©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
MKG420 Exam 3 Questions With Correct
Answers
Media planning - answer✔Decisions on message delivery
media objectives - answer✔Goals to be attained by the media strategy and program
media strategy - answer✔•Plans of action to achieve media objectives
media - answer✔general category of channels used to transmit the message from the source to
the receiver
Media Vehicles - answer✔SPECIFIC carrier of the message
Reach - answer✔# actual audience members
Coverage - answer✔Potential audience
Frequency - answer✔times exposed
Define the 4 steps in a Media Plan - answer✔- Market Analysis
- Establishment of media objectives
- Media strategy development and implementation
-Evaluation and follow-up
BDI - answer✔brand development index
CDI - answer✔category development index
How can marketers use the BDI/CDI matrix in media planning? - answer✔By knowing the
market potential for certain products or brands
From what part of the media plan are media objectives derived - answer✔From media situation
analysis
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
What are the components of a media objective? - answer✔communication, media, media
measurement (such as coverage, reach, or frequency), and time period components
Full Market Coverage - answer✔reaching our entire target market using our media.
Partial Market Coverage - answer✔we are reaching some but not all of our target market with
our media
waste coverage - answer✔we are reaching people outside of our target market
Which type of coverage is undesirable? Why? - answer✔Waste, it reaches people outside of the
target market that have no interest in the product
Scheduling methods: Continuity - answer✔consistently promote during the year.
Scheduling methods: Flighting - answer✔promote only at certain times during the year.
Scheduling methods: Pulsing - answer✔combination of Continuity and Flighting. Here, we
promote consistently throughout the year, but increase promotions at certain times in the year.
What is a GRP, and how is it calculated? - answer✔Gross Ratings Point = reach x frequency
What is the difference between the absolute cost and relative cost of media? -
answer✔Absolute is the Actual total cost, and relative is the cost relative to the size of the
audience
CPM - answer✔cost of ad apace / circulation x 1,000
CPRM - answer✔cost of commercial time/program rating
Why should a marketer evaluate and follow-up on the media plan? - answer✔To make sure all
media and marketing objectives are being hit, and to always be revising the media plan
What are some questions that a marketer may ask in the evaluation and follow-up step of the
media planning process? - answer✔•Achieving media objectives?
•Achieving marketing and communications objectives?
•Keep or revise our media plan?
Describe the three digital media communications objectives discussed in class. - answer✔Aida
relationships
brand image
2|Page
11/16/2024 10:16 AM
MKG420 Exam 3 Questions With Correct
Answers
Media planning - answer✔Decisions on message delivery
media objectives - answer✔Goals to be attained by the media strategy and program
media strategy - answer✔•Plans of action to achieve media objectives
media - answer✔general category of channels used to transmit the message from the source to
the receiver
Media Vehicles - answer✔SPECIFIC carrier of the message
Reach - answer✔# actual audience members
Coverage - answer✔Potential audience
Frequency - answer✔times exposed
Define the 4 steps in a Media Plan - answer✔- Market Analysis
- Establishment of media objectives
- Media strategy development and implementation
-Evaluation and follow-up
BDI - answer✔brand development index
CDI - answer✔category development index
How can marketers use the BDI/CDI matrix in media planning? - answer✔By knowing the
market potential for certain products or brands
From what part of the media plan are media objectives derived - answer✔From media situation
analysis
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
What are the components of a media objective? - answer✔communication, media, media
measurement (such as coverage, reach, or frequency), and time period components
Full Market Coverage - answer✔reaching our entire target market using our media.
Partial Market Coverage - answer✔we are reaching some but not all of our target market with
our media
waste coverage - answer✔we are reaching people outside of our target market
Which type of coverage is undesirable? Why? - answer✔Waste, it reaches people outside of the
target market that have no interest in the product
Scheduling methods: Continuity - answer✔consistently promote during the year.
Scheduling methods: Flighting - answer✔promote only at certain times during the year.
Scheduling methods: Pulsing - answer✔combination of Continuity and Flighting. Here, we
promote consistently throughout the year, but increase promotions at certain times in the year.
What is a GRP, and how is it calculated? - answer✔Gross Ratings Point = reach x frequency
What is the difference between the absolute cost and relative cost of media? -
answer✔Absolute is the Actual total cost, and relative is the cost relative to the size of the
audience
CPM - answer✔cost of ad apace / circulation x 1,000
CPRM - answer✔cost of commercial time/program rating
Why should a marketer evaluate and follow-up on the media plan? - answer✔To make sure all
media and marketing objectives are being hit, and to always be revising the media plan
What are some questions that a marketer may ask in the evaluation and follow-up step of the
media planning process? - answer✔•Achieving media objectives?
•Achieving marketing and communications objectives?
•Keep or revise our media plan?
Describe the three digital media communications objectives discussed in class. - answer✔Aida
relationships
brand image
2|Page
