Is the number of times a receiver is exposed to a media vehicle in a given time?

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The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

A. media planning

B. market segmentation

C. target marketing

D. organizational planning

E. a communication hierarchy

A

_____ is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand.

A. Market segmentation

B. Media planning

C. Product differentiation

D. Brand positioning

E. Target diversification

B

A media plan is a guide for:

A. development of creative objectives.

B. media selection.

C. sales forecasting.

D. marketing research activities.

E. media studies.

B

_____ are plans of action designed to obtain specific media objectives.

A. Media goals

B. Media services

C. Media strategies

D. Media vehicles

E. Media designs

C

A _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media.

A. transit

B. reach

C. conduit

D. medium

E. niche

D

Flair, a women's magazine, features an ad for Elvira watches. Flair, being a specific carrier within a medium category is known as a:

A. conduit.

B. mobile channel.

C. distribution channel.

D. transit channel.

E. media vehicle.

E

Chef's Delight is a television show hosted by Kevin Bacon. If the show is a specific carrier of messages within the television medium, it is referred to as a:

A. media frequency.

B. media segment.

C. media vehicle.

D. media strategy.

E. media symbol.

C

Which of the following is an example of a media vehicle?

A. A television set

B. A fashion magazine

C. Direct marketing

D. Newspaper advertising

E. An outdoor billboard

B

_____ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

A. Contact

B. Reach

C. Viewer number

D. Coverage

E. Exposure

B

_____ refers to the potential audience that might receive a message through a media vehicle.

A. Frequency

B. Reach

C. Viewer number

D. Coverage

E. Exposure

D

_____ is the number of times a receiver is exposed to a media vehicle in a given time period.

A. Potency

B. Reach

C. Coverage

D. Frequency

E. Audience contact

D

A _____ determines the best way to get an advertiser's message to the market.

A. distribution plan

B. coverage plan

C. frequency level

D. media plan

E. reach strategy

D

Which of the following factors reduces the effectiveness of a media plan?

A. Information overload

B. Product life cycle differences

C. Market segmentation

D. Time pressures

E. Audience diversity

D

Media planners measured listenership of Volatile Heat FM during the months of February, July, and October to set the advertising rates. These audience measures conducted at specific time periods are known as:

A. sweeps periods.

B. GRP flighting periods.

C. frequency estimates.

D. availabilities.

E. upgraded media scheduling.

A

If media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as:

A. rate differentials.

B. pass-along audience problems.

C. excess frequency.

D. waste coverage.

E. weighted exposure.

D

Which of the following would most likely result in waste coverage?

A. An ad for custom-build concession food trailers appearing in a trade journal

B. A B2B ad appearing in a general fashion magazine

C. A commercial for a soda drink appearing in a music channel

D. A sports shoes commercial aired during live telecast of a basketball match

E. An ad for an organic fertilizer in a farm publication magazine

B

Which of the following statements is true of the media mix?

A. It is not possible to use only one medium or vehicle to deliver a message.

B. The characteristics of a product help in determining the combination of media that should be used.

C. Individual preferences have no effect on the combination of media to be used to deliver a message.

D. Advertisers use the media mix to maintain uniformity across all advertising media.

E. By employing a media mix, advertisers can lower the versatility to their media strategies resulting in high amount of clutter.

B

Which of the following positions in a company is likely to be responsible for determining which target markets should receive the most media emphasis?

A. Research manager

B. Account executive

C. Brand manager

D. Media planner

E. Market research analyst

D

Hot sauce usage in the United States is generally concentrated in the region spanning West from Louisiana to New Mexico and North to the Arkansas-Missouri border. A producer of hot sauce would use this information to schedule by using:

A. flighting.

B. continuity.

C. geographical weighting.

D. intermittent frequency.

E. pulsing.

C

When the most effective media exposes people who are not sought, waste coverage is still justified because:

A. it best supports a flighting media schedule.

B. the cost of the waste coverage is exceeded by the value gained from their use.

C. it allows for more specific targeting of a market segment.

D. the media enables repetition which is an effective method for pioneering advertising.

E. it supports a market aggregation strategy.

B

The primary objective of _____ is to time promotional efforts of a company so that they will coincide with the highest potential buying times.

A. sweeps period

B. scheduling

C. waste coverage

D. frequency estimation

E. sales forecasting

B

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy?

A. Weighted ratings

B. Oscillating

C. Flighting

D. Plighting

E. Continuity

C

In a(n) _____ scheduling method, a regular pattern of advertising is developed without gaps or nonadvertising periods on an ongoing basis without regard for seasonality.

A. flighting

B. oscillating

C. pulsing

D. continuity

E. weighted ratings

D

Television commercials for Halo laundry detergent are aired several times a day, on various cable networks, throughout the year. Advertisers of Halo believe that this will serve as a constant reminder of the brand to the consumers. Media planners of Halo are likely to be using a(n) _____ scheduling method.

A. pulsing

B. continuity

C. flighting

D. oscillating

E. weighted ratings

B

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent?

A. Ratings

B. Share

C. Flighting

D. Pulsing

E. Continuity

E

For which of the following products is an advertiser most likely to use continuity scheduling?

A. Swimming pool chemicals

B. Flea collars

C. Cake mixes

D. Wood burning stoves

E. Tickets to professional basketball games

C

____ is a scheduling method that employs a less regular schedule with intermittent periods of advertising and nonadvertising.

A. Weighting

B. Continuity

C. Pulsing

D. Flighting

E. Circulation

D

Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February. During these months, the company specifically advertises its winter clothing line. Warm Weave is most likely to be using a(n) _____ scheduling method.

A. continuity

B. weighting

C. flighting

D. circulation

E. oscillating

C

For which of the following products is an advertiser most likely to use a flighting schedule?

A. Cake mixes

B. Shampoo

C. Newspaper subscriptions

D. Snow tires

E. Candles

D

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) _____ schedule is being employed.

A. intermittent

B. continuity

C. flighting

D. weighting

E. pulsing

E

Manufacturers of recreation vehicles advertise throughout the year but typically advertise heavily in June and September. Which of the following scheduling methods does this pattern represent?

A. Flighting

B. Geographical weighting

C. Continuity

D. Oscillating

E. Pulsing

E

Patron's Paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months and during the Christmas season when more people are likely to take a vacation. This is an example of _____ scheduling.

A. flighting

B. geographical weighting

C. continuity

D. oscillating

E. pulsing

E

Which of the following statements describes an advantage inherent in the flighting method of scheduling?

A. With flighting, there is no danger of wear out.

B. Flighting creates cost efficiency by using advertising only during purchasing periods.

C. Flighting helps in continuous advertising which in turn creates refutational appeal.

D. Flighting enables retention of promotional messages by alternating periods of high and low advertising weight.

E. Flighting serves as a constant reminder to consumers.

B

Which of the following statements is true of the flighting scheduling method?

A. It results in a lack of awareness of promotional messages during nonscheduled times.

B. It prohibits inclusion of more than one medium or media vehicle for advertising.

C. It usually results in high costs and overexposure.

D. It has a decreased likelihood of wear out.

E. It follows a continuous pattern of advertising without gaps or nonadvertising periods.

A

Which of the following statements is true of the continuity scheduling method?

A. It serves as a constant reminder to consumers.

B. It is a cost efficient method of scheduling advertising.

C. It allows unlimited media allocation.

D. It is a combination of flighting and pulsing scheduling methods.

E. It results in a lack of interest of promotional messages during nonscheduled times.

A

New brands or products need a very high level of reach:

A. in order to minimize the waste coverage.

B. to make all potential buyers aware of the new entry.

C. because they have an associated problem of overexposure.

D. since they have low brand and category development indices.

E. to facilitate continuity scheduling.

B

Juno Inc., a confectionery company, introduces a new range of peanut brittle. The company wants to make all its potential customers aware of its new product. The company should concentrate on:

A. maximizing frequency.

B. maximizing reach.

C. maximizing coverage.

D. using maximum continuity.

E. using a pulsing push strategy.

B

Which of the following statements is true about advertising reach?

A. Reach refers to the number of times a viewer is exposed to an ad.

B. Reach of a media vehicle can be defined as the "opportunities to see" an ad.

C. Frequency level expressed in a media plan overstates the actual level of reach to an ad.

D. The actual exposure to an ad is referred to as reach of a media vehicle.

E. Reach is of trivial importance at later stages of the adoption hierarchy.

B

Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

A. duplicated reach.

B. facsimile promotion.

C. advertising replication.

D. duplicated frequency.

E. flighting.

A

If an ad is placed on two TV shows, the total number of people exposed only once is referred to as _____.

A. coverage

B. unduplicated reach

C. duplicated reach

D. frequency

E. program rating

B

The overlap that occurs when the same people see an ad twice is referred as:

A. coverage.

B. unduplicated reach.

C. duplicated reach.

D. frequency.

E. program rating.

C

Unduplicated reach indicates:

A. buying intentions.

B. the extent of consumer awareness.

C. the amount of waste coverage.

D. an estimate of frequency.

E. potential new exposures.

E

Duplicated reach:

A. indicates potential new exposures.

B. reduces waste coverage.

C. reinforces immediate purchasing behavior.

D. provides an estimate of frequency.

E. lowers consumer awareness.

D

Most viewers of the sitcom, Blonde Dream, also watch Euphony, a music-based reality show, which is broadcast immediately after Blonde Dream. An ad for Savor chocolates placed during both these shows would most likely result in:

A. unduplicated reach.

B. average coverage.

C. increased sweeps periods.

D. duplicated reach.

E. high cost per thousand.

D

A measure of potential reach in the broadcast industry that is expressed as a percentage is the TV, or radio, _____.

A. sweeps periods

B. frequency

C. index numbers

D. duplicated reach

E. program rating

E

Gross ratings points (GRPs) can be calculated by:

A. multiplying reach times frequency of exposure.

B. dividing reach times frequency by costs.

C. multiplying cost per thousand (CPM) times average frequency.

D. dividing average frequency by costs.

E. adding reach and frequency and dividing by cost per thousand (CPM).

A

_____ is a summary measure that combines a program rating and the average number of times a home is reached during this period.

A. Brand development index

B. Program rating

C. Category development index

D. Target ratings points

E. Gross ratings points

E

_____ are based on the total audience a media schedule may reach using a duplicated reach estimate.

A. Gross rating points (GRPs)

B. Target rating points (TRPs)

C. Total target rating points (TTRPs)

D. Sweeps periods

E. Coverage frequencies

A

_____ refers to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached.

A. Target ratings points

B. Gross ratings points

C. Target frequencies

D. Effective target reach

E. Total market coverage

A

Which of the following statements best explains a difference between target ratings points (TRPs) and gross rating points (GRPs)?

A. TRPs calculations use average frequency figures, whereas GRPs calculations do not.

B. TRPs calculations do not include waste coverage, whereas GRPs calculations do.

C. TRPs calculations use a duplicated reach estimate, whereas GRPs calculations do not.

D. TRPs are used when selecting broadcast media, and GRPs are used for selecting print media.

E. TRPs are used to indicate the total market coverage ratio, whereas GRPs are used to indicate primary market coverage ratio.

B

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

A. average frequency

B. average reach

C. effective reach

D. GRP

E. effective frequency

C

Effective reach refers to the:

A. percentage of people in the primary target audience a media buy reaches effectively.

B. percentage of people who see and respond to an ad through purchase action.

C. percentage of people in the target audience who can recall an ad after being exposed to the ad once.

D. percentage of a media vehicle's audience reached at each effectual frequency increment.

E. number of times an ad appears in prime-time television.

D

Which of the following statements is true of the effects of reach and frequency of a media vehicle?

A. Fewer than eight exposures is considered insufficient reach.

B. More than 10 exposures are considered to be effective reach in most circumstances.

C. The central goal of productive media planning should be to enhance frequency rather than reach.

D. Evidence suggests that an exposure rate of one within a purchase cycle is an effective level.

E. Frequency response principles or generalizations vary by medium.

C

_____ is a figure used by advertisers that represents the medial number of times the target audience reached by a media schedule is exposed to a media vehicle over a specified period.

A. Effective reach

B. Unduplicated reach

C. Average reach

D. Average frequency

E. Effective frequency

D

Which of the following statements is true of marketing factors important in determining frequency levels as recommended by Joseph Ostrow?

A. The higher the brand share, the higher the frequency level required.

B. The higher the loyalty, the higher the frequency level required.

C. Higher frequency levels are required when competitive noise is absent.

D. The ability of a target group to learn and to retain messages has a direct effect on frequency.

E. Products used daily or more often need to be replaced quickly, so a lower level of frequency is desired.

D

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?

A. Message uniqueness

B. Clutter

C. Purchase and usage cycles

D. Media scheduling

E. Message complexity

C

Which of the following is a creative factor that is used in determining frequency levels?

A. Message variation

B. Target group

C. Clutter

D. Attentiveness

E. Scheduling

A

Recency planning focuses on:

A. continuous scheduling over a one week period.

B. frequency rather than reach.

C. short interval reach at maximum frequency levels.

D. more targeting to gain exposure to reach as many potential consumers as possible.

E. a four-week planning period for reach.

A

_____ of a medium or media vehicle is the actual total cost required to place an advertising message.

A. Net contribution margin

B. Net cost

C. Absolute cost

D. Relative cost

E. Cost per media (CPM)

C

Computation of cost breakdowns on the basis of cost per thousand people reached is typically seen in the _____ industry.

A. interactive media

B. radio

C. magazine

D. television

E. newspaper

C

Which of the following parameters does the formula for the computation of cost per thousand (CPM) take into account?

A. Cost of ad space

B. Program rating

C. Cost of commercial time

D. Daily inch rate

E. Cost of 1 unit of time

A

In media planning, the cost of ad space divided by circulation and multiplied by 1,000 is the formula used to calculate:

A. index number.

B. cost per thousand.

C. absolute cost.

D. category development index.

E. brand development index.

B

Which of the following parameters does the formula for the computation of cost per ratings point (CPRP) take into account?

A. Circulation

B. Cost per repetition

C. Cost per thousand

D. Cost of ad space

E. Cost of commercial time

E

In media planning, the cost of the commercial time divided by the program rating is the formula used to calculate:

A. cost per thousand

B. brand index number

C. category development index

D. gross rating point

E. cost per point

E

For newspapers, the cost efficiency formula for determining the relative cost of the media is based on:

A. the pass-along rate.

B. gross rating points.

C. column inches.

D. the daily inch rate.

E. absolute reach.

D

Which of the following media utilize cost per ratings point to compare cost figures?

A. Magazine

B. Transit

C. Newspaper

D. Billboard

E. Television

E

In an attempt to standardize relative costing procedures, the broadcast and newspaper media have begun to provide:

A. costs per point.

B. costs per CRPs.

C. gross rating points.

D. costs per thousand.

E. costs per circulation.

D

Which of the following is a drawback of the cost per thousand system?

A. It fails to standardize relative costing procedures.

B. It does not provide a comparison of media.

C. It may overestimate or underestimate the actual cost-effectiveness.

D. It does not include the TCPM system.

E. It fails to include the brand development index.

C

_____ calculates the cost per thousand based on the target audience rather than the overall audience.

A. BDI

B. CDI

C. Target CPM

D. Target market segmentation

E. Target buying power index

C

A marketer of running shoes wants to use a cost-effective method to reach its potential buyers with minimum waste coverage. The marketer should use a medium that:

A. has coverage of the overall audience.

B. reaches more potential receivers even though it has a high cost per thousand.

C. has a low cost per thousand.

D. has high absolute and low relative costs for advertising and promoting the product.

E. has a high pass-along rate.

B

Which of the following is true of TCPM?

A. It calculates CPMs based on the target audience.

B. It calculates longevity of magazine circulations.

C. It calculates BDIs based on overall audience.

D. It calculates CPMs based on the overall audience.

E. It calculates the cost of using one unit of time.

A

Advertisers include _____ in the readers per copy figures to estimate the number of people who read a magazine without buying it.

A. pass-along rates

B. cost per point

C. frequency estimates

D. gross ratings points

E. average frequency index

A

Which of the following factors leads to an underestimation of actual reach?

A. Changes in daily inch rates

B. Cost per page variations

C. Pass-along rates

D. Ineffective CPP estimations

E. Variations in the TCPM

C

The pass-along rate refers to the:

A. newspaper advertising rate charged to manufacturers by retailers placing ads for them.

B. television advertising rate charged to national advertisers.

C. number of persons to whom a magazine copy has been given and who have read it.

D. magazine advertising rate for throw-away publications.

E. percentage of people who skip over an ad while reading a publication.

C

The major problem with the use of readers per copy figures is:

A. determining pass-along rates.

B. determining the time spent reading a magazine.

C. calculating cost estimates efficiently.

D. determining an efficient way to estimate the effects of sweeps periods.

E. calculating costs per ratings point.

A

What is the number of times a receiver is exposed to a media vehicle in a given time period eg 4 weeks?

Is the number of times a receiver is exposed to media vehicle in a given time period?

Is the number of times a person is exposed to an ad in media?

What means number of times the target audience is exposed to the message within a specific time?