Media Planing

Question 1

Newspapers, radio or TV stations, billboards, and so forth are the best examples of media vehicles.

True

False

Question 7

Which describes how brands divide up advertising dollars across media types?

a)

Media mix

b)

Competitive spending analysis

c)

Share-of-Voice

d)

Share of requirements

e)

Market share

Question 10

What are the two primary characteristics of quantitative research?

a)

Random sampling and large sample sizes

b)

Large sample sizes and quota sampling

c)

Consumer insights and small sample sizes

d)

Small sample sizes and rich data

e)

Primary and secondary data

Question 11

Which of the following is NOT an example of below-the-line (BTL) activities?

a)

Sales promotions

b)

Direct marketing

c)

Outdoor advertising

d)

Telemarketing

e)

Directories

Question 14

Which of the following is the BEST example of an advertising objective?

a)

Increase sales by 10% next month.

b)

Achieve a 12% increase in profit over the next twelve months.

c)

Reach 80% of consumers through nontraditional media over the next year.

d)

Generate 75% awareness of brand benefits during the next three months.

e)

Achieve 15% growth in market share in the top 5 DMAs over the next quarter.

Question 16

Designated Market Area (DMA), defined by Nielsen, is generally used for media coverage smaller than TVs such as radio stations, newspapers, and outdoors.

True

False

Question 18

The four P’s in the marketing mix are

._____and,______,______, ______

Question 21

Media objectives should say how to do it.

True

False

Question 23

It is always profitable to focus on the markets where both BDI and CDI are low.

True

False

Question 24

Kraft produces a brand of salad dressing. In 2004, low-carbohydrate dieting became the craze among consumers, with millions attempting to follow a low-carb lifestyle. In print advertising, Kraft featured the fact that several of its dressings are low in carbohydrates. The low-carb diet trend among consumers represents a(n) ________ in terms of a SWOT analysis.

a)

Threat

b)

Trend

c)

Strength

d)

Objective

e)

Opportunity

Question 26

One of the benefits of IMC is that the synergistic effect is greater than the sum of the individual communications.

True

False

Question 27

Media planning is decisions to be made under the “Place” component in the marketing 4P’s.

True

False

Answer the following questions based on the given MRI crosstab about consumers of Pepperidge Farm.

Question 28

How many principal shoppers say they purchased Pepperidge Farm in the last 6 months?

Question 29

Among all men, what % are consumers of Pepperidge Farm?

Question 30

Among the consumers of Pepperidge Farm, what % are age 18-24?

MRI media data

Answer the following questions based on the given MRI crosstab about newspaper usage of Pepperidge Farm consumers.

 

Question 32

Calculate the index for Pepperidge Farm consumers in the Magazine user Quintile IV.

	a)  71
	b)  87
	c) 99
	d)  102
	e)  116
Question 33		0 / 2.5 points

Are the Pepperidge Farm consumers more likely or less likely to use magazines?

	a)  The Pepperidge Farm users are more likely to use/read magazines.
b) The Pepperidge farm users are less likely to use/read magazines.	a)  The Pepperidge Farm users are more likely to use/read magazines.

Use the following media spending data to answer the questions below. Assume that Huggies and LUVS are the key competitors for Pampers and that the following table represents all brand advertising in the media in which expenditures are tracked.

Question 34

What is Pampers’ share of voice (SOV)? Report SOV at the first decimal point.

Question 35

Which medium receives the greatest proportion of Pampers’ media mix?

	a)  Magazine
	b)  Newspapers
	c)  Net. TV
	d)  Spot TV
	e)  Cable TV
Geographic data

You are marketing Altoids (in a breath mint product category), and you are looking for some place to spend $50,000 in surplus advertising budget. You have narrowed the choice down to two markets:  Las Vegas, NV, and Bakersfield, CA. Answer the questions below. Remember CDIs and BDIs are expressed as whole numbers.

36. Question

Calculate the BDI for Bakersfield, CA.

37. Question

Calculate the BDI for Las Vegas, NV.

38.Question

Calculate the CDI for Bakersfield, CA.

39. Question

Calculate the CDI for Las Vegas, NV.

40. Question

If the surplus can only be spent in one market, based on BDI/CDI ONLY, which market should you choose?