Which is a measure of how many times the average person in the target market is exposed to the message?

A media strategy is the process of: A) investigating the media usage of a product's target market. B) analyzing and choosing media for an advertising and promotions campaign. C) selecting the outlets of each media that will be used for an advertising campaign. D) choosing the proper appeal, message, strategy, and execution.

Successful marketing involves identifying target markets and the right media to reach the members of those markets. TRUE or FALSE

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign. TRUE or FALSE

Client budgets for advertising have exceeded the increase in the costs of advertising time and space. TRUE or FALSE

Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising. TRUE or FALSE

Define a media strategy.

The part of the media plan that reviews the fundamental marketing program is a(n): A) marketing analysis. B) advertising analysis. C) media strategy. D) media mix.

The part of the media plan that spells out the media to be used and creative considerations is the: A) marketing analysis. B) advertising analysis. C) media strategy. D) media mix.

The part of the media plan that notes when and where ads will appear is the: A) marketing analysis. B) advertising analysis. C) media strategy. D) media schedule.

The part of the media plan that states measures of goal achievements and the rationale for choices is the: A) marketing analysis. B) advertising analysis. C) media strategy. D) justification and summary.

Which individual formulates a plan as to where and when ads should run? A) Creative B) Media planner C) Media buyer D) Client

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the: A) creative side of the agency. B) account side of the agency. C) media planning and buying side of agencies. D) client.

Conducting research that matches the product to the media and the target market is the primary task of the: A) creative. B) media planner. C) media buyer. D) client company.

Declining sales led the producers of S.O. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be the: A) creative. B) media planner. C) media buyer. D) client.

The individual that negotiates rates for out-of-home space and in magazine ads is the: A) creative. B) media planner. C) media buyer. D) client.

What is the relationship between the size of an ad agency and the price it pays for spots on television or radio? A) The bigger the company, the more that will be paid for advertising. B) The bigger the company, the less that will be paid for advertising. C) Medium-sized companies get the best deal. D) There is no consistent relationship.

The size of an advertising agency or media buying firm has an impact on the rates that a company will pay for media time and space. TRUE or FALSE

A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series. TRUE or FALSE

Identify the components of a media plan.

Describe the roles of the media planner and the media buyer.

Describe a spot ad. What skill may determine the price paid for such an ad?

Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period? A) Reach B) Frequency C) Demographics D) Impressions

Reach measures the number of: A) people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period. B) people who place a particular brand into their evoked sets. C) people who purchase a product in a given time period. D) people who use a certain medium in a four-week time period.

In terms of measuring reach and frequency, the typical time period is how many week(s)? A) One B) Four C) Eight D) Ten

Which of the following measures the average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period? A) Reach B) Frequency C) Demographics D) Impressions

Frequency is the: A) number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period. B) number of people who place a particular brand into their evoked sets. C) number of people who purchase the product. D) average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period.

Among the following ad campaigns, frequency would be highest for ________ second television spots. A) six 15 B) one 45 C) five 30 D) four 15

A company seeking to build brand awareness through repeated exposures of the same ads is using high: A) frequency. B) continuity. C) exposure. D) reach.

OTS stands for: A) outstanding test series. B) overview of theory sequence. C) opportunity to see. D) oldest time score.

Which of the following is the most commonly used measure in media planning? A) Reach B) Opportunity to see (OTS) C) Gross rating points (GRP) D) Cost per thousand (CPM)

If an advertisement is placed in three different places in Glamour magazine and then runs for five issues, the number of opportunities to see would be: A) 3. B) 5. C) 15. D) depends on the gross rating points for Glamour.

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be: A) $50. B) $500. C) $20. D) cannot be determined from the information given.

CPRP stands for: A) cost per rotation program. B) closest programmed ratings plan. C) cost per rating point. D) cumulative program for ratings points.

Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market? A) Gross rating points B) Opportunities to see C) Gross impressions D) Cost per rating point

Cost per rating point is the: A) number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period. B) measure of the impact or intensity of a media plan. C) relative measure of the efficiency of a media vehicle relative to a firm's target market. D) average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period.

Cost per rating point is calculated as: A) cost of media buy divided by the vehicle's rating. B) cost of media buy multiplied by the number of viewers. C) ratings divided by gross exposures. D) cost of media buy divided by gross exposures.

If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2, then the cost per rating point is: A) $100. B) $1,000. C) $10,000. D) $100,000.

The technique designed to calculate an advertisement's cost in reaching a particular product's target market is: A) effective frequency. B) target reach. C) weighted or demographic CPM. D) cost per rating point.

If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be: A) $25. B) $250. C) $2,500. D) $10.

The exposure pattern or schedule used in an ad campaign is its: A) continuity. B) discontinuity campaign. C) reach. D) frequency.

Using media time in a steady stream throughout an entire year is which type of media budget schedule? A) Continuous B) Pulsating C) Flighting, or discontinuous D) Frequency

A company that manufactures washing machines is most likely to invest in which type of advertising campaign? A) Continuous B) Flighting, or discontinuous C) Reach D) Pulsating

The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is: A) continuous. B) gross impressions. C) pulsating. D) flighting, or discontinuous.

Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using? A) A continuous campaign B) Gross impressions C) A pulsating campaign D) A flighting (or discontinuous) campaign

When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used? A) Continuous B) Gross impressions C) Pulsating D) Flighting, or discontinuous

The number of cumulative exposures achieved in a given time period is called opportunities to see. TRUE or FALSE

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18. TRUE or FALSE

Frequency is a measure of the impact or intensity of a media plan. TRUE or FALSE

Gross rating points are measured by multiplying ratings times the frequency. TRUE or FALSE

CPM measures the length of time an advertisement runs. TRUE or FALSE

If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000, the CPM would be $20. TRUE or FALSE

CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market. TRUE or FALSE

Rating points are a measure of the impact or intensity of a media plan. TRUE or FALSE

Continuity is the exposure pattern or schedule used in an advertising campaign. TRUE or FALSE

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day. TRUE or FALSE

A pulsating schedule means there is an even amount spent on advertising throughout the year. TRUE or FALSE

A pulsating schedule for advertising a lawn service would have ads just during specific times of the year, such as spring and summer months, with none during the remainder of the year. TRUE or FALSE

A flighting, or discontinuous, schedule for a perfume could include advertising throughout the entire year with extra ads during holidays such as Christmas, Valentine's Day, and Mother's Day. TRUE or FALSE

Gross impressions represent the number of times an individual is exposed to an advertisement. TRUE or FALSE

If 100,000 people are exposed to an advertisement, the total gross impressions are 100, regardless of whether the people actually watched the ad or not. TRUE or FALSE

Define reach and frequency.

Define continuity and gross impressions.

Describe opportunities to see (OTS) and gross rating points (GRP).

Define reach, frequency, continuity, and gross impressions.

Describe continuous, pulsating, and flighting advertising schedules.

The three-exposure hypothesis suggests that: A) ads in three different media need to be used to have the maximum impact. B) a minimum of three exposures to an ad is necessary to be effective. C) a maximum of three exposures to an ad is necessary to be effective. D) three exposures to an ad will only work if the person viewing the ad is in the market for that particular product.

Many advertisers doubt the validity of the three-exposure hypothesis primarily because of: A) the number of media now available to advertisers has increased substantially. B) ad clutter. C) the power of the internet. D) the synergistic effect of using multiple media in an advertising campaign.

The traditional three-exposure hypothesis is based on: A) selective attention exposure. B) effective reach and effective frequency. C) intrusion value. D) media multiplier effect.

Intrusion value is: A) the ability of an ad to capture a viewer's attention without his or her voluntary attention. B) the degree to which an ad is involuntarily recalled. C) the perception that an ad was effective. D) using separate attention processes.

Effective reach refers to the: A) number of times a target audience must be exposed to an ad for it to be effective. B) percentage of the audience that must be exposed to an ad to achieve an objective. C) percentage of the audience that has seen the ad a minimum of three times. D) degree of selective attention given by the target audience relative to the objective.

The percentage of a target audience that must be exposed to a message to achieve a particular objective is called: A) gross rating points. B) effective reach. C) effective frequency. D) opportunities to see.

If effective reach and/or effective frequency are too high: A) the company needs a larger advertising budget. B) the company spent all of its advertising budget. C) some of the company's budget is very likely being wasted on extra exposures. D) the company may need to choose additional media for future ads.

If the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on: A) the visual presentation of the product and/or logo. B) a high level of frequency. C) using persuasive advertising. D) using an emotional appeal.

If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on: A) the characteristics of the target market. B) a high level of frequency. C) a high level of reach. D) both a high level of frequency and a high level of reach.

Television advertising rates are primarily determined by: A) Nielsen ratings. B) television share. C) frequency and reach. D) GRPs.

The primary advantage radio has that is not available in the other mass media outlets is: A) low cost per contact. B) intimacy. C) long exposure duration. D) highly targeted market segmentation.

The three-exposure hypothesis suggests that a buyer who is actively looking for a new CD player would need to evaluate advertisements for three different players before making a choice. TRUE or FALSE

The three-exposure hypothesis suggests that consumers have selective attention processes as they consider advertisements. TRUE or FALSE

Recency theory is based on the concept of intrusion value. TRUE or FALSE

Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention. TRUE or FALSE

Recency theory suggests a person must see an advertisement a minimum of three times before it can have an effect. TRUE or FALSE

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or does not have an interest in the product. TRUE or FALSE

Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach. TRUE or FALSE

In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal. TRUE or FALSE

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective. TRUE or FALSE

Effective reach is the percentage of an audience that is exposed to an advertising message. TRUE or FALSE

If the objective of an advertising campaign for JD Bank is to increase brand recall, then reach is more important than frequency. TRUE or FALSE

In general, an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads, but using only one medium. TRUE or FALSE

Describe the three-exposure hypothesis and the nature of intrusion value.

Describe recency theory.

Ratings measure the: A) relative efficiency of a media vehicle in hitting a target market. B) percentage of households tuned into a particular television show or viewing a medium such as a magazine. C) quality of the vehicle relative to its promotional impact. D) degree of clutter on a given night.

A Nielsen rating of 15 for a CSI television show means: A) 15 percent of viewers of CSI watched the ads during the show. B) of the televisions that were turned on in the U., 15 percent were tuned to the CSI show. C) 15 percent of all televisions in the U. were tuned to the CSI show. D) of those watching the CSI show, 15 percent matched the advertisers target market.

The number of households tuned into a program divided by the total number of households with a television turned on calculates: A) the rating. B) recall. C) the share. D) frequency.

A new system called "On Demand C3" produces a rating for: A) the television show as well as each ad pod. B) an entire ad pod. C) each ad within a pod that has been viewed within 3 days. D) each ad within a pod and any post launch viewing within 3 days on DVRs.

In terms of television ratings, an approach that has been growing in use is: A) net rating points rather than gross rating points, GRPs. B) gross impressions and OTS. C) Nielsen's national rating points. D) providing a rating for the actual commercial spot, called C3 ratings.

A television commercial's rating plus any viewing three days after the original first aired is called a: A) spot rating. B) TV C rating. C) Nielsen commercial rating. D) C3 rating.

C3 ratings suggest that ads placed in which of the following situations of a pod generate 28 percent higher awareness than other ads in the pod sequence? A) In the first position B) Near the beginning C) In the middle D) At the end

C3 ratings suggest that ads placed in which of the following situations of a pod generate the lowest awareness among ads in the pod sequence? A) In the first position B) Near the beginning C) In the middle D) At the end

The technology that allows a company such as DirecTV to obtain consumer information from marketing research firms and combine it with the company's data to send targeted ads to its subscribers that meet specific criteria is: A) spot ratings. B) targeted ratings. C) dynamic advertising. D) C3 ratings.

DirecTV targeting television ads for high-end automobiles to its subscribers who are watching sports and have family incomes above $100,000 is called: A) spot ratings. B) targeted ratings. C) dynamic advertising. D) C3 ratings.

In terms of social media and television, research by Nielsen's Social Guide Service revealed that the heaviest Twitter activity occurred: A) just prior to a particular TV show. B) during commercial breaks. C) during the TV show. D) immediately following the TV show.

By monitoring online social chatter, brand managers that want to advertise on television can gain: A) data regarding what fans are saying about various brands. B) information about which ads are being watched on TV. C) a better perspective regarding the television shows that offer the best match for placing ads. D) information on which social media to use with television and radio advertising.

Marketers now post television commercials on YouTube simultaneously with the TV launch, which is a practice called: A) spot roll. B) in-stream. C) dynamic advertising. D) pre-roll.

Each of the following is a disadvantage of out-of-home advertising except: A) short exposure time. B) high cost per impression. C) brief message duration. D) little segmentation possible.

Of the following media, the one that is least able to target specific target markets is: A) television. B) radio. C) magazines. D) out-of-home.

Magazines offer each of the following advantages except: A) high level of market segmentation. B) high level of color quality. C) long life. D) short ad lead time.

The media which features the best quality of color in ads is: A) magazines. B) newspapers. C) billboards. D) trade journals.

Of the following media, the medium with the greatest or longest life is: A) television. B) radio. C) magazines. D) billboards.

For many smaller local companies, the least viable advertising option is: A) newspapers. B) magazines. C) billboards. D) radio.

The primary medium for business-to-business marketing is: A) the internet. B) trade and business journals. C) newspapers. D) television.

Of the following media, the one that typically requires the longest lead time from ad development to ad appearance is: A) the internet. B) magazines. C) newspapers. D) billboards.

In terms of media, local retailers tend to spend the most dollars on: A) newspaper ads. B) radio ads. C) television ads. D) billboards.

The major reason retailers tend to use newspapers for advertising is that they: A) are lower cost compared to the other media. B) offer geographic selectivity. C) have a longer life than radio or television. D) show a preference for local retailers.

Advertising in newspapers offers each of the following advantages except: A) high flexibility. B) high credibility. C) long life. D) longer copy or messages.

Advertising in newspapers has each of the following disadvantages except: A) poor national buying procedures. B) short life span. C) poor quality reproduction. D) low credibility.

Of the following advertising media, the one with the highest level of credibility is: A) television. B) radio. C) newspapers. D) magazines.

Television has the potential to offer advertisers the most extensive coverage and highest reach of any medium. TRUE or FALSE

Print media has the advantage of intrusion value. TRUE or FALSE

Many television shows now run as many as 19 minutes of commercials per hour of programming. TRUE or FALSE

In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact. TRUE or FALSE

The rating of a television show is measured by dividing the number of households tuned into a particular program by the number of households with a television turned on. TRUE or FALSE