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Exam 14: Media Planning and Buying

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Question 51

Multiple Choice

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A(n) _____ is the total number of people or households exposed to a vehicle.

A) complete sample
B) target market
C) audience
D) mean viewership/listenership
E) gross rating point (GRP) total

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Question 52

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The marketing plan would most likely not determine the

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

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Question 53

Multiple Choice

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Red Bull runs a low level of ads throughout the year,but ups their advertising periodically during alternative and extreme sporting events.Red Bull likely uses a _____ strategy to schedule its ads.

Six factors are known to increase attention value.List five of these factors.

The two major components of media objectives are audience objectives and

La Marzocco ran a spot on television to encourage espresso drinker to buy their home espresso machines.The spot ran over four weeks,with 30 percent of households having an opportunity to see it four times.What is the GRP for the commercial?

All of the following are factors known to increase attention value except

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.

The Walking Dead television series,Vogue magazine,SciShow on youtube,and the local radio morning talk show are media vehicles.

Which of the following terms refers to the duration of an advertising message or campaign over a given period of time?

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

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

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

What is the primary function of media objectives?

Why do media planners often use a mixed-media approach?

What would be a reasonable audience objective for Annie's Organic All Stars Pasta in Tomato and Cheese Sauce canned product?

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.

Assume that there are 150,000 people in a target market,and over a four-week period,37 percent of them watch a television ad for toothpaste.What is the reach for the toothpaste ad?

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) .