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True or False
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1
Achieving a certain GRP requires balancing reach and frequency.
A)True
B)False
2
When there are few commonalities with a target audience mass media are often most cost-effective.
A)True
B)False
3
A CDI measures the overlapping coverage of two or more communication vehicles.
A)True
B)False
4
A CDI of 250 means the average household in that market consumes 250 times the national average.
A)True
B)False
5
In media planning the phrase "fish where the fish are" refers to marketers buying above-average amount of media in low-CDI markets.
A)True
B)False
6
Reach and frequency measure a media vehicle's breadth and depth of message delivery.
A)True
B)False
7
A brand's targeted reach is the number of times a message needs to be seen to make an impression or achieve a specific level of awareness.
A)True
B)False
8
Marketers know only a percentage of their target audience who are exposed to a message vehicle are exposed to the message.
A)True
B)False
9
Media planning is becoming more challenging because the number of ways to send brand messages is increasing.
A)True
B)False
10
A media plan is a process for determining the most cost-effective media objectives for achieving a designated media cost.
A)True
B)False
11
Intrinsic touch points include service delivery, packaging and repairs.
A)True
B)False
12
Questions like "Should media weight be equal," and what are the best CPMs and CPPs" are typically addressed during the media targeting stage.
A)True
B)False
13
Targeted gross rating points is the number of GRPs delivered to the targeted audience.
A)True
B)False
14
Teaser campaigns are used to create curiosity.
A)True
B)False
15
One new product in the market is concert CDs sold immediately after the concert has ended. This product recognizes consumers' aperture.
A)True
B)False
16
A flighting media schedule combines continuous scheduling with pulsing.
A)True
B)False
17
The percentage of media spending in a particular category that comes from one brand is called share-of-voice spending.
A)True
B)False
18
Jeff knows the brand messages that once attracted attention and motivated audiences are no longer doing so. He knows his brand messages are suffering message weight.
A)True
B)False
19
The more GRPs in a plan the higher the media weight.
A)True
B)False





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