Name:_                                                                       SSN:_________________________ 

 

 

Quiz 3, Version B: Media Planning Concepts (ADV 4300, Lancaster, Fall 1999)

 

 

1.                   Web advertisers are interested in banner advertising click-through rates because:

 

a.       They typically are higher than hits.

b.       They typically are higher than page views.

c.       They measure the percentage of page viewers interested in the banner ad content.

d.       They measure the percentage of page viewers who have decided to bypass the banner advertisement.

e.       They measure how many times a typical user clicked the mouse while its pointer was over banner advertisements.

 

2.                   Cable television networks, such as MTV, CNN, A&E and Comedy Central, often present their ratings to potential advertisers as a percentage of their subscriber base.

 

a.       This statement is false.

b.      This practice inflates cable television network ratings in comparison to broadcast television network ratings.

c.       This practice understates cable television network ratings in relation to broadcast television network ratings.

d.       This practice allows advertisers to compare directly the ratings of cable television networks such as those listed above.

e.       This practice allows advertisers to compare directly cable television network ratings with those of broadcast television networks.

 

3.                   Major television network events, such as the Super Bowl and final episodes of popular programs like Seinfeld, often command exceptionally high prices for 30-second announcements of approximately $1.7 million.

 

a.       This statement is false.

b.       Although the absolute price is high at $1.7 million, CPM-MSG is approximately the same as typical prime time television network announcements.

c.       Although the absolute price is high at $1.7 million, CPM-MSG is actually lower than typical prime time television network announcements.

d.      Not only is the absolute price high at $1.7 million, but so too is the CPM-MSG which is several times that of the typical prime time television network announcement.

e.       No matter what the price, major advertisers should purchase announcements in major television network events like those mentioned above.

 

4.                   Web/online measurements that can be useful to advertisers can be classified as audience-centric and site-centric.

 

a.  True                       b.  False

 

5.                   For a new ad campaign, which of the following monthly measures is most likely to come closest to ad recall as a percentage of the target audience?

 

a.       Message reach 3+

b.       Message GRPs

c.       Message gross impressions

d.       Vehicle reach 1+

e.       Vehicle GRPs

 

6.                   The most common definition of effective reach as indicated by media directors at major advertising agencies is vehicle reach 3+.

 

a.  True                       b.  False

 

 

7.                   List three different general forms of web/online ad pricing.

 

a.       CPM               Pay-per-viewer           Hybrid            

b.      Flat fee            Pay-per-purchase                               

c.       Click-through Auctions                                             

 

 

8.                   Which of the following tools is generally not useful in obtaining web user demographics?

 

a.       Subscriptions

b.       Registrations

c.       IP addresses

d.       Surveys

e.       All of the above can provide demographic information

 

9.                   Web/online advertising is now growing at the same rate as major advertising media such as network and cable television.

 

a.  True                        b.  False

 

 

10.               Which of the following factors generally would not be considered by "naïve" media planners:

 

a.       Vehicle ratings

b.       Vehicle reach (1+)

c.       Vehicle reach (3+)

d.      Percent of vehicle audiences exposed to ads

e.       Percent of target audience exposed to vehicles