MKT 6332 FINAL EXAM VERIFIED STUDY GUIDE
Media planning - Answers - A series of decisions involving the delivery of messages to
audiences
Media objectives - Answers - Goals to be attained by the media strategy and program
Media class - Answers - the various categories of delivery systems available, including
broadcast, print, direct mail, outdoor advertising etc.
Broadcast media - Answers - Either radio or television network or local station
broadcasts
Print media - Answers - Publications such as newspapers, magazines, direct mail,
outdoor, etc.
Media vehicle - Answers - The specific carrier within a medium category
Reach - Answers - The number of people that will be exposed to a media vehicle at
least once during a given period of time. Usually expressed as a %age
Coverage - Answers - the potential audience that might receive the message through
the vehicle
Frequency - Answers - the average number of times an individual is exposed to the
media vehicle in a specific time period
Media strategy - Answers - Decisions on how the media objectives can be attained
Brand development index - Answers - = ((percentage of brand to total U.S. sales in
market)/(percentage of total U.S. pop. In market)) x 100
Category development index - Answers - = ((percentage of total product category sales
in market)/(percentage of total U.S. population in market)) x 100
Gross rating points - Answers - reach x frequency
Cost per thousand (CPM) - Answers - = ((cost of ad space or absolute
cost)/(circulation)) x 1,000
Cost per rating point (CPRP) - Answers - = cost of commercial time/program rating
Methods of buying TV time - Answers - network advertising
spot and local advertising
, syndicated programs
sponsorship
participations
Network advertising - Answers - each network airs commercials on affiliates (local TV
stations to which network supplies programming and services)
Spot advertising - Answers - commercials shown on local TV stations
Local advertising - Answers - airtime sold to local firms (eg: retailers, restaurants,
dealers etc)
Syndicated programs - Answers - sells its program to one station in every market and
now accounts for more than a third of the national broadcast audience
Off network syndication - Answers - shows that are reruns
First run syndications - Answers - shows products specifically for the syndication market
Advertiser supported or bartered - Answers - programs sold to stations in return for air
time
Sponsorship - Answers - advertiser assumes responsibility for the production and
content as well as the advertising that appears in it
Participations - Answers - participating sponsors share the costs
no commitments needed
advertiser is not responsible for production
participants lack control over content
Cable (CATV) - Answers - delivers signals through fiber or coaxial rather than the
airways
Superstations - Answers - independent local stations that broadcast nationally via
satellite through CATV
DVRs/VOD - Answers - digitally record TV shows and store them on hard drive, or
select and view content giving viewer control
Nielsen ratings - Answers - audience measurement systems developed to determine
the audience size and composition of television programming in the U.S.
Set meters - Answers - small devices connected to televisions in selected homes that
gather the viewing habits of the home and transmit the information nightly to Nielsen
through a "Home Unit" connected to a phone line
Media planning - Answers - A series of decisions involving the delivery of messages to
audiences
Media objectives - Answers - Goals to be attained by the media strategy and program
Media class - Answers - the various categories of delivery systems available, including
broadcast, print, direct mail, outdoor advertising etc.
Broadcast media - Answers - Either radio or television network or local station
broadcasts
Print media - Answers - Publications such as newspapers, magazines, direct mail,
outdoor, etc.
Media vehicle - Answers - The specific carrier within a medium category
Reach - Answers - The number of people that will be exposed to a media vehicle at
least once during a given period of time. Usually expressed as a %age
Coverage - Answers - the potential audience that might receive the message through
the vehicle
Frequency - Answers - the average number of times an individual is exposed to the
media vehicle in a specific time period
Media strategy - Answers - Decisions on how the media objectives can be attained
Brand development index - Answers - = ((percentage of brand to total U.S. sales in
market)/(percentage of total U.S. pop. In market)) x 100
Category development index - Answers - = ((percentage of total product category sales
in market)/(percentage of total U.S. population in market)) x 100
Gross rating points - Answers - reach x frequency
Cost per thousand (CPM) - Answers - = ((cost of ad space or absolute
cost)/(circulation)) x 1,000
Cost per rating point (CPRP) - Answers - = cost of commercial time/program rating
Methods of buying TV time - Answers - network advertising
spot and local advertising
, syndicated programs
sponsorship
participations
Network advertising - Answers - each network airs commercials on affiliates (local TV
stations to which network supplies programming and services)
Spot advertising - Answers - commercials shown on local TV stations
Local advertising - Answers - airtime sold to local firms (eg: retailers, restaurants,
dealers etc)
Syndicated programs - Answers - sells its program to one station in every market and
now accounts for more than a third of the national broadcast audience
Off network syndication - Answers - shows that are reruns
First run syndications - Answers - shows products specifically for the syndication market
Advertiser supported or bartered - Answers - programs sold to stations in return for air
time
Sponsorship - Answers - advertiser assumes responsibility for the production and
content as well as the advertising that appears in it
Participations - Answers - participating sponsors share the costs
no commitments needed
advertiser is not responsible for production
participants lack control over content
Cable (CATV) - Answers - delivers signals through fiber or coaxial rather than the
airways
Superstations - Answers - independent local stations that broadcast nationally via
satellite through CATV
DVRs/VOD - Answers - digitally record TV shows and store them on hard drive, or
select and view content giving viewer control
Nielsen ratings - Answers - audience measurement systems developed to determine
the audience size and composition of television programming in the U.S.
Set meters - Answers - small devices connected to televisions in selected homes that
gather the viewing habits of the home and transmit the information nightly to Nielsen
through a "Home Unit" connected to a phone line
