Canadian Advertising in Action 11th Edition Tuckwell Test Bank

Canadian Advertising in Action 11th
Edition Tuckwell Test Bank

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Test Bank to accompany Tuckwell, Canadian Advertising in Action, 11e
Chapter 7
1) Reaching the desired target market efficiently through media is complicated by
variables such as
A) pricing policies
B) product development
C) distribution problems
D) consumers’ media habits
E) environmental concerns
Answer: D
Diff: 2 Type: MC Page Ref: 187
Skill: Applied
2) The direction a media plan takes is largely based on the client's

A) budget
B) marketing plan
C) sales statistics
D) corporate vision statement
E) creative
Answer: B
Skill: Recall
3) Media planning involves developing a plan of action for communicating messages to

the right people, at the right time, and with the right
A) schedule
B) channels
C) market
D) frequency
E) agency
Answer: D
Skill: Recall
4) The client provides the agency's media personnel with background information, along
with direction for developing the media plan in a document called
A) a media brief
B) a market profile
C) a media strategy
D) a creative brief
E) the media plan
Answer: A
Skill: Recall
Copyright © 2018 Pearson Canada Inc. 7–1

5) The section of the media brief which gives the media planner a perspective on what is
happening in the market and the level of competition within it is the
A) product media profile
B) market profile
C) media objectives
D) target market profile
E) competitor's media usage
Answer: B
Skill: Applied
6) The product/brand media profile, contained in the media brief, reviews

A) the psychographics of the target market
B) market size and growth trends
C) competitor's media usage and spending
D) historical media usage and spending trends
E) the amount allocated to the media budget
Answer: D
Skill: Recall
7) Information regarding who, what, when, where, and how, contribute to the
determination of
A) the target market profile
B) the product media profile
C) the competitors' media usage
D) the market profile
E) the media objectives
Answer: E
Skill: Applied
8) Media planners are specialists who

A) deal directly with media representatives
B) purchase the time and space
C) prepare the media brief
D) put together detailed media strategies and tactics
E) interpret the media plan
Answer: D
Skill: Recall
9) The nature of the word "shotgun" suggests that the target market for which the shotgun
strategy is best suited is more
A) local
B) provincial

C) specific
D) general
E) regional
Answer: D
Skill: Applied
10) From a strategic viewpoint, media planners know that online and mobile
communications must be
A) blocking out the competition's advertising
B) expensive to create
C) engaging
D) fast-paced
E) 3D
Answer: C
Skill: Applied
11) In the case of a "profile-matching strategy", the customer target market is carefully
defined by
A) demographic, geographic, and psychographic variables
B) customizing the product
C) advertising in every newspaper
D) working with an agency that has experience in the specific segment
E) analyzing the previous sales history
Answer: A
Skill: Applied
12) Which of the following publications would most likely be used in a "rifle" strategy?
A) Time magazine
B) Chatelaine magazine
C) Ski Canada magazine
D) Canadian Geographic magazine
E) The Globe and Mail newspaper
Answer: C
Skill: Applied
13) A rifle strategy is a matching strategy used in situations where

A) the target market can be precisely defined by some common characteristic
B) budgets are extremely tight
C) commercial time can be purchased on all available stations at a fixed time
D) the nature of the message has determined media selection
E) there is great urgency in the call to action
Answer: A


Skill: Applied
14) The total, unduplicated audience potentially exposed one or more times to an
advertiser's messages during a given time period is referred to as
A) reach
B) impressions
C) continuity
D) flexibility
E) frequency
Answer: A
Skill: Recall
15) Frequency refers to

A) the type of TV commercial
B) the length of an advertising campaign
C) the average number of times an audience is exposed to an advertisement
D) the delivery schedule of a newspaper or magazine
E) the total number of potential audience
Answer: C
Skill: Recall
16) When it comes to reach versus frequency, a new product that has a high awareness
objective may place greater emphasis on
A) flexibility
B) GRP's
C) impressions
D) reach
E) tactics
Answer: D
Skill: Applied
17) If a message reaches 70 per cent of the target households three times in one week,
what GRP level is attained?
A) 21
B) 2.1
C) 70
D) 2100
E) 210
Answer: E
Skill: Applied

18) The reach of a television program is also referred to as

A) total exposures
B) recency
C) continuity
D) duplication
E) a rating
Answer: E
Skill: Recall
19) The media model "recency" suggests that

A) reach is always more important that frequency
B) reach and frequency are less important than GRPs
C) frequency is the most important variable
D) reach and frequency must be balanced delicately
E) advertising works best when consumers are ready to buy
Answer: E
Skill: Applied
20) In advertising, "continuity" is

A) the length of time required for a medium to be effective
B) the total audience reached by the media plan
C) measured by gross rating points
D) purchasing media in blocks
E) management's commitment to the campaign
Answer: A
Skill: Recall
21) In advertising, a "hiatus" is when

A) consumers leave a market
B) there is a period of no advertising
C) a product is withdrawn
D) a magazine is cancelled
E) a radio station changes its format
Answer: B
Diff:2 Type: MC Page Ref: 200
Skill: Applied
22) Purchasing media time in periodic waves, separated by periods of inactivity, is

known as
A) hiatus
B) continuity
C) flighting
D) shotgun

E) flexibility
Answer: C
Skill: Recall
23) A good example of what media planners refer to as "engagement" is

A) channel surfing during television commercial breaks
B) surfing the Internet
C) listening to the radio while at work
D) text-messaging while watching television
E) 30 minutes of uninterrupted time reading a favourite magazine
Answer: E
Skill: Applied
24) The ability to cancel a media buy is an indicator of the chosen media's
A) effectiveness
B) visibility
C) coverage
D) flexibility
E) reach
Answer: D
Skill: Applied
25) When a pizza restaurant places a full-page ad in the yellow pages each year, they are
using which type of advertising schedule?
A) flighting
B) continuous
C) hiatus
D) road-blocking
E) breaching
Answer: B
Skill: Applied
26) Network television and national magazines are obvious choices to achieve
A) national coverage
B) selective coverage
C) rural coverage
D) regional coverage
E) concentrated coverage
Answer: A
Skill: Applied

27) Selective spot television is an attractive option for

A) concentrated coverage
B) selective coverage
C) rural coverage
D) regional coverage
E) national coverage
Answer: D
Skill: Applied
28) When time and space are purchased in urban markets that have been identified as
priorities, the media plan is referred to as
A) a rifle strategy
B) a concentrated strategy
C) a roadblock
D) a key market plan
E) a selective coverage plan
Answer: D
Skill: Recall
29) Providing coverage only in key markets is often considered an option when this is
limited:
A) continuity
B) frequency
C) budget
D) reach
E) distribution
Answer: C
Skill: Applied
30) When a target market can be narrowly defined by a common characteristic,

advertisers use a selective coverage plan with
A) a roadblock
B) continuity
C) an even schedule
D) a shotgun strategy
E) a rifle strategy
Answer: E
Skill: Applied
31) Media time and space are purchased in a uniform manner over a designated period,
when advertisers use
A) roadblock

B) even schedule
C) blitz
D) skip schedule
E) rifle strategy
Answer: B
Skill: Applied
32) This type of media schedule is used for products that are sold and purchased at
traditional times of the year
A) skip
B) blitz
C) seasonal
D) pulsing
E) roadblock
Answer: C
Skill: Applied
33) This type of media schedule is characterized by low initial media weight which
gradually builds to an intensive campaign
A) seasonal
B) build-up
C) skip
D) pulsing
E) blitz
Answer: B
Skill: Applied
34) A "skip schedule" is when advertisers

A) purchase media time and space in a uniform manner
B) change from one agency to another
C) sell products at a seasonal time of the year
D) purchase media time and space on an alternative basis
E) launch a new product
Answer: D
Skill: Recall
35) A "blitz schedule" is often associated with

A) a grouping of advertisements
B) the purchase of media on an alternate basis
C) the purchase of media in a uniform manner
D) seasonal times of the year
E) a major event

Answer: E
Skill: Recall
36) Prior to committing to a plan, media planners should analyze competitors’

A) websites
B) annual sales
C) target audience
D) mission statements
E) media usage and expenditure patterns
Answer: E
Skill: Applied
37) The strategy of distributing media dollars more equitably across several media is
often referred to as
A) a concentrated media strategy
B) a roadblock
C) an assortment media strategy
D) a build-up schedule
E) flexibility
Answer: C
Skill: Recall
38) The advantage of a concentrated media strategy is that

A) many products can be advertised
B) many media may be utilized
C) media dollars can be saved
D) advertising can be more focused
E) multiple agencies may be used
Answer: C
Skill: Applied
39) "Funnelling" in the media selection process involves

A) developing budget summaries that outline spending
B) moving additional dollars into the media budget
C) pulsing
D) moving from general types of media to a specific medium
E) crafting the advertising message
Answer: D
Skill: Recall
40) CPM is defined as

A) creative per media

B) Consumer Protection magazine
C) cost per thousand
D) media publishing cost
E) client profile and media
Answer: C
Skill: Recall
41) A media planner recommends a particular medium within a class because that
medium
A) will attract PR
B) is new to the audience
C) has an existing relationship with the agency
D) is the most cost-efficient
E) has time or space available
Answer: D
Skill: Applied
42) The media schedule is normally presented in a calendar format. This is referred to as
a(n)
A) assortment strategy
B) CPM
C) blocking chart
D) flight
E) funnel
Answer: C
Skill: Recall
43) A blocking chart outlines in one or two pages

A) market coverage
B) the media selected
C) all of the details of the media execution.
D) the timing of the campaign
E) a blitz schedule
Answer: C
44) Nielsen’s “Clear Decision” software enables

A) consumers to compare beneficial features between competing products
B) agencies to bill clients at current media rates
C) organizations to more accurately identify and profile key audiences
D) clients to monitor agency spending

Answer: C
Skill: Applied
45) BMW implemented its advertising campaign for the BMW 525i in only the Toronto,
Montreal and Vancouver markets. This is an example of a
A) blitz schedule
B) key market plan
C) profile-matching strategy
D) skip schedule
E) creative strategy
Answer: B
Skill: Applied
46) "Media Advisor" is an example of a

A) cost efficiency calculation
B) television media planning software tool
C) broadcast planning tactic
D) budgeting strategy
E) electronic data interchange
Answer: B
Skill: Recall
47) The third step to the task method of budgeting involves

A) determining the cost of the media and production
B) cost of media only
C) cost of creative
D) schedule of media
E) buy type and quantity of advertising
Answer: A
Skill: Applied
48) A media buyer is responsible for

A) selecting the appropriate types of media for the client’s campaign
B) hiring the right media planners for a specific project
C) maximizing the efficiency of the media budget
D) creating the advertising budget for the client
Answer: C
Skill: Applied

49) The relative importance of advertising, and the budget required for advertising, varies
from one state in the product life cycle to another. Advertising is more important in
the
A) cancellation
B) decline
C) growth
D) maturity
E) introduction and growth
Answer: E
Skill: Applied
50) When a product enters the mature stage of the product life cycle, most advertisers
shift the strategic focus from brand development to
A) profit maximization
B) sales
C) brand preference
D) improving market share
E) securing growth
Answer: A
Skill: Applied
51) In terms of marketing communications, the nature of the product (the degree of
uniqueness) can influence the amount of money spent on
A) advertising
B) product development
C) market research
D) strategic alliances
E) distribution
Answer: A
Skill: Applied
52) One of the factors that can affect the advertising budget is the
A) location of the company
B) cost of developing an internet home page
C) current recession
D) management's perception of the value of advertising
E) opinion of customers
Answer: D
Skill: Applied
53) One method that can be used when creating an advertising budget is called the
"percentage of sales". This is when

A) an industry average is used

B) the agency is paid by a commission on sales
C) a sliding scale is used: the higher the sales, the more dollars for the advertising
budget
D) a fixed amount is allocated
E) a predetermined percentage amount of sales is allocated
Answer: E
Skill: Applied
54) Advertisers using the "industry average" approach base their advertising budgets on
A) what other agencies are spending
B) what consumers are spending
C) the prime-time cost of a 30-second commercial
D) what the cost is of market research
E) what competitors are spending
Answer: E
Skill: Applied
55) In this budgeting method, the company allocates a predetermined amount to

advertising for each unit sold:
A) industry average
B) share of market
C) fixed sum per unit sold
D) task method
E) percentage of sales
Answer: C
Skill: Recall
56) Share of advertising refers to

A) the number of loyal customers within a market segment
B) the competitor's overall media budget
C) the amount a brand invests in advertising as a percentage of the total category
investment
D) the portion of the overall marketing budget devoted to advertising
E) the portion of the advertising budget placed in television
Answer: C
Skill: Recall
57) The first step in the task method of budgeting is to determine

A) existing share of market
B) the cost of the advertising recommendation
C) appropriate share of advertising

D) the quantity of advertising

E) what the advertising needs to achieve
Answer: E
Skill: Applied
58) This budgeting method is based on the premise that advertising plays a key role in
motivating consumers.
A) task (objective) method
B) percentage of sales
C) industry average
D) fixed sum per unit sold
E) share of advertising/share of market
Answer: E
Skill: Applied
59) Components of media objective statements include

A) Where is the competition advertising?
B) What is the message to be communicated?
C) Who is the competition?
D) What is the market share?
E) How much is the budget?
Answer: B
Skill: Applied
60) The total number of advertisements scheduled, multiplied by the total target audience
potentially exposed to each occasion is referred to as the
A) continuity
B) number of impressions
C) frequency
D) gross rating points
E) reach
Answer: B
Skill: Applied
61) Efficiency in media planning can be defined as gaining maximum impact at

minimum cost to the consumer.
A) True
B) False
Answer: False
Diff: 2 Type: TF Page Ref: 187
Skill: Applied

62) The direction a media plan takes is largely based on the guidelines provided by the
client's marketing plan.
A) True
B) False
Answer: True
Skill: Applied
63) Media planners are specialists who determine the media strategies and tactics.
A) True
B) False
Answer: True
Skill: Recall
64) It is now common for the client to brief the agency creative team and media team at
the same time.
A) True
B) False
Answer: True
Skill: Applied
65) Media objective statements should outline what the media plan should accomplish.
A) True
B) False
Answer: True
Skill: Applied
66) Competitor's media usage and spending trends do not influence strategic media
direction for a product.
A) True
B) False
Answer: False
Skill: Applied
67) A post-buy analysis is an analysis of actual audience delivery calculated after

advertising has run.
A) True
B) False
Answer: True
Skill: Recall

68) Media planners use a target market profile to help them choose the best places and
times to advertise.
A) True
B) False
Answer: True
Skill: Applied
69) The nature of the word "shotgun" suggests that the target market can be precisely
defined by some common characteristic.
A) True
B) False
Answer: False
Skill: Applied
70) In Canada, the cost of one commercial on The Big Bang Theory is in the $50 000 to
$60 000 range.
A) True
B) False
Answer: True
Skill: Recall
71) Flexibility is not a variable that will influence the media selection process.
A) True
B) False
Answer: True
Skill: Applied
72) If factual details in an advertising message such as technical data or performance

ratings must be communicated, print media backed by a website is an appropriate
choice.
A) True
B) False
Answer: True
Skill: Recall
73) GRPs = Reach x Frequency

A) True
B) False
Answer: True
Skill: Recall

74) Canadian Gardening would be an appropriate medium to select for a rifle strategy.
A) True
B) False
Answer: True
Skill: Applied
75) Reach is the total area covered by one radio or television station.
A) True
B) False
Answer: False
Skill: Applied
76) Reach does not double-count people exposed multiple times if a media plan involves
repeated ads in one media category.
A) True
B) False
Answer: True
Skill: Recall
77) Gross impressions is calculated by the formula: budget/reach.

A) True
B) False
Answer: False
Skill: Applied
78) Gross impressions are calculated by multiplying the estimated number of people who
receive a message by the number of times they receive it.
A) True
B) False
Answer: False
Skill: Applied
79) Traditional wisdom suggests that reach is a more important variable than frequency.
A) True
B) False
Answer: False
Skill: Applied

80) Continuity is one of the first media planning variables to be sacrificed when budget
becomes an issue.
A) True
B) False
Answer: True
Skill: Applied
81) The term “hiatus” refers to rapid increases in advertising frequency when current
objectives are not being met.
A) True
B) False
Answer: False
Skill: Applied
82) An even media schedule refers to the grouping of advertisements over intermittent
lengths of time.
A) True
B) False
Answer: False
Skill: Recall
83) Pulsing refers to the grouping of advertisements in flight, at different weights and
duration over the course of a year.
A) True
B) False
Answer: True
Skill: Applied
84) Providing coverage in only key markets is often considered an option when budget
constraints do not allow for much flexibility.
A) True
B) False
Answer: True
Skill: Applied
85) Media selection can be viewed as a "funnelling process" since the process involves
moving from the specific types of media to a general medium.
A) True
B) False
Answer: False

Skill: Applied
86) Summarize the media planning process.

Answer:
Media carry a brand's selling message to a predetermined target market. The
selling success of any advertising campaign depends on the effectiveness of the
media plan. Media planning involves developing a plan of action for
communicating messages to the right people, at the right time, and with the right
frequency. The process involves identifying the media objectives (who, what,
when, where, and how), deciding media strategies (media selection, coverage,
timing and weight), media execution (costs, scheduling, and buying of media),
and evaluating media (post-buy analysis).
Diff: 2 Type: ES Page Ref: 188
Skill: Recall
87) The product brand media profile is particularly important if a client is briefing a new
ad agency. Explain why.
Answer:
The product/brand media profile provides a historical review of media use and
spending trends. This review is wise if the client is briefing a new ad agency. An
evaluation of the strengths and weaknesses of past media plans provides input for
new plans. Such a review should produce strong feelings about what worked and
what did not.
Diff: 2 Type: ES Page Ref: 188-189
Skill: Applied
88) Who is responsible for developing a media plan?

Answer:
A media plan is a document that outlines all relevant details about how a client's
budget will be spent: objectives are clearly identified, strategies are carefully
rationalized, and execution details are documented. Media planners are specialists
who put together the detailed media strategies and tactics. They assess input from
the client and devise a plan that will achieve the stated objectives. Media planners
must present and defend their recommendations.
Skill: Recall
89) Why is it important that a well-defined target-market profile be provided to media

planners?
Answer:
The more precise the target market definition is, the greater the likelihood that the
planners will make a more effective and efficient media recommendation. All
relevant demographic, psychographic and geographic information available
influences media strategy and execution. Knowing the activities and interests of
the target market can enable media planners to choose the best times and places in
which to advertise.


Skill: Recall
90) Explain the "rifle strategy" used to match media with markets.
Answer:
A rifle strategy is a matching strategy used in situations where the target market
can be precisely defined by some characteristic, such as employment in a certain
industry, having a certain occupation, or having a particular leisure time interest.
In many situations, a specific medium can reach this target market. For instance,
Ski Canada would be an appropriate media choice to reach those with an interest
in downhill skiing.
Skill: Applied
91) Compare gross impressions to gross rating points.

Answer:
A media plan's impressions are referred to as gross impressions, calculated by
multiplying the actual number of people who receive a message (reach) by the
number of times they receive it (frequency). In television advertising, the amount
(weight) of advertising in a market is determined by a rating system, and
expressed in terms of gross rating points (GRPs). These are an aggregate of total
ratings in a schedule, usually in a weekly period, against a predetermined target
audience. It is a description of audience delivery without regard to duplication or
repeat exposure to the media vehicles, thus the word gross. Reach multiplied by
frequency results in GRPs.
Skill: Applied
92) Advertisers are becoming more concerned about engagement when attempting to
reach their target market. What does the term engagement mean and why is it
important to advertisers?
Answer:
Interactive media (Internet, cell phones, and video games) are part of the
consumer’s lifestyle—they have become essential tools that people interact with
on a daily basis. Therefore, rather than stressing reach and frequency, digital
media strategy focuses on timing and engagement. In the context of advertising,
engagement refers to how involved an individual is with the media when the
advertising message is delivered— the higher the degree of involvement, the
greater the likelihood of the message being noticed.
Skill: Applied
93) Explain the media concept called "recency."

Answer:
Recency is a model that suggests that advertising works best by reminding
consumers of a product when they are ready to buy. With recency, the key issue is

the timing of the advertising, rather than the weight of the advertising. Some
believe that if recency is properly executed with creative that works, a single
impression can influence behaviour if it is delivered at the right time.
Skill: Recall
94) Explain the principles of continuity and flighting.

Answer:
Continuity is the length of time required to ensure that a particular medium affects
a target market. For example, will the schedule be 4, 6, or 8 weeks long? Quite
often continuity is the first variable to give way when lack of budget becomes an
issue. More moderate advertisers tend to stretch dollars over a time period by
purchasing media time in "flights". Flighting refers to the purchase of media time
in periodic waves, separated by periods of inactivity. This inactive period between
flights is known as a hiatus.
Skill: Applied
95) What is national coverage and how can it be achieved?

Answer:
National coverage requires media coverage wherever the product is available. If a
product is distributed widely, the advertiser can select media that have national
scope, such as network television (i.e. Grey’s Anatomy) and national magazines
(i.e. MacLean’s). Newspapers in major metropolitan areas, which provide
national coverage, such as The Globe and Mail, are also excellent vehicles to use.
Skill: Applied
96) What is a build-up schedule?

Answer:
A build-up schedule is characterized by low initial media weight, often due to
selective use of media, which gradually builds to an intensive campaign in
subsequent time periods, with an increase in media weight and the use of
additional media. Such a strategy is often called a teaser campaign, and is often
associated with new product launches.
Skill: Recall
97) When would advertisers use a seasonal schedule?

Answer:
A seasonal schedule is used for products that are sold and purchased at traditional
times of the year. Media advertising is usually heavy in the pre-season, and then
tapers off in the purchase season. Products may advertise lightly at other times of
the year, but will increase weight considerably in the pre-selling season. RRSP's,
for example, are advertised heavily in January and February just before the
deadline for contributions.


Skill: Recall
98) How do advertisers choose which media to use?

Answer:
Advertisers can choose between broadcast, print, out-of-home, direct-response
and the various forms of digital media. Each medium has its own advantages and
disadvantages so selection is largely based on the nature of the product, the
description of the target market and the media they refer to most often, and the
budget available. Typically, an advertiser will not rely solely on one medium but
rather a combination to achieve the stated objectives of a campaign. They may
identify a primary medium and support it with secondary media.
Skill: Applied
99) What is a concentrated media strategy and what are its advantages?
Answer:
To maximize the potential of scarce media dollars, media planners often
recommend a primary medium that provides an effective and efficient means of
reaching a target market. Such a plan is referred to as a concentrated media
strategy, since most media dollars are allocated to a primary medium. The
advantage of a concentration strategy is potential media cost savings, since the
purchase of one medium in larger quantities creates higher discounts. Secondary
media are then used selectively to complement the primary medium.
Skill: Applied
100) Advertisers often wind up spending more money on advertising when the brand is in
the growth stage of its product life cycle. Explain.
Answer:
In the growth stage, competition is present, so competitors' advertising budgets
enter the picture. A manager is concerned about two objectives: continuing to
build awareness, and creating brand preference in the customer's mind.
Accomplishing both objectives costs money. Securing growth and improving
market share in a competitive environment is a challenge and requires a budget
that will attract users of competitive brands.
Skill: Applied
101) Explain how the degree of uniqueness of a product can have an influence on the
amount of money that is spent on advertising.
Answer:
Assuming a high-interest unique selling point exists, an advertiser must invest
heavily in advertising to establish in consumers' minds the perceived value of the
unique selling point. For example, every time Tide launches a new laundry
detergent product, it makes a significant investment in advertising, both to

generate awareness, and to get current users to switch. Tide Pods was launched in
Canada with a multi-million dollar campaign that used traditional, digital, mobile
and social media. The product offers three essential benefits—it cleans, removes
stains and brightens.
Skill: Applied
102) Explain the role of the media buyer.

Answer:
The media buyer purchases the time and space according to the approved media
plan. Media buyers need to interpret the work of media planners and to make
decisions regarding actual buys. The media buyer acts as a "negotiator" with
media representatives. He or she must maximize the efficiency of the media
budget by seeking favourable media positions and negotiating the best rates
possible in light of the plan.
Skill: Recall
103) Describe the percentage-of-sales method of budgeting.

Answer:
If a company uses the percentage-of-sales method it usually forecasts the sales-
dollar volume for the forthcoming year and allocates a predetermined percentage
amount of those sales to advertising. Management determines the percentage to be
used. Percentages are often past industry averages or the amount the advertiser
has used in the past.
Skill: Recall
104) What are the basic steps of the task method of budgeting?
Answer:
In contrast to other methods, the task, or objective, method shows how advertising
can influence sales instead of being dependent upon sales. It involves a few basic
steps: defining the communications objectives, determining the type and quantity
of advertising needed, and determining the cost of the advertising
recommendation. This is considered the most scientific budgeting method.
Skill: Recall
105) Describe the three decisions involved in the media selection process.
Answer:
The first decision is selecting the type of media that will best allow the advertisers
to meet the objectives for the product and to execute its advertising strategies. The
second decision involves comparing the class options within the type of media
recommended. For example, what class of magazine should be used? Will it be
general interest, business, men's or women's magazines? The third decision is

recommending which particular medium within a class provides the most cost-
efficient means of delivering the advertiser's message.
Skill: Recall
106) In what circumstances would advertisers choose a build-up schedule?

Answer:
A build-up schedule is characterized by low initial media weight often due to
selective use of media. The schedule gradually builds to an intensive campaign.
The build-up strategy is often associated with new product launches (e.g. new
movies being released by Hollywood studios). Such a strategy is often called a
teaser campaign.
Skill: Applied
107) Describe a selective coverage plan. Provide an example.

Answer:
A selective coverage plan ignores factors such as levels of distribution, population
by area, or geographic product development. Instead, this selection method
attempts to reach a desired target market regardless of geographic location. A
selective coverage plan works because of the nature of the advertised product, the
common characteristic of the target market, and the availability of a specialized
medium. For example, Photo Life magazine would be an advertising vehicle
appropriate for reaching a photography enthusiast.
Skill: Recall
108) In what circumstances would an advertiser employ a regional coverage strategy?

Answer:
Advertisers who choose to advertise regionally might compare the total volume of
the product category in each region to determine the allocation of advertising
dollars. If a brand was underperforming in a region that was growing in
importance, more advertising weight would be allocated to that region.
Skill: Applied
109) When would an advertiser use a profile-matching strategy?

Answer:
In the case of a profile-matching strategy, the customer target market is carefully
defined by demographic, psychographic, and geographic variables. When using
this strategy, the advertising message is placed in media whose readers, listeners,
or viewers have a similar profile to that of the product's target market. For
example, Rogers Sportsnet appeals to a mainly male audience.
Diff: 2 Type: ES Page Ref: 194-195
Skill: Applied

110) What constitutes a well-written media objective?

Answer:
Media objectives are clearly-worded statements that describe the target audience
and outline what the media plan should accomplish. Media objectives can be
developed in response to the questions concerning who, what, where, when and
how. Media objectives set priorities and establish guidelines for agency media
planners.
Skill: Applied
111) How is a brand development index (BDI) developed and utilized?

Answer:
A brand development index is the percentage of a brand’s sales in a region
compared to the population of the region. If, for example, a brand in Ontario
represents 34% of total sales but Ontario accounts for 39% of the total population,
the BDI for the region would only be 87.2%. This indicates that the brand is
underdeveloped in Ontario. An organization would consider adding more
advertising dollars to this province to improve the situation.
Skill: Applied
112) What factors affect the size of the media budget?

Answer:
Several factors should be collectively analyzed to determine the appropriate size
of the media budget. The size of the customer base particularly in mass markets
may put more resources in advertising as opposed to smaller ones such as
industrial markets. Competition levels will also be a key influence. Organizations
may get a feel for what competitors are spending on advertising and may consider
surpassing these spends to change consumer attitudes and behavior in their
favour. The stage of the product’s life cycle will affect media budgets. Products in
their introduction and growth stage typically justify larger expenditures. Lastly,
product characteristics, specifically unique brand-related ones, can justify higher
budgets to educate consumers on the superior features of a product over the
competition.
Skill: Applied

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2) The direction a media plan takes is largely based on the client's

3) Media planning involves developing a plan of action for communicating messages to

Copyright © 2018 Pearson Canada Inc. 7–1

6) The product/brand media profile, contained in the media brief, reviews

8) Media planners are specialists who

Copyright © 2018 Pearson Canada Inc. 7–2

13) A rifle strategy is a matching strategy used in situations where

Copyright © 2018 Pearson Canada Inc. 7–3

Diff: 3 Type: MC Page Ref: 194

15) Frequency refers to

Copyright © 2018 Pearson Canada Inc. 7–4

18) The reach of a television program is also referred to as

19) The media model "recency" suggests that

20) In advertising, "continuity" is

21) In advertising, a "hiatus" is when

22) Purchasing media time in periodic waves, separated by periods of inactivity, is

Copyright © 2018 Pearson Canada Inc. 7–5

23) A good example of what media planners refer to as "engagement" is

Copyright © 2018 Pearson Canada Inc. 7–6

27) Selective spot television is an attractive option for

30) When a target market can be narrowly defined by a common characteristic,

Copyright © 2018 Pearson Canada Inc. 7–7

34) A "skip schedule" is when advertisers

35) A "blitz schedule" is often associated with

Copyright © 2018 Pearson Canada Inc. 7–8

36) Prior to committing to a plan, media planners should analyze competitors’

38) The advantage of a concentrated media strategy is that

39) "Funnelling" in the media selection process involves

40) CPM is defined as

Copyright © 2018 Pearson Canada Inc. 7–9

A) creative per media

43) A blocking chart outlines in one or two pages

44) Nielsen’s “Clear Decision” software enables

Copyright © 2018 Pearson Canada Inc. 7–10

46) "Media Advisor" is an example of a

47) The third step to the task method of budgeting involves

48) A media buyer is responsible for

Copyright © 2018 Pearson Canada Inc. 7–11

Copyright © 2018 Pearson Canada Inc. 7–12

A) an industry average is used

55) In this budgeting method, the company allocates a predetermined amount to

56) Share of advertising refers to

57) The first step in the task method of budgeting is to determine

Copyright © 2018 Pearson Canada Inc. 7–13

D) the quantity of advertising

59) Components of media objective statements include

61) Efficiency in media planning can be defined as gaining maximum impact at

Copyright © 2018 Pearson Canada Inc. 7–14

67) A post-buy analysis is an analysis of actual audience delivery calculated after

Copyright © 2018 Pearson Canada Inc. 7–15

72) If factual details in an advertising message such as technical data or performance

73) GRPs = Reach x Frequency

Copyright © 2018 Pearson Canada Inc. 7–16

77) Gross impressions is calculated by the formula: budget/reach.

Copyright © 2018 Pearson Canada Inc. 7–17

Copyright © 2018 Pearson Canada Inc. 7–18

86) Summarize the media planning process.

88) Who is responsible for developing a media plan?

89) Why is it important that a well-defined target-market profile be provided to media

Copyright © 2018 Pearson Canada Inc. 7–19

Diff: 2 Type: ES Page Ref: 189

91) Compare gross impressions to gross rating points.