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Strategic Media Planning

Description

Strategic Media Planning quiz for Test #2 on chapters 5,6,7,8
Maren Myslinski
Quiz by Maren Myslinski, updated more than 1 year ago
Maren Myslinski
Created by Maren Myslinski about 9 years ago
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Resource summary

Question 1

Question
[blank_start]Geographic coverage[blank_end], [blank_start]commercial length[blank_end], [blank_start]time of day[blank_end], and [blank_start]audience size[blank_end] influence the pricing of ads on television.
Answer
  • Geographic coverage
  • commercial length
  • time of day
  • audience size

Question 2

Question
[blank_start]Geographic coverage[blank_end], [blank_start]commercial length[blank_end], [blank_start]time of day[blank_end], and [blank_start]audience size[blank_end] influence pricing of ads on the radio.
Answer
  • Geographic coverage
  • commercial length
  • time of day
  • audience size

Question 3

Question
The [blank_start]creative unit[blank_end], the print's [blank_start]circulation[blank_end], and [blank_start]audience measurements[blank_end] influence the pricing of ads in print.
Answer
  • creative unit
  • circulation
  • audience measurements

Question 4

Question
[blank_start]Paid searches[blank_end] and [blank_start]display ads[blank_end] influence the price of ads on the internet.
Answer
  • Paid searches
  • display ads

Question 5

Question
CPM stands for [blank_start]cost per thousand[blank_end].
Answer
  • cost per thousand

Question 6

Question
CPP stands for [blank_start]cost per point[blank_end], and relates to [blank_start]broadcast[blank_end].
Answer
  • cost per point
  • broadcast

Question 7

Question
Local advertising accounts for [blank_start]80%[blank_end] of the total advertising found on the radio for a given DMA.
Answer
  • 80%

Question 8

Question
Print audience measurement consists of [blank_start]circulation[blank_end] plus [blank_start]pass-along rates[blank_end].
Answer
  • circulation
  • pass-along rates

Question 9

Question
[blank_start]Drivetimes[blank_end] are the busiest, and therefore most expensive, dayparts on radio.
Answer
  • Drivetimes

Question 10

Question
[blank_start]Primetime[blank_end] has the highest viewership, and therefore is the most expensive, daypart on television.
Answer
  • Primetime

Question 11

Question
[blank_start]Size[blank_end], [blank_start]color/production[blank_end], and [blank_start]bleed[blank_end] are three aspects that influence the creative unit in print media.
Answer
  • Size
  • color/production
  • bleed

Question 12

Question
CPC stands for [blank_start]cost per action[blank_end].
Answer
  • cost per action

Question 13

Question
[blank_start]Circulation[blank_end] is considered the print equivalent of broadcast ratings.
Answer
  • Circulation

Question 14

Question
The goal of the media mix is [blank_start]synergy[blank_end].
Answer
  • synergy

Question 15

Question
The most important aspect of measuring media impact is [blank_start]objectives[blank_end].
Answer
  • objectives

Question 16

Question
ADS stands for [blank_start]alternate delivery system[blank_end].
Answer
  • alternate delivery system

Question 17

Question
[blank_start]Television[blank_end] maintains the highest reach of all mediums.
Answer
  • Television

Question 18

Question
A - [blank_start]awareness[blank_end] I - [blank_start]interest[blank_end] D - [blank_start]desire[blank_end] A - [blank_start]action[blank_end]
Answer
  • awareness
  • interest
  • desire
  • action

Question 19

Question
Percentages can be expressed as [blank_start]percentages[blank_end], [blank_start]fractions[blank_end], or [blank_start]decimals[blank_end].
Answer
  • percentages
  • fractions
  • decimals

Question 20

Question
HUT stands for [blank_start]households using television[blank_end].
Answer
  • households using television

Question 21

Question
Index = [blank_start]subset[blank_end]/[blank_start]base population[blank_end] x [blank_start]1,000[blank_end]
Answer
  • subset
  • base population
  • 1,000

Question 22

Question
Guaranteed circulation of the publication on which ad rates are based is the [blank_start]circulation base rate[blank_end].
Answer
  • circulation base rate

Question 23

Question
ABC stands for [blank_start]Audit Bureau of Circulation[blank_end] and is used to measure circulation of [blank_start]consumer[blank_end] publications.
Answer
  • Audit Bureau of Circulation
  • consumer

Question 24

Question
BPA stands for [blank_start]Business Press Association[blank_end] and is used to measure circulation of [blank_start]business[blank_end] and [blank_start]trade[blank_end] publications.
Answer
  • Business Press Association
  • business
  • trade

Question 25

Question
Impression refers to [blank_start]contact[blank_end] with or [blank_start]exposure[blank_end] to an advertisement in a media vehicle.
Answer
  • contact
  • exposure

Question 26

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[blank_start]Gross impressions[blank_end] refers to the sum total of exposures/contact with an advertisement in a media vehicle.
Answer
  • Gross impressions

Question 27

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[blank_start]Share[blank_end] is a percentage of all HUT watching a show at a given time.
Answer
  • Share

Question 28

Question
Ratings = [blank_start]Share[blank_end] x [blank_start]HUT[blank_end]
Answer
  • Share
  • HUT

Question 29

Question
GRPs stands for [blank_start]gross rating points[blank_end], and refers to the [blank_start]total ratings[blank_end] across a TV media schedule.
Answer
  • gross rating points
  • total ratings

Question 30

Question
TRPs stands for [blank_start]target rating points[blank_end], and refers to GRP but takes into account what percentage of the audience is in the advertiser's [blank_start]target market[blank_end].
Answer
  • target rating points
  • target market

Question 31

Question
Reach equates to [blank_start]more[blank_end] total media vehicles with [blank_start]fewer[blank_end] insertions.
Answer
  • more
  • fewer

Question 32

Question
Frequency equates to [blank_start]less[blank_end] total media vehicles with [blank_start]more[blank_end] insertions.
Answer
  • less
  • more

Question 33

Question
Nielsen calculates website ratings with RDD, which stands for [blank_start]random digital dial[blank_end].
Answer
  • random digital dial

Question 34

Question
In radio, the total number of unique listeners in a given period is called [blank_start]cumes[blank_end].
Answer
  • cumes

Question 35

Question
In radio, AQH stands for [blank_start]average quarter hour[blank_end].
Answer
  • average quarter hour

Question 36

Question
In radio, TSL stands for [blank_start]time spent listening[blank_end].
Answer
  • time spent listening

Question 37

Question
The estimated number of people in a publication's audience is the [blank_start]average issue audience[blank_end].
Answer
  • average issue audience

Question 38

Question
A print's [blank_start]primary audience[blank_end] refers to subscribers, newsstand buyers, and their households.
Answer
  • primary audience

Question 39

Question
A print's [blank_start]pass-along[blank_end] audience refers to those who have read a particular publication through a member of the primary audience (i.e. hair salons, doctors offices, friends' houses).
Answer
  • pass-along

Question 40

Question
[blank_start]Total audience[blank_end] refers to a print publication's primary audience and pass-along readers, while [blank_start]cume audience[blank_end] refers to a print publication's cumulative audience measured across multiple issues.
Answer
  • cume audience
  • Total audience

Question 41

Question
National, state and local DOTs that contribute actual traffic data to determine total possible [blank_start]impressions[blank_end] provide out-of-home [blank_start]traffic counts[blank_end].
Answer
  • traffic counts
  • impressions

Question 42

Question
DOT info combined with MRI and U.S. Census data for out-of-home is called [blank_start]data merge[blank_end].
Answer
  • data merge

Question 43

Question
Simulations of the in-vehicle experience with ads using eye tracking and other measures for out-of-home are called [blank_start]visibility adjustments[blank_end].
Answer
  • visibility adjustments
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