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Exam 10: Media Planning and Strategy

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Question 61

Multiple Choice

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The rate of product usage in a geographical area can be calculated through the use of:

A) gross rating points.
B) reach and frequency.
C) brand development index.
D) benchmark designated index.
E) category development index.

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Question 62

Multiple Choice

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A company's goal to reach 50 percent of the target audience at least three times over a period of one year in order to create awareness is an example of:

A) a media objective.
B) a needledrop.
C) a medium integration.
D) a corporate vision.
E) an advertising vision.

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Question 63

Multiple Choice

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Which of the following is considered an internal factor that may influence the determination of media strategy?

After calculating both the brand development index (BDI) and the category development index (CDI) , a media planner obtains the following results: High BDI and High CDI. Which of the following is likely to be true of the product class and the product?

Which of the following is a drawback of the cost per thousand system?

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent?

If media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as:

To determine the potential for sales of coffee, as opposed to a specific brand, in a particular market area, a company should use:

After calculating both the brand development index (BDI) and the category development index (CDI) , a media planner obtains the following results: High BDI and Low CDI. Which of the following information can be deduced from this data?

Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

Which of the following parameters does the formula for the computation of cost per thousand (CPM) take into account?

_____ is a scheduling method that employs a less regular schedule with intermittent periods of advertising and nonadvertising.

Duplicated reach:

Most viewers of the sitcom, Blonde Dream, also watch Euphony, a music-based reality show, which is broadcast immediately after Blonde Dream. An ad for Savor chocolates placed during both these shows would most likely result in:

Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February. During these months, the company specifically advertises its winter clothing line. Warm Weave is most likely to be using a(n) _____ scheduling method.

_____ are based on the total audience a media schedule may reach using a duplicated reach estimate.

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

Which of the following is true of TCPM?

_____ refers to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached.

_____ is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand.