Molly is an advertiser who is assisting one of her clients. The client is concerned with the how advertising budget should be allocated over time. The client is concerned with the _____ fundamental objective to media planning.
a. reach
b. frequency
c. weight
d. continuity
e. cost
Question 2Which of the following is NOT a primary motivations dimension of the VALS psychographics classification model?
a. ideals
b. resources
c. achievement
d. self-expression
e. All of these are primary motivation dimensions.
Question 3_____ involves the matter of how advertising is allocated during the course of an advertising campaign.
a. Weight
b. Reach
c. Frequency
d. Cost
e. Continuity
Question 4Which of the following is NOT a VALS segment?
a. Innovators
b. Makers
c. Realists
d. Experiencers
e. Believers
Question 5Alex analyzed several media schedules and came up with the following Index of Exposure Efficiency for each. Based on the following indexes, which schedule is the best?
a. 0.010
b. 0.022
c. 0.230
d. 0.250
e. not enough information to determine
Question 6Which of the following is a VALS segment?
a. Innovators
b. Thinkers
c. Believers
d. Experiencers
e. All of these are correct.
Question 7_____ represents the worth, or value, of each additional opportunity for audience members to see an ad for a brand during an advertising period such as four weeks.
a. Exposure utility
b. OTS
c. CPM
d. Marginal value
e. Minimum value
Question 8Which of the following is a VALS segment?
a. Innovators
b. Expressives
c. Realists
d. Individualists
e. Sophisticates
Question 9The second step of frequency value planning is to _____.
a. estimate the frequency distribution of the various media schedules under consideration
b. develop an index of exposure efficiency
c. estimate the OTS value at each OTS level
d. determine the total value across all OTS levels
e. estimate the exposure utility for each level of vehicle exposure
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