ADPR 3120 Exam 2 questions well
answered to pass
Media Strategy - correct answer ✔✔Employing appropriate media mix based on the overall marketing,
advertising, and media objectives
Factors that Affect Media Placement Costs - correct answer ✔✔Coverage, length/size (:30 vs :60; 1/4
page v. 1/2 page), day part (morning? nighttime adv.?), rating/circulation, supply & demand, production:
actors, bleed, color, music licensing
CPM - correct answer ✔✔-Cost Per Thousand
-Can compare across marketplace (b/c talking about raw number)
-CPM = Cost / Gross Impressions x 1000
If the price of an ad is $10,000 and reaches 25,000 persons, what is the CPM? - correct answer ✔✔CPM=
10,000/25,000 x 1000 = $400
CPP - correct answer ✔✔-Cost Per Point
-Not comparable across marketplace (unless exact same population)
-CPP = Cost / GRP
-Think of Reach
-Think of GRP
If the price of an ad is $10,000 and reaches 10% of target audience, what is the CPP? - correct answer
✔✔CPP = $10,000/10 = $1000
Why Use CPP? - correct answer ✔✔-A good media planner is going to have a CPP
for each place
-Just because a place may have a larger/smaller CPP does not mean its less effective
, -Not relatable across markets unless they have the exact same population (extremely unlikely)
Why Use CPM? - correct answer ✔✔-Can compare across markets (b/c talking about raw #s)
Two ads run during "Under the Dome" @ $98,000 each. What is their CPP?
-6.8 Rating (A 25-49)
-10,061 (000) Viewers - correct answer ✔✔CPP = Cost / GRP
~ $98,.8 = $14,411.76 CPP
Two ads run during "Under the Dome" @ $98,000 each. What is their CPM?
-6.8 Rating (A 25-49)
-10,061 (000) Viewers - correct answer ✔✔CPM = Cost / Gross Impressions x 1000
~ $98,,061,000 x 1000 = $9.74 CPM
3 Ways of Looking at Magazines - correct answer ✔✔1.) Frequency of Publication
2.) Type of Audience Targeted
-more niche audiences (specialized audiences)
2 Types of Magazines - correct answer ✔✔1.) Consumer
-Glamour, Elle, etc.
2.) Trade
-pretty much subscription-based (ex. AdWeek)
-more expensive (b/c fewer)
Magazines are sold by... - correct answer ✔✔-Fraction (of the page)
-Black & White
-Location
Ratebase - correct answer ✔✔Circulation guaranteed to advertisers
answered to pass
Media Strategy - correct answer ✔✔Employing appropriate media mix based on the overall marketing,
advertising, and media objectives
Factors that Affect Media Placement Costs - correct answer ✔✔Coverage, length/size (:30 vs :60; 1/4
page v. 1/2 page), day part (morning? nighttime adv.?), rating/circulation, supply & demand, production:
actors, bleed, color, music licensing
CPM - correct answer ✔✔-Cost Per Thousand
-Can compare across marketplace (b/c talking about raw number)
-CPM = Cost / Gross Impressions x 1000
If the price of an ad is $10,000 and reaches 25,000 persons, what is the CPM? - correct answer ✔✔CPM=
10,000/25,000 x 1000 = $400
CPP - correct answer ✔✔-Cost Per Point
-Not comparable across marketplace (unless exact same population)
-CPP = Cost / GRP
-Think of Reach
-Think of GRP
If the price of an ad is $10,000 and reaches 10% of target audience, what is the CPP? - correct answer
✔✔CPP = $10,000/10 = $1000
Why Use CPP? - correct answer ✔✔-A good media planner is going to have a CPP
for each place
-Just because a place may have a larger/smaller CPP does not mean its less effective
, -Not relatable across markets unless they have the exact same population (extremely unlikely)
Why Use CPM? - correct answer ✔✔-Can compare across markets (b/c talking about raw #s)
Two ads run during "Under the Dome" @ $98,000 each. What is their CPP?
-6.8 Rating (A 25-49)
-10,061 (000) Viewers - correct answer ✔✔CPP = Cost / GRP
~ $98,.8 = $14,411.76 CPP
Two ads run during "Under the Dome" @ $98,000 each. What is their CPM?
-6.8 Rating (A 25-49)
-10,061 (000) Viewers - correct answer ✔✔CPM = Cost / Gross Impressions x 1000
~ $98,,061,000 x 1000 = $9.74 CPM
3 Ways of Looking at Magazines - correct answer ✔✔1.) Frequency of Publication
2.) Type of Audience Targeted
-more niche audiences (specialized audiences)
2 Types of Magazines - correct answer ✔✔1.) Consumer
-Glamour, Elle, etc.
2.) Trade
-pretty much subscription-based (ex. AdWeek)
-more expensive (b/c fewer)
Magazines are sold by... - correct answer ✔✔-Fraction (of the page)
-Black & White
-Location
Ratebase - correct answer ✔✔Circulation guaranteed to advertisers
