Chapter 10 – Media Planning and Strategy
73. (p. 350) _____ is the number of times the average household reached by a media vehicle is
exposed to the vehicle over a specified period of time.
74. (p. 350) Consider the following media buy:
70 percent of the audience is reached 1 time.
20 percent of the audience is reached 4 times.
10 percent of the audience is reached 6 times.
Based on this information, what does the media buyer know?
Chapter 10 – Media Planning and Strategy
75. (p. 351) Which of the following is an example of a marketing factor that has been shown to
be important in determining advertising frequency levels?
76. (p. 351) Greater frequency levels of exposure would be necessary if:
Chapter 10 – Media Planning and Strategy
77. (p. 353) Advertising and promotional costs can be categorized in two ways. They are:
78. (p. 353) _____ of the medium or vehicle is the actual total cost required to place the
message.
Chapter 10 – Media Planning and Strategy
79. (p. 353) _____ refers to the relationship between the price paid for advertising space or time
and the size of the audience delivered.
80. (p. 353) _____ is used to compare media vehicles.
Chapter 10 – Media Planning and Strategy
81. (p. 353) Cost per thousand is a measure of the ______ of a particular media vehicle.
82. (p. 353) Cost per thousand (CPM) is an expression of ______ for various media vehicles.
Chapter 10 – Media Planning and Strategy
83. (p. 353) In media planning, [(Cost of ad space/circulation) x 1000] is the formula used to
calculate:
1000.
84. (p. 354) ______ is an attempt to provide some standardization of relative costing procedures
for making media selections.
Chapter 10 – Media Planning and Strategy
85. (p. 354) _____ = Cost of commercial time/program rating.
86. (p. 354) For newspapers, the cost efficiency formula is based on:
Chapter 10 – Media Planning and Strategy
87. (p. 354) While purchasing time on television, it often becomes difficult to determine the print
equivalent cost. As a result, some television rate cards now express costs in terms of _____ to
provide a comparable base.
88. (p. 354) With which of the following media would you find cost per rating point (CPRP)
used to compare cost figures?
Chapter 10 – Media Planning and Strategy
89. (p. 354) In order to compare the relative costs between two print media, an advertiser needs
to use:
90. (p. 355) According to ____, a media buyer for a manufacturer of paintball guns would be
better satisfied with the ad’s performance if he or she purchased an ad in Paintball Sports
magazine rather than Sports Illustrated, even though the cost per thousand of Paintball sports
is much higher than Sports Illustrated.
Chapter 10 – Media Planning and Strategy
91. (p. 355) A retailer wants to run an ad announcing that the new Harry Potter book will be
available at the store next Saturday. There are two newspapers in the community in which the
retailer operates. An ad in Newspaper A will cost $500, and an ad in Newspaper B will cost
$375. Newspaper A has a circulation of 10,000, and Newspaper B has a circulation of 8,000.
After calculating the cost per thousand (CPM), you know that:
Chapter 10 – Media Planning and Strategy
92. (p. 355) Magazine A has a cost for a full-page ad of $10,000 and a circulation figure of
5,000,000. Of these 5,000,000 subscribers, 40 percent are tennis buffs. Magazine B has a cost
for a full page of $10,000 and a circulation of 3,000,000. Of the 3,000,000 subscribers 75
percent are tennis buffs. If you sold tennis racquets and wanted to compare the cost per
thousand (CPM) of these magazines, which would you choose?
93. (p. 355) A retailer wants to advertise its “Back-to-School” sale in a city that has two daily
newspapers. There are 450,000 subscribers to Newspaper A and 520,000 subscribers to
Newspaper B. The two-page ad in Newspaper A costs $20,000, and the same ad will cost
$22,000 in Newspaper B. What else would the retailer need to know to compare the CPM
effectiveness of these two newspapers?
Chapter 10 – Media Planning and Strategy
94. (p. 355) The major problem with the use of readers per copy figures is:
95. (p. 355) The advertiser needs to know _____ to determine how many readers an advertiser
gets for every dollar spent in print media.
Chapter 10 – Media Planning and Strategy
96. (p. 355) Cost per thousand (CPM) is potentially an underestimate of cost efficiency because
of:
97. (p. 355) The pass-along rate refers to the:
Chapter 10 – Media Planning and Strategy
98. (p. 357) The evaluation and follow-up stage of media planning:
99. (p. 356) Which medium offers the most target selectivity?
Chapter 10 – Media Planning and Strategy
100. (p. 356) Which of the following forms of advertising would be most effective when the
objective is to attain maximum coverage of a local market at low cost?
101. (p. 356) When trying to attain maximum coverage of the entire U.S. market, which form of
advertising would be most effective?
Chapter 10 – Media Planning and Strategy
102. (p. 356) Which media vehicle is described as having few valid measurement techniques, a
flexible message platform, and limited creative capabilities?