Principles Of Advertising Quiz 4

Front 1

What does GRP Stand for?

Back 1

Gross Rating Point

Front 2

Number of people that are reached?

Back 2

Reach

Front 3

Number of times people will be exposed to?

Back 3

Frequency

Front 4

Duplicated Audience?

Back 4

GRP- Gross Rating Points

Front 5

Unduplicated Audience?

Back 5

Reach

Front 6

Reach better or worse than GRP?

Back 6

Worse

Front 7

What is the difference between GRP and gross impression?

Back 7

A whole number

Front 8

Duplicated / unduplicated = ?

Back 8

Frequency

Front 9

Gross Impression = 109,000
GRP?

Back 9

109

Front 10

Set recommendations a client must approve before further action?

Back 10

Media plan

Front 11

Who's function is it to maintain plan performance?

Back 11

Media Buyer's

Front 12

Mad Dogs and Englishmen relies on _______ media group for media planning and buying

Back 12

Wilson

Front 13

Main factors in choosing media include
____, ____, and ____

Back 13

demographics, geographic, and timing

Front 14

Message repetition is the basis for _____

Back 14

frequency

Front 15

Audience accumulation is the basis for ________

Back 15

reach

Front 16

To build reach, purchasing commercials on all three networks during the same half hour is called a ____

Back 16

road block

Front 17

Circle the one requiring higher frequency: established brands v. new brands; high market share v. low market share; long purchase cycle v. short purchase cycle

Back 17

new brands, low market, short purchase cycle

Front 18

in movies, a comedy or love story tends to develop large reach?

Back 18

comedy

Front 19

____ is a good source of secondary information concerning the demographics media consumption of the users of specific brands

Back 19

MRI

Front 20

An index score of 199 from MRI indicates that the specific segment of users is _____ more likely to use the product

Back 20

99%

Front 21

____ is the audience size expressed as a percentage of the total audience possible

Back 21

rating

Front 22

____ is representing the audience as a whole number

Back 22

impression

Front 23

____ are the addition of ratings

Back 23

GRP

Front 24

___ ____ are the addition of the raw numbers from which the percentages of ratings were calculated.

Back 24

Gross Impressions

Front 25

Reach and frequency are ____ related

Back 25

inversely

Front 26

Calculate average frequency with the following figures: Gross impressions (108,000) GRP (108) and reach (56)

Back 26

108/56 = 1.9 avg requency
GRP/REACH = AVG FREQUENCY

Front 27

___ ____ can give the planner a distorted idea of the plan's performance

Back 27

Average Frequency

Front 28

____ ____ method is more revealing and valuable as a method of reporting repetition

Back 28

frequency distribution

Front 29

__ __ ___ is percentage of total advertising messages in a medium used by one advertiser

Back 29

Share of voice

Front 30

___ includes a continuous base of advertising that is reinforced by periodic bursts of heavier media action

Back 30

pulsing

Front 31

____ is the audience size expressed as a percentage of the total audience possible

Back 31

rating

Front 32

____ is representing the audience as a whole number

Back 32

impression

Front 33

____ are the addition of ratings

Back 33

GRP

Front 34

___ ____ are the addition of the raw numbers from which the percentages of ratings were calculated.

Back 34

Gross Impressions

Front 35

Reach and frequency are ____ related

Back 35

inversely

Front 36

Calculate average frequency with the following figures: Gross impressions (108,000) GRP (108) and reach (56)

Back 36

108/56 = 1.9 avg requency
GRP/REACH = AVG FREQUENCY

Front 37

___ ____ can give the planner a distorted idea of the plan's performance

Back 37

Average Frequency

Front 38

____ ____ method is more revealing and valuable as a method of reporting repetition

Back 38

frequency distribution

Front 39

__ __ ___ is percentage of total advertising messages in a medium used by one advertiser

Back 39

Share of voice

Front 40

___ includes a continuous base of advertising that is reinforced by periodic bursts of heavier media action

Back 40

pulsing

Front 41

A ___ is an index of the relative consumption rate of a product in a particular market

Back 41

CDI

Front 42

a ___ is an index of the relative consumption rate of a brand in a particular market

Back 42

BDI

Front 43

high or low BDI AND CDI represents a market where the brand is not doing well but there is great potential for the category?

Back 43

Low BDI High CDI

Front 44

a ___ is any class of communication channel

Back 44

medium

Front 45

a ____ is any specific carrier such as the David Letterman Show or the New York Times

Back 45

Vehicle

Front 46

the show Inside Gossip has 92,000 target viewers. The cost of a 30 second announcement during the show is 850$. the CPM = ?

Back 46

9.2
850/92000 X 1000 = 0.2
Cost / viewers x 1000 = CPM
Cost Per Minute

Front 47

If the target audience rating for the program inside gossip is 12.0 and the cost is 850$ the CPP is ____

Back 47

70.83
850/12 = 70.83
CPP = Cost Per Point
Cost / rating = cpp

Front 48

Both the CPM and the CPP are ____ values

Back 48

Relative

Front 49

Although we can use CPM and CPP efficiency analysis across media comparing one ____ to another, we make such comparisons carefully. CPM and CPP are more valid when used to compare vehicles ____ a medium

Back 49

medium, within