COM3708 Exam pack 2024 Containing
Questions and Answers
media planner - CORRECT ANSWERS<<>>>the process that directs advertising
messages to the right people (target audience) at the right place (media audience
uses) at the right time
the role of media in the marketing framework - CORRECT ANSWERS<<>>>1.
situation analysis: place where we do our research, look at competition
2. marketing plan: include price, working w distribution channels,etc
3.advertising plan
4. setting media objectives
5. determining media strategy
6. selecting broad media classes
7. selecting media within classes
8. media use decisions
circulation - CORRECT ANSWERS<<>>>A statistical measure of a print medium's
audience; includes subscription and vendor sales and primary and secondary
readership.
RPC (readers per copy) - CORRECT ANSWERS<<>>>variable used to determine the
total reach of a given print medium and, when multiplied by the number of
vendor and subscription sales, to determine total audience size (takes into
account pass along rate)
,pass along rate - CORRECT ANSWERS<<>>>the number of people who read a
magazine without actually buying it
message weight - CORRECT ANSWERS<<>>>the total size of the audience for a set
of ads or an entire campaign
gross impressions (advertising impressions) - CORRECT ANSWERS<<>>>OTS
frequency (opportunity to see)
rating - CORRECT ANSWERS<<>>>the percentage of households in a market that
are exposed to an advertising medium
GRP - CORRECT ANSWERS<<>>>gross rating points- total audience delivery or
weight of a media scheudle
reach - CORRECT ANSWERS<<>>>the number of DIFFERENT people exposed to a
message
frequency - CORRECT ANSWERS<<>>>number of times the same audience is
exposed to a vehicle in a specific time span (increases likelihood they remember
the message)
continuity - CORRECT ANSWERS<<>>>the duration of an advertising message or
campaign over a given period of time (halloween candy advertised during
halloween, bathing suits during summer)
, wearout - CORRECT ANSWERS<<>>>the point at which an advertising message has
been seen or heard so often that it starts to irritate consumers and therefore loses
its effectiveness
advertising response curve - CORRECT ANSWERS<<>>>a graphical representation
of the relationship between advertising levels and sales results
5 M's - CORRECT ANSWERS<<>>>markets: targets of media plan
money: how much of a budget do we have and where do we wanna allocate it
media: all communication vehicles available
mechanics: technical aspects of media (time (30 sec commercial), print (color etc)
methodology: overall strategy of media selection and scheduling
Brand Development Index (BDI) - CORRECT ANSWERS<<>>>The percentage of a
brand's total sales in an area divided by the total population in the area; it
indicates the sales potential of a particular brand in a specific market area.
Category Development Index (CDI) - CORRECT ANSWERS<<>>>The percentage of a
product category's total U.S. sales in an area divided by the percentage of total
U.S. population in the area.
continuous - CORRECT ANSWERS<<>>>tv ads run steadily with little variation
flighting - CORRECT ANSWERS<<>>>alternate periods of advertising and no
advertising (ex: tax software during tax season vs not tax season or butterball
turkeys during thanksgiving)
Questions and Answers
media planner - CORRECT ANSWERS<<>>>the process that directs advertising
messages to the right people (target audience) at the right place (media audience
uses) at the right time
the role of media in the marketing framework - CORRECT ANSWERS<<>>>1.
situation analysis: place where we do our research, look at competition
2. marketing plan: include price, working w distribution channels,etc
3.advertising plan
4. setting media objectives
5. determining media strategy
6. selecting broad media classes
7. selecting media within classes
8. media use decisions
circulation - CORRECT ANSWERS<<>>>A statistical measure of a print medium's
audience; includes subscription and vendor sales and primary and secondary
readership.
RPC (readers per copy) - CORRECT ANSWERS<<>>>variable used to determine the
total reach of a given print medium and, when multiplied by the number of
vendor and subscription sales, to determine total audience size (takes into
account pass along rate)
,pass along rate - CORRECT ANSWERS<<>>>the number of people who read a
magazine without actually buying it
message weight - CORRECT ANSWERS<<>>>the total size of the audience for a set
of ads or an entire campaign
gross impressions (advertising impressions) - CORRECT ANSWERS<<>>>OTS
frequency (opportunity to see)
rating - CORRECT ANSWERS<<>>>the percentage of households in a market that
are exposed to an advertising medium
GRP - CORRECT ANSWERS<<>>>gross rating points- total audience delivery or
weight of a media scheudle
reach - CORRECT ANSWERS<<>>>the number of DIFFERENT people exposed to a
message
frequency - CORRECT ANSWERS<<>>>number of times the same audience is
exposed to a vehicle in a specific time span (increases likelihood they remember
the message)
continuity - CORRECT ANSWERS<<>>>the duration of an advertising message or
campaign over a given period of time (halloween candy advertised during
halloween, bathing suits during summer)
, wearout - CORRECT ANSWERS<<>>>the point at which an advertising message has
been seen or heard so often that it starts to irritate consumers and therefore loses
its effectiveness
advertising response curve - CORRECT ANSWERS<<>>>a graphical representation
of the relationship between advertising levels and sales results
5 M's - CORRECT ANSWERS<<>>>markets: targets of media plan
money: how much of a budget do we have and where do we wanna allocate it
media: all communication vehicles available
mechanics: technical aspects of media (time (30 sec commercial), print (color etc)
methodology: overall strategy of media selection and scheduling
Brand Development Index (BDI) - CORRECT ANSWERS<<>>>The percentage of a
brand's total sales in an area divided by the total population in the area; it
indicates the sales potential of a particular brand in a specific market area.
Category Development Index (CDI) - CORRECT ANSWERS<<>>>The percentage of a
product category's total U.S. sales in an area divided by the percentage of total
U.S. population in the area.
continuous - CORRECT ANSWERS<<>>>tv ads run steadily with little variation
flighting - CORRECT ANSWERS<<>>>alternate periods of advertising and no
advertising (ex: tax software during tax season vs not tax season or butterball
turkeys during thanksgiving)
