Question 1

List five factors that enhance the probability of ad exposure.

Accepted Answer

The five factors that enhance the probab...

Question 2

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 the 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 (TCPM)  if a 30-second commercial costs $200?

Accepted Answer

A)   $8.33
B)   $17.50
C)   $80.00
D)   $175.00
E)   $200.00

Question 3

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

A)   medium value
B)   exposure value
C)   message satiation
D)   effective reach
E)   effective frequency

Question 4

Fragmentation of television has led to increased difficulty in reaching a big audience.

Accepted Answer

A) True 
 B)False

Question 5

Advertising that runs on a(n)  _____ schedule runs steadily; the amount of advertising varies little over the campaign period.

Accepted Answer

A)   continuous
B)   uninterrupted
C)   flighting
D)   incessant
E)   time-sensitive

Question 6

What are the various factors that influence media strategy decisions?

Accepted Answer

Media decisions are greatly influenced b...

Question 7

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

A) True 
 B)False

Question 8

An ad impression refers to a possible exposure of the advertising message to one audience member.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)   communications plan
B)   media mission
C)   marketing mix
D)   media strategy
E)   media execution

Question 10

_____ 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

A)   Audience span
B)   Exposure value
C)   Reach
D)   Message weight
E)   Frequency

Question 11

Why do media planners often define media objectives by the schedule's message weight?

Accepted Answer

Media planners often define me...

Question 12

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

Accepted Answer

A)   Reach is always expressed as a percentage.
B)   Reach measures the intensity of a media schedule.
C)   Reach measures the extent of duplicated audience exposure by a media vehicle.
D)   Reach is the number of different households exposed to an ad schedule during a given time period.
E)   Reach refers to the number of times the same person or household is exposed to a vehicle in a specified time span.

Question 13

The marketing plan would LEAST likely determine the:

Accepted Answer

A)   number of ads.
B)   marketing mix.
C)   spending strategy.
D)   distribution strategy.
E)   best market segments.

Question 14

Emotionally-oriented creative messages are best communicated with pulsing.

Accepted Answer

A) True 
 B)False

Question 15

Why would an advertiser use a mixed-media approach?

Accepted Answer

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)   The total effect is greater than the sum of individual parts.
E)   The segmentation variables require focusing on targeted groups.

Question 16

The advertising response curve suggests that:

Accepted Answer

A)   incremental expenses in advertising build with repeated exposures.
B)   a high degree of advertising exposure results in message spillover.
C)   at a low advertising frequency there is little audience response.
D)   effective frequency decreases as effective reach increases.
E)   continuity diminishes as effective frequency increases.

Question 17

The cost of reaching target audiences is decreasing for all media.

Accepted Answer

A) True 
 B)False

Question 18

What are the three principal methods for scheduling media? Describe each method and give an example of products that would benefit from each.

Accepted Answer

In a continuous schedule, advertising ru...

Question 19

The media plan is not influenced by the location and makeup of the target audience.

Accepted Answer

A) True 
 B)False

Question 20

Whereas reach measures the breadth of the media schedule, frequency measures the length of the advertisement.

Accepted Answer

A) True 
 B)False

Exam 14: Media Planning and Buying

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.

Correct Answer
verified

Correct Answer
verified

The media plan is not influenced by the location and makeup of the target audience.

Correct Answer
verified

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

Correct Answer
verified

An ad impression refers to a possible exposure of the advertising message to one audience member.

Correct Answer
verified

Why do media planners often define media objectives by the schedule's message weight?

Correct Answer
verified
Media planners often define me...
View Answer

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

Correct Answer
verified

The advertising response curve suggests that:

Correct Answer
verified

Why would an advertiser use a mixed-media approach?

Correct Answer
verified

_____ 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) .

Correct Answer
verified

Advertising that runs on a(n) _____ schedule runs steadily; the amount of advertising varies little over the campaign period.

Correct Answer
verified

The cost of reaching target audiences is decreasing for all media.

Correct Answer
verified

Emotionally-oriented creative messages are best communicated with pulsing.

Correct Answer
verified

Fragmentation of television has led to increased difficulty in reaching a big audience.

Correct Answer
verified

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.

Correct Answer
verified

The marketing plan would LEAST likely determine the:

Correct Answer
verified

What are the three principal methods for scheduling media? Describe each method and give an example of products that would benefit from each.

Correct Answer
verified
In a continuous schedule, advertising ru...
View Answer

Whereas reach measures the breadth of the media schedule, frequency measures the length of the advertisement.

Correct Answer
verified

List five factors that enhance the probability of ad exposure.

Correct Answer
verified
The five factors that enhance the probab...
View Answer

What are the various factors that influence media strategy decisions?

Correct Answer
verified
Media decisions are greatly influenced b...
View Answer

Exam 14: Media Planning and Buying

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.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The media plan is not influenced by the location and makeup of the target audience.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An ad impression refers to a possible exposure of the advertising message to one audience member.

Correct AnswerverifiedShow Answer

Why do media planners often define media objectives by the schedule's message weight?

Correct AnswerverifiedMedia planners often define me...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

The advertising response curve suggests that:

Correct AnswerverifiedShow Answer

Why would an advertiser use a mixed-media approach?

Correct AnswerverifiedShow Answer

_____ 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) .

Correct AnswerverifiedShow Answer

Advertising that runs on a(n) _____ schedule runs steadily; the amount of advertising varies little over the campaign period.

Correct AnswerverifiedShow Answer

The cost of reaching target audiences is decreasing for all media.

Correct AnswerverifiedShow Answer

Emotionally-oriented creative messages are best communicated with pulsing.

Correct AnswerverifiedShow Answer

Fragmentation of television has led to increased difficulty in reaching a big audience.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

The marketing plan would LEAST likely determine the:

Correct AnswerverifiedShow Answer

What are the three principal methods for scheduling media? Describe each method and give an example of products that would benefit from each.

Correct AnswerverifiedIn a continuous schedule, advertising ru...View AnswerShow Answer

Whereas reach measures the breadth of the media schedule, frequency measures the length of the advertisement.

Correct AnswerverifiedShow Answer

List five factors that enhance the probability of ad exposure.

Correct AnswerverifiedThe five factors that enhance the probab...View AnswerShow Answer

What are the various factors that influence media strategy decisions?

Correct AnswerverifiedMedia decisions are greatly influenced b...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Media planners often define me...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
In a continuous schedule, advertising ru...
View Answer

Correct Answer
verified

Correct Answer
verified
The five factors that enhance the probab...
View Answer

Correct Answer
verified
Media decisions are greatly influenced b...
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