Price MKT 485 Exam 3 Review | Questions with
100% Correct Answers | Verified | Latest Update
2026/2027
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Terms in this set (103)
media plan doc that summarizes media objectives, strategies,
and tactics
media objectives > specific goals an advertiser has for the media
portion of the advertising program
> comes from advertising plan
media objectives are mainly stated > reach
through (4): > average frequency
> gross rating points (GRPs)
> continuity
,reach > total # of different ppl/households exposed to a
media vehicle(s) and have the opportunity to see
or hear an ad, at least once, during a given time
period (usually 4 weeks)
> expressed as a PERCENTAGE of ppl in target
audience reached or as a total NUMBER of ppl
reached
> ex: achieve a minimum reach level of 80% with
adult women aged 35-54 during the 1 month
introductory period
> ex: reach 40,000 adult women aged 35-54 during
the 1 month introductory period
average frequency > avg # of times reached audience is exposed to
the media vehicle(s) during a given time period
> ex: achieve an avg frequency of 8 exposures
during the 2 month introductory period
reach measures the __________, breadth; intensity of the media schedule
frequency measures the ____________.
gross rating points (GRPs) > summary measure that shows the total audience
delivered for a specific media schedule during a
specified time
> adding together ratings of several media vehicles
will determine the message weight (total size of
audience for a set of ads or entire campaign) of a
given advertising schedule
rating > % of homes exposed to an advertising medium
> 1 rating point = 1% of a given population group
, continuity > duration of an advertising message over a given
time period
> concerned w/ how media planner wants to
schedule ads over the course of the campaign:
- continuous: continually advertise throughout
campaign
- non continuous: periods of heavy and low
advertising
(2) guidelines for setting reach > recognize a trade off between reach, frequency,
objectives and continuity goals given a limited budget
> amt of reach:
- conventional planning wisdom says between 50-
100%
- depends on the situation: emphasize reach when
anything new is introduced (new product, features,
sales promotion) or when new products and short-
term campaigns require higher reach levels than
existing products
(1) guideline for setting frequency > amt of frequency:
objectives - conventional planning wisdom says between 3-10
exposures during the campaign period (over 10
creates diminishing returns; consumers tune out
ads they see over and over)
- depends on the situation: new products and more
advertising clutter (competition) require more
frequency; the simpler the message, the less
frequency required; consider budgetary
constraints
media strategy plans of action for achieving stated media
objectives
100% Correct Answers | Verified | Latest Update
2026/2027
Save
Terms in this set (103)
media plan doc that summarizes media objectives, strategies,
and tactics
media objectives > specific goals an advertiser has for the media
portion of the advertising program
> comes from advertising plan
media objectives are mainly stated > reach
through (4): > average frequency
> gross rating points (GRPs)
> continuity
,reach > total # of different ppl/households exposed to a
media vehicle(s) and have the opportunity to see
or hear an ad, at least once, during a given time
period (usually 4 weeks)
> expressed as a PERCENTAGE of ppl in target
audience reached or as a total NUMBER of ppl
reached
> ex: achieve a minimum reach level of 80% with
adult women aged 35-54 during the 1 month
introductory period
> ex: reach 40,000 adult women aged 35-54 during
the 1 month introductory period
average frequency > avg # of times reached audience is exposed to
the media vehicle(s) during a given time period
> ex: achieve an avg frequency of 8 exposures
during the 2 month introductory period
reach measures the __________, breadth; intensity of the media schedule
frequency measures the ____________.
gross rating points (GRPs) > summary measure that shows the total audience
delivered for a specific media schedule during a
specified time
> adding together ratings of several media vehicles
will determine the message weight (total size of
audience for a set of ads or entire campaign) of a
given advertising schedule
rating > % of homes exposed to an advertising medium
> 1 rating point = 1% of a given population group
, continuity > duration of an advertising message over a given
time period
> concerned w/ how media planner wants to
schedule ads over the course of the campaign:
- continuous: continually advertise throughout
campaign
- non continuous: periods of heavy and low
advertising
(2) guidelines for setting reach > recognize a trade off between reach, frequency,
objectives and continuity goals given a limited budget
> amt of reach:
- conventional planning wisdom says between 50-
100%
- depends on the situation: emphasize reach when
anything new is introduced (new product, features,
sales promotion) or when new products and short-
term campaigns require higher reach levels than
existing products
(1) guideline for setting frequency > amt of frequency:
objectives - conventional planning wisdom says between 3-10
exposures during the campaign period (over 10
creates diminishing returns; consumers tune out
ads they see over and over)
- depends on the situation: new products and more
advertising clutter (competition) require more
frequency; the simpler the message, the less
frequency required; consider budgetary
constraints
media strategy plans of action for achieving stated media
objectives
