Media Planning Exam 2 Practice Test

1. 1The estimated number or percentages of different individuals (or HHs) within a population that will be exposed at least once to a vehicle is...

   1. AFrequency
   2. BReach
   3. CGRP
   4. DEffective Frequency
2. 2Which statement(s) are TRUE for the relationship between Reach and GRPs?
   
   *More than one may be picked

   1. AGRPs cannot exceed over 100 rating points
   2. BGRPs and Reach are interchangeable terms
   3. CReach cannot exceed over 100%
3. 3The average number of times the individuals (or HHs) are reached by the vehicle

   1. AReach
   2. BGRP
   3. CFrequency
   4. DEffective Frequency
4. 4Diminishing Returns: as more GRPs are added to the schedule, less reach is gained

   1. ATrue
   2. BFalse
5. 5Which concept in effective frequency? - "the view is hit three times, and needs multiple exposures to meet the media goal"

   1. ARecency Model
   2. BKrugman's Three-Hit Theory
   3. CThe Three Strike Model
   4. DNone of the above
6. 6The Recency Model is based on multiple exposures, hence the name "recency", the ad is most relevant when repeated exposure is shown

   1. ATrue
   2. BFalse
7. 7Which are included in the Ostrow Model?
   
   *More than one can be picked

   1. AMarketing
   2. BMessage (Copy)
   3. CMedia Factors
   4. DMedia Planning
8. 8In Print, circulation is the number of newspapers printed and distributed to an area

   1. ATrue
   2. BFalse
9. 9In Print, what is the difference between coverage and composition?

   1. ACoverage is the % of the entire household that buys certain media vehicles, while Composition is the % of the magazine readers belonging to a certain target group
   2. BCoverage is the % of the magazine readers belonging to a certain target group, while Composition is the % of the entire household that buys certain media vehicles
   3. CThere is no difference, the terms are interchangeable.
10. 10Readers Per Copy (or RPC) is the total audience of average issues/paid circulation

    1. ATrue
    2. BFalse

11. 11In Broadcast, coverage is...

    1. Ameasure of potential audience
    2. Bmeasure of actual audience
12. 12In Broadcast, Ratings...
    
    *May choose more than one

    1. Aare a measure of actual audience
    2. Bare measured in terms of entire TV Household
    3. C= share x HUT
    4. Dare a point based system
13. 13Share is based on individuals using TVs

    1. ATrue
    2. BFalse
14. 14In Broadcast, what is used to determine who is watching the TV in terms of gender, age, race, etc.

    1. AThe Rating Meter
    2. BThe People Meter
    3. CShare
    4. DHousehold Using TVs (HUT)
15. 15In Outdoor Media, Daily Effective Circulation (DEC) is...

    1. Athe number of adults in an area who pass an outdoor vehicle daily
    2. Bthe share of adults in an area who pass an outdoor vehicle daily
    3. Cthe number of adults in an area who pass an outdoor vehicle weekly
    4. Dthe composition of adults in an area who pass an outdoor vehicle daily
16. 16Daily Effective Circulation (DEC) is expressed as a percent

    1. ATrue
    2. BFalse
17. 17Daily Effective Circulation (DEC) and Outdoor Coverage are similar, since DEC is expressed in absolute numbers and Coverage is expressed as a %

    1. ATrue
    2. BFalse
18. 18In Internet Advertising, Impressions are....

    1. Athe # of people who visit the website
    2. Bthe % of people who visit the website
19. 19CPM means cost per million

    1. ATrue
    2. BFalse
20. 20CTR means Click Through Rate, how many people actually clicked the ad

    1. ATrue
    2. BFalse
21. 21In internet advertising, CPC is cost per coverage

    1. ATrue
    2. BFalse
22. 22In scheduling, continuity is...

    1. Aads that have intervals of no advertising at all, placed irregularly , best for seasonal
    2. Bads that run at constant levels over an entire campaign
    3. Ca combo of the previous two
23. 23Pulsing is a combination of continuity and flighting

    1. ATrue
    2. BFalse
24. 24Flighting....
    
    *more than one may be chosen

    1. Ahas intervals on no ads
    2. Bcan be placed evenly
    3. Ccan be placed irregularly
    4. Dworks best for seasonal products
25. 25The three buying considerations are impact, audience, and coverage

    1. ATrue
    2. BFalse
26. 26In Print, Run of Paper (ROP) is...

    1. Awhen the newspapers picks where to put your ad
    2. Bwhen you choose where to put your ad
27. 27Rate card is based on lowest circulation guaranteed

    1. ATrue
    2. BFalse
28. 28Rate base....

    1. Ais the lowest circulation guaranteed
    2. Bis the publication's official price ad placement
    3. Cis when the newspaper chooses where to put your ad

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Quiz on Media Planning Exam 2 Practice Test , created by Erika Shook on 19/11/2018.

Author

Erika Shook

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