Lecture 7: Media Planning

Pregunta 1 de 37

1

Media Strategy is all about

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 2 de 37

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

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

Explicación

Pregunta 3 de 37

1

Media Scheduling deals with:

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 4 de 37

1

Purchase cycle is

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 5 de 37

1

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

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 6 de 37

1

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

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 7 de 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.

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 8 de 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.

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 9 de 37

1

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

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 10 de 37

1

How do you calculate frequency according to Rossiter and Percy?

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 11 de 37

1

How do you calculate frequency according to Belch and Belch?

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 12 de 37

1

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

Selecciona una de las siguientes respuestas posibles:

6
5
16
30
8/10 people or 80%

Explicación

Pregunta 13 de 37

1

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

Selecciona una de las siguientes respuestas posibles:

6
5
16
30
8/10 people or 80%

Explicación

Pregunta 14 de 37

1

What is the minimum effective frequency (MEF)?

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 15 de 37

1

What is Effective Reach?

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 16 de 37

1

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

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 17 de 37

1

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

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 18 de 37

1

Gross Rating Points (GRPs) refer to

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 19 de 37

1

A Target Audience Rating Point is (TARP):

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 20 de 37

1

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

Selecciona una de las siguientes respuestas posibles:

500
100
5
1000
25

Explicación

Pregunta 21 de 37

1

What are the three scheduling (or continuity) methods

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 22 de 37

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

( 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

Explicación

Pregunta 23 de 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.

Arrastra y suelta para completar el texto.

Media Planning

Media objective

Media strategy

Medium

Explicación

Pregunta 24 de 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

Arrastra y suelta para completar el texto.

Media vehicle

Reach

Coverage

Frequency

Explicación

Pregunta 25 de 37

1

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

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 26 de 37

1

1. ❌
2. ❌
3. ❌
4. ❌
5. ❌

Arrastra y suelta para completar el texto.

Analyse the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance

Explicación

Pregunta 27 de 37

1

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

Selecciona una o más de las siguientes respuestas posibles:

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

Explicación

Pregunta 28 de 37

1

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

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 29 de 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

Arrastra y suelta para completar el texto.

Target Market Coverage

The Media Mix

Creative aspects and mood

Flexibility

Explicación

Pregunta 30 de 37

1

Problems in Media Planning include

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 31 de 37

1

What are the factors determining frequency levels?

Selecciona una o más de las siguientes respuestas posibles:

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

Explicación

Pregunta 32 de 37

1

What is the Brand Development Index (BDI)?

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 33 de 37

1

What is the Category Development index (CDI)?

Selecciona una de las siguientes respuestas posibles:

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

Explicación

Pregunta 34 de 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)

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 35 de 37

1

Haz click en el punto naranja y escribe la respuesta

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

Explicación

Pregunta 36 de 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

Selecciona una de las siguientes respuestas posibles:

Geographic Coverage
Reach and Frequency
Situational Diversity
Recency Planning

Explicación

Pregunta 37 de 37

1

Recency Planning (Part of Reach versus Frequency Media Strategy)

Selecciona una de las siguientes respuestas posibles:

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

	Creado por Sarah Bowe hace casi 7 años

Integrated Marketing Communications Test sobre Lecture 7: Media Planning, creado por Sarah Bowe el 10/10/2017.

Lecture 7: Media Planning

Pregunta 1 de 37

Media Strategy is all about

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 2 de 37

Selecciona la opción correcta de los menús desplegables para completar el texto.

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

Explicación

Pregunta 3 de 37

Media Scheduling deals with:

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 4 de 37

Purchase cycle is

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 5 de 37

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

Selecciona uno de los siguientes:

Explicación

Pregunta 6 de 37

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

Selecciona uno de los siguientes:

Explicación

Pregunta 7 de 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.

Selecciona uno de los siguientes:

Explicación

Pregunta 8 de 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.

Selecciona uno de los siguientes:

Explicación

Pregunta 9 de 37

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

Selecciona uno de los siguientes:

Explicación

Pregunta 10 de 37

How do you calculate frequency according to Rossiter and Percy?

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 11 de 37

How do you calculate frequency according to Belch and Belch?

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 12 de 37

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

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 13 de 37

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

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 14 de 37

What is the minimum effective frequency (MEF)?

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 15 de 37

What is Effective Reach?

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 16 de 37

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

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 17 de 37

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

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 18 de 37

Gross Rating Points (GRPs) refer to

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 19 de 37

A Target Audience Rating Point is (TARP):

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 20 de 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