68) On Wednesday nights, one TV hit commanded the highest advertising rates for the network
TV season, charging advertisers $658,333 per 30 seconds. During one Wednesday in April, the
hit show had almost 25 million viewers. Calculate CPM for this Wednesday in April.
A) $0.04
B) $2.63
C) $26.33
D) $37.97
E) $263.30
69) On Wednesday nights, a hit TV show commanded the highest advertising rates for the
network TV season, charging advertisers $658,333 per 30 seconds. This ad cost was based on an
average rating of 16.3 for this program during the previous TV season. The hit show reached an
audience of almost 25 million viewers during one week in April. Calculate the CPP.
A) $26.33
B) $40.39
C) $26,330
D) $40,388
E) not enough information to determine
70) If a local business wants to advertise extensively in a local market, wants to reach an upscale
and well-educated audience, needs room for explanation, and is unconcerned with the quality of
the image, what medium would best suit its advertising needs?
A) out-of-home media
B) radio
C) magazines
D) local or spot television
E) newspapers
71) Fifth Avenue Wine & Spirits decided to start advertising its business, but it does not have a
large budget. However, the company’s sales are seasonal, with the highest sales occurring
between Thanksgiving and New Year’s. If Fifth Avenue Wine & Spirits would like to have a
media presence all year round, which continuity schedule would most likely make the most of
the budget?
A) continuous strategy
B) pulsing strategy
C) flighting strategy
D) heavy-up strategy
E) burst strategy
Magazine
Readers/Issue
Rating*
Unduplicated**
A
50,000
5
35,000
B
40,000
4
20,000
C
20,000
2
11,000
* Target population: 100,000
** those who did not read either of the other two magazines
72) If there were one weekly insertion in all the magazines for a four-week period, what would
the total insertions be for the plan?
A) 30
B) 24
C) 9
D) 12
E) 36
73) Seventy percent of Magazine A’s readers are part of the target market for a certain advertiser.
This percentage represents Magazine A’s ________ for this advertiser.
A) gross ratings points
B) targeted reach
C) average frequency
D) effective frequency
E) average reach
21
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74) Some members of a certain advertiser‘s target market subscribe to all three magazines, so
they would likely see each ad placed in each magazine. Other members of the audience,
however, may not see the ads at all. The media planner for this advertiser has divided the total
target audience into five sections and estimated how often members of each section will be
exposed to the ad. This is called ________ analysis.
A) frequency quintile distribution
B) targeted cost per thousand
C) reach plus frequency
D) average frequency
E) effective reach
75) What are the total gross rating points (GRPs) for this media plan, assuming that each
magazine carries a weekly ad insertion for a total of four weeks?
A) 11
B) 22
C) 26.4
D) 44
E) 52.8
76) How many unduplicated readers are there for the three magazines?
A) 22,000
B) 66,000
C) 110,000
D) 150,000
E) 176,000
77) Which of the following is the most important function of media buying?
A) providing information to media planners
B) matching the media vehicle to the strategic needs of the message
C) negotiating cost and making the media buy
D) handling all billing and payment for media buys
E) monitoring the media plan performance
78) Online media vehicles now offer media buyers ________ buying that relies upon algorithms
to target individual viewers based on their digital tracking data.
A) scatter market
B) up-front market
C) programmatic
D) frequency distribution
E) horizontal
79) The majority of network television advertising inventory is sold in the ________ market.
A) scatter
B) up-front
C) programmatic
D) sweeps
E) horizontal
80) Which of the following is a function of a media buyer?
A) design and create ads
B) personally create in-depth market research
C) find and connect agencies to handle billing and payment
D) promote certain types of media
E) negotiate cost and purchase media
81) Which of the following is NOT a function of a media buyer?
A) provide information to media planners
B) evaluate media choice after campaign
C) negotiate cost and make the media buy
D) handle all billing and payment
E) design and promote advertising campaigns
82) With the current trend toward using other forms of marketing communication in addition to
advertising, buyers often demand additional promotional support; these activities are sometimes
called ________.
A) add-ons
B) make-goods
C) value-added media services
D) preferred placements
E) incentives
83) Media buyers must bargain for ________, the locations in magazines and other print media
that offer readership advantage.
A) consolidated services
B) bleed-throughs
C) program preemptions
D) closings
E) preferred positions
84) Policies of compensating advertisers for errors, such as missed positions or errors in handling
the message presentation, are known as ________.
A) preemptions
B) make goods
C) up-fronts
D) preferred positions
E) remuneration
85) Magazines and newspapers have clearly set production deadlines called ________.
A) closings
B) make goods
C) lead times
D) preemptions
E) drop-deads
86) A bleed-through is a technical problem most likely to occur in which of the following media?
A) radio
B) television
C) online
D) print
E) outdoor
87) The growth of media buying services as separate companies that specialize in media buying
has shifted the way the media industry is organized. This is referred to as ________ media
services.
A) consolidating
B) acquiring
C) spinning
D) unbundling
E) detaching
88) Media companies that have brought the planning and buying functions back together offer
________ services rather than unbundled media services.
A) value-added
B) consolidated
C) make-good
D) measured media
E) lead-in
89) Rachel is creating an international media plan for her client. Which of the following is NOT
true concerning global media planning?
A) Global media plans must piece together worldwide coverage with a variety of tools.
B) The internet is the only true global medium.
C) Cable TV companies offer an increasing number of international networks.
D) Satellites are regional, not global, in coverage.
E) Technical limitations, coverage areas, and government regulations prevent satellite
transmission from becoming universal.
90) Recently a local breaking-news story ran on a television channel instead of a scheduled
advertisement. The media buyer compensated by promising the client either an equally valuable
spot to replace it or a reimbursement. What is this policy known as?
A) make goods
B) bleed-throughs
C) earned media
D) lead time
E) value-added media service
91) Media planners examine client information, market research, competitive advertising
expenditures, media kits, media coverage area, and consumer behavior reports before media
decision making begins.
92) A media kit provides information about the size and makeup of a media vehicle‘s audience.
93) The households using television (HUT) metric provides data on how many people are
watching a specific program at a given time.
94) During television sweeps, Nielsen collects extensive audience data from TV set meters and
viewer diaries.
95) For media planners, information provided by various media is more useful than
independently gathered research because it better reflects the true value of the medium to
advertisers.
96) The four basic steps in media planning are targeting, setting media objectives, developing
media strategies, and analyzing the metrics of a media plan.
97) The tighter the focus on a target market, the harder it is to find appropriate media to deliver a
relevant message.
98) Online media is now more popular than traditional media as the first spot in the consumer
search process.
99) The two basic media objectives are reach and frequency.
100) Wasted reach is the number of people in the vehicle’s audience who are neither customers
nor prospects.
101) Vertical advertising relies heavily on end users passing information along as part of the
communication plan.
102) With effective frequency, you add frequency to reach until you get to the level where
people respond.
103) Developing a media strategy is the fourth and final step in developing a media plan.
104) The term SoLoMo refers to the convergence of social, local, and mobile marketing.
105) In most cases, the media plan will identify special regions or cities to be emphasized with a
heavy-up schedule, which means proportionately more of the budget is spent in those areas.
106) National television is an effective advertising outlet to reach a wide, mass audience.
107) Aperture is the point where a consumer has an opportunity to connect with a brand and
respond in some way to a brand message.
108) A pulsing strategy is the most severe type of continuity adjustment and is characterized by
alternating periods of intense advertising activity and periods of no advertising.
109) Media flowcharts are used to plot out what media will run when and for how long.
110) Gross rating points (GRPs) indicate an approximate measure of the reach and frequency of
a media plan, as well as the plan’s efficiency.
111) The measure of gross rating points (GRPs) excludes any waste coverage or audience
members outside the target audience.
112) Insertions are the number of ads placed in each media vehicle or program within a given
period.
113) The cost per point (CPP) is calculated by multiplying the cost of the ad by 1,000 and
dividing that number by the readers in the target audience.
114) Due to pass-along readership, circulation and readership are different numbers.
115) Average frequency gives the planner the best picture of a media plan’s performance.
116) The frequency distribution method is more revealing, and thus more valuable, than the
average frequency method.
117) Planners typically make heavier advertising allocations in weak sales areas because these
are the areas that promise the greatest growth.
118) A true global medium does not currently exist.
119) Media buyers should be consulted early in planning, as they are a good source of
information about changes in media.
120) On behalf of clients, media buyers negotiate rates, preferred positions, and extra support
offers.
121) Once media purchases have been made, the media buyer is no longer involved with the
advertising campaign.
122) Program preemptions, missed closings, and/or technical problems caused by the media
often lead to offers of make goods to the advertiser.
123) Multichannel deals are a result of media convergence, and they allow advertisers to
purchase media across all platforms with a single deal.
124) Unbundling media services has allowed media groups to work for clients who may be
competitors of those handled by the agency.
125) The media buyer for a presidential campaign did not have enough campaign funds to
purchase television advertisements positions before the fall television season began. To buy
television advertisement time, she will have to make purchases in the scatter market.
126) Name and describe the information sources that media planners use in developing a media
plan.
127) Kyle, a media planner at an advertising agency, has just been assigned to develop a media
plan for a new client of the agency. What critical client information will Kyle find useful in
developing the media plan?
128) Briefly describe why the MRI CrossTab format is useful and what an index of 199 means
for the 18 to 34 demographic that drinks Red Bull soft drinks.
129) You’ve heard someone mention the “St. Louis Designated Marketing Area (DMA).”
Explain what this means and why it is useful to media planners.
130) Explain the difference between circulation and readership. Why are they different?
131) Describe the reach objective. Include an explanation of targeted reach and wasted reach.
132) Compare and contrast continuous, pulsing, and flighting strategies.
133) Compare and contrast cost per thousand (CPM) and cost per point (CPP).
134) What is the goal of a media plan?
135) A client at an advertising agency wants to know what reach means. Explain the concept.
136) Explain what is meant by the term effective frequency.
137) A client has asked its agency “How much is enough and how much is too much?” when it
comes to the number of exposures necessary. What should the agency tell the client?
138) One advertising agency’s client wanted to use only television commercials, primarily
because the client thought it would impress its customers and business colleagues. The
advertiser’s agency is having a difficult time convincing the client to use a media mix, not just
television. Explain why it’s better to use a media mix than to rely on just one medium.
139) Jon is a media planner for an advertising agency, and he is considering consumption
patterns for his client’s product and brand. Name and describe two indices Jon will find useful
when analyzing consumption patterns for products and brands and explain how they help
planners.
140) Anthony is in the planning stages for his media campaign. He is considering how he should
spread out the advertising over the length of the campaign. What is an advantage of using a
pulsing strategy?
Refer to the passage and chart below to answer the questions that follow.
The Detroit Tigers’ baseball season is about to kick off, and the owners want to advertise that
fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part
of their media mix. Below is one portion of their media plan.
Media Vehicle
Audience
Size
Number of
messages
Cost
Rating
TV: CSI
3,000,000
5
$90,000/30-sec
17
Newspaper: Detroit News
630,000
5
$42,000/page
25
Radio: WJBR
200,000
25
$100/30-sec
10
141) If the data given is for one week, what would the total insertions be for the plan for a four-
week period?
142) Calculate the total gross rating points (Total GRPs).
143) Calculate the cost per thousand (CPM) for CSI, the Detroit News, and WJBR, respectively.
144) Calculate the cost per point (CPP) for CSI, the Detroit News, and WJBR, respectively.
145) Explain the concept of the media mix and identify the Tigers’ media mix in this case.
146) List the six functions of a media buyer.
147) Barbara is a media buyer for an advertising agency, and one of her responsibilities is to
monitor her media buys on behalf of clients. She must be alert for missed positions or errors in
handling her client’s message presentation and ensure that her client is compensated
appropriately when errors occur. How would Barbara likely ask that her client be compensated?
148) Several full-service advertising agencies have made their media buying functions available
to advertisers who want one agency to purchase their media. What is this called and why is it
becoming more common?
149) What options does a media buyer have for global media buying?
150) How can a media buyer evaluate the effectiveness of online advertising?