105)
Mini–Case Question. Calculate the cost per point (CPP) for CSI, the Detroit News, and
WJBR, respectively.
105)
106)
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.
106)
107)
Kyle is a media planner at an advertising agency and 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?
107)
108)
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 has to be alert for missed positions or
errors in handling her client’s message presentation and ensure that her client is
compensated appropriately when they occur. What is this policy called, and what types of
mishaps can result in them?
108)
109)
You’ve heard someone mention the “St. Louis Designated Marketing Area (DMA).” Explain
what this means and why it is useful to media planners.
109)
110)
Compare and contrast the terms effective frequency and effective reach.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Media buyers negotiate rates, preferred positions, and extra support offers on behalf of their clients.
111)
112)
One reason why organizations need a variety of ways (i.e., a media mix) to get their messages out
to their customers is the fact that some people reject certain media.
112)
113)
Media planners use client information, market research, competitive advertising, media
information, and consumer information before media decision–making begins.
113)
114)
Calls for reform, which include better metrics on all media, are needed to reflect the different ways
consumers are using media.
114)
115)
Target information used by media planners includes the targeted reach of a vehicle, consumer
media use, geography, and consumers’ consumption patterns.
115)
116)
The frequency distribution method is more revealing, and thus more valuable, than the average
frequency method in reporting repetition.
116)
117)
The broadcast coverage area for television is called a designated marketing area (DMA) and is
referred to by the name of the largest city in the area.
117)
118)
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.
118)
119)
Media planners often use a decision criterion called weighting to help them decide how much to
budget.
119)
120)
The tighter the focus on a target market, the more difficult it is to find appropriate media to deliver
a relevant message.
120)
121)
When considering the timing strategy of a media plan, the two critical questions to consider are
duration and continuity.
121)
122)
The idea behind the concept of effective frequency is that you add frequency to reach until you get
to the level where people respond.
122)
123)
123)
124)
Despite the increase in media options, consumer audiences of traditional media, such as broadcast
TV, daily newspapers, and consumer magazines, continue to increase.
124)
125)
Aperture is the point where a consumer has an opportunity to connect with a brand and respond in
some way to a brand message.
125)
126)
Cost per thousand is a measure used to determine the effectiveness of a media vehicle.
126)
127)
Media buyers should be consulted early in planning, as they are a good source of information on
changes in media.
127)
128)
There has been a tremendous increase in global media in the last five years.
128)
129)
CPM and CPP are more valid when used to compare vehicles within a medium.
129)
130)
Positioning research suggests that within a print medium the inside cover and first few pages have
slightly better readership.
130)
131)
In terms of frequency, a general rule of thumb is that it takes more than 10 exposures for a message
to sink in.
131)
132)
Planners typically make heavier allocations in weak sales areas because they are the areas that
promise the greatest growth.
132)
133)
Reach is the first place to start in setting objectives for a media plan.
133)
134)
Aperture measures the percentage of total advertising spending by one brand in a product category
relative to the competition, giving media planners an idea of how much their advertising will stand
out.
134)
135)
Sales geography is considered by the media planner because sales differences affect the decision
about which markets the advertiser should reach for the campaign and how many dollars are
allocated to each geographic region.
135)
136)
Currently, there are no computerized optimization models to assist media planners in their job.
136)
137)
Unbundling media services has allowed agencies to aggregate the buying function across many
different clients.
137)
138)
Transformational advertising refers to the synergistic way radio, in particular, reinforces and
re–creates the message in a listener’s mind.
138)
139)
Reach is the percentage of a medium’s audience that is exposed at least once to the advertiser’s
message during a specific time frame.
139)
140)
Information provided by various media is most useful for media planners because it best reflects
the true value of the medium to advertisers.
140)
141)
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.
141)
142)
Average frequency gives the planner the best picture of the plan’s performance.
142)
143)
Media is a combination of reach and frequency.
143)
144)
Use national television if you need to reach a wide mass audience.
144)
145)
Program preemptions, missed closings, and/or technical problems caused by the media will require
them to offer make–goods to the advertiser.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Describe the reach objective.
147)
List the six functions of a media buyer.
148)
Compare and contrast cost per thousand (CPM) and cost per point (CPP).
149)
Name and describe the information sources media planners use in developing a media plan.
150)
Compare and contrast continuous, pulsing, and flighting strategies.
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