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.
I = False ii = False
I = False ii = True
I = True ii = False
I = True ii = True
Cost per mille will be higher than price per sale
Cost per sale will be lower than price per click
Cost per lead will be higher than price per sale
Cost per mille will be lower than price per sale
Gross coverage
Coverage
Share
Rating
300
400
200
100
To increase reach
To reduce message fatigues
To achieve strategic impression objectives
In all of these cases
8 GRP's
80 GRP's
10 GRP's
Cannot be measured based on just these data
CPP compares medai costs based on 1% of the audience
Just like GRP, CPP is a tool to compare different media channels
CPP is just like CPM a tool to compare different media channels
CPP is advertising costs divided by 1000 rating poins
I) = True ii) = False
I) = True ii) = True
I) = False ii) = False
I) = False ii) = True
Low risk for advertiser
Only paying after making profit
Poor relation between sales and leads
Stronger relation between exposure and sales
Stabilize position by moderating advertising spending and use of other tools
Attack competitor and use large advertising spending
Defend position by increasing advertising spending
Find niche positioning, decrease advertising spending and deploy other tools
In all cases
In cases i, ii and iii
In case ii, iii and v
In case ii, iii and iv
The avarage number of GRP's
The effectiveness of certain media in a campaign
The avarage frequency
The total costs per thousand
Advertising specialists ; art director
Sales promoter ; copywriter
Advertising agency ; art director
Copywriter ; art director
Ability to deliver a complex message
Flexibility
High repeat exposure
Low message competition
Low waste
Flexibility
Long message life
High quality production
Objectives - strategy - logistics - tactics
Strategy - objectives - tactics - logistics
Objectives - strategy - tactics - logistics
Strategt - tactics - objectives - logistic
10 €
0,40 €
4 €
1 €
The lower the impact score, the higher the weighted CPM
The higher the impact score, the higher the weighted CPM
The higher the weighted CPM, the higher the relative CPM
The lower the weighted CPM, the higher the relative CPM
When your goal is to make the message more memorable
When you want to comunicate a new product feature
When you want to have a greater top-of-mind awareness
When you want to increase the believability of your advertising claim
Effective Rating Points is about reaching people at least once.
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.
Effective Rating points is about how vehicles perform in terms of time and place related to the total potential consumers
Effective Rating points is about the relation between the number of exposures and the degree of memorization
Fighting pattern
Shifting reach pattern
Blitz pattern
Continuous pattern
It mans that you have reached 250% of all people in a particular group
It means that you have reached the target group at least 2,5 times
It mean that the frequency of advertising has been too high
It means that you know that you have reached 50% of a particular group at least 6 times
Consider long format media, website, video, brochures
Consider repositioning the product
Being Big on visuals, short on copy
Letting people experience
Achieve a minimum reach level of 80 among adult women aged 35-55 during the two introduction months.
Maintain at least 50% reach in each adverising period and maximize when sales promotion runs.
Maximize reach and frequency during the sales peaks.
Achieve 50% spontaeous awareness during the advertising period.
80%
50%
62,5%
125%