Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 15 Media Planning and Negotiation
1) Which of the following refers to information such as demographic profiles of current
customers, responses to previous promotions, product sales and distribution patterns, and the
budget of how much can be spent on media?
A) client information
B) market research
C) competitive advertising
D) consumer behavior reports
E) media information
2) A valuable tool for media planners, ________ is provided by companies such as MRI and is
usually organized by product category and cross-tabulated by audience groups and their
consumption patterns.
A) client information
B) market research
C) competitive advertising
D) a media usage profile
E) a media coverage area
3) Which of the following is a standard research display format that allows multiple variables of
related data to be grouped together?
A) CrossTab
B) CrossRelate
C) Multivariate
D) Univariate
E) CrossIndex
4) Which concept refers to marketers tracking how much competing brands spend on media
compared to how much they are spending on their particular brand?
A) share of market
B) share of voice
C) share of media
D) share of spending
E) share of category
5) One type of media-related information about markets is the broadcast coverage area for
television, which is called a(n) ________, and is referred to by the name of the largest city in the
area.
A) metropolitan statistical area (MSA)
B) area of influence (AOI)
C) designated marketing area (DMA)
D) metropolitan marketing area (MMA)
E) designated commerce area (DCA)
6) A designated marketing area (DMA) assignment is based on ________.
A) the population of the surrounding area
B) the number of television stations in the area
C) the number of broadcast media outlets available
D) how many households have cable or satellite television
E) which city provides the majority of the households’ TV programming
7) Rates for ________ advertisements are based on a guaranteed circulation.
A) radio
B) magazine
C) television
D) outdoor
E) online
8) While print media audiences are measured in ________, television audiences are measured in
________.
A) readership; exposure
B) readership; circulation
C) circulation; exposure
D) circulation; coverage
E) exposure; coverage
9) In radio, the percent of homes actually tuned in to a particular station is measured through
________.
A) coverage
B) exposures
C) gross impressions
D) ratings
E) share of audience
10) Which of the following provides estimates of radio audiences?
A) Arbitron Ratings Company
B) Simmons-Scarborough Syndicated Research
C) Audit Bureau of Circulations
D) Nielsen Media Research
E) MediaMark Research
11) In television, the percent of viewers watching a particular show based on the number of
television sets that are on during that particular time slot is measured through ________.
A) coverage
B) exposures
C) gross impressions
D) ratings
E) share of audience
12) Which of the following companies uses devices called portable people meters to gather
information about audiences?
A) Arbitron Ratings Company
B) Simmons-Scarborough Syndicated Research
C) Audit Bureau of Circulations
D) Nielsen Media Research
E) MediaMark Research
13) Traditionally, outdoor boards have been purchased and measured in terms of ________,
which are estimates of the percentages of the population who had the opportunity to see the sign.
A) coverage
B) exposure
C) showings
D) ratings
E) gross impressions
14) Christie was gathering the information needed for the media plan for a client. Which of the
following most likely provided Christie with demographic profiles of current customers,
previous promotions, and the budget?
A) client information
B) market research
C) competitive advertising
D) media usage profiles
E) media coverage area
15) One study assessed consumers’ regard for specific brands and related that score to the brand’s
advertising expenditures relative to competitors’ expenditures. The study found that all of the top
brands in a given product category also represented the largest percentage of total advertising
spending in a product category relative to competitors. What was measured in this study?
A) targeted reach
B) aperture
C) share of voice
D) share of market
E) wasted reach
16) As Janice developed a media plan for a client, she gathered ________ from Claritas PRIZM
system as part of her research.
A) media usage profiles
B) client information
C) competitive advertising expenditures
D) media coverage reports
E) consumer behavior reports
17) Which of the following is a written document that summarizes the objectives and strategies
that guide how media dollars will be spent?
A) corporate plan
B) market plan
C) advertising plan
D) media plan
E) message plan
18) Which of the following include exposure to traditional mass media, word-of-mouth, place-
based media, in-store brand exposures, and interactive media?
A) contact points
B) gross rating points
C) aperture points
D) impression points
E) rating points
19) ________ media are chosen based on metrics such as gross rating points and cost per
thousand, while new media depend more on factors like brand experience, involvement, and
personal impact.
A) Independent
B) Social
C) Measured
D) Analog
E) Digital
20) What is the first of the four basic steps in media planning?
A) developing a media strategy
B) establishing metrics
C) analyzing metrics
D) identifying the target audience
E) purchasing media
21) The zero moment of truth refers to the first time a consumer ________.
A) purchases a brand from an online vendor
B) sees a brand on a store shelf
C) searches online for information on a brand
D) recommends a brand to a friend
E) decides to repurchase a brand
22) ________ describe what a company wants to accomplish regarding the delivery of its brand
messages and their impact on the target audience.
A) Reach objectives
B) Media objectives
C) Frequency objectives
D) Mission statements
E) Vision statements
23) Which concept describes the percent of people exposed to a brand message one or more
times within a specified period of time?
A) reach
B) frequency
C) continuity
D) impression
E) target
24) Of the following, which is the best initial focus when setting objectives for a media plan?
A) waste
B) continuity
C) lead time
D) distribution
E) reach
25) The ________ of a specific media vehicle is the percentage of that vehicle’s audience that
matches the brand’s target market.
A) frequency distribution
B) targeted reach
C) effective frequency
D) targeted frequency
E) reach distribution
26) Which term refers to the number of people in a vehicle’s audience who are neither customers
nor prospects?
A) reach distribution
B) carryover
C) wasted reach
D) average frequency
E) aperture
27) Vertical advertising relies mainly on ________ to get its messages to potential customers.
A) brand advocates
B) opinion leaders
C) television, print, and radio
D) social media
E) mobile marketing
28) Which concept refers to the repetition of message exposure?
A) reach
B) frequency
C) continuity
D) impression
E) carryover
29) Which two methods do media planners use to estimate the frequency of a schedule?
A) pulsing and flighting
B) weighted frequency and weighted reach
C) average frequency and gross frequency
D) average frequency and frequency distribution
E) gross frequency and frequency distribution
30) Which of the following statements is FALSE regarding frequency?
A) Average frequency is a more precise metric than frequency distribution.
B) Average frequency can give the planner a distorted idea of the plan’s performance.
C) The frequency distribution method is more revealing than the average frequency method of
reporting repetition.
D) The frequency distribution shows the percentage of audience reached at each level of
repetition.
E) The range of frequency is often large; some in the target audience can see a brand message
once, while others may see it 10 times within the same given period.
31) What is a general rule of thumb regarding the number of exposures needed for a message to
sink in?
A) one to two
B) two to three
C) three to ten
D) six to twelve
E) ten to fifteen
32) Which principle refers to adding frequency to reach until reaching a level where people
respond?
A) aperture reach
B) carryover
C) average frequency
D) frequency distribution
E) effective frequency
33) A media strategy that involves high ________ most likely involves creating broad exposure
using many media vehicles, while a strategy involving high ________ is most likely narrower in
focus with a more limited list of media vehicles.
A) continuity, aperture
B) aperture, continuity
C) frequency, reach
D) reach, frequency
E) distribution, reach
34) Most brands use a variety of targeted media vehicles known as a ________.
A) media mix
B) media strategy
C) heavy-up schedule
D) continuous strategy
E) flighting strategy
35) What type of schedule is used when proportionately more of the marketing budget is spent in
special regions or DMAs?
A) continuous schedule
B) flighting schedule
C) heavy-up schedule
D) pulsing schedule
E) frequency schedule
36) Which of the following is an index of the relative consumption rate of a particular product
category in a particular market?
A) product development index (PDI)
B) category development index (CDI)
C) brand development index (BDI)
D) buying power index (BPI)
E) market share index (MSI)
37) Which of the following is an index which estimates the strength of a brand in various
geographical areas?
A) product development index (PDI)
B) category development index (CDI)
C) brand development index (BDI)
D) buying power index (BPI)
E) brand share index (BSI)
38) Prospective customers for a product or service have one or more ideal times and places at
which they can be reached with an advertising message. This ideal point is called a(n) ________.
A) aperture
B) contact point
C) touch point
D) impression
E) pulse
39) Which media scheduling decision relates to factors such as seasonality, holidays, and days of
the week?
A) duration
B) continuity
C) timing
D) carryover
E) reach
40) What concept refers to the amount of time allowed before the beginning of the sales period
to reach people when they are just beginning to think about seasonal buying?
A) continuity
B) lead time
C) duration
D) flow
E) just-in–time
41) What concept refers to the production time needed to get the advertisement into the medium?
A) continuity
B) lead time
C) duration
D) flow
E) just-in–time
42) Using a ________ strategy, a media planner would most likely put more emphasis on
consumer publications than professional journals.
A) pulsing
B) flighting
C) push
D) pull
E) carryover
43) Other than timing, what are two important scheduling strategies?
A) duration and continuity
B) CPM and CPP
C) reach and frequency
D) impressions and ratings
E) carryover and flighting
44) If an advertising period is too long, ads may suffer from ________, which means the
audience gets tired of them and stops paying attention.
A) carryover
B) pulsing
C) weighting
D) wearout
E) aperture
45) ________ refers to the way the advertising is spread over the length of a campaign.
A) Continuity
B) Lead time
C) Duration
D) Flow
E) Just-in–time
46) Which schedule spreads the advertising evenly over the campaign?
A) pulsing
B) flighting
C) continuous
D) carryover
E) lead-in
47) Which type of schedule is designed to intensify advertising before a buying aperture and then
to reduce advertising to lower levels until the aperture opens again?
A) pulsing
B) flighting
C) continuous
D) carryover
E) lead-in
48) Which of the following is characterized by alternating periods of intense advertising activity
and periods of no advertising?
A) pulsing
B) flighting
C) continuous scheduling
D) flow scheduling
E) lead-in
49) In a flighting schedule, which term refers to the period during which there is no advertising?
A) flight
B) pulse
C) down time
D) carryover
E) hiatus
50) If a flighting strategy works, there will be a ________, which means that consumers will
remember the product across the gap until the next advertising period begins.
A) carryover effect
B) hiatus
C) lead time effect
D) push
E) pull
51) What decision criterion do media planners use to determine how much to budget in each
DMA or region and for each target audience?
A) image transfer
B) average frequency
C) effective frequency
D) weighting
E) optimum frequency
52) In the case of designated marketing areas (DMAs), weak markets may be given more than
their share of media weight in the hopes of strengthening the brands in these markets, a practice
known as ________.
A) investment spending
B) pull spending
C) push spending
D) flighting
E) gross rating
53) ________ indicate the weight, or efficiency, of a media plan by estimating the reach and
frequency.
A) Targeted costs per thousand (TCPMs)
B) Costs per point (CPPs)
C) Targeted rating points (TRPs)
D) Gross rating points (GRPs)
E) Designated marketing areas (DMAs)
54) The estimate of ________ adjusts the calculation of an audience to exclude waste coverage
so it more accurately reflects the percentage of the target audience watching a program.
A) frequency distribution
B) gross rating points (GRPs)
C) targeted rating points (TRPs)
D) share of voice
E) total audience impressions
55) Which metric is designed to estimate the impact of an integrated campaign that includes both
digital and measured media?
A) frequency distribution
B) gross rating points (GRPs)
C) targeted rating points (TRPs)
D) share of voice
E) total audience impressions
56) Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?
A) cost per point
B) cost per thousand
C) cost per impression
D) brand development index
E) category development index
57) What does CPM stand for?
A) cost per million
B) cost per impression
C) cost per thousand
D) cost per point
E) cost per medium
58) To be more precise in determining the efficiency of a potential media buy, planners often
look at the ________.
A) targeted cost per thousand (TCPM)
B) gross ratings points (GRP)
C) cost per impression (CPI)
D) category development index (CDI)
E) brand development index (BDI)
59) What two figures are needed to calculate CPM?
A) cost of an ad and program or issue rating
B) cost of an ad and frequency of exposure
C) average frequency and estimated target audience reached by media vehicle
D) cost of an ad and estimated audience reached by media vehicle
E) gross rating points and reach
60) Which method compares media vehicles by estimating the cost of reaching 1 million
households based on a program’s rating points?
A) cost per point (CPP)
B) cost per thousand (CPM)
C) cost per prospect (CPP)
D) brand development index (BDI)
E) category development index (CDI)
61) ________ techniques enable marketers to determine the relative impact of a media mix on
product sales by using computer models that calculate the weight of a media schedule and
organize the schedule for the greatest impact.
A) Aperture
B) Frequency
C) Weighting
D) Reach
E) Optimization
62) Sam is developing a media plan for a shoe company that just went national. What is his first
step in developing the media plan?
A) identifying the target audience
B) creating a media strategy
C) determining the reach and frequency of the plan
D) creating media objectives
E) determining what media to use
63) If a company wants to increase the percent of people exposed to its message during its media
campaign, then the company is most likely trying to increase its ________.
A) frequency
B) target
C) reach
D) objectives
E) aperture
64) Henry is employed at an advertising agency and was approached by a company that recently
became national. The company wanted to advertise exclusively on television. Henry suggested
that the company’s media plan instead use several media vehicles, known as ________.
A) measured media
B) earned media
C) a media mix
D) share of voice
E) unbundled media
65) Jamie is a media planner for an advertising agency. The guiding principle he uses to
determine a client’s media plan is that advertising is most effective when it reaches the right
people at the right time with the right message. What concept is this principle based on?
A) marketing concept
B) maximization concept
C) touch point concept
D) aperture concept
E) contact point concept
66) The newspaper in Panama City, Florida, The News Herald, charges national advertisers
$45.00 per column inch. On Sunday, which is the day most national advertisers would want to
advertise, this newspaper has a circulation of 70,000 households. Calculate the approximate
CPM for one column inch.
A) $0.64
B) $1.12
C) $6.40
D) $11.30
E) $18.00
67) The newspaper in Panama City, Florida, The News Herald, charges national advertisers
$45.00 per column inch. On Sunday, which is the day most national advertisers would want to
advertise, this newspaper has a circulation of 70,000 households. Of these households, 40,000
are in one advertiser’s target audience. Calculate the TCPM for one column inch for this
advertiser.
A) $0.64
B) $1.12
C) $6.40
D) $11.30
E) $18.00