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Media Strategy is all about
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Scheduling and Selection
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Reach and Frequency
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Pulsing, Flighting and Continuity
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All of the above
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Media Scheduling Decisions look at [blank_start]how long and how often[blank_end] to advertise; whereas Media selection decisions look at [blank_start]where[blank_end] to advertise
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how long and how often
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where
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where
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how long and how often
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Media Scheduling deals with:
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reach and frequency
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pulsing flighting and continuity
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scheduling and selection
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all of the above
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Purchase cycle is
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the time interval between purchases in the product category, for the average target audience member
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the number of purchases made within a particular time frame
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the time interval between how frequently people purchase an item from one consumer to the next
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all of the above
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Rossiter & Percy define reach as the number of target audience individuals exposed to the advertising in a purchase cycle
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Belch & Belch define reach as the number of target audience individuals exposed to the advertising in a purchase cycle
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Belch & Belch define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.
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Rossiter & Percy define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.
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When Rossiter & Percy say 'exposure to the advertising' they mean exposure to the media vehicle.
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How do you calculate frequency according to Rossiter and Percy?
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Count the number of times a target audience member is exposed to the advertisement
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Count the number of times the ad was viewed, and divide by the number of people reached
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How do you calculate frequency according to Belch and Belch?
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Count the number of times the ad was viewed, and divide by the number of people reached
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Count the number of times a target audience member is exposed to the advertisement
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6
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5
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16
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30
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8/10 people or 80%
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6
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5
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16
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30
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8/10 people or 80%
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What is the minimum effective frequency (MEF)?
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The minimum number of ad exposure that will maximise the likelihood of the average target audience member purchasing the brand
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The minimum number of target audience individuals that will see the advertisement before purchasing
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The minimum number of sales needed to maximise ad exposure
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What is Effective Reach?
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The number of target audience individuals exposed to the ad at minimum effective frequency or higher
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The number of sales had per target audience member after being exposed to the ad
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The minimum number of ad exposures that will maximize the likelihood of the average target audience member purchasing the brand
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3, 4, 3
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4, 3, 4
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6, 5, 5
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10, 10, 10
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1.6, 2, 2
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6, 5, 5
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10, 10, 10
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3, 4, 3
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Gross Rating Points (GRPs) refer to
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the total audience a media schedule may reach
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the total number of people in the primary target audience the media buy will reach and the number of times it does
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the total ratings a customer gives back after they buy a product
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none of the above
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A Target Audience Rating Point is (TARP):
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the total number of people in the primary target audience the media buy will reach and the number of times it does
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total audience a media schedule may reach
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the average rating a target audience member will give the product after purchase
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REACH x FREQUENCY
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If Reach is 100 and frequency is 5 what is GRP?
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What are the three scheduling (or continuity) methods
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continuity, flighting, pulsing
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exchange, value, activity
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reminder, teaser and user-generated content
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script, story board, approval
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[blank_start]Continuity[blank_end] is a continuous pattern of advertising, which may mean every day, every week, or every month. [blank_start]Flighting[blank_end] is a less regular schedule, with intermittent periods of advertising and non-advertising. [blank_start]Pulsing[blank_end] is where continuity is maintained, but at certain times promotional efforts are stepped up
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Continuity
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Flighting
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Pulsing
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Flighting
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Continuity
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Pulsing
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Pulsing
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Continuity
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Flighting
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[blank_start]Media Planning[blank_end] is a series of decisions involved in delivering the promotional message to the prospective users of the product or brand. [blank_start]Media objective[blank_end] is an objective formulated to organise a media plan. [blank_start]Media strategy[blank_end] is a plan of action designed to attain the media objectives. [blank_start]Medium[blank_end] is a general category of available delivery systems.
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Media Planning
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Media objective
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Media strategy
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Medium
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[blank_start]Media vehicle[blank_end] is a specific carrier within a medium category [blank_start]Reach[blank_end] is the measure of the number of different audience members exposed at least once to a media vehicle in a given period of time [blank_start]Coverage[blank_end] is the potential audience that might receive the message through a vehicle [blank_start]Frequency[blank_end] is the number of times the receiver is exposed to the media vehicle in a specified period
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Media vehicle
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Reach
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Coverage
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Frequency
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Media objectives should not be limited to those that can be accomplished through media strategies.
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1. [blank_start]Analyse the Market[blank_end] 2. [blank_start]Establish Media Objectives[blank_end] 3. [blank_start]Develop Media Strategy[blank_end] 4. [blank_start]Implement Media Strategy[blank_end] 5. [blank_start]Evaluate Performance[blank_end]
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Analyse the Market
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Establish Media Objectives
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Develop Media Strategy
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Implement Media Strategy
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Evaluate Performance
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What are the internal factors operating when picking the target market?
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Size of the media budget
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Managerial and administrative capabilities
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Organization of the agency
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The economy (rising costs of media)
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Changes in technology
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Competitive factors
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Wastes Coverage refers to Media coverage that reaches people who are not potential buyers and/or users
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[blank_start]Target Market Coverage[blank_end] : Matches the most appropriate media to a market with the goal of extending media coverage whilst minimising waste coverage [blank_start]The Media Mix[blank_end] : Adds more versatility to the media strategies by increasing coverage, reach and frequency levels. It also improves the likelihood of achieving overall communications and marketing goals. [blank_start]Creative aspects and mood[blank_end] : Requires media and creative departments to implement creativity through an appropriate medium and enhance the message. [blank_start]Flexibility[blank_end] : an effective media strategy that deals with market opportunities, threats, availability of media and changes in media or media vehicles
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Target Market Coverage
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The Media Mix
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Creative aspects and mood
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Flexibility
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Problems in Media Planning include
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insufficient information, inconsistent terminologies, time pressures and difficulty measuring effectiveness
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less experience, objectivity and flexibility
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exposure, frequency and cost
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insufficient imaging, saturation, time pressures and reach
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What are the factors determining frequency levels?
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Media Factors
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Message Factors
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Creative factors
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Marketing Factors
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Target Market Factors
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Dispositional Factors
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Environmental Factors
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What is the Brand Development Index (BDI)?
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Factors the rate of product usage by geographic area into the decision process
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Provides information on the potential for development of the total product category and not specific brands
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What is the Category Development index (CDI)?
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Factors the rate of product usage by geographic area into the decision process
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Provides information on the potential for development of the total product category and not specific brands
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Relative cost is the cost required to place the message; whereas Absolute Cost is the relationship between the price paid for advertising and the size of audience delivered (used to compare media vehicles)
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High BDI/high CDI
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high bdi/low cdi
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low bdi/high cdi
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low bdi/low cdi
Question
Promoting certain international foods like edamame in traditional/small towns where interest in such foods is likely to be low would not make sense. It is better to advertise edamame in big cities instead which have a diverse population. This is an example of
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Geographic Coverage
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Reach and Frequency
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Situational Diversity
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Recency Planning
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Recency Planning (Part of Reach versus Frequency Media Strategy)
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Focuses on short interval reach at minimum frequency levels as close to the purchase decision as possible
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Has a continuous schedule over a one week period rather than focusing on a four-week planning period for reach
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Targets less to gain exposure to reach as many potential consumers as possible
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All of the above