MIDTERM QUESTIONS TO BE STUDIED :

1 a) Please explain the meanings of “rating, share, reach and a.t.s.” concepts.
Rating: This is the percentage of the total potential audience that has viewed a specific piece of content.
For example, if there are 100 million potential viewers and 1 million watched a show, the rating would
be 1%. total audience size over the whole TV) (tek tek saatler için izleyici/toplam kişi x100 yap hepsini
topla/saat) % olarak yaz 20

Share: Share measures the percentage of viewers who were watching television at the time and tuned
into a particular program. So, if 50% of all TV viewers at a certain time were watching a specific show,
that show would have a 50% share. total TV vievers. Survivor reyting/toplam reyting x100) (music
reyting/toplam reyting x 100) ikisinin toplamı total % olarak yaz

Reach: Reach refers to the number of different people or households exposed to a particular media
campaign at least once during a given period, without regard to the frequency of exposure. Essentially,
it’s the breadth of an audience that an advertising campaign touches. Survivor izleyen kişiler/toplam kişi
x 100 )music izleyen kişilerin toplamı/toplam kişi x 100 ) total= toplam kişi/toplam kişi sayısı x 100 ) %
olarak yaz

ATS (Average Time Spent): The amount of time of an average individual spent for watching tv during
a program or certain time period. It shows the average minute (or hours) spent of a person watching tv.
A kişisi süre boyunca kaç dk kaldı. B kaç dk kaldı gibi tek tek yaz. people size/ Total) minutes olarak
yaz

b) Suppose that we are working on H&M fashion company’s media planning. H&M wants to reach to
youth target consumer market including 1.000.000 people. H&M wants to launch a new designer’s
collection to this market and have a higher level of awareness in the beginning phase of its advertising
campaign. At the second phase of the advertising campaign, H&M wants to get a higher recognition
rate for its new collection.
Calculate rating, share, reach and a.t.s. values for Survivor and Top 20 Music Chart TV programs
during 5 minutes in the television universe with 10 people.
awareness first phase reach yüksek olmalı (music) The higher share also suggests that when people are
watching TV, they prefer this program, giving the advertisement more exposure during peak viewing
times.

recognition frequency yüksek olmalı second phase ats yüksek olmalı (survivor) which suggests viewers
are more engaged with this content when they choose to watch it.

c) If you were a media planner, how would you evaluate these four audience measurement results?
What do ratings, share, reach and A.T.S. values show us? Please also consider different “ reach and
frequency” media planning strategies in answering this question. Which program would you choose for
the first phase and the second phase of H&M’s advertising campaign and why?
Top 20 has higher rating, share and reach, but Survivor has a higher ATS.
For frequency it is better to choose Survivor. For reach it is better to choose Top 20 Music Chart.
For the first phase Top 20 and for the second phase Survivor.

Sample TV Universe: A B C D E F G H I J (10 people)

Duration Survivor TV Program Top 20 Pop Music Chart TV Program Total individuals
20:01 AB 2 Persons CDE 3 Persons A B C D E 5 Persons
20:02 A B C 3 Persons D E F G 4 Persons ABCDEFG 7 Persons
20:03 A B C 3 Persons F G H I 4 Persons ABCFGHI 7 Persons
20:04 A B C 3 Persons HIJ 3 Persons ABCHIJ 6 Persons
20:05 AB 2 Persons CJ 2 Persons ABCJ 4 Persons

Question 1b Answer:
Rating 26 % 32 % 58 %
Share 45 % 55 % 100 %
Reach 30 % 80 % 100 %
ATS 4,3 minutes 2 minutes 2,9 minutes

Rating Calculation
20:01 (2/10)x100= %20 (3/10)x100= %30
20:02 (3/10)x100= %30 (4/10)x100= %40
20:03 (3/10)x100= %30 (4/10)x100= %40
20:04 (3/10)x100= %30 (3/10)x100= %30
20:05 (2/10)x100= %20 (2/10)x100= %20 290/5= %58
Total= 130/5= %26 Total= 160/5= %32 %26 + % 32 = %58

Share Calculation
%26/%58= %45 %32/%58= %55 %45 + %55 = %100

Reach Calculation
(3/10) x 100 = %30 (8/10) x 100 = %80 (10/10) x 100 = %100

ABC CDEFGHIJ ABCDEFGHIJ

ATS Calculation
13 viewing (minutes)/3 viewers 16 viewing (minutes)/8 viewers 29 viewing (minutes)/10
= 4,3 minutes = 2 minutes viewers = 2,9 minutes

A = 5 min. B = 5 min. C= 3 min.

2. a) Define media planning in detail. What are some specific questions to be answered in media
planning? Explain each of them with a few sentences.
b) What are the jobs of a media planner?
Media Planning consists of a series of decisions made to answer the question to advertisers: “What are
the best means of delivering advertisements to prospective purchasers of my brand or service?”

Media planning is the process marketers use to define how, when, where, and why they will share media
content with a particular audience.

Specific Questions To Answer

Who is my target audience?: user or a buyer, demographic, psychographic, influencer
How many prospects do I need to reach ?: maximum, moderate, efficient, how long,
How many times should my prospects see my advertising message during the campaign period ?:
repetition, consumer behavior, most efficient frequency
In which medium and vehicles should my advertising message appear?: traditional mass media,
broadcast, print media, digital media, out of home media, how many media
When is the best time to communicate with my target audience?: timing including (seasonal, holiday
and even day/hour timing) (In which months should ads appear? )
What is the most efficient campaign length? : continuity , flighting and pulsing strategies
Where (in which markets and regions) should my advertising be placed? : market share and Index
metrics are needed to assess the market positions in terms of sales and demand efficiency. BDI (brand
development index) and CDI (category development index)
How much budget do I have to allocate for each medium? : media buys, media scheduling strategies
(double spotting and road blocking)
Jobs of a Media Planner
Media planning is an interdisciplinary process, involving two or more different subjects or areas of
knowledge
Essentially planners are tasked with maximizing returns on advertising and conducting promotional
activities across different media channels. Media planners are responsible for analyzing audience data,
thinking creatively and dreaming up innovative strategies to make sure marketing campaigns reach the
right target audience in the most effective way.

3.a) Explain the chain of media planning by objectives with some specific examples for each stage.
Please consider SMART criteria in designing the objectives.
b) What are marketing, advertising and media objectives? List and explain these objectives with some
examples. And write SMART marketing, advertising and media objectives for the following advertising
campaign brief:
Samsonite is a brand with a successful past that has exceeded 100 years. Samsonite is one of the world’s
largest companies in the international travel goods industry. It is involved in the design, production and
distribution of various travel articles, including suitcases, backpacks and travel accessories. In its
advertising campaign the focus will be on the historical heritage, innovative and durable product
features. Samsonite wants to launch its new product called Lift 2, concentrating on adult travelers and
business male travelers, who are in ABC SES classes during the peak travel seasons, which are mainly
summer and winter seasons. Samsonite plans to add at least 5% more market share to its existing market
share and wants to reach 60% of its target market segment with two plus weekly frequency (2+
frequency). Advertising and media budget total is 1.000.000 $.

Chain of media planning

Specific: Define clear, detailed objectives. For instance, "Increase brand awareness among males aged
18-24 in urban areas."
Measurable: Objectives should have quantifiable targets. Example: "Achieve 15% increase in website
traffic from the target demographic within the next quarter."
Achievable: Set realistic goals considering your resources and market conditions. Example: "Generate
500 new leads through social media channels in two months."
Relevant: Ensure that the objectives align with the overall business strategy. Example: "Enhance online
engagement to improve customer retention rates by 20% over the next year."
Time-bound: Objectives should have a clear deadline. Example: "Launch three promotional campaigns
over the upcoming festive season to boost sales."

Ex: increase the percentage of customers who rate service as “excellent” from 80% to 85% within 18
months
b) Marketing Objectives: These are goals set by a company when promoting its products or services to
potential consumers that should be achieved within a given timeframe. They are directly linked to the
overall business goals and strategies. Examples include increasing market share, enhancing brand
awareness, or launching new products.

Advertising Objectives: These are the communication tasks to be accomplished with specific audiences
during a specific time frame. They are more specific than marketing objectives and often aim to impact
the consumer's perception or behavior. Examples include creating awareness for a new product, eliciting
a direct response (like visiting a website or making a purchase), or repositioning a brand.

Media Objectives: These are the goals related to the selection and use of media where the advertisements
will be placed. These objectives guide where, when, and how often advertising will appear to maximize
engagement with the target audience. Examples include reaching a certain percentage of the target
market, achieving a specified frequency of message exposure, or optimizing the timing of media
placement to coincide with peak purchasing times.

Marketing Objective:

Specific: Increase Samsonite’s market share in the international travel goods industry by 5%.
Measurable: Track sales and market share metrics before, during, and after the campaign.
Achievable: By leveraging the brand’s historical heritage and focusing on the durable features of the Lift
2 product line.
Relevant: Targeting adult and business male travelers who are most likely to purchase during peak travel
seasons.
Time-bound: Within the one-year campaign period following the launch of Lift 2.

Advertising Objective:
Specific: Launch a creative advertising campaign for Lift 2 that emphasizes Samsonite’s century-long
heritage and product innovation.
Measurable: Measure campaign reach and recall rates through surveys and digital analytics.
Achievable: With a $1,000,000 budget focused on effective channels for the ABC SES demographic.
Relevant: To increase brand preference and consideration among target consumers.
Time-bound: Prior to and during the upcoming summer and winter peak travel seasons.

Media Objective:
Specific: Reach 60% of the target market segment with a minimum of 2+ frequency per week.
Measurable: Utilize media planning tools to track frequency and reach within the target market.
Achievable: Through careful selection of media channels such as business magazines, travel websites,
and social media platforms.
Relevant: To ensure that the advertising message is seen by potential customers during decision-making
moments.
Time-bound: Achieve this level of frequency and reach within the first three months of the campaign
launch.
These objectives serve as a clear roadmap for Samsonite's advertising campaign and will help in the
evaluation of its success.

4 a) What is CDI and BDI? Please define them. How and why a media specialist might benefit from
CDI and BDI concepts? Suppose that there is A, B, C and D markets for OMO powder washing
detergent brand to operate. Below you will find BDI and CDI values for A, B, C and D markets:
 Markets BDI % CDI %
A 130 70
B 80 130
C 120 150
D 70 80

b) Considering the preceding table, explain the positions of each market and compare these markets in
terms of different combinations of BDI and CDI as a marketing and media planner specialist. Please
consider index values comparison rationale in evaluating the results. What kinds of decisions are made
at the end for each of these markets?

a) CDI (category development index) : % of category sales compared to the population. It is a

measure of potential.
Looks at product category sales in each potential market or region. Provides info on potential for
development of the total product category rather than specific brands.
CDI= (product category market share of geographic area / category average market share)x100

BDI (brand development index): % of market sales of a brand in relation to its population in a certain
market. It is a measure of actual brand strength.
It is an efficient method of analyzing a specific brands geographic strengths and weaknesses
BDI= ( brand market share of a geographic area / brand average market shares)x100

By understanding these indexes, media specialists can more effectively target their advertising, focusing
efforts in regions that offer the best return potential either for the category as a whole (CDI) or for their
specific brand (BDI).

b) With high BDI and high CDI -> This market usually represents good sales potential for both the
product category and the brand
High BDI and low CDI -> this category is not selling well, but the brand is, probably a good market to
advertise in but should be monitored for declining sales
Low BDI and high CDI -> this product category shows high potential, but the brand is not doing well,
the reasons should be determined
Low BDI and low CDI -> both the product category and the brand are doing poorly; not likely to be a
good place for advertising
5. a) What are the three commonly well-known media scheduling models? Explain the question
referring the important factors, which affect the advertising schedule in detail.
b) Suppose that we have three different brands/products to advertise and have 600.000$ budget limit
for each of these brands individually. These brands are as follows:
 Vivident chewing gum,
 Bosch air conditioner,
 Burger King fast food menus.
Which media scheduling model do you prefer for these different brands/products in your advertising
campaign and why? Please, also show advertising budget allocations for each model.
c) What are the advantages and disadvantages of these three media scheduling models? Please
explain them for each one of these models.

a. Continuity Scheduling Model is to make the brand/product always be reminded in consumers’ minds.
Particularly, during periods of low or non-existent sales. This means that you should allocate your
budget equally for every month. They are always exposed to the ads, which makes them always
remember the need for it. This scheduling is mostly used for non-seasonal products like soaps,
toothpastes and mobile phones. This enables continuous reinforcement to the consumers for their
purchasing decisions. In other words, it’s like a constant reminder.

Flighting Model is preferred when there is durable product and a seasonality such as refrigerators,
dishwashers etc... There will be new customers during peak-seasons that’s why you should arrange your
budget according to those months when the demand is higher. Flightning scheduling model alternates
advertising across months, with heavy advertising in certain months and no advertising at all in other
months, this model prevents marketers from wasting their budget in slow or down-peak seasons.

The Pulse Scheduling Model is combination of flighting and continuity. This enables the brand to
maintain a low level of advertising across all months but spending more in selected months. campaign is
composed of continuous advertising for a certain portion of the total budget, and the remaining budget is
used for fighting advertisement.

b1. Vivident chewing gum: I would suggest the continuity model because this packaged food has no
seasonality, and this model would give a continuous reinforcement to its consumers by reminding the
brand and recall it.

Bosch air conditioner: I would suggest the flighting model because the brand would be able to prioritize
the spending when the demand is high, and this would be mostly during the summertime. Because that is
most of the time people need air conditioners and so buy one. However, in some winter months, there
may be some advertisings about its heating mode.

Burger King: I would suggest the pulsing model due to the variety of menus according to different
seasons, for example during the winter season menus with extra burgers, extra fries or student menus
with lower prices are more preferable, or in Ramadan month, it offers special menus to its customers. In
summer season, menus with ice cream or bigger drink sizes are more preferable, or in spring season
menus with salad will have the highest sales for diet-conscious consumers.

b2.

Vivident: $50.000 for each month through January-December. 50.000 X12= $600.000

Bosch: $100.000 for each month from May to September for 5 months , and $50.000 for December and
January (to emphasize its heating mode). There will be no budget allocation for October, November,
February, March and April. However, different budget allocations are possible.
Burger King: $30.000 for each month from October to March in 6 months and $70.000 for each month
from April to September in 6 months.

1. Continuous (or Steady) Scheduling

Advantages:

Consistency: Keeps the brand or product constantly in the minds of consumers, which is good for
products with no seasonality.
Stable Presence: Helps build and maintain brand awareness and brand loyalty over time.

Disadvantages:
Cost: Can be expensive due to the constant media presence.
Ad Fatigue: There is a risk of overexposure, which may lead consumers to ignore the ads.

2. Flighting Scheduling
Advantages:
Cost-Effective: Reduces costs by advertising in bursts, allowing for breaks in between.
Flexibility: Useful for products with fluctuating demand or seasonality, aligning advertising efforts with
high sales periods.

Disadvantages:
Memory Decay: During off periods, consumers might forget the brand, which could affect sales
negatively.
Missed Opportunities: Potential customers may seek alternatives during off periods when the advertising
is not active.

3.Pulsing Scheduling
Advantages:

Combines Benefits: Mixes continuous and flighting schedules, maintaining a base level of advertising
with bursts during peak times.
Versatility: Suitable for products that see a spike in demand at certain times but also need year-round
visibility.

Disadvantages:
Complexity: More complex to manage due to the varying levels of advertising intensity.
Cost: Can be more costly than flighting due to more frequent media purchases, though generally less
expensive than a fully continuous schedule.

6. a) Why can’t everyone be the target of a specific product or a service? Explain it considering the
different roles played in consumer decision process. Why these roles are important for marketing,
advertising, and media professionals?
A reason everyone can’t be included in your target market is because one specific message won’t
resonate effectively with different groups. Not everyone should be the target for advertising (interests &
attention factors, demographic and other segmentation variables) The goal is to identify the target –
those who are most likely to buy.

If the husband decides on the car the auto company will direct ads to reach husbands but the company
might design certain car features to please the wife, knowing that they have a role in the decision.

We may find 5 different roles people might play in a buying decision:

Initiator: A buying Person who first suggests the idea of buying the particular product or service.
Influencer: A person whose view or advice influences the decision.
Decider: A person who decides on any component of buying decision; whether to by, what to by, or
where to buy
Buyer: The person who makes the actual purchase.
User: A person who consumes or uses the product or service.

A company needs to identify these roles, because they have implications for designing the product,
determining messages, allocating the promotional budget and finding the best media mix.

Aperture Concept: (in advertising) the ideal time and place at which consumers of a product or service
can be reached with an advertising message.

b) What types of target consumer segmentation variables can be used in defining the target markets of
a product/service? Please do not only list them but also explain them with a few sentences and consider
a specific product/service example

Consumer Segmentation Variables:

1.Which DEMOGRAPHIC characteristics? Age, gender, occupation, education, income, religion…

2.Which BEHAVIORAL variables, or which product USAGE segments? Consider decision-making

patterns, patterns of use, price, sensitivity, brand loyalty

3.Should PSYCHOGRAPHICS instead of, or in addition to demographics be used. Consider values

beliefs , lifestyle

4.Which GEOGRAPHICAL segments must be considered? Urban or rural areas, local, regional or
national coverage of the campaign, area population, climate/weather

TEFAL Pro Express example:

Demographic: female, ABC1C2, 30+,
Behavioral: heavy & medium detergent user, smart shopper
Psychographics: agrees with these statements= ready to pay more for environment friendly products,
duty to use recycled products, I think my diet is very healthy, I have regular check-ups, I like taking
risks, I mostly act according to my instincts, real men don’t cry, a woman’s place is I the home, I want to
get to the very top in my career, I like to try new products,

7. a) Why media planning is an interdisciplinary process?

Media planning is an interdisciplinary process because it involves integrating knowledge and techniques
from various fields to create effective advertising strategies. It requires understanding of marketing
principles to identify target audiences and set objectives, analytics to interpret data and measure
performance, psychology to grasp consumer behavior and preferences, and creativity to design
compelling ads and choose the right media channels. This blend ensures that media campaigns are not
only creatively appealing but also strategically sound and data-driven to maximize impact and ROI.

b) Who are the major players in advertising industry? Explain their roles and tasks.
 Advertisers = organization that needs to advertise. The advertiser is the company whose product
or service is going to be promoted through the incorporation of advertising. (reklam veren)
  Advertising agencies = firms that plan and implement advertising efforts. It plays the greatest
role in generating the impact of the advertisement. It is highly responsible for the magnitude of
effectiveness of the advertisement, the outcome of which will make or break the brand. (creatif)

 Media and media agencies = channels that carry the message from advertiser to audience
(channel of communication).

 Media planning agencies = media or the medium that will be chosen to deliver the
advertisement, these different media that include electronic, print and interactive media, which
constitute the channels of communication that will be employed to enhance the reach factor for
the brand. The better and more compatible/proper the media is, the greater the outcomes of
advertising.

 Vendors = service people/organizations that assist advertisers, agencies, and media such as
artists, copywriters. Vendors are not directly related to any of the above-mentioned stakeholders.
They have an indirect yet significant relationship with the advertising procedure. Consisting of
players like freelancers, consultants and self-employed professionals. (dış ekip müzik yapan
metini yazan)

 Target audience = they are the final deciders, the ultimate stakeholders whose consent would be
the eventual determinant in shaping the present and future of advertised brand.

9. a) What are the different types of media in both traditional and digital media world? What are the
functions, uses and the most important features of these media types?
b) Compare their advantages and disadvantages in terms of their roles, benefits, challenges, and the
interaction among them.
Traditional media types:
Radio broadcasts
Tv (cable and seat lite)
Print
billboards

There are 3 different media types in Digital world: paid & owned & earned

Paid media:
Brands pay to leverage a channel. Paid ads. Shift from foundation to a catalyst that feeds owned media
and creates earned media.
Benefits: in demand, immediacy, measurable ads, full control, scale
Challenges: clutter, declining response rates, poor credibility
Examples: display ads, paid search, sponsor-ships.

Owned media:
Channels that a brand controls.
Built for long-term relationships with existing potential customers and earn media.
Benefits: Control, cost efficient, versatility, niche audiences
Challenges: no guarantees, company communication not trusted, takes time to scale
Examples: company website, mobile site, blog, twitter account.

Earned media:
When customers become the channel. Listen and respond: earned media is often the result of well-
executed and well-coordinated owned & paid media. Drive traffic. Create customer loyalty.
Benefits: most credible, key role in most sales, transparent and lives on
Challenges: no control, can be negative, scale, hard to measure
Examples: word of mouth, buzz, viral, re-tweet,

c) Referring to Burger King ‘A Day without Whopper’ Campaign (or your own campaign example)
please answer these questions:
 Specify the different media types used in this campaign and mention about the campaign.
 Which media types that are used in ‘A Day without Whopper’ campaign (or your own campaign
example) fit into those three different media types? And explain the reasons why do you think so?
Campaign:
On ‘McHappy Day’ in Argentina, the day when all sales from McDonald’s most famous burger (Big
Mac) are donated to help children with cancer. In a heartwarming gesture Burger King stepped up to
help McDonald’s annual fundraising campaign recently. Every year McDonald’s pledges $2 to Children
With Cancer for every Bic Mac and signature burger sold on a particular day. This year, Burger King
called a truce on their long running advertising war to support the campaign by refusing to sell any
whoppers to their customers to divert them to the nearest McDonald’s instead.

Media types used:

They had campaign billboards and posters which fit into paid media. The reason these fit into paid
media is that they are paid advertisements, put out to the public with full control, to get public’s attention
and bring more traffic.

They had a press release for the campaign, a video was posted by the agency, information about the
campaign on their websites and social media which all fit into owned media. The reason these fit into
owned media because the company uses its own channels to release the information for the customers.

There were many tweets coming from users engaging and telling how much they liked the campaign
(using words like brave and empathetic gesture, burger king is literally a king) which fit into earned
media. The reason these fit into earned media is that these media are out of the brands control and
customers are the channels. They are transparent thoughts coming from the consumers.

10. Explain the meanings of the following concepts:

 Audience fragmentation and audience erosion

Audience fragmentation occurs when a large, general audience splits into smaller, more diverse
groups due to more media choices available. This means instead of many people watching the
same few channels or shows, they are spread out across a variety of different media options.

Audience erosion, on the other hand, refers to the gradual decline in the number of viewers or
consumers of traditional media, as people shift their attention to new platforms and content. This
fragmentation can be beneficial for advertisers who target these smaller, specific groups with
tailored messages

 Downscale audience profile (in television)

Ratings have eroded considerable with the growth of increased competition from various digital
media platforms. Viewer loyalty has declined due to several different media options.. Audiences
are increasingly older, more downscale (with lower SES) as younger consumers move to other
platforms.

 Pass-along readers
 someone who does not buy a newspaper or magazine themselves, but reads a copy after the
buyer has finished with it.

 Aperture and search corridor concepts

The concept of "aperture" in advertising refers to the perfect moment and place to reach
consumers with an ad. It's when the consumer is most open to receiving the message, such as
when they're actively looking to buy something or seeking more information before a purchase—
this is known as being in the "search corridor." The goal for advertisers is to deliver their
message right at these key times to effectively influence the consumer's decision-making process.

 AIR
Average issue readership (AIR) is the number of people who have read or looked at an average
issue of a publication. IR helps understand how many people are engaging with each issue of a
publication.

 Unique Selling Proposition (USP)

is a factor that differentiates a product from its competitors, such as the lowest cost, the highest
quality or the first-ever product of its kind. A USP could be thought of as “what you have those
competitors don't.”
ex: 30-Minutes Delivery Guarantee!

11. a) Explain the meaning and the expectations in each different stage of the Product Life Cycle (PLC).
Which advertising strategies can be applied for each different PLC stage? Please answer it by
explaining the reasons with some specific product examples.
Product Life Cycle:

Introduction = low sales, high costs, no profits. It could be the most expensive for a company launching
a new product. The size of the market for the product is small, which means sales are low, although they
will be increasing. The cost of things like research and development, consumer testing, and the
marketing needed to launch the product can be very high, especially if it is a competitive sector.

Growth = increasing sales, reducing costs, some profits. Is typically characterized by a strong growth in
sales and profits, and because the company can start to benefit from economies of scale in production,
the profit margins, as well as the overall amount of profit, will increase. This makes it possible for
businesses to invest more money in the promotional activity to maximize the potential of this stage.

Maturity = constant sales, reducing costs, increasing profits. The product is established and the aim for
the manufacturer is now to maintain the market share they have built up. This is probably the most
competitive time for most products and businesses need to invest wisely in any marketing they
undertake. They also need to consider any product modifications or improvements to the production
process which might give them a competitive advantage.

Decline = reducing sales, constant costs, reducing profits. The market for a product will start to shrink.
This shrinkage could be due to the market becoming saturated (all the customers who will buy the
product have already purchased it), or because the consumers are switching to a different type of
product. While this decline may be inevitable, it may still be possible for companies to make some profit
by switching to less-expensive production methods and cheaper markets.

* For introduction stage => informative advertising – curved TV-electric cars

* For growth => persuasive advertising – price or product differentiation marketing policies to penetrate
into the market (Smart TV-hybrid cars)
* For maturity => reminder advertising (HD TVs-diesel cars) to keep the market share, to attract the
competitors’ customers or new customers

* For decline => declining advertisements weight for saturated markets – regular telephones-unleaded
gasoline cars

b) What are the sales boosting and market expansion strategies for extending the PLC at the maturity
cycle.
-> To boost sales and prevent a decline, companies implement marketing strategies such as advertising
(television, billboard, online), price reduction (vouchers or buy-one-get-one-free), adding value – new
features (limited edition varieties, new pack sizes), exploring new markets (international markets), new
packaging – subtle changes or completely new design consumer competitions.

-> Expending a market usually requires higher advertising expenditures. It is usually far more difficult to
induce consumers to switch to or try another brand. involves finding new markets or customer segments
to target. The formula of expanding a market is: The number of brand users x usage rate per user.

12. a) What is the meaning of Lovemarks concept? Why Lovemarks are important and valuable in
marketing & advertising? What types of variables are taken into account in determining Lovemarks?
Explain the importance of Love & Respect Axis for developing Lovemarks.

Lovemarks: high love and high respect

Kevin Roberts realized that brands needed more than respect from consumers – they needed to win their
love. The future beyond brands is Lovemarks. Well-known brands generally command respect. But in
order to be truly successful, they need to invoke a long lasting emotional connection with the consumer.
A Lovemark is a brand that has successfully created an emotional bond with its customers, earning not
only their respect but also their love. Harley Davidson, Blue Jeans (Levis), Erikli, Ziraat Bankası,
Paşabahçe,.. could be an example to Lovemarks.

Lovemarks are calculated based on these variables:

The first brand that comes to mind, the closeness to the brand
The meeting of expectations and needs
The range of participation
To “my favorite brand” and “brand I can never give up” quotes

High Love and High Respect: Brands that achieve high levels of both are considered Lovemarks. They
are not only trusted for their performance but also deeply adored by customers.
High Respect but Low Love: These are brands that might be admired for their competence and
reliability, but they lack emotional connections with customers.
High Love but Low Respect: Brands here may be trendy or faddish, generating excitement in the short
term but lacking sustained respect and trust.
Low Love and Low Respect: These brands struggle to survive because they neither have emotional
connections nor command respect for quality or reliability.

The Love / Respect Axis ( this analysis clearly shows lovemark as the future beyond marketing)
Lovemarks are super-evolved brands
Lovemarks inspire loyalty beyond reason
Lovemarks are a game-breaking opportunity to reinvent branding
Lovemarks connect the company, their people and their brands
Lovemarks create the energy of life-time relationships
Lovemarks are the ultimate premium profit generator
 b) What is the meaning of Customer Lifetime Value (CLTV)? Explain the importance of CLTV for
marketing and advertising specialists in their promotion campaigns.

Customer Lifetime Value (CLTV) is the total amount of money a customer is expected to spend
on your products or services throughout their relationship with your company. It's a crucial
metric because it helps businesses understand the long-term value of customers, rather than just
focusing on one-time transactions.

Knowing the CLTV helps in targeting the right customers, optimizing marketing spend, and
designing campaigns that focus on retaining valuable customers over time.

13. a. How and why index values are used in media planning? Please explain the usage of index values
of the magazine and video media consumption for the following table. How do you interpret the index
values of these medium for different age and SES groups?
Index Numbers:
Index values are used in media planning as a means to compare the media consumption habits of
different segments of the population against a standard or "average" consumption level. These values
help advertisers and marketers to determine which media channels are more or less consumed by a
particular demographic or socioeconomic group compared to the general population.

An index value of 100 is typically used to represent the average consumption level. An index above 100
indicates higher-than-average consumption by that segment, while an index below 100 indicates lower-
than-average consumption.

Segments with index numbers over 100 do not mean they have numerically more users in them than
other segments. They may have proportionally more. Theoretically, the segment with the highest index
number represents the best for potential usage. One should first examine the volume of usages or sales in
each demographic segments.

Index number= (%of users in a demographic segment / %of population in the same segment) x 100

Age Distribution: The index values decrease as age increases for both magazines and video. This
suggests that younger individuals (15-24) consume these media types at a level that is significantly
above the average consumption of the whole population. In contrast, those 55+ consume magazines and
videos much less than the average.

SES (Socio-Economic Status) Distribution: For both magazines and videos, the higher SES groups
(AB, C1) have index values greater than 100, indicating that they consume these media types more than
the average. Lower SES groups (C2, DE) have index values below 100, indicating lower-than-average
consumption.

Example, For magazines, the 15-24 age group has an index value of 142, suggesting they consume
magazines 42% more than the average. Meanwhile, the 55+ group has an index of 54, consuming 46%
less than average.
b. Calculate Calgon detergent & total category (all users) usage percentages and Index values for each
different SES segments according to the following table and make your comment over the results by
keeping in your minds the usage and importance of index values:

Table 2. Sales volume of Calgon Detergent for SES Groups

AB Group
Dishwashing Detergent Users: 20%
Calgon Users: 21.43%
Index Value: 107.14

C1 Group
Dishwashing Detergent Users: 40%
Calgon Users: 53.57%
Index Value: 133.93

C2 Group
Dishwashing Detergent Users: 30%
Calgon Users: 17.86%
Index Value: 59.52

D Group
Dishwashing Detergent Users: 10%
Calgon Users: 7.14%
Index Value: 71.43

These index values are crucial for media planning and market segmentation. They show that Calgon
should focus its marketing and advertising on the AB and particularly the C1 segments, where the
product over-indexes. Conversely, efforts may need to be adjusted or re-evaluated for the C2 and D
segments where the product under-indexes.

However, there may be more questions about media measurement research types, people meter’s
functions, meanings, and reasons of common currencies in media industry, sampling, the most important
feature of sampling, passive meters functions

Some of the test question examples:

What do you think that which Turkish media type investment has a tremendous decrease in recent years?
1. Digital media
 2. Broadcast Media
3. Print Media
4. Outdoor Media
Answer= Print media

Which of the following is not one of the TV media scheduling strategies?

1. Double spotting
2. Indoor advertising
3. Road blocking
Answer=Indoor advertising

Which of the following option best defines the CPT metric?

a. Cost Per Reaching for Ten Thousand people
b. Cost Per Reaching for Television
c. Cost of Promotions in TV
d. Cost of Total Reach
e. Cost Per Reaching One Thousand People
Answer= Cost Per Reaching One Thousand People

Which of the following is the most effective variable used to evaluate a media plan against
competitors?
a. CPT
b. SOS
c. GRPs
d. OTS
e. Reach
Answer= SOS (Share of spending)

What is the primary goal of conducting a market analysis in media planning?

A) To determine the best media mix
B) To assess the effectiveness of past campaigns
C) To identify the target audience's preferences
D) To evaluate the competition's media strategies
Answer: C

Which metric is used to calculate the cost-effectiveness of a media campaign?

A) Gross Rating Points (GRPs)
B) Cost Per Point (CPP)
C) Share of Voice (SOV)
D) Cost Per Thousand (CPM)
Answer: D

What does the term 'media mix' refer to in the context of media planning?
A) The combination of different advertising messages in a campaign
B) The various roles and responsibilities of a media planning team
C) The blend of different media channels utilized to achieve campaign objectives
D) The analysis of media consumption by different demographic segments
Answer: C

Which of the following best describes the use of reach in media planning?
A) The total number of different people exposed at least once to a media vehicle
B) The average number of times a person is exposed to a media vehicle
C) The percentage of the target audience reached by each media vehicle
D) The frequency of media exposure necessary to impact purchase decision
Answer: A

What is the primary purpose of using people meters in media research?

A) To determine the demographic profile of media consumers
B) To track the viewing habits of television audiences in real time
C) To measure the effectiveness of specific advertising campaigns
D) To assess the reach of digital media platforms
Answer: B

Which of the following best describes the function of passive meters in media measurement?
A) They require active input from users to log viewing habits.
B) They automatically detect and record interactions with media content without user intervention.
C) They are used exclusively for radio audience measurement.
D) They only track media consumption on mobile devices.
Answer: B

Which common currency is used in the media industry to compare the efficiency of different media
platforms?
A) Cost Per Click (CPC)
B) Gross Rating Point (GRP)
C) Share of Voice (SOV)
D) Return on Investment (ROI)
Answer: B

What does GRP (Gross Rating Point) primarily measure in media campaigns?
A) The total reach of the campaign as a percentage of the target audience
B) The frequency of exposure among the campaign audience
C) The overall cost efficiency of the media buy
D) The qualitative impact of the campaign on brand awareness
Answer: A

Which currency is commonly used in the media industry to assess the cost efficiency of reaching a
specific audience segment?
A) Cost Per Thousand (CPM)
B) Return on Advertising Spend (ROAS)
C) Viewer Engagement Score (VES)
D) Media Reach Index (MRI)
Answer: A

In media research, what does the term 'audience segmentation' primarily refer to?
A) Dividing the audience based on geographical location
B) Categorizing the audience based on demographic and psychographic characteristics
C) Segmenting the audience according to their media consumption habits
D) All of the above
Answer: D

What is the primary reason for using 'Cost per Rating Point' (CPRP) in media buying?
A) To calculate the total expenditure of the campaign
B) To understand the distribution of campaign materials
C) To evaluate the cost efficiency of reaching one percent of the target demographic
D) To assess the creative quality of the advertisement
Answer: C
Which feature of sampling is crucial for ensuring the reliability of media measurement results?
A) The size of the sample
B) The diversity of the sample
C) The geographic distribution of the sample
D) All of the above
Answer: D

In terms of media planning, which of the following refers to effective reach?

A. The duration of an advertising message or campaign over a given period of time
B. The average number of times individuals or homes are exposed to the medium
C. The total size of the audience for a set of ads or an entire campaign
D. A measure of the number or percentage of the audience who receive enough exposures to truly
receive the message
ANSWER: D

In terms of message-distribution objectives, which of the following is a definition of reach?

A. It refers to a measure of the intensity of a schedule based on repeated exposures to the medium.
B. It refers to total size of the audience for a set of ads or an entire campaign.
C. It refers to the total number of unique people exposed to a medium during a given period of time.
D. It refers to the duration of an advertising message or campaign over a given period of time
ANSWER: C

109. Which of the following would not be involved in setting media objectives?
A. Geographic
B. Frequency
C. Reach
D. Low involvement purchase decisions
ANSWER: D

110. Demographics in media planning deal with

A. The study of populations
B. The psychology of the consumer
C. The study of media channel
D. The study of product
ANSWER: A

111. Psychographic profiles would include

A. The generation to which the consumer belongs
B. The lifestyle habits, attitudes and values of the consumer
C. The post code of the consumer
D. Pattern of messaging
ANSWER: B

6. ______________ refers to the average number of times an individual within target audience is
exposed to a media vehicle during a given period of time.
A. Frequency
B. Reach
C. Continuity
D. CPM
ANSWER: A

The primary objective of ________ is to develop a framework that will deliver the message to the target
audience in the most efficient, cost-effective manner possible.
A) organizational planning
B) media planning
C) market segmentation
D) target marketing
Answer: B

Which of the following is NOT a part of the media plan?

A) Determination of media coverage
B) Marketing strategies
C) Media objectives
D) Frequency estimates
Answer: B

22) Which of the following is a strength of television as a media choice?

A) Target audience selectivity
B) Amount of processing time
C) Audience involvement
D) Creativity for cognitive responses
Answer: D

23) Which of the following is a limitation of television as a media choice?

A) Selective exposure
B) Frequency
C) Scheduling flexibility
D) Cost efficiency
Answer: A

24) Which of the following is a strength of radio as a media choice?

A) Amount of processing time B) Selective exposure C) Clutter D) Absolute cost
Answer: D

25) Which of the following is a limitation of radio as a media choice?

A) Geographic coverage B) Audience attention
C) Media image D) Target audience selectivity
Answer: B

26) Which of the following is a strength of magazines as a media choice?

A) Frequency B) Lack of processing time C) Audience involvement D) Reach
Answer: C

27) Which of the following is a limitation of magazines as a media choice?

A) Creativity for cognitive responses
B) Selective exposure
C) Cost efficiency
D) Target audience selectivity
Answer: C

39) ________ helps marketers factor the rate of product usage by geographic area into the decision
process.
A) The ratio of product usage to availability
B) Statistics Canada's population growth analysis
C) The Brand Development Index
D) The Category Development Index
Answer: C
40) Which of the following is true about the Brand Development Index (BDI)?
A) BDI and CDI measure the same consumer behaviours.
B) BDI compares the brand's total sales in a given market area with the percentage of the total
population in that market.
C) BDI measures the ratio of product usage to availability in a particular market.
D) BDI indicates where a brand should maximize promotional spending, given their success in a
particular geographic area.
Answer: B

41) In calculating both the Brand Development Index (BDI) and the Category Development Index
(CDI), a media planner obtains the following results: High BDI and Low CDI. What do these results
imply?
A) Low market share and good market potential
B) Low market share and poor market potential
C) High market share and good market potential
D) High market share and monitor for sales decline
Answer: D

28) Which of the following is a strength of newspapers as a media choice?

A) Lack of clutter
B) Target audience selectivity
C) Creativity for emotional responses
D) Creativity for cognitive responses
Answer: D

29) Which of the following is a limitation of newspapers as a media choice?

A) Amount of processing time
B) Selective exposure
C) Absolute cost
D) Target audience selectivity
Answer: B

30) Which of the following is a strength of outdoor as a media choice?

A) Amount of processing time
C) Target audience coverage
B) Audience involvement
D) Reach
Answer: D

42) In calculating both the Brand Development Index (BDI) and the Category Development Index
(CDI), a media planner obtains the following results: Low BDI and Low CDI. What do these results
imply?
A) High market share and monitor for sales decline
B) High market share and good market potential
C) Low market share and good market potential
D) Low market share and poor market potential
Answer: D

Each of the following satisfies a brand awareness media objective EXCEPT:

A) Provide sufficient number of exposures to ensure that 60 percent of the target audience
recognizes the need for the product category.
B) Select media to provide coverage of 80 percent of the target audience this quarter.
C) Concentrate advertising during the target audience's peak purchasing time.
D) Provide sufficient number of exposures to ensure that 60 percent of the target audience recognizes the
brand name when it's suggested to them.
Answer: A

43) In calculating both the Brand Development Index (BDI) and the Category Development Index
(CDI), a media planner obtains the following results: Low BDI and High CDI. What do these results
imply?
A) High market share; monitor for sales decline
B) Low market share; poor market potential
C) High market share; good market potential
D) Low market share; good market potential
Answer: D

44) Which of the following situations offers the advertiser the least attractive marketing opportunity?
A) Low BDI; high CDI
B) High BDI; low CDI
C) High BDI; high CDI
D) Low BDI; low CDI
Answer: D

45) Which of the following indices reflects a company with low market share in a given market?
A) Low category development index (CDI)
B) High brand development index (BDI)
C) High category development index (CDI)
D) Low brand development index (BDI)
Answer: D

47) In terms of advertising, scheduling constant advertising without variation is referred to as:
A) geographical weighting
B) continuity
C) circulation
D) flighting
Answer: B
48) Seasonal products such as Hallowe'en decorations and Valentine flowers would best make use of
which scheduling alternative?
A) Weighted ratings
B) Flighting
C) Pulsing
D) Continuous
Answer: B

49) My product is silk ties, which are purchased at any time of the year, but more often at Christmas
and on Father's day. Given a limited budget, which strategy would likely be the most effective if I
wanted to try to stimulate trial and/or sales?
Answer: Pulsing
The media plan:
A) requires the development of specific media objectives
B) has five formalized stages that cannot be omitted from the process
C) includes product development
D) includes sales and marketing forecasts and potentials
Answer: A
______________ describes what you want the media plan to accomplish.
A. Media Objective
B. Media analysis
C. Media mix
D. Media strategy
ANSWER: A

0) A product that may be consumed throughout the year, but has seasonal periods where consumption is
higher might best employ a(n) ________ scheduling method.
A) oscillating B) continuous C) pulsing D) flighting
Answer: C

51) Which strategy would be most likely to be used by a marketer of dishwashing detergent?
A) Share growth B) Flighting C) Continuous D) Pulsing
Answer: C

For which of the following products is an advertiser most likely to use continuity scheduling?
A) Swimming pool chemicals B) Wood burning stoves
C) Tickets to a hockey game D) Laundry detergent
Answer: D

59) Recreation vehicles (RVs) advertise throughout the year but typically advertise more heavily June
and in September. This pattern represents which scheduling method?
A) Continuity B) Pulsing C) Oscillating D) Flighting
Answer: B

60) Disney World advertises itself as a vacation spot throughout the year, but it advertises more heavily
during the summer months and during the Christmas season when most people are vacationing. This is
an example of ________ scheduling.
A) pulsing B) flighting C) continuity D) geographical weighting
Answer: A

61) Which of the following is NOT an advantage inherent in the flighting method of schedule
advertising?
A) Extra strength during "on" periods
B) Cost efficiency
C) Continuous target coverage
D) Ability to include more than one advertising vehicle
Answer: C

62) Which of the following media strategies is suitable for a lesser-known product with a target audience
concentrated in a small area in Canada?
A) One that balances reach and frequency
B) One that emphasizes reach rather than frequency
C) One that emphasizes frequency rather than reach
D) One that uses a high cost per thousand approach
Answer: C

63) New brands need a very high level of ________, since the objective is to make all potential buyers
aware of the brand.
A) reach B) CPM C) GRPs D) frequency
Answer: A

55) It is generally felt that consumers should get exposure to the message as close as possible to when
they are going to make the purchase. On the basis of this idea, which would be the most effective
scheduling method for winter boots?
A) Flighting B) Pulsing C) Behavioural D) Continuous
Answer: A

56) ________ is the employment of periods of advertising along with periods of non-advertising.
A) Weighting B) Continuity C) Flighting D) Pulsing
Answer: C

57) For which of the following products is an advertiser most likely to use a flighting schedule?
A) Cake mixes B) Snow tires
C) Shampoo D) Newspaper subscriptions
Answer: B

112. The flighting media schedule is

A. A hybrid strategy of scheduling
B. An intermittent pattern of high activity and low activity
C. A continuous pattern of messaging
D. Intermittent, intense activity within a continuous pattern
ANSWER: B

11. ______________ is a way of describing audience based on factors such as age, gender, education
level, town class, income etc.
A. Demographic
B. Psychographic
C. Socio-economic
D. Infographics
ANSWER: A

12. ______________ is a way of describing audience based on the their life style, attitudes, aspirations,
habits etc.
A. Demographics
B. Psychographics
C. Socio-economic
D. Infographics
ANSWER: B

Frequency is defined as?

A. The total number of duplicated exposures
B. Three exposures to the target audience
C. All possible exposures to a target audience
D. The number of times a reader is exposed to a message
ANSWER: D

67. ______________ is placing media throughout the year with equal weight in each month.
A. Pulsing B. Flighting
C. Continuous scheduling
D. Zapping
ANSWER: C

68. Pulsing is a scheduling strategy that provides a floor of media support throughout the year and
periodic______________.
A. increases
B. decreases
C. intervention
D. timing
ANSWER: A
One significant change in the paid-for media environment is
A. The presence of social media sites
B. Terrestrial and satellite radio offerings
C. The number of print vehicles available
D. The addition of cable TV
ANSWER: A

We know that media is reaching more people but there are smaller audience in each channel because
there are so many___________.
A. tradition
B. fragmentation
C. identification
D. seggregation
ANSWER: B

92. Name the strengths in using radio in a media plan

A. Cost effective
B. Time effective
C. Measurable Results
D. All of the above
ANSWER: D

Explain the term 'sampling' in the context of media measurement.

Sampling in the context of media measurement refers to the practice of selecting a small,
representative group of individuals from a larger population to monitor and analyze their
media usage habits. The goal is to understand the overall media consumption patterns and
preferences of the larger population by studying this smaller subset By tracking what this
sample watches, reads, or listens to, media companies and advertisers can make informed
decisions about programming, scheduling, and advertising.

What is the most important feature of sampling in audience measurement studies?

representativeness. The sample must accurately reflect the diverse characteristics of the entire population
so that conclusions drawn from the sample can be reliably generalized to the whole audience.
Describe the role of a people meter in gathering television audience data.

Explain the importance of selecting the right media timing and how it can influence the effectiveness of
a media campaign. Provide an example involving a seasonal product.
Selecting the right media timing is crucial because it ensures that advertising messages reach the target
audience when they are most receptive and when the product is most relevant to them. This can greatly
influence the effectiveness of a media campaign by increasing the likelihood of the audience noticing
and responding to the advertising.

For example, advertising for a seasonal product like sunscreen would be most effective when timed just
before and during the summer months when people are more likely to be outdoors and in need of sun
protection. If the advertising for sunscreen is done in the winter, it's less likely to resonate with the
audience or result in sales, as there's less immediate need for the product.

Discuss the role of digital media in modern media planning. How does it compare and contrast with
traditional media channels in terms of targeting and audience engagement?
Digital media in media planning allows for very specific targeting and instant feedback on ad
performance. It's interactive, meaning you can quickly see and engage with how people react to ads.
Traditional media like TV or newspapers reach more people at once but don't offer as much detail about
who's paying attention or how they're responding.
Define 'passive metering' technology and its advantage over traditional audience measurement tools.
Passive metering technology automatically tracks what media content people consume, typically through
a device or software that runs quietly in the background of their phones, computers, or TVs. It's
advantageous over traditional tools because it doesn't rely on people remembering and reporting their
habits; it just silently observes and records, providing more accurate and comprehensive data.
How do people meters differentiate between viewers in a single household?

What is the significance of 'common currency' in media buying?

'Common currency' in media buying refers to a standardized measurement that all parties in the industry
agree to use when determining the value of media inventory. This ensures that advertisers, agencies, and
media owners speak the same language in terms of reach, impressions, and audience engagement,
making it easier to compare, price, and trade media space and time. It's like having a universal monetary
currency that simplifies buying and selling across different markets.

A positive result such as ROI = 24.0% means that returns exceed costs. Analysts, therefore, consider the
investment with a net gain. The opposite kind of result, negative ROI results such as –12.0%, means that
costs outweigh returns. Analyst, therefore, view the investment as a net loss
To maximize ‘ROAS’ is one of the most important job descriptions of a media planner.
Do you agree with the above sentence?

Yes, I agree. Maximizing 'ROAS' (Return on Ad Spend) is indeed one of the most important tasks for a
media planner. It involves strategizing to ensure that every dollar spent on advertising generates as much
revenue as possible, reflecting the efficiency and effectiveness of the ad campaigns.

What type of media does Ekrem İmamoğlu's website account belong to?
-Owned media

What is the name of the medium where the content used by Ekrem İmamoğlu in his election campaign
has been shared by his followers?
-Earned media

What is the name of the medium where the outdoor advertisements used by Ekrem İmamoğlu in his
election campaign?
-Paid media

What is the name of the medium where the advertising film used by Ekrem İmamoğlu in his election
campaign was broadcast?
-Paid media

Which of the following is not among the differences between goals and objectives?
-Segmentation