Media Planning and Buying

1. Media Planning and Buying

2. Media planners are in the _____. • marketing business • connection business • advertising business • multichannel business

3. Media planners are in the _____. • marketing business • connection business • advertising business • multichannel business Media planners are in the connection business. Their work connects brand messages with customers and other stakeholders.

4. _____ is central to media planning. • Copywriting • Collectivism • Media research • Selective perception

5. _____ is central to media planning. • Copywriting • Collectivism • Media research • Selective perception Media research is central to media planning, since data and information must be gathered, sorted, and analyzed before media planning can begin.

6. All of the following strategies except _____ are detailed in a media plan. • when (time frame) • who (target audience) • how big (media weight) • at what cost (cost efficiency)

7. All of the following strategies except _____ are detailed in a media plan. • when (time frame) • who (target audience) • how big (media weight) • at what cost (cost efficiency) A media plan’s objectives include the target audience, media vehicles used, and objectives; the strategies include the time frame, geography, media weight, and cost efficiency.

8. The four basic steps in media planning do not include _____. • setting media objectives • developing media strategies • consolidating media services • analyzing the metrics of a media plan

9. The four basic steps in media planning do not include _____. • setting media objectives • developing media strategies • consolidating media services • analyzing the metrics of a media plan The four basic media planning steps are targeting, setting media objectives, developing media strategies, and analyzing the metrics of a media plan.

10. Finding appropriate media and delivering a relevant message are easier if _____. • the target market is broad • the target market is diverse • the target market is focused • None of the above

11. Finding appropriate media and delivering a relevant message are easier if _____. • the target market is broad • the target market is diverse • the target market is focused • None of the above The tighter the focus on a target market, the easier it is to find appropriate media to deliver a relevant message.

12. _____ identifies the percent of people exposed to an ad in a specific time period. • Reach • Frequency • Bleed-through • Cost per point

13. _____ identifies the percent of people exposed to an ad in a specific time period. • Reach • Frequency • Bleed-through • Cost per point The percent of people exposed to a brand message one or more times within a specified period of time is called reach.

14. Most brands use a _____ to reach current and potential customers. • media mix • media blitz • media router • media mélange

15. Most brands use a _____ to reach current and potential customers. • media mix • media blitz • media router • media mélange Most brands use a variety of targeted media vehicles, a media mix, to reach current and potential customers.

16. A _____ estimates the strength of a brand in various geographical areas. • market development index (MDI) • brand development index (BDI) • category development index (CDI) • location development index (LDI)

17. A _____ estimates the strength of a brand in various geographical areas. • market development index (MDI) • brand development index (BDI) • category development index (CDI) • location development index (LDI) Marketers compute a brand development index (BDI) to estimate the strength of their brand in various geographical areas.

18. The _____ refers to the way it is spread over the length of a campaign. • timing of an advertisement • duration of an advertisement • continuity of an advertisement • placement of an advertisement

19. The _____ refers to the way it is spread over the length of a campaign. • timing of an advertisement • duration of an advertisement • continuity of an advertisement • placement of an advertisement Three scheduling strategies involve timing, continuity, and duration. Continuity refers to the way the advertising is spread over the length of a campaign.

20. In a _____ periods of intense advertising are followed by periods of no advertising. • fighting strategy • push-pull strategy • pulsation strategy • weighted strategy

21. In a _____ periods of intense advertising are followed by periods of no advertising. • fighting strategy • push-pull strategy • pulsation strategy • weighted strategy A fighting strategy is characterized by alternating periods of intense advertising activity and periods of no advertising, called a hiatus.

22. Media planners use _____ to determinethe weight, or efficiency, of a media plan. • gross rating points (GRPs) • gross cost thresholds (GCTs) • general media targets (GMTs) • general impression measures (GIMs)

23. Media planners use _____ to determinethe weight, or efficiency, of a media plan. • gross rating points (GRPs) • gross cost thresholds (GCTs) • general media targets (GMTs) • general impression measures (GIMs) Gross rating points (GRPs) indicate the weight (efficiency) of a media plan. The more GRPs in a plan, the more “weight” the media buy is said to deliver.

24. In _____, various media works together to create coherent brand communication. • cross-media integration • multimedia interpolation • cross-functional enhancement • frequency quintile distribution

25. In _____, various media works together to create coherent brand communication. • cross-media integration • multimedia interpolation • cross-functional enhancement • frequency quintile distribution Planners use cross-media integration, to create a synergistic or coherent effect between the different media used to deliver brand communication.

26. Which of the following is most relevant to the practice of global media planning? • Television is a true global medium • The Internet is a true global medium • Social networking is a true global medium • A true global medium does not exist yet

27. Which of the following is most relevant to the practice of global media planning? • Television is a true global medium • The Internet is a true global medium • Social networking is a true global medium • A true global medium does not exist yet A true global medium does not currently exist; thus, global media plans have to piece together worldwide coverage, using a variety of media tools.

28. Media buyers perform which of the following functions? • Providing information • Selecting media vehicles • Monitoring media choices • All of the above

29. Media buyers perform which of the following functions? • Providing information • Selecting media vehicles • Monitoring media choices • All of the above Media buyers provide information, select media vehicles, negotiate costs, monitor media choices, evaluate media after the campaign, and handle billing and payment.

30. Common technical problems encountered by media buyers include _____. • missed closings • program preemptions • out-of-register color • post-campaign metrics

31. Common technical problems encountered by media buyers include _____. • missed closings • program preemptions • out-of-register color • post-campaign metrics Common technical problems include bleed-through (printing on one side interferes with text or images on the other) and out-of-register color (imperfect alignment).