Lecture 7: Media Planning

Questão 1 de 37

1

Media Strategy is all about

Selecione uma das seguintes:

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

Explicação

Questão 2 de 37

1

Selecione das listas do Menu para completar o 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

Explicação

Questão 3 de 37

1

Media Scheduling deals with:

Selecione uma das seguintes:

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

Explicação

Questão 4 de 37

1

Purchase cycle is

Selecione uma das seguintes:

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

Explicação

Questão 5 de 37

1

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

Selecione uma das opções:

VERDADEIRO
FALSO

Explicação

Questão 6 de 37

1

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

Selecione uma das opções:

VERDADEIRO
FALSO

Explicação

Questão 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.

Selecione uma das opções:

VERDADEIRO
FALSO

Explicação

Questão 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.

Selecione uma das opções:

VERDADEIRO
FALSO

Explicação

Questão 9 de 37

1

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

Selecione uma das opções:

VERDADEIRO
FALSO

Explicação

Questão 10 de 37

1

How do you calculate frequency according to Rossiter and Percy?

Selecione uma das seguintes:

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

Explicação

Questão 11 de 37

1

How do you calculate frequency according to Belch and Belch?

Selecione uma das seguintes:

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

Explicação

Questão 12 de 37

1

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

Selecione uma das seguintes:

6
5
16
30
8/10 people or 80%

Explicação

Questão 13 de 37

1

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

Selecione uma das seguintes:

6
5
16
30
8/10 people or 80%

Explicação

Questão 14 de 37

1

What is the minimum effective frequency (MEF)?

Selecione uma das seguintes:

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

Explicação

Questão 15 de 37

1

What is Effective Reach?

Selecione uma das seguintes:

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

Explicação

Questão 16 de 37

1

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

Selecione uma das seguintes:

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

Explicação

Questão 17 de 37

1

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

Selecione uma das seguintes:

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

Explicação

Questão 18 de 37

1

Gross Rating Points (GRPs) refer to

Selecione uma das seguintes:

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

Explicação

Questão 19 de 37

1

A Target Audience Rating Point is (TARP):

Selecione uma das seguintes:

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

Explicação

Questão 20 de 37

1

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

Selecione uma das seguintes:

500
100
5
1000
25

Explicação

Questão 21 de 37

1

What are the three scheduling (or continuity) methods

Selecione uma das seguintes:

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

Explicação

Questão 22 de 37

1

Selecione das listas do Menu para completar o 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

Explicação

Questão 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.

Arraste e solte para completar o texto.

Media Planning

Media objective

Media strategy

Medium

Explicação

Questão 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

Arraste e solte para completar o texto.

Media vehicle

Reach

Coverage

Frequency

Explicação

Questão 25 de 37

1

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

Selecione uma das opções:

VERDADEIRO
FALSO

Explicação

Questão 26 de 37

1

1. ❌
2. ❌
3. ❌
4. ❌
5. ❌

Arraste e solte para completar o texto.

Analyse the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance

Explicação

Questão 27 de 37

1

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

Selecione uma ou mais das seguintes:

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

Explicação

Questão 28 de 37

1

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

Selecione uma das opções:

VERDADEIRO
FALSO

Explicação

Questão 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

Arraste e solte para completar o texto.

Target Market Coverage

The Media Mix

Creative aspects and mood

Flexibility

Explicação

Questão 30 de 37

1

Problems in Media Planning include

Selecione uma das seguintes:

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

Explicação

Questão 31 de 37

1

What are the factors determining frequency levels?

Selecione uma ou mais das seguintes:

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

Explicação

Questão 32 de 37

1

What is the Brand Development Index (BDI)?

Selecione uma das seguintes:

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

Explicação

Questão 33 de 37

1

What is the Category Development index (CDI)?

Selecione uma das seguintes:

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

Explicação

Questão 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)

Selecione uma das opções:

VERDADEIRO
FALSO

Explicação

Questão 35 de 37

1

Clique em cada ponto laranja e digite a resposta correta.

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

Explicação

Questão 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

Selecione uma das seguintes:

Geographic Coverage
Reach and Frequency
Situational Diversity
Recency Planning

Explicação

Questão 37 de 37

1

Recency Planning (Part of Reach versus Frequency Media Strategy)

Selecione uma das seguintes:

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

	Criado por Sarah Bowe mais de 7 anos atrás

Integrated Marketing Communications Quiz sobre Lecture 7: Media Planning, criado por Sarah Bowe em 10-10-2017.

Lecture 7: Media Planning

Questão 1 de 37

Media Strategy is all about

Selecione uma das seguintes:

Explicação

Questão 2 de 37

Selecione das listas do Menu para completar o 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

Explicação

Questão 3 de 37

Media Scheduling deals with:

Selecione uma das seguintes:

Explicação

Questão 4 de 37

Purchase cycle is

Selecione uma das seguintes:

Explicação

Questão 5 de 37

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

Selecione uma das opções:

Explicação

Questão 6 de 37

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

Selecione uma das opções:

Explicação

Questão 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.

Selecione uma das opções:

Explicação

Questão 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.

Selecione uma das opções:

Explicação

Questão 9 de 37

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

Selecione uma das opções:

Explicação

Questão 10 de 37

How do you calculate frequency according to Rossiter and Percy?

Selecione uma das seguintes:

Explicação

Questão 11 de 37

How do you calculate frequency according to Belch and Belch?

Selecione uma das seguintes:

Explicação

Questão 12 de 37

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

Selecione uma das seguintes:

Explicação

Questão 13 de 37

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

Selecione uma das seguintes:

Explicação

Questão 14 de 37

What is the minimum effective frequency (MEF)?

Selecione uma das seguintes:

Explicação

Questão 15 de 37

What is Effective Reach?

Selecione uma das seguintes:

Explicação

Questão 16 de 37

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

Selecione uma das seguintes:

Explicação

Questão 17 de 37

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

Selecione uma das seguintes:

Explicação

Questão 18 de 37

Gross Rating Points (GRPs) refer to

Selecione uma das seguintes:

Explicação

Questão 19 de 37

A Target Audience Rating Point is (TARP):

Selecione uma das seguintes:

Explicação

Questão 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