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Lecture 7: Media Planning

Deleted user 37 questions Updated 15 Oct 2017

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1Media Strategy is all about
1. AScheduling and Selection
2. BReach and Frequency
3. CPulsing, Flighting and Continuity
4. DAll of the above
2Media Scheduling Decisions look at [blank_start]how long and how often[blank_end] to advertise; whereas Media selection decisions look at [blank_start]where[blank_end] to advertise
1. Ahow long and how often
2. Bwhere
3. Cwhere
4. Dhow long and how often
3Media Scheduling deals with:
1. Areach and frequency
2. Bpulsing flighting and continuity
3. Cscheduling and selection
4. Dall of the above
4Purchase cycle is
1. Athe time interval between purchases in the product category, for the average target audience member
2. Bthe number of purchases made within a particular time frame
3. Cthe time interval between how frequently people purchase an item from one consumer to the next
4. Dall of the above
5Rossiter & Percy define reach as the number of target audience individuals exposed to the advertising in a purchase cycle
1. ATrue
2. BFalse
6Belch & Belch define reach as the number of target audience individuals exposed to the advertising in a purchase cycle
1. ATrue
2. BFalse
7Belch & Belch define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.
1. ATrue
2. BFalse
8Rossiter & Percy define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.
1. ATrue
2. BFalse
9When Rossiter & Percy say 'exposure to the advertising' they mean exposure to the media vehicle.
1. ATrue
2. BFalse
10How do you calculate frequency according to Rossiter and Percy?
1. ACount the number of times a target audience member is exposed to the advertisement
2. BCount the number of times the ad was viewed, and divide by the number of people reached

11How do you calculate frequency according to Belch and Belch?
1. ACount the number of times the ad was viewed, and divide by the number of people reached
2. BCount the number of times a target audience member is exposed to the advertisement
12What is the REACH of this plan according to Rossiter and Percy?
1. A6
2. B5
3. C16
4. D30
5. E8/10 people or 80%
13What is the REACH of this plan according to Others (and Belch & Belch)?
1. A6
2. B5
3. C16
4. D30
5. E8/10 people or 80%
14What is the minimum effective frequency (MEF)?
1. AThe minimum number of ad exposure that will maximise the likelihood of the average target audience member purchasing the brand
2. BThe minimum number of target audience individuals that will see the advertisement before purchasing
3. CThe minimum number of sales needed to maximise ad exposure
15What is Effective Reach?
1. AThe number of target audience individuals exposed to the ad at minimum effective frequency or higher
2. BThe number of sales had per target audience member after being exposed to the ad
3. CThe minimum number of ad exposures that will maximize the likelihood of the average target audience member purchasing the brand
16If MEF = 2 exposures per purchase cycle, what is the EFFECTIVE REACH for purchase cycle 1, 2 and 3
1. A3, 4, 3
2. B4, 3, 4
3. C6, 5, 5
4. D10, 10, 10
17What is the FREQUENCY according to Others (B&B) not Rossiter and Percy for Purchase cycle 1, 2 and 3
1. A1.6, 2, 2
2. B6, 5, 5
3. C10, 10, 10
4. D3, 4, 3
18Gross Rating Points (GRPs) refer to
1. Athe total audience a media schedule may reach
2. Bthe total number of people in the primary target audience the media buy will reach and the number of times it does
3. Cthe total ratings a customer gives back after they buy a product
4. Dnone of the above
19A Target Audience Rating Point is (TARP):
1. Athe total number of people in the primary target audience the media buy will reach and the number of times it does
2. Btotal audience a media schedule may reach
3. Cthe average rating a target audience member will give the product after purchase
4. DREACH x FREQUENCY
20If Reach is 100 and frequency is 5 what is GRP?
1. A500
2. B100
3. C5
4. D1000
5. E25
21What are the three scheduling (or continuity) methods
1. Acontinuity, flighting, pulsing
2. Bexchange, value, activity
3. Creminder, teaser and user-generated content
4. Dscript, story board, approval
22[blank_start]Continuity[blank_end] is a continuous pattern of advertising, which may mean every day, every week, or every month.
[blank_start]Flighting[blank_end] is a less regular schedule, with intermittent periods of advertising and non-advertising.
[blank_start]Pulsing[blank_end] is where continuity is maintained, but at certain times promotional efforts are stepped up
1. AContinuity
2. BFlighting
3. CPulsing
4. DFlighting
5. EContinuity
6. FPulsing
7. GPulsing
8. HContinuity
9. IFlighting
23[blank_start]Media Planning[blank_end] is a series of decisions involved in delivering the promotional message to the prospective users of the product or brand.
[blank_start]Media objective[blank_end] is an objective formulated to organise a media plan.
[blank_start]Media strategy[blank_end] is a plan of action designed to attain the media objectives.
[blank_start]Medium[blank_end] is a general category of available delivery systems.
1. AMedia Planning
2. BMedia objective
3. CMedia strategy
4. DMedium
24[blank_start]Media vehicle[blank_end] is a specific carrier within a medium category
[blank_start]Reach[blank_end] is the measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
[blank_start]Coverage[blank_end] is the potential audience that might receive the message through a vehicle
[blank_start]Frequency[blank_end] is the number of times the receiver is exposed to the media vehicle in a specified period
1. AMedia vehicle
2. BReach
3. CCoverage
4. DFrequency
25Media objectives should not be limited to those that can be accomplished through media strategies.
1. ATrue
2. BFalse
261. [blank_start]Analyse the Market[blank_end]
2. [blank_start]Establish Media Objectives[blank_end]
3. [blank_start]Develop Media Strategy[blank_end]
4. [blank_start]Implement Media Strategy[blank_end]
5. [blank_start]Evaluate Performance[blank_end]
1. AAnalyse the Market
2. BEstablish Media Objectives
3. CDevelop Media Strategy
4. DImplement Media Strategy
5. EEvaluate Performance
27What are the internal factors operating when picking the target market?
1. ASize of the media budget
2. BManagerial and administrative capabilities
3. COrganization of the agency
4. DThe economy (rising costs of media)
5. EChanges in technology
6. FCompetitive factors
28Wastes Coverage refers to Media coverage that reaches people who are not potential buyers and/or users
1. ATrue
2. BFalse
29[blank_start]Target Market Coverage[blank_end] : Matches the most appropriate media to a market with the goal of extending media coverage whilst minimising waste coverage

[blank_start]The Media Mix[blank_end] : Adds more versatility to the media strategies by increasing coverage, reach and frequency levels. It also improves the likelihood of achieving overall communications and marketing goals.

[blank_start]Creative aspects and mood[blank_end] : Requires media and creative departments to implement creativity through an appropriate medium and enhance the message.

[blank_start]Flexibility[blank_end] : an effective media strategy that deals with market opportunities, threats, availability of media and changes in media or media vehicles
1. ATarget Market Coverage
2. BThe Media Mix
3. CCreative aspects and mood
4. DFlexibility
30Problems in Media Planning include
1. Ainsufficient information, inconsistent terminologies, time pressures and difficulty measuring effectiveness
2. Bless experience, objectivity and flexibility
3. Cexposure, frequency and cost
4. Dinsufficient imaging, saturation, time pressures and reach
31What are the factors determining frequency levels?
1. AMedia Factors
2. BMessage Factors
3. CCreative factors
4. DMarketing Factors
5. ETarget Market Factors
6. FDispositional Factors
7. GEnvironmental Factors
32What is the Brand Development Index (BDI)?
1. AFactors the rate of product usage by geographic area into the decision process
2. BProvides information on the potential for development of the total product category and not specific brands
33What is the Category Development index (CDI)?
1. AFactors the rate of product usage by geographic area into the decision process
2. BProvides information on the potential for development of the total product category and not specific brands
34Relative cost is the cost required to place the message; whereas Absolute Cost is the relationship between the price paid for advertising and the size of audience delivered (used to compare media vehicles)
1. ATrue
2. BFalse
35What does this indicate in regards to BDI and CDI?
e.g. high BDI/low CDI
1. AHigh BDI/high CDI
2. Bhigh bdi/low cdi
3. Clow bdi/high cdi
4. Dlow bdi/low cdi
36Promoting certain international foods like edamame in traditional/small towns where interest in such foods is likely to be low would not make sense. It is better to advertise edamame in big cities instead which have a diverse population. This is an example of
1. AGeographic Coverage
2. BReach and Frequency
3. CSituational Diversity
4. DRecency Planning
37Recency Planning (Part of Reach versus Frequency Media Strategy)
1. AFocuses on short interval reach at minimum frequency levels as close to the purchase decision as possible
2. BHas a continuous schedule over a one week period rather than focusing on a four-week planning period for reach
3. CTargets less to gain exposure to reach as many potential consumers as possible
4. DAll of the above

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Description: User has deleted their subject information Quiz on Lecture 7: Media Planning, created by Deleted user on 15/10/2017.
Author: Deleted user
Language: English
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History: Created on 15 Oct 2017 · updated on 15 Oct 2017
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Lecture 7: Media Planning

Questions in this quiz (37)

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