Lecture 7: Media Planning

Frage 1 von 37

1

Media Strategy is all about

Wähle eine der folgenden:

Scheduling and Selection
Reach and Frequency
Pulsing, Flighting and Continuity
All of the above

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Frage 2 von 37

1

Wähle von der Dropdown-Liste, um den Text zu vervollständigen.

Media Scheduling Decisions look at ( how long and how often, where ) to advertise; whereas Media selection decisions look at ( where, how long and how often ) to advertise

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Frage 3 von 37

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Media Scheduling deals with:

Wähle eine der folgenden:

reach and frequency
pulsing flighting and continuity
scheduling and selection
all of the above

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Frage 4 von 37

1

Purchase cycle is

Wähle eine der folgenden:

the time interval between purchases in the product category, for the average target audience member
the number of purchases made within a particular time frame
the time interval between how frequently people purchase an item from one consumer to the next
all of the above

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Frage 5 von 37

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Rossiter & Percy define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

Wähle eins der folgenden:

WAHR
FALSCH

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Frage 6 von 37

1

Belch & Belch define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

Wähle eins der folgenden:

WAHR
FALSCH

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Frage 7 von 37

1

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.

Wähle eins der folgenden:

WAHR
FALSCH

Erklärung

Frage 8 von 37

1

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.

Wähle eins der folgenden:

WAHR
FALSCH

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Frage 9 von 37

1

When Rossiter & Percy say 'exposure to the advertising' they mean exposure to the media vehicle.

Wähle eins der folgenden:

WAHR
FALSCH

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Frage 10 von 37

1

How do you calculate frequency according to Rossiter and Percy?

Wähle eine der folgenden:

Count the number of times a target audience member is exposed to the advertisement
Count the number of times the ad was viewed, and divide by the number of people reached

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Frage 11 von 37

1

How do you calculate frequency according to Belch and Belch?

Wähle eine der folgenden:

Count the number of times the ad was viewed, and divide by the number of people reached
Count the number of times a target audience member is exposed to the advertisement

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Frage 12 von 37

1

What is the REACH of this plan according to Rossiter and Percy?

Wähle eine der folgenden:

6
5
16
30
8/10 people or 80%

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Frage 13 von 37

1

What is the REACH of this plan according to Others (and Belch & Belch)?

Wähle eine der folgenden:

6
5
16
30
8/10 people or 80%

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Frage 14 von 37

1

What is the minimum effective frequency (MEF)?

Wähle eine der folgenden:

The minimum number of ad exposure that will maximise the likelihood of the average target audience member purchasing the brand
The minimum number of target audience individuals that will see the advertisement before purchasing
The minimum number of sales needed to maximise ad exposure

Erklärung

Frage 15 von 37

1

What is Effective Reach?

Wähle eine der folgenden:

The number of target audience individuals exposed to the ad at minimum effective frequency or higher
The number of sales had per target audience member after being exposed to the ad
The minimum number of ad exposures that will maximize the likelihood of the average target audience member purchasing the brand

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Frage 16 von 37

1

If MEF = 2 exposures per purchase cycle, what is the EFFECTIVE REACH for purchase cycle 1, 2 and 3

Wähle eine der folgenden:

3, 4, 3
4, 3, 4
6, 5, 5
10, 10, 10

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Frage 17 von 37

1

What is the FREQUENCY according to Others (B&B) not Rossiter and Percy for Purchase cycle 1, 2 and 3

Wähle eine der folgenden:

1.6, 2, 2
6, 5, 5
10, 10, 10
3, 4, 3

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Frage 18 von 37

1

Gross Rating Points (GRPs) refer to

Wähle eine der folgenden:

the total audience a media schedule may reach
the total number of people in the primary target audience the media buy will reach and the number of times it does
the total ratings a customer gives back after they buy a product
none of the above

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Frage 19 von 37

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A Target Audience Rating Point is (TARP):

Wähle eine der folgenden:

the total number of people in the primary target audience the media buy will reach and the number of times it does
total audience a media schedule may reach
the average rating a target audience member will give the product after purchase
REACH x FREQUENCY

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Frage 20 von 37

1

If Reach is 100 and frequency is 5 what is GRP?

Wähle eine der folgenden:

500
100
5
1000
25

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Frage 21 von 37

1

What are the three scheduling (or continuity) methods

Wähle eine der folgenden:

continuity, flighting, pulsing
exchange, value, activity
reminder, teaser and user-generated content
script, story board, approval

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Frage 22 von 37

1

Wähle von der Dropdown-Liste, um den Text zu vervollständigen.

( Continuity, Flighting, Pulsing ) is a continuous pattern of advertising, which may mean every day, every week, or every month.
( Flighting, Continuity, Pulsing ) is a less regular schedule, with intermittent periods of advertising and non-advertising.
( Pulsing, Continuity, Flighting ) is where continuity is maintained, but at certain times promotional efforts are stepped up

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Frage 23 von 37

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❌ is a series of decisions involved in delivering the promotional message to the prospective users of the product or brand.
❌ is an objective formulated to organise a media plan.
❌ is a plan of action designed to attain the media objectives.
❌ is a general category of available delivery systems.

Klicke und ziehe, um den Text zu vervollständigen.

Media Planning

Media objective

Media strategy

Medium

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Frage 24 von 37

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❌ is a specific carrier within a medium category
❌ is the measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
❌ is the potential audience that might receive the message through a vehicle
❌ is the number of times the receiver is exposed to the media vehicle in a specified period

Klicke und ziehe, um den Text zu vervollständigen.

Media vehicle

Reach

Coverage

Frequency

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Frage 25 von 37

1

Media objectives should not be limited to those that can be accomplished through media strategies.

Wähle eins der folgenden:

WAHR
FALSCH

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Frage 26 von 37

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1. ❌
2. ❌
3. ❌
4. ❌
5. ❌

Klicke und ziehe, um den Text zu vervollständigen.

Analyse the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance

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Frage 27 von 37

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What are the internal factors operating when picking the target market?

Wähle eine oder mehr der folgenden:

Size of the media budget
Managerial and administrative capabilities
Organization of the agency
The economy (rising costs of media)
Changes in technology
Competitive factors

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Frage 28 von 37

1

Wastes Coverage refers to Media coverage that reaches people who are not potential buyers and/or users

Wähle eins der folgenden:

WAHR
FALSCH

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Frage 29 von 37

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❌ : Matches the most appropriate media to a market with the goal of extending media coverage whilst minimising waste coverage

❌ : 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.

❌ : Requires media and creative departments to implement creativity through an appropriate medium and enhance the message.

❌ : an effective media strategy that deals with market opportunities, threats, availability of media and changes in media or media vehicles

Klicke und ziehe, um den Text zu vervollständigen.

Target Market Coverage

The Media Mix

Creative aspects and mood

Flexibility

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Frage 30 von 37

1

Problems in Media Planning include

Wähle eine der folgenden:

insufficient information, inconsistent terminologies, time pressures and difficulty measuring effectiveness
less experience, objectivity and flexibility
exposure, frequency and cost
insufficient imaging, saturation, time pressures and reach

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Frage 31 von 37

1

What are the factors determining frequency levels?

Wähle eine oder mehr der folgenden:

Media Factors
Message Factors
Creative factors
Marketing Factors
Target Market Factors
Dispositional Factors
Environmental Factors

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Frage 32 von 37

1

What is the Brand Development Index (BDI)?

Wähle eine der folgenden:

Factors the rate of product usage by geographic area into the decision process
Provides information on the potential for development of the total product category and not specific brands

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Frage 33 von 37

1

What is the Category Development index (CDI)?

Wähle eine der folgenden:

Factors the rate of product usage by geographic area into the decision process
Provides information on the potential for development of the total product category and not specific brands

Erklärung

Frage 34 von 37

1

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)

Wähle eins der folgenden:

WAHR
FALSCH

Erklärung

Frage 35 von 37

1

Klicke auf jeden orangenen Punkt und schreibe die korrekte Antwort.

What does this indicate in regards to BDI and CDI?
e.g. high BDI/low CDI

Erklärung

Frage 36 von 37

1

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

Wähle eine der folgenden:

Geographic Coverage
Reach and Frequency
Situational Diversity
Recency Planning

Erklärung

Frage 37 von 37

1

Recency Planning (Part of Reach versus Frequency Media Strategy)

Wähle eine der folgenden:

Focuses on short interval reach at minimum frequency levels as close to the purchase decision as possible
Has a continuous schedule over a one week period rather than focusing on a four-week planning period for reach
Targets less to gain exposure to reach as many potential consumers as possible
All of the above

	Erstellt von Sarah Bowe vor etwa 7 Jahre

Integrated Marketing Communications Quiz am Lecture 7: Media Planning, erstellt von Sarah Bowe am 10/10/2017.

Lecture 7: Media Planning

Frage 1 von 37

Media Strategy is all about

Wähle eine der folgenden:

Erklärung

Frage 2 von 37

Wähle von der Dropdown-Liste, um den Text zu vervollständigen.

Media Scheduling Decisions look at how long and how often where( how long and how often, where ) to advertise; whereas Media selection decisions look at where how long and how often( where, how long and how often ) to advertise

Erklärung

Frage 3 von 37

Media Scheduling deals with:

Wähle eine der folgenden:

Erklärung

Frage 4 von 37

Purchase cycle is

Wähle eine der folgenden:

Erklärung

Frage 5 von 37

Rossiter & Percy define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

Wähle eins der folgenden:

Erklärung

Frage 6 von 37

Belch & Belch define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

Wähle eins der folgenden:

Erklärung

Frage 7 von 37

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.

Wähle eins der folgenden:

Erklärung

Frage 8 von 37

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.

Wähle eins der folgenden:

Erklärung

Frage 9 von 37

When Rossiter & Percy say 'exposure to the advertising' they mean exposure to the media vehicle.

Wähle eins der folgenden:

Erklärung

Frage 10 von 37

How do you calculate frequency according to Rossiter and Percy?

Wähle eine der folgenden:

Erklärung

Frage 11 von 37

How do you calculate frequency according to Belch and Belch?

Wähle eine der folgenden:

Erklärung

Frage 12 von 37

What is the REACH of this plan according to Rossiter and Percy?

Wähle eine der folgenden:

Erklärung

Frage 13 von 37

What is the REACH of this plan according to Others (and Belch & Belch)?

Wähle eine der folgenden:

Erklärung

Frage 14 von 37

What is the minimum effective frequency (MEF)?

Wähle eine der folgenden:

Erklärung

Frage 15 von 37

What is Effective Reach?

Wähle eine der folgenden:

Erklärung

Frage 16 von 37

If MEF = 2 exposures per purchase cycle, what is the EFFECTIVE REACH for purchase cycle 1, 2 and 3

Wähle eine der folgenden:

Erklärung

Frage 17 von 37

What is the FREQUENCY according to Others (B&B) not Rossiter and Percy for Purchase cycle 1, 2 and 3

Wähle eine der folgenden:

Erklärung

Frage 18 von 37

Gross Rating Points (GRPs) refer to

Wähle eine der folgenden:

Erklärung

Frage 19 von 37

A Target Audience Rating Point is (TARP):

Wähle eine der folgenden:

Erklärung

Frage 20 von 37

If Reach is 100 and frequency is 5 what is GRP?

Media Scheduling Decisions look at ( how long and how often, where ) to advertise; whereas Media selection decisions look at ( where, how long and how often ) to advertise

1. ❌
2. ❌
3. ❌
4. ❌
5. ❌

What does this indicate in regards to BDI and CDI?
e.g. high BDI/low CDI