Chapter 8 Traditional Media Channels
1) M & M's primary spokespersons are animated figures.
Answer: TRUE
Diff: 1 Page Ref: 208
2) A media strategy is the process of analyzing and choosing media for an advertising and
promotions campaign.
Answer: TRUE
Diff: 1 Page Ref: 210
Objective: 8-1
3)...
1) M & M's primary spokespersons are animated figures.
Answer: TRUE
Diff: 1 Page Ref: 208
2) A media strategy is the process of analyzing and choosing media for an advertising and
promotions campaign.
Answer: TRUE
Diff: 1 Page Ref: 210
Objective: 8-1
3) A radio listener usually tunes into only three of the many stations that are available in a given
area.
Answer: TRUE
Diff: 3 Page Ref: 211
Objective: 8-1
4) Client budgets for advertising have not kept up with inflation.
Answer: TRUE
Diff: 2 Page Ref: 211
Objective: 8-1
5) Account executives and media buyers face stronger demands for results and accountability for
expenditures on advertising.
Answer: TRUE
Diff: 2 Page Ref: 211
Objective: 8-1
6) Media planning begins with a careful analysis of the competition.
Answer: FALSE
Diff: 2 Page Ref: 211
Objective: 8-1
7) A marketing analysis is a comprehensive review of a company's fundamental marketing
program.
Answer: TRUE
Diff: 2 Page Ref: 211
Objective: 8-1
8) An advertising analysis is a comprehensive review of a company's fundamental marketing
program.
Answer: FALSE
Diff: 2 Page Ref: 211
Objective: 8-1
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9) The media strategy, media schedule, justification, and summary are components of a media
planning strategy.
Answer: TRUE
Diff: 2 Page Ref: 211
Objective: 8-1
10) A media planner formulates a media program stating where and when to place
advertisements.
Answer: TRUE
Diff: 1 Page Ref: 212
Objective: 8-2
11) Part of a media planner's job is to gather facts about various media.
Answer: TRUE
Diff: 2 Page Ref: 212
Objective: 8-2
12) Power has shifted recently and more power is now held by the creative side of the agency
than by the media planning and buying side of the agency.
Answer: FALSE
Diff: 3 Page Ref: 212
Objective: 8-2
13) Media planning now drives much of the strategic planning process as advertising and
marketing campaigns are developed.
Answer: TRUE
Diff: 2 Page Ref: 212
Objective: 8-2
14) A media buyer's job is to purchase space as well as to negotiate rates, times, and schedules
for ads.
Answer: TRUE
Diff: 1 Page Ref: 213
Objective: 8-2
15) The person who buys space and also negotiates rates, times, and schedules for ads is
normally the creative.
Answer: FALSE
Diff: 1 Page Ref: 213
Objective: 8-2
16) The size of the advertising agency or media buying firm has an impact on the rates that a
company will pay for media time and space.
Answer: FALSE
Diff: 2 Page Ref: 213
Objective: 8-2
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17) A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad
series.
Answer: FALSE
Diff: 2 Page Ref: 213
Objective: 8-3
18) Reach is the number of people, households, or businesses in a target market that are exposed
to a message at least once during a given time period.
Answer: TRUE
Diff: 1 Page Ref: 213
Objective: 8-3
19) Frequency is the average number of times an individual, household, or business in a target
market is exposed to a message during a given time period.
Answer: TRUE
Diff: 1 Page Ref: 214
Objective: 8-3
20) In terms of reach and frequency, the time period usually used for measurement purposes is
four months.
Answer: FALSE
Diff: 2 Page Ref: 214
Objective: 8-3
21) Ads placed on CSI Miami each week for three months offer the opportunity for greater
frequency as compared to placing an advertisement on the Super Bowl.
Answer: TRUE
Diff: 3 Page Ref: 214
Skill: AACSB: Reflective thinking
Objective: 8-3
22) Reach and frequency are, in essence, the same thing, because they show how many people
saw an advertisement over a given time period.
Answer: FALSE
Diff: 2 Page Ref: 214
Objective: 8-3
23) Effective frequency measures of the impact or intensity of a media plan.
Answer: FALSE
Diff: 2 Page Ref: 214
Objective: 8-3
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24) The number of cumulative exposures achieved in given time period is called opportunities to
see (OTS).
Answer: TRUE
Diff: 2 Page Ref: 214
Objective: 8-3
25) If three advertisements are placed on a weekly television show for six weeks, the number of
OTS is 18.
Answer: TRUE
Diff: 3 Page Ref: 214
Objective: 8-3
26) Gross rating points are a measure of the impact or intensity of a media plan.
Answer: TRUE
Diff: 2 Page Ref: 214
Objective: 8-3
27) Gross rating points are measured by multiplying ratings times frequency.
Answer: FALSE
Diff: 2 Page Ref: 214
Objective: 8-3
28) CPM (cost per thousand) measures the length of time an advertisement runs.
Answer: FALSE
Diff: 1 Page Ref: 214
Objective: 8-3
29) If it costs $300,000 to place an advertisement on a television show that has an audience of
15,000,000, then the CPM (cost per thousand) would be $20.00.
Answer: TRUE
Diff: 3 Page Ref: 214
Skill: AACSB: Analytical
Objective: 8-3
30) CPRP stands for cost per rating point, which is a relative measure of the efficiency of a
media vehicle relative to a firm's target market.
Answer: TRUE
Diff: 3 Page Ref: 215
Objective: 8-3
31) Rating points are a measure of the impact or intensity of a media plan.
Answer: FALSE
Diff: 2 Page Ref: 215
Objective: 8-3
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