Comm 315 Final ExamThis exam covers material from the second half of the semester (after the midterm) and is taken fromchapters 10, 11, 18, 19, 20 and 21.Name: _______Peyton Brown____________________________1. The situation analysis precedes the marketing and creative strategy plan in the media plandevelopment process.True False Show
2. The flighting method of scheduling ensures that a regular and continuous pattern is developedwithout gaps or non-advertising periods. Get answer to your question and much more 3. Pass-along estimates are very subjective and using them to estimate reach is speculative. Get answer to your question and much more 4. One of the advantages of direct-mail advertising is that it is clutter-free. Get answer to your question and much more 5. The primary objective of _____ is to develop a framework that will deliver a message to the targetaudience in the most efficient, cost-effective manner possible.A. media planningB. market segmentationC. target marketingD. organizational planningE. a communication hierarchy 6. _____ is a measure of the number of different audience members exposed at least once to a mediavehicle in a given period of time. Get answer to your question and much more 7. _____ is the number of times a receiver is exposed to a media vehicle in a given time period. Get answer to your question and much more Instead of using minimum frequency, marketers should maximize reach based on average frequency to purchase GRPs. Instead of using average frequency, the marketer should decide what minimum frequency goal is needed to reach the advertising objectives effectively and then maximize reach at that frequency level to purchase GRPs. Free True False The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category. The BDI compares the percentage of the brand's total U.S. sales in a given market area with the percentage of the total population in the market to determine the sales potential for that brand in that market area. The category development index (CDI) is computed in the same manner as the BDI, except it uses information regarding the product category (as opposed to the brand) in the numerator. Free True False Availability of new media and the rising costs of media are internal factors that influence media decisions. Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency. External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like. Free True False The survey of buying power index is conducted for every major metropolitan market in the United States. The survey of buying power index is conducted for every major metropolitan market in the United States and is based on a number of factors, including population, effective buying income, and total retail sales in the area. Each of these factors is individually weighted to drive a buying power index that charts the potential of a particular metro area, county, or city relative to the United States as a whole. True False
One of the advantages of the continuity method of schedule is low costs. Since the continuity method employs a regular (continuous) pattern without gaps or nonadvertising periods, the costs involved are high. Another possible drawback is the possibility of overexposure. True False Radio advertisements have better flexibility than magazine advertisements. Radio advertisements have better flexibility than magazine advertisements. True False The situation analysis precedes the marketing and creative strategy plan in the media plan development process. The purpose of a situation analysis is to understand the marketing problems. Once this is accomplished, a marketing strategy plan is created to solve one or more of the marketing problems. This is followed by formulating a creative strategy plan that determines what to communicate through advertisements. True False Media strategies refer to the available delivery systems, which include broadcast and print media, outdoor advertising, and other support media. Media strategies are specific plans of action designed to attain the media objectives. The medium is the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct marketing, outdoor advertising, and other support media. True False The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible. Multiple Choice The lack of audience information is a greater problem for big advertisers/markets than it is for small advertisers/markets. The lack of information is a greater problem for small advertisers, or smaller markets, which may not be able to afford to purchase the information they require. As a result, their decisions are based on limited or out-of-date data that were provided by the media themselves or no data at all. True False The cost-effectiveness of advertisements in newspapers is measured based on the cost per ratings point. For newspapers, cost-effectiveness is based on the daily inch rate, which is the cost per column inch of the paper. Like magazines, newspapers now use the cost-per-thousand formula discussed earlier to determine relative costs. True False One of the advantages of direct mail advertising is that it is clutter-free. One of the drawbacks of direct mail advertisements is clutter. It also involves high costs per contact. True False The potential for deception is high in digital/interactive media. The potential for deception is high in digital/interactive media. True False
Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan. Specific details such as the kind of sponsorship (sole, shared, participating, or other) are determined later during the stage of media use decisions. Other decisions made at this stage for broadcast medium include the levels of reach and frequency required, on which days and months the commercial will appear, and the placement of spots. True False Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies. The media objectives are not ends in themselves. Rather, they are designed to lead to the attainment of communications and marketing objectives. Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies. True False The more the number of readers per copy of a magazine, the higher the pass-along rate. Magazine advertising space sellers want to use the number of readers per copy as the true circulation. This would include a pass-along rate, estimating the number of people who read the magazine without buying it. True False An index number over 100 means that the use of the product is proportionately greater in that segment than in one that is average. The index number is considered a good indicator of the potential of the market. An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100. True False _____ is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand. Multiple Choice One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances. One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances. True False The flighting method of scheduling ensures that a regular and continuous pattern is developed without gaps or nonadvertising periods. Flighting employs a less regular schedule, with intermittent periods of advertising and nonadvertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising. True False Is a scheduling method that employs a less regular schedule with intermittent periods of advertising and non advertising?Flighting is an advertising scheduling strategy that alternates between running a normal schedule of advertising and a complete cessation of all runs.
Which of the following is an example of a media vehicle?A media vehicle is a specific television program, digital media, newspaper, magazine, radio station, outdoor advertising location, etc., that can be employed to carry advertisements or commercials (or any other marketing communications).
What are the advantages of using the continuity method of scheduling?What are the advantages of using the continuity method of scheduling? It covers the entire buying cycle. It enables advertisers to use media based on their priorities. Identify an advantage of the flighting method of scheduling.
Which index uses information about the product category in the numerator to understand the development potential of the total product category?The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.
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Which scheduling method ensures the development of a regular and continuous pattern without gaps or Nonadvertising periods?
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