ISC 451 Midterm Exam Questions and Correct Answers 100% Verified Graded A+
Competitive Spending analysis - Which media? Most significant?
How much on each medium? Total for all media?
What target markets are competitors focused on? How much weight is placed in each market?
When do competitors use media and how are they used?
How is Competitive Spending Analysis used? - To create best media strategy
Selecting media and vehicles, scheduling ad insertions, and assessing share of voice and
campaign impact
Competitive Media Reporting - CMR
TNS (Taylor Nelson Sofres) Media Intelligence
Formerly known as Leading National Advertisers (LNA)
StrADegy online computer system
Ad$pender CD-based system
Nielsen's Monitor-Plus - Ad*Sentry: computerized pattern recognition
Ad*View
CMR's data collection methods - compiles information of magazines, supplements,
newspapers, and most broadcasting stations in the US
**Only includes brands which spend over $25,000 a year
, StrADegy & Ad$pender - Tracks ad spending over 5 years from specific brands
Quarterly printed report - Ad Summary: 11 media total spending by brand
Company/brand: expenditure by parent company, YTD for 11 measured media
Limitations of CMR - self report data- inaccurate
figures don't include all spending
only describe previous spending
Share of Voice - SOV
Percentage of total category advertising contributed by each brand
Measures brand health
Peckham's Formula - 1:1.5 ratio between market share and advertising for a product
-budget for new product
**Desired Market Share x 1.5 = Necessary SOV
SQAD - Standard Quality Advertising Data: Broadcast media
Price is flexible
CPP - Found in SQAD
Competitive Spending analysis - Which media? Most significant?
How much on each medium? Total for all media?
What target markets are competitors focused on? How much weight is placed in each market?
When do competitors use media and how are they used?
How is Competitive Spending Analysis used? - To create best media strategy
Selecting media and vehicles, scheduling ad insertions, and assessing share of voice and
campaign impact
Competitive Media Reporting - CMR
TNS (Taylor Nelson Sofres) Media Intelligence
Formerly known as Leading National Advertisers (LNA)
StrADegy online computer system
Ad$pender CD-based system
Nielsen's Monitor-Plus - Ad*Sentry: computerized pattern recognition
Ad*View
CMR's data collection methods - compiles information of magazines, supplements,
newspapers, and most broadcasting stations in the US
**Only includes brands which spend over $25,000 a year
, StrADegy & Ad$pender - Tracks ad spending over 5 years from specific brands
Quarterly printed report - Ad Summary: 11 media total spending by brand
Company/brand: expenditure by parent company, YTD for 11 measured media
Limitations of CMR - self report data- inaccurate
figures don't include all spending
only describe previous spending
Share of Voice - SOV
Percentage of total category advertising contributed by each brand
Measures brand health
Peckham's Formula - 1:1.5 ratio between market share and advertising for a product
-budget for new product
**Desired Market Share x 1.5 = Necessary SOV
SQAD - Standard Quality Advertising Data: Broadcast media
Price is flexible
CPP - Found in SQAD
