Media Planning
Thanks to the high-level technology, the media industry has risen to be one of the most successful ones in our times. However, so much happens behind the scenes. The quiz below tests on media planning concepts.
- 1.Which of the following statements is/are True or False? i) Reach is a measure of how many times the avarage person in the target market is exposed to the message. ii) The media planner has to know the reach, frequency, and impact of each of the major media types.
- A.
I = False ii = False
- B.
I = False ii = True
- C.
I = True ii = False
- D.
I = True ii = True
- 2.When analyzing the level of pricing on the various levels in the conversion funnel (CPA CPM etc.) you will see a cost/funnel level relation. Which statement below explains with this relation?
- A.
Cost per mille will be higher than price per sale
- B.
Cost per sale will be lower than price per click
- C.
Cost per lead will be higher than price per sale
- D.
Cost per mille will be lower than price per sale
- 3."Persons who see or hear a particular program (or ad. etc) as a percentage of the total population.' This is the definition of______________?
- A.
Gross coverage
- B.
Coverage
- C.
Share
- D.
Rating
- 4.What is the number of GRP's based on the following information? Gross impressions : 12.000 Numerical reach : 15.000 Total population : 30.000
- A.
300
- B.
400
- C.
200
- D.
100
- 5.When to use more than one Advertising medium?
- A.
To increase reach
- B.
To reduce message fatigues
- C.
To achieve strategic impression objectives
- D.
In all of these cases
- 6.A campaign has been advertised 8 times with the following results. How many GRP's did the campaign 'score'? Ad (Insertion) Rating Ad (Insertion) Rating 1 8 5 8 2 12 6 10 3 11 7 12 4 7 8 12
- A.
8 GRP's
- B.
80 GRP's
- C.
10 GRP's
- D.
Cannot be measured based on just these data
- 7.Which of the following statements is WRONG?
- A.
CPP compares medai costs based on 1% of the audience
- B.
Just like GRP, CPP is a tool to compare different media channels
- C.
CPP is just like CPM a tool to compare different media channels
- D.
CPP is advertising costs divided by 1000 rating poins
- 8.Which of the following statements is/are True or False? i) Pulsing means scheduling ads evenly over a given time period. ii) Lead time and production costs are examples of reproduction issues.
- A.
I) = True ii) = False
- B.
I) = True ii) = True
- C.
I) = False ii) = False
- D.
I) = False ii) = True
- 9.What is the advantage of the CPA payment model?
- A.
Low risk for advertiser
- B.
Only paying after making profit
- C.
Poor relation between sales and leads
- D.
Stronger relation between exposure and sales
- 10.Your market share and the share of voice of your competitor will affect your advertising strategy. What is the best way to tackle the following situation in terms of advertising and media strategy? Situation: The competitor's share of voice is LOW and your market shate is LOW as well.
- A.
Stabilize position by moderating advertising spending and use of other tools
- B.
Attack competitor and use large advertising spending
- C.
Defend position by increasing advertising spending
- D.
Find niche positioning, decrease advertising spending and deploy other tools
- 11.The following factors might affect the level of Frequency for existing brands advertising strategy? i) Low brand loyalty ii) High market share iii) Dominant brand iv) Established brand v) Less well known brand In which of these cases frequency will be LOWER?
- A.
In all cases
- B.
In cases i, ii and iii
- C.
In case ii, iii and v
- D.
In case ii, iii and iv
- 12.Advertisers / Media Planners use Weighted CPP in order to measure__________?
- A.
The avarage number of GRP's
- B.
The effectiveness of certain media in a campaign
- C.
The avarage frequency
- D.
The total costs per thousand
- 13.When simple message ideas become great ad campaigns. Usually the _______ and the ___________ will team up to generate many creative concepts, hoping that one of these concepts will turn out to be the big idea.
- A.
Advertising specialists ; art director
- B.
Sales promoter ; copywriter
- C.
Advertising agency ; art director
- D.
Copywriter ; art director
- 14.The benefits of outdoor as an advertising medium include all of the following EXCEPT _____________.
- A.
Ability to deliver a complex message
- B.
Flexibility
- C.
High repeat exposure
- D.
Low message competition
- 15.Which is NOT an advantage of a general CONSUMER MAGAZINE advertising?
- A.
Low waste
- B.
Flexibility
- C.
Long message life
- D.
High quality production
- 16.What is the right sequence of chapters when writing a media plan?
- A.
Objectives - strategy - logistics - tactics
- B.
Strategy - objectives - tactics - logistics
- C.
Objectives - strategy - tactics - logistics
- D.
Strategt - tactics - objectives - logistic
- 17.Consider a campaign where payment is based on impressions, not clicks. CPM for impressions is 20 € with a click-trough rate (CTR) of 2%. Which one of the following shows CPC for this campaign?
- A.
10 €
- B.
0,40 €
- C.
4 €
- D.
1 €
- 18.Which of the following statements is correct?
- A.
The lower the impact score, the higher the weighted CPM
- B.
The higher the impact score, the higher the weighted CPM
- C.
The higher the weighted CPM, the higher the relative CPM
- D.
The lower the weighted CPM, the higher the relative CPM
- 19.When a high reach level of advertising might be beneficial?
- A.
When your goal is to make the message more memorable
- B.
When you want to comunicate a new product feature
- C.
When you want to have a greater top-of-mind awareness
- D.
When you want to increase the believability of your advertising claim
- 20.Which statement about Effective Rating points is correct?
- A.
Effective Rating Points is about reaching people at least once.
- B.
Effective Rating Points is about gross reach of a campaign for those people who were reached at least 3 times as a percentage of the target group.
- C.
Effective Rating points is about how vehicles perform in terms of time and place related to the total potential consumers
- D.
Effective Rating points is about the relation between the number of exposures and the degree of memorization
- 21.You have noticed your customers have got a low brand loyalty towards your brand. for that reason you have decided to set up reminder campaign for the brand. What kind of contiuity pattern your campaign will you probably make use of?
- A.
Fighting pattern
- B.
Shifting reach pattern
- C.
Blitz pattern
- D.
Continuous pattern
- 22.What does a GRP of 250 mean?
- A.
It mans that you have reached 250% of all people in a particular group
- B.
It means that you have reached the target group at least 2,5 times
- C.
It mean that the frequency of advertising has been too high
- D.
It means that you know that you have reached 50% of a particular group at least 6 times
- 23.The level of involvement in combination with an emotional or rational buying process does influence your advertising and media choices. Assue you are working in a market in which your consumers have high involvement with your products and their buying decision is most of the times based on rational arguments. In such a case, when designing a campaign, you will......
- A.
Consider long format media, website, video, brochures
- B.
Consider repositioning the product
- C.
Being Big on visuals, short on copy
- D.
Letting people experience
- 24.Which of the following examples of ojectives is NOT a media objective?
- A.
Achieve a minimum reach level of 80 among adult women aged 35-55 during the two introduction months.
- B.
Maintain at least 50% reach in each adverising period and maximize when sales promotion runs.
- C.
Maximize reach and frequency during the sales peaks.
- D.
Achieve 50% spontaeous awareness during the advertising period.
- 25.There are 400.000 TV households (TVHH) in Amsterdam. 250.000 of these TVHH have their TV set on at 8.00 PM, 200.000 of those households are watching the European Soccer Championship 2012. What is the rating of European Soccer Championship?
- A.
80%
- B.
50%
- C.
62,5%
- D.
125%
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