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Exam 14: Media Planning and Buying

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Question 1

Multiple Choice

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Which of the following is a pattern of scheduling where the same commercial is run every half hour on the same network during prime time.

A) flighting
B) pulsing
C) bursting
D) blinking
E) roadblocking

F) B) and D)
G) A) and D)

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Question 2

Multiple Choice

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Which of the following statements about media planning is true?

A) One reason media planning is easier today than it was 20 years ago is the increasing number of media choices.
B) The ability to advertise to larger and larger segments has made the job of media planning easier.
C) The cost of all media is less today than it was 10 years ago.
D) The job of media planning has been made more difficult by changes in the way advertising is bought and sold.
E) The job of media planning has been made more difficult by legislation that prohibits repetitive advertising.

F) A) and E)
G) A) and D)

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Question 3

Multiple Choice

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Media planners often define media objectives by the advertising schedule's _____,the total size of the audience for a set of ads or an entire campaign.

Due to the maturing marketplace,the media audience has scattered across new media options,resulting in fragmentation and an increasingly complicated role for the media planner.

Dogwood Coffee bought ad time on Radio K.During the first four weeks,4,000 different people heard the spot six times,while 2,000 heard it only three times during the same period.What is the average frequency?

Which of the following refers to the number of people who read a magazine without actually buying it?

As an element of the media mix,the term _____ refers to the overall strategy of selecting media vehicles to achieve the desired message weight,reach,frequency,and continuity objectives.

The _____ of an ad is defined as the average number of times a person must see or hear a message before it is truly received.

Game of Thrones had a local audience of 115,000 for each episode during its last season.During that time,a local motorcycle shop ran 16 ads,meaning it had _____ equal to 1,840 ,000.

Media buyers tend to specialize in product categories rather than specific types of media.

If 8.1 percent of all the sales of Top Ramen for the United States happen in New York City and 2.5 percent of the entire U.S.population lives in New York City,calculate the CDI.

Which of the following refers to a scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads?

Which of the following methods of scheduling media would be most effective for a new retailer with a slim advertising budget?

Which of the following functions would likely be handled by a media buyer?

A regional media plan typically uses a combination of local media,the Internet,and regional editions of national magazines.

Cinema advertising and product placements are examples of nontraditional media.

If Thrasher Magazine has 65,000 subscribers and Spitfire Wheels buys a full-page ad on the fourth cover for $4,000,what is the cost per thousand (CPM)?

The Chronicle sells a local neighborhood group running an all block yard sale a quarter-page ad for $180.80.There are 18,000 subscribers,so the cost per thousand (CPM) is

The brand development index (BDI) is

Black Coffee Roasters bought time for one commercial during the local televised morning show based on the expectation of a total exposure for the ad of 57 ,000.This means that the _____ for the commercial would be 57 ,000.