Chapter 10 – Media Planning and Strategy
41. (p. 344) Seasonal products such as Mother’s Day cards and Valentine candy would best make
use of which scheduling alternative?
42. (p. 344) My product is hand-tooled leather wallets, which can be purchased at any time of the
year, but which are more often purchased during the Christmas season and before Father’s
day. Given a limited budget, which strategy would likely be the most effective if I wanted to
try to stimulate trial and/or sales?
Chapter 10 – Media Planning and Strategy
43. (p. 344) A product that may be consumed throughout the year, but has seasonal periods
where consumption is higher would most logically employ a(n) _____ scheduling method.
44. (p. 344) Which media scheduling strategy would be most likely to be used by a marketer of
dishwashing detergent?
Chapter 10 – Media Planning and Strategy
45. (p. 344) For which of the following products is an advertiser most likely to use continuity
scheduling?
46. (p. 344) _____ is the employment of periods of advertising along with periods of non-
advertising.
Chapter 10 – Media Planning and Strategy
47. (p. 344) New Balance running shoes would probably wish to pursue a _____ scheduling
strategy, while Rossignol snow skis would more than likely use a _____ schedule.
48. (p. 344) For which of the following products is an advertiser most likely to use a flighting
schedule?
Chapter 10 – Media Planning and Strategy
49. (p. 344) When a product’s advertising schedule involves constant advertising with heavier
efforts being made at certain times, a(n) ______ schedule is being employed.
50. (p. 344) Recreation vehicles (RVs) advertise throughout the year but typically advertise more
heavily in June and September. Which of the following scheduling methods does this pattern
represent?
Chapter 10 – Media Planning and Strategy
51. (p. 344) Disneyworld advertises itself as a vacation spot throughout the year, but it advertises
more heavily during the summer months and during the Christmas season when more people
are vacationing. This is an example of _____ scheduling.
52. (p. 345) Which of the following statements describes an advantage inherent in the flighting
method of schedule advertising?
Chapter 10 – Media Planning and Strategy
53. (p. 345) Which of the following statements describes a disadvantage associated with the
flighting method of schedule advertising?
54. (p. 345) Given an advertising objective of achieving maximum awareness in an
undifferentiated target market, the strategy should be to maximize:
Chapter 10 – Media Planning and Strategy
55. (p. 345) Which of the following media strategies is suitable for a new product with a target
audience concentrated in a well-defined market segment?
56. (p. 345) A company with a substantial advertising budget with little or no awareness in the
target market should:
Chapter 10 – Media Planning and Strategy
57. (p. 346) Which of the following statements is true about advertising reach?
58. (p. 347) Dr Pepper ran its commercial featuring Garth Brooks during American Idol and
during The Bachelor. Since many people watched both television shows, _____ occurred.
Chapter 10 – Media Planning and Strategy
59. (p. 347) If the ad is placed on two shows, the total number exposed once is ____.
60. (p. 347) The overlap that occurs due to people seeing the ad twice is referred as:
Chapter 10 – Media Planning and Strategy
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61. (p. 347) Unduplicated reach is:
62. (p. 347) Unduplicated reach indicates ____, while duplicated reach provides an estimate of
____.
Chapter 10 – Media Planning and Strategy
63. (p. 347) Most people who watch the show ‘Desperate Housewives‘ also watch ‘America’s
next top model’. An ad for Coca-Cola placed in both these shows would most likely result in:
64. (p. 347) A measure of potential reach in the broadcast industry is the TV or ____.
Chapter 10 – Media Planning and Strategy
65. (p. 347) To calculate gross ratings points (GRPs), you will need to:
66. (p. 347) _____ is a summary measure that combines reach and frequency.
Chapter 10 – Media Planning and Strategy
67. (p. 347) _____ are based on the total audience the media schedule may reach using a
duplicated reach estimate.
68. (p. 347) _____ is the number of persons in the primary target audience who the media buy
will reach and the number of times those persons will be reached.
Chapter 10 – Media Planning and Strategy
69. (p. 347) How do gross rating points (GRPs) differ from target ratings points (TRPs)?
70. (p. 349) The concept of _____ is based on the assumption that one exposure to an ad may not
be enough to convey the desired method.
Chapter 10 – Media Planning and Strategy
71. (p. 349) Effective reach refers to the:
72. (p. 349) Which of the following statements is true about reach and frequency?