Ch.12 - Media Planning Essentials

Homework Questions

You hire a research firm to evaluate your brand’s strength as compared to its competitors based on such factors as the age, gender, income, education, and type of employment of the consumer base. This evaluation is determining its relative strength within:

Demographic segments.

Media planners often rely on what system of automatic buying of ads based on data purchased from third parties about online consumer behavior?

Programmatic media buying.

Your job involves monitoring conversations on the Web about brands and keeping statistics about them. What are you engaged in?

Social listening.

How can determining share of voice in a product category help smaller players in a market?

They can build a larger presence for themselves by scheduling around the large

competitors’ schedules.

The real power of a media plan rests on knowing what you are trying to do with your media and matching those objectives with your media choices. This is called the:

Media strategy.

Share of voice is a calculation of the brand expenditures of an advertiser relative to the:

Overall spending in a category.

S&S is the agency of record for all brewing products of a beer manufacturer. This means that S&S has been chosen by the client to:

Negotiate media contracts.

Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water, a media planner has to decide which broad categories to use—television, radio, magazines, newspapers, Internet sites, etc. When he zeroes in on using both television and digital, he has chosen his:

Media classes.

An ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and digital/social media. It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience. It is also an expert in creating the schedule in which these messages will appear. This ad agency is working effectively as a:

Media planner.

A media planner should understand that a lot of modern media buying is done via what type of buying?

Programmatic media.

Which of the following is true of geo-targeting?

It is the placement of ads in geographic regions based on evidence of higher purchase

tendencies.

Product placement is a simple and relatively inexpensive form of what?

Branded entertainment.

A retailer decides to use television ads to promote its line of men’s and women’s swimwear. In the media planning process, the retailer has chosen a(n):

Media class.

The forgetting function is based on research showing that things that are remembered, including ad messages:

Disappear from people’s memories at mathematically calculated intervals.

What type of media buying has the potential to be customized through the use of artificial

intelligence?

Programmatic.

A clothing brand needs a stronger message in August for back-to-school shopping, in December for holiday shopping, and in May for summer shopping. What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling?

Pulsing.

You work for a media buying service. The ads you purchased for one of your clients did not

achieve the projected audience reach. What is your responsibility to the client?

You need to make good in some way, such as placing more ads or offering a future

discount.

What is the distinction between reach and frequency?

Reach is the number of people or households exposed, and frequency is the number of

times they are exposed.

If a radio spot is heard at least one time by 15 percent of the advertiser’s target audience, what is said to be 15 percent?

Reach.

A media planner is making placement decisions for a new line of cosmetics. She focuses on 10 different cities in the country where the purchase size of the products is high. This is an example of:

Geo-targeting.

You are looking at figures and trying to understand the overall message weight for your client’s shaving cream ads. You remind yourself that some people who watched the ad on a TV program may have also seen it in a magazine. This is called:

Between-vehicle duplication.

Which of the following best defines micro-targeting in the context of media strategies?

Micro-targeting refers to delivering appropriate messages and offers where the

consumer will be most receptive.

In the spring, television programming and ad executives take part in the upfronts, a period when the networks:

Reveal fall lineups and presell advertising.

Which of the following is true of upfronts?

It is a period where the television networks disclose their fall schedules and presell

advertising on them.

A manufacturer uses programmatic media buying to place social media ads every day for a period of two months. This is called:

Continuous scheduling.

How does computer modeling help in designing a media plan?

It can evaluate many options to aid in decision-making.

Which of the following measures media weight based on both reach and frequency?

Gross rating points.

A company goes through massive databases of online clicks and other items. Which of the

following is the company using to find prospective customers?

Big Data.

A client agrees to run heavy advertising for two weeks, followed by no advertising at all for a while, and then again having a two-week period of heavy advertising. What kind of a media schedule is this?

Flighting.