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Lecture 7: Media Planning

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Integrated Marketing Communications Quiz on Lecture 7: Media Planning, created by Sarah Bowe on 10/10/2017.
Sarah Bowe
Quiz by Sarah Bowe, updated more than 1 year ago
Sarah Bowe
Created by Sarah Bowe over 6 years ago
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Question 1

Question
Media Strategy is all about
Answer
  • Scheduling and Selection
  • Reach and Frequency
  • Pulsing, Flighting and Continuity
  • All of the above

Question 2

Question
Media 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
Answer
  • how long and how often
  • where
  • where
  • how long and how often

Question 3

Question
Media Scheduling deals with:
Answer
  • reach and frequency
  • pulsing flighting and continuity
  • scheduling and selection
  • all of the above

Question 4

Question
Purchase cycle is
Answer
  • the time interval between purchases in the product category, for the average target audience member
  • the number of purchases made within a particular time frame
  • the time interval between how frequently people purchase an item from one consumer to the next
  • all of the above

Question 5

Question
Rossiter & Percy define reach as the number of target audience individuals exposed to the advertising in a purchase cycle
Answer
  • True
  • False

Question 6

Question
Belch & Belch define reach as the number of target audience individuals exposed to the advertising in a purchase cycle
Answer
  • True
  • False

Question 7

Question
Belch & Belch define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.
Answer
  • True
  • False

Question 8

Question
Rossiter & Percy define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.
Answer
  • True
  • False

Question 9

Question
When Rossiter & Percy say 'exposure to the advertising' they mean exposure to the media vehicle.
Answer
  • True
  • False

Question 10

Question
How do you calculate frequency according to Rossiter and Percy?
Answer
  • Count the number of times a target audience member is exposed to the advertisement
  • Count the number of times the ad was viewed, and divide by the number of people reached

Question 11

Question
How do you calculate frequency according to Belch and Belch?
Answer
  • Count the number of times the ad was viewed, and divide by the number of people reached
  • Count the number of times a target audience member is exposed to the advertisement

Question 12

Question
What is the REACH of this plan according to Rossiter and Percy?
Image:
Screen Shot 2017 10 11 At 10.54.48 Pm (binary/octet-stream)
Answer
  • 6
  • 5
  • 16
  • 30
  • 8/10 people or 80%

Question 13

Question
What is the REACH of this plan according to Others (and Belch & Belch)?
Image:
Screen Shot 2017 10 11 At 10.54.48 Pm (binary/octet-stream)
Answer
  • 6
  • 5
  • 16
  • 30
  • 8/10 people or 80%

Question 14

Question
What is the minimum effective frequency (MEF)?
Answer
  • The minimum number of ad exposure that will maximise the likelihood of the average target audience member purchasing the brand
  • The minimum number of target audience individuals that will see the advertisement before purchasing
  • The minimum number of sales needed to maximise ad exposure

Question 15

Question
What is Effective Reach?
Answer
  • The number of target audience individuals exposed to the ad at minimum effective frequency or higher
  • The number of sales had per target audience member after being exposed to the ad
  • The minimum number of ad exposures that will maximize the likelihood of the average target audience member purchasing the brand

Question 16

Question
If MEF = 2 exposures per purchase cycle, what is the EFFECTIVE REACH for purchase cycle 1, 2 and 3
Image:
Screen Shot 2017 10 11 At 10.54.48 Pm (binary/octet-stream)
Answer
  • 3, 4, 3
  • 4, 3, 4
  • 6, 5, 5
  • 10, 10, 10

Question 17

Question
What is the FREQUENCY according to Others (B&B) not Rossiter and Percy for Purchase cycle 1, 2 and 3
Image:
Screen Shot 2017 10 11 At 10.54.48 Pm (binary/octet-stream)
Answer
  • 1.6, 2, 2
  • 6, 5, 5
  • 10, 10, 10
  • 3, 4, 3

Question 18

Question
Gross Rating Points (GRPs) refer to
Answer
  • the total audience a media schedule may reach
  • the total number of people in the primary target audience the media buy will reach and the number of times it does
  • the total ratings a customer gives back after they buy a product
  • none of the above

Question 19

Question
A Target Audience Rating Point is (TARP):
Answer
  • the total number of people in the primary target audience the media buy will reach and the number of times it does
  • total audience a media schedule may reach
  • the average rating a target audience member will give the product after purchase
  • REACH x FREQUENCY

Question 20

Question
If Reach is 100 and frequency is 5 what is GRP?
Answer
  • 500
  • 100
  • 5
  • 1000
  • 25

Question 21

Question
What are the three scheduling (or continuity) methods
Answer
  • continuity, flighting, pulsing
  • exchange, value, activity
  • reminder, teaser and user-generated content
  • script, story board, approval

Question 22

Question
[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
Answer
  • Continuity
  • Flighting
  • Pulsing
  • Flighting
  • Continuity
  • Pulsing
  • Pulsing
  • Continuity
  • Flighting

Question 23

Question
[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.
Answer
  • Media Planning
  • Media objective
  • Media strategy
  • Medium

Question 24

Question
[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
Answer
  • Media vehicle
  • Reach
  • Coverage
  • Frequency

Question 25

Question
Media objectives should not be limited to those that can be accomplished through media strategies.
Answer
  • True
  • False

Question 26

Question
1. [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]
Answer
  • Analyse the Market
  • Establish Media Objectives
  • Develop Media Strategy
  • Implement Media Strategy
  • Evaluate Performance

Question 27

Question
What are the internal factors operating when picking the target market?
Answer
  • Size of the media budget
  • Managerial and administrative capabilities
  • Organization of the agency
  • The economy (rising costs of media)
  • Changes in technology
  • Competitive factors

Question 28

Question
Wastes Coverage refers to Media coverage that reaches people who are not potential buyers and/or users
Answer
  • True
  • False

Question 29

Question
[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
Answer
  • Target Market Coverage
  • The Media Mix
  • Creative aspects and mood
  • Flexibility

Question 30

Question
Problems in Media Planning include
Answer
  • insufficient information, inconsistent terminologies, time pressures and difficulty measuring effectiveness
  • less experience, objectivity and flexibility
  • exposure, frequency and cost
  • insufficient imaging, saturation, time pressures and reach

Question 31

Question
What are the factors determining frequency levels?
Answer
  • Media Factors
  • Message Factors
  • Creative factors
  • Marketing Factors
  • Target Market Factors
  • Dispositional Factors
  • Environmental Factors

Question 32

Question
What is the Brand Development Index (BDI)?
Answer
  • Factors the rate of product usage by geographic area into the decision process
  • Provides information on the potential for development of the total product category and not specific brands

Question 33

Question
What is the Category Development index (CDI)?
Answer
  • Factors the rate of product usage by geographic area into the decision process
  • Provides information on the potential for development of the total product category and not specific brands

Question 34

Question
Relative 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)
Answer
  • True
  • False

Question 35

Question
What does this indicate in regards to BDI and CDI? e.g. high BDI/low CDI
Image:
Screen Shot 2017 10 12 At 1.02.39 Am (binary/octet-stream)
Answer
  • High BDI/high CDI
  • high bdi/low cdi
  • low bdi/high cdi
  • low bdi/low cdi

Question 36

Question
Promoting 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
Answer
  • Geographic Coverage
  • Reach and Frequency
  • Situational Diversity
  • Recency Planning

Question 37

Question
Recency Planning (Part of Reach versus Frequency Media Strategy)
Answer
  • Focuses on short interval reach at minimum frequency levels as close to the purchase decision as possible
  • Has a continuous schedule over a one week period rather than focusing on a four-week planning period for reach
  • Targets less to gain exposure to reach as many potential consumers as possible
  • All of the above
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