Chapter 10 – Media Planning and Strategy
1. (p. 328) The primary objective of _____ is to develop a framework that will deliver the
message to the target audience in the most efficient cost-effective manner possible.
2. (p. 329) The media plan is a guide for:
Chapter 10 – Media Planning and Strategy
3. (p. 329) _____ is the series of decisions involved in delivering the promotional message to the
prospective purchasers and/or users of the product or brand.
4. (p. 329) _____ are plans of action designed to obtain specific media objectives.
Chapter 10 – Media Planning and Strategy
5. (p. 329) The _____ is the general category of available delivery systems, which includes
broadcast media, print media, direct marketing, outdoor advertising, and other support media.
6. (p. 329) The _____ is a specific carrier within a medium category.
Chapter 10 – Media Planning and Strategy
7. (p. 329) USA Today, Sports Illustrated, and Tonight Show with Jay Leno are all examples of:
8. (p. 329) Which of the following is an example of a media vehicle?
Chapter 10 – Media Planning and Strategy
9. (p. 329) _____ is the measure of the number of different audience members exposed at least
once to a media vehicle.
10. (p. 329) _____ refers to the potential audience that might receive the message through a
vehicle.
Chapter 10 – Media Planning and Strategy
11. (p. 329) _____ is the number of times a receiver is exposed to a message in a given time
period.
12. (p. 331) The _____ determines the best way to get the advertiser’s message to the market.
Chapter 10 – Media Planning and Strategy
13. (p. 331) The times during the year when television audiences are measured in order to set
advertising rates are called:
14. (p. 331) Media planning is not an easy task. Which of the following is a reason why media
planning is so difficult?
Chapter 10 – Media Planning and Strategy
15. (p. 332) After the situation analysis and the development of both the marketing and creative
strategy plans, it is time to develop the media plan. The first step in developing a media plan
is to:
16. (p. 334) In a market analysis, the _____ is considered a good indicator of the potential of the
market. It is derived by dividing the percentage of users in a demographic segment by the
percentage of population in the same segment and the multiplying the quotient by 100.
Chapter 10 – Media Planning and Strategy
17. (p. 334) An index number of 100 means that the:
18. (p. 336) _____ is an internal factor that may influence the determination of media strategy.
Chapter 10 – Media Planning and Strategy
19. (p. 336) _____ is an external factor that may influence the determination of media strategy.
20. (p. 338) The market potential in a given metropolitan area, as compared to the United States
as a whole, can be determined by using:
Chapter 10 – Media Planning and Strategy
21. (p. 338) The survey of buying power index is particularly useful for providing _____
information.
22. (p. 338) Which of the following sources of information should be used by a media buyer
wishing to acquire statistical information for a specific metropolitan market?
Chapter 10 – Media Planning and Strategy
23. (p. 338) General Foods wishes to determine the percentage of Maxwell House coffee sold in
a geographic area as compared with the percentage of the total population in this market. The
most appropriate index to use would be:
24. (p. 340) To determine the potential for sales of coffee (as opposed to a specific brand) in a
particular market area, a company should use:
Chapter 10 – Media Planning and Strategy
25. (p. 338) The rate of product usage in a geographical area may be calculated through the use
of:
26. (p. 340) The category development index is similar to the Brand Development Index (BDI)
except that it:
Chapter 10 – Media Planning and Strategy
27. (p. 341) After calculating both the brand development index (BDI) and the category
development index (CDI), a media planner obtains the following results: High BDI and Low
CDI. What do these results imply?
28. (p. 341) After calculating both the brand development index (BDI) and the category
development index (CDI), a media planner obtains the following results: High BDI and High
CDI. What do these results imply?
Chapter 10 – Media Planning and Strategy
29. (p. 341) After calculating both the brand development index (BDI) and the category
development index (CDI), a media planner obtains the following results: Low BDI and Low
CDI. What do these results imply?
30. (p. 341) In calculating both the brand development index (BDI) and the category
development index (CDI) a media planner obtains the following results: Low BDI and High
CDI. What do these results imply?
Chapter 10 – Media Planning and Strategy
31. (p. 341) Which of the following situations offers the advertiser the least attractive marketing
opportunity?
32. (p. 341) Which of the following indices reflects a company with low market share of a brand
in a given market?
Chapter 10 – Media Planning and Strategy
33. (p. 342) When the coverage of the media exceeds the targeted audience, this excess is
referred to as:
34. (p. 342) Media buyers might choose to live with a relatively high degree of waste coverage
because:
Chapter 10 – Media Planning and Strategy
35. (p. 342) A media selection problem whereby the coverage of the media vehicle goes beyond
the scope of the target audience is known as:
36. (p. 342) Which of the following would most likely result in waste coverage?
Chapter 10 – Media Planning and Strategy
37. (p. 342) Which of the following statements is true about the media mix?
38. (p. 342) ____, also known as overexposure, occurs when the media coverage exceeds the
target audience.
Chapter 10 – Media Planning and Strategy
39. (p. 343) The use of hot sauce is most common from Louisiana, west to New Mexico and
north to the Arkansas-Oklahoma border. A producer of hot sauce would use this information
to schedule by using:
40. (p. 344) In terms of advertising, scheduling constant advertising without variation is referred
to as: