)Bursting is used for high-ticket items that are purchased with careful consideration.
Q:
(p.404)Media buyers tend to specialize in product categories rather than specific types of media.
Q:
(p.385)List five trends that have made media selection much more complicated than it used to be.
Q:
(p.388)What are the purposes of (a) the situation analysis, (b) the marketing plan and (c) the advertising plan?
Q:
(p.392)Explain the importance of continuity.
Q:
(p.391-392)Describe how reach, frequency and continuity differ.
Q:
(p.377)Each year, Darwin Septic Tank Company gives its customers calendars with the business's address and phone number on the bottom of each page. This calendar is an example of a(n):
A.long-term advertising message.
B.loyalty prize.
C.continuity promotion.
D.advertising specialty.
E.premium.
Q:
(p.377)A(n) _____ is a promotional product, usually imprinted with an advertiser's name, message or logo, that is distributed free as part of a marketing communications program.
A.loyalty premium
B.long-term advertising message
C.continuity promotion
D.advertising specialty
E.take-one premium
Q:
(p.377)During a sales call, the Coats & Clark representative surprised the owner of The Thread Nook, a crafts store, with the gift of a tapestry basket for transporting knitting and crocheting projects. The bag was imprinted with the advertising slogan of a new type of synthetic yarn he wanted the store's owner to carry. The tapestry bag is an example of:
A.a continuity gift.
B.a premium.
C.a trade deal.
D.an advertising specialty.
E.a trade promotion.
Q:
(p.379)How does an advertising specialty differ from a premium?
A.The premium is typically more valuable than advertising specialty and usually bears no advertising message.
B.Premiums are always emblazoned with the name of the company that gave them away; specialties are not.
C.Advertising specialties are typically more expensive than premiums.
D.Premiums are always free; advertising specialties are not.
E.Advertising specialties are promotional items; premiums are not.
Q:
(p.379)To introduce interior decorators to its product line, Hanson Glassworks has decided to mail miniature reproductions of turn-of-the-century Tiffany lamps to all large design company owners, defined as more than $10 million annual sales. Each handcrafted miniature lamp will cost Hanson almost $250 to buy and mail. What, if anything is potentially wrong with this strategy?
A.The Federal Trade Commission forbids the giving of specialty items valued at more than $25.
B.The design company owners could perceive the miniature as a bribe.
C.The replica is being used as a premium.
D.Typically, gift recipients do not feel obligated to reciprocate.
E.There is nothing potentially wrong with this strategy.
Q:
(p.396)Advertisers should use the same media vehicles that their primary competitors use.
Q:
(p.397)Emotionally-oriented creative messages are best communicated with pulsing.