Lecture 7: Media Planning

Question 1 of 37

1

Media Strategy is all about

Select one of the following:

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

Explanation

Question 2 of 37

1

Select from the dropdown lists to complete the text.

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

Explanation

Question 3 of 37

1

Media Scheduling deals with:

Select one of the following:

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

Explanation

Question 4 of 37

1

Purchase cycle is

Select one of the following:

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

Explanation

Question 5 of 37

1

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

Select one of the following:

True
False

Explanation

Question 6 of 37

1

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

Select one of the following:

True
False

Explanation

Question 7 of 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.

Select one of the following:

True
False

Explanation

Question 8 of 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.

Select one of the following:

True
False

Explanation

Question 9 of 37

1

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

Select one of the following:

True
False

Explanation

Question 10 of 37

1

How do you calculate frequency according to Rossiter and Percy?

Select one of the following:

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

Explanation

Question 11 of 37

1

How do you calculate frequency according to Belch and Belch?

Select one of the following:

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

Explanation

Question 12 of 37

1

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

Select one of the following:

6
5
16
30
8/10 people or 80%

Explanation

Question 13 of 37

1

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

Select one of the following:

6
5
16
30
8/10 people or 80%

Explanation

Question 14 of 37

1

What is the minimum effective frequency (MEF)?

Select one of the following:

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

Explanation

Question 15 of 37

1

What is Effective Reach?

Select one of the following:

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

Explanation

Question 16 of 37

1

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

Select one of the following:

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

Explanation

Question 17 of 37

1

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

Select one of the following:

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

Explanation

Question 18 of 37

1

Gross Rating Points (GRPs) refer to

Select one of the following:

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

Explanation

Question 19 of 37

1

A Target Audience Rating Point is (TARP):

Select one of the following:

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

Explanation

Question 20 of 37

1

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

Select one of the following:

500
100
5
1000
25

Explanation

Question 21 of 37

1

What are the three scheduling (or continuity) methods

Select one of the following:

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

Explanation

Question 22 of 37

1

Select from the dropdown lists to complete the text.

( 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

Explanation

Question 23 of 37

1

❌ 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.

Drag and drop to complete the text.

Media Planning

Media objective

Media strategy

Medium

Explanation

Question 24 of 37

1

❌ 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

Drag and drop to complete the text.

Media vehicle

Reach

Coverage

Frequency

Explanation

Question 25 of 37

1

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

Select one of the following:

True
False

Explanation

Question 26 of 37

1

1. ❌
2. ❌
3. ❌
4. ❌
5. ❌

Drag and drop to complete the text.

Analyse the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance

Explanation

Question 27 of 37

1

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

Select one or more of the following:

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

Explanation

Question 28 of 37

1

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

Select one of the following:

True
False

Explanation

Question 29 of 37

1

❌ : 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

Drag and drop to complete the text.

Target Market Coverage

The Media Mix

Creative aspects and mood

Flexibility

Explanation

Question 30 of 37

1

Problems in Media Planning include

Select one of the following:

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

Explanation

Question 31 of 37

1

What are the factors determining frequency levels?

Select one or more of the following:

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

Explanation

Question 32 of 37

1

What is the Brand Development Index (BDI)?

Select one of the following:

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

Explanation

Question 33 of 37

1

What is the Category Development index (CDI)?

Select one of the following:

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

Explanation

Question 34 of 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)

Select one of the following:

True
False

Explanation

Question 35 of 37

1

Click on each orange point and write the correct answer.

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

Explanation

Question 36 of 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

Select one of the following:

Geographic Coverage
Reach and Frequency
Situational Diversity
Recency Planning

Explanation

Question 37 of 37

1

Recency Planning (Part of Reach versus Frequency Media Strategy)

Select one of the following:

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

	Created by Sarah Bowe almost 7 years ago

Integrated Marketing Communications Quiz on Lecture 7: Media Planning, created by Sarah Bowe on 10/10/2017.

Lecture 7: Media Planning

Question 1 of 37

Media Strategy is all about

Select one of the following:

Explanation

Question 2 of 37

Select from the dropdown lists to complete the text.

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

Explanation

Question 3 of 37

Media Scheduling deals with:

Select one of the following:

Explanation

Question 4 of 37

Purchase cycle is

Select one of the following:

Explanation

Question 5 of 37

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

Select one of the following:

Explanation

Question 6 of 37

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

Select one of the following:

Explanation

Question 7 of 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.

Select one of the following:

Explanation

Question 8 of 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.

Select one of the following:

Explanation

Question 9 of 37

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

Select one of the following:

Explanation

Question 10 of 37

How do you calculate frequency according to Rossiter and Percy?

Select one of the following:

Explanation

Question 11 of 37

How do you calculate frequency according to Belch and Belch?

Select one of the following:

Explanation

Question 12 of 37

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

Select one of the following:

Explanation

Question 13 of 37

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

Select one of the following:

Explanation

Question 14 of 37

What is the minimum effective frequency (MEF)?

Select one of the following:

Explanation

Question 15 of 37

What is Effective Reach?

Select one of the following:

Explanation

Question 16 of 37

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

Select one of the following:

Explanation

Question 17 of 37

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

Select one of the following:

Explanation

Question 18 of 37

Gross Rating Points (GRPs) refer to

Select one of the following:

Explanation

Question 19 of 37

A Target Audience Rating Point is (TARP):

Select one of the following:

Explanation

Question 20 of 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