Question 1

Which is true about multimedia processing?

Accepted Answer

A)  humans all process messages in the same way 
B)  processing occurs simultaneously when two stimuli are present 
C)  people who process analytically may be more persuaded by comparative ads 
D)  people process imagery better when they are good with words 
E)  messages for hedonic and utilitarian products tend to be processed similarly by people 
A)  humans all process messages in the same way 
B)  processing occurs simultaneously when two stimuli are present 
C)  people who process analytically may be more persuaded by comparative ads 
D)  people process imagery better when they are good with words 
E)  messages for hedonic and utilitarian products tend to be processed similarly by people C

Question 2

The ratings that are counted on the day people watch a show up until 3AM is refereed to as:

Accepted Answer

A)  live 
B)  AM rating 
C)  24 hour schedule 
D)  C3 
E)  DVR 
A)  live 
B)  AM rating 
C)  24 hour schedule 
D)  C3 
E)  DVR A

Question 3

When advertisers use revenues as a base for determining ad spending they are using which method?

Accepted Answer

A)  percentage of sales 
B)  objective and task 
C)  payout 
D)  competitive parity 
E)  return on investment 
A)  percentage of sales 
B)  objective and task 
C)  payout 
D)  competitive parity 
E)  return on investment A

Question 4

What percentage of 18-34 year olds watch within 7 days following a live broadcast?

Accepted Answer

A)  less than 10% 
B)  20-30% 
C)  about half 
D)  80-90% 
E)  100% 
A)  less than 10% 
B)  20-30% 
C)  about half 
D)  80-90% 
E)  100%

Question 5

With which form of media do people spend the most time?

Accepted Answer

A)  TV 
B)  mobile 
C)  internet 
D)  print 
E)  radio 
A)  TV 
B)  mobile 
C)  internet 
D)  print 
E)  radio

Question 6

Advertising elasticities represent:

Accepted Answer

A)  the degree to which advertisers use digital media 
B)  efficient spending by firms in a competitive market 
C)  research on ad spending by firms 
D)  the effect of bounce rate on sales 
E)  the degree to which ad spending leads to sales 
A)  the degree to which advertisers use digital media 
B)  efficient spending by firms in a competitive market 
C)  research on ad spending by firms 
D)  the effect of bounce rate on sales 
E)  the degree to which ad spending leads to sales

Question 7

How many tasks does the average person do with their smart phone in a day according to the text?

Accepted Answer

A)  less than 20 
B)  20-40 
C)  130-150 
D)  240-260 
E)  more than 260 
A)  less than 20 
B)  20-40 
C)  130-150 
D)  240-260 
E)  more than 260

Question 8

When advertisers seek to maintain above market ad spending levels they are budgeting by which of the following methods?

Accepted Answer

A)  percentage of sales 
B)  objective task 
C)  payout 
D)  competitive parity 
E)  return on investment 
A)  percentage of sales 
B)  objective task 
C)  payout 
D)  competitive parity 
E)  return on investment

Question 9

Red Bull's sponsorship of extreme sports for communicating brand messages to consumers represents which type of media?

Accepted Answer

A)  search engine marketing 
B)  search engine optimization 
C)  traditional media 
D)  email marketing 
E)  mobile 
A)  search engine marketing 
B)  search engine optimization 
C)  traditional media 
D)  email marketing 
E)  mobile

Question 10

You own a media site with the goal of selling ads. Which metric is most important for you to consider?

Accepted Answer

A)  impressions 
B)  clutter 
C)  conversions 
D)  share of voice 
E)  conversations 
A)  impressions 
B)  clutter 
C)  conversions 
D)  share of voice 
E)  conversations

Question 11

Which of the following is most useful in comparing media efficiency across different forms of media?

Accepted Answer

A)  cost per click 
B)  gross ratings points 
C)  impressions 
D)  cost per thousand 
E)  conversion rate 
A)  cost per click 
B)  gross ratings points 
C)  impressions 
D)  cost per thousand 
E)  conversion rate

Question 12

Marketers who pretend that their systematic campaigns are really organically created by customers are doing?

Accepted Answer

A)  photobombing 
B)  social networking 
C)  multitasking 
D)  sock puppeting 
E)  astroturfing 
A)  photobombing 
B)  social networking 
C)  multitasking 
D)  sock puppeting 
E)  astroturfing

Question 13

You own an eCommerce site selling products. Which metric is most important for you to consider?

Accepted Answer

A)  impressions 
B)  clutter 
C)  conversions 
D)  share of voice 
E)  conversations 
A)  impressions 
B)  clutter 
C)  conversions 
D)  share of voice 
E)  conversations

Question 14

How can cost per thousand be expressed?

Accepted Answer

A)  CPM 
B)  in currencies 
C)  in dollars 
D)  in weights 
E)  more than one of the above is true 
A)  CPM 
B)  in currencies 
C)  in dollars 
D)  in weights 
E)  more than one of the above is true

Question 15

What are the advantages of digital media over traditional media? Is there ever a time when traditional media are superior to digital media? Describe an example.

Accepted Answer

Digital media offers several advantages

Question 16

Which of the following media is associated with circulation?

Accepted Answer

A)  tv 
B)  newspapers 
C)  magazines 
D)  both b and c 
E)  radio 
A)  tv 
B)  newspapers 
C)  magazines 
D)  both b and c 
E)  radio

Question 17

What is the approximate cost to reach 1000 superbowl viewers?

Accepted Answer

A)  $10 
B)  $40 
C)  $800 
D)  $1000 
E)  $1 million 
A)  $10 
B)  $40 
C)  $800 
D)  $1000 
E)  $1 million

Question 18

Impressions are calculated as:

Accepted Answer

A)  reach x frequency 
B)  rating x number of runs 
C)  exposures x audience 
D)  all of the above 
E)  none of the above 
A)  reach x frequency 
B)  rating x number of runs 
C)  exposures x audience 
D)  all of the above 
E)  none of the above

Question 19

Why would it be difficult for a prescription drug company as opposed to an over the counter medication to advertise using mobile?

Accepted Answer

A)  high costs 
B)  low reach 
C)  limited message space 
D)  high bounce rate 
E)  low mobile penetration rate 
A)  high costs 
B)  low reach 
C)  limited message space 
D)  high bounce rate 
E)  low mobile penetration rate

Question 20

Which of the following terms represents the media spending attributed to a brand relative to other brands in the category?

Accepted Answer

A)  market share 
B)  share of conversions 
C)  share of voice 
D)  dollar sales per product 
E)  share of media 
A)  market share 
B)  share of conversions 
C)  share of voice 
D)  dollar sales per product 
E)  share of media

Which is true about multimedia processing?

The ratings that are counted on the day people watch a show up until 3AM is refereed to as:

When advertisers use revenues as a base for determining ad spending they are using which method?

What percentage of 18-34 year olds watch within 7 days following a live broadcast?

With which form of media do people spend the most time?

Advertising elasticities represent:

How many tasks does the average person do with their smart phone in a day according to the text?

When advertisers seek to maintain above market ad spending levels they are budgeting by which of the following methods?

Red Bull's sponsorship of extreme sports for communicating brand messages to consumers represents which type of media?

You own a media site with the goal of selling ads. Which metric is most important for you to consider?

Which of the following is most useful in comparing media efficiency across different forms of media?

Marketers who pretend that their systematic campaigns are really organically created by customers are doing?

You own an eCommerce site selling products. Which metric is most important for you to consider?

How can cost per thousand be expressed?

What are the advantages of digital media over traditional media? Is there ever a time when traditional media are superior to digital media? Describe an example.

Which of the following media is associated with circulation?

What is the approximate cost to reach 1000 superbowl viewers?

Impressions are calculated as:

Why would it be difficult for a prescription drug company as opposed to an over the counter medication to advertise using mobile?

Which of the following terms represents the media spending attributed to a brand relative to other brands in the category?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters

Exam 10: Integrating Media

Which is true about multimedia processing?

The ratings that are counted on the day people watch a show up until 3AM is refereed to as:

When advertisers use revenues as a base for determining ad spending they are using which method?

What percentage of 18-34 year olds watch within 7 days following a live broadcast?

With which form of media do people spend the most time?

Advertising elasticities represent:

How many tasks does the average person do with their smart phone in a day according to the text?

When advertisers seek to maintain above market ad spending levels they are budgeting by which of the following methods?

Red Bull's sponsorship of extreme sports for communicating brand messages to consumers represents which type of media?

You own a media site with the goal of selling ads. Which metric is most important for you to consider?

Which of the following is most useful in comparing media efficiency across different forms of media?

Marketers who pretend that their systematic campaigns are really organically created by customers are doing?

You own an eCommerce site selling products. Which metric is most important for you to consider?

How can cost per thousand be expressed?

What are the advantages of digital media over traditional media? Is there ever a time when traditional media are superior to digital media? Describe an example.

Which of the following media is associated with circulation?

What is the approximate cost to reach 1000 superbowl viewers?

Impressions are calculated as:

Why would it be difficult for a prescription drug company as opposed to an over the counter medication to advertise using mobile?

Which of the following terms represents the media spending attributed to a brand relative to other brands in the category?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters