Question 1

SOV stands for:

Accepted Answer

A)  standard of voice 
B)  share of voice 
C)  studio only video 
D)  social or voice 
E)  share of volume 
A)  standard of voice 
B)  share of voice 
C)  studio only video 
D)  social or voice 
E)  share of volume

Question 2

Zoosk's strategy can best be described as:

Accepted Answer

A)  integrated marketing communications 
B)  share of voice 
C)  market share driven 
D)  social media exclusive 
E)  mobile marketing 
A)  integrated marketing communications 
B)  share of voice 
C)  market share driven 
D)  social media exclusive 
E)  mobile marketing

Question 3

How can CPM be used to compare across different media alternatives? For which forms of media can marketers use CPM as a comparative measure and which ones can't use CPM?

Accepted Answer

Cost Per Thousand (CPM) is a standard me

Question 4

Which of the following forms of media increases 1:1 interactions?

Accepted Answer

A)  TV 
B)  radio 
C)  social media 
D)  paid media 
E)  outdoor 
A)  TV 
B)  radio 
C)  social media 
D)  paid media 
E)  outdoor

Question 5

Which of the following is NOT a reason to consider traditional media?

Accepted Answer

A)  increased reach 
B)  increased efficiency 
C)  increased wear out 
D)  reduced clutter 
E)  take advantage of synergies 
A)  increased reach 
B)  increased efficiency 
C)  increased wear out 
D)  reduced clutter 
E)  take advantage of synergies

Question 6

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

Accepted Answer

A)  search 
B)  email 
C)  mobile 
D)  websites 
E)  blogs 
A)  search 
B)  email 
C)  mobile 
D)  websites 
E)  blogs

Question 7

When an ad in one form of media primes interest in a second form of media it is called:

Accepted Answer

A)  forward encoding 
B)  backward encoding 
C)  multiple source perception 
D)  integrated cross channel processing 
E)  selective coding and encoding 
A)  forward encoding 
B)  backward encoding 
C)  multiple source perception 
D)  integrated cross channel processing 
E)  selective coding and encoding

Question 8

What percentage of people in the Nielsen study indicated they watch TV while social networking?

Accepted Answer

A)  10-20% 
B)  30-40% 
C)  50-60% 
D)  80-90% 
E)  less than 5% 
A)  10-20% 
B)  30-40% 
C)  50-60% 
D)  80-90% 
E)  less than 5%

Question 9

The large amount of advertising in the marketplace that interferes with people's ability to process messages is called:

Accepted Answer

A)  impressions 
B)  reach 
C)  clutter 
D)  exposure 
E)  ratings 
A)  impressions 
B)  reach 
C)  clutter 
D)  exposure 
E)  ratings

Question 10

Which market represents a quarter of Red Bull's sales?

Accepted Answer

A)  UK 
B)  USA 
C)  Canada 
D)  Thailand 
E)  Europe 
A)  UK 
B)  USA 
C)  Canada 
D)  Thailand 
E)  Europe

Question 11

Which type of product category benefits most from ad spending by competitors?

Accepted Answer

A)  durables 
B)  non durables 
C)  utilitarian products 
D)  mature product categories 
E)  virtual products 
A)  durables 
B)  non durables 
C)  utilitarian products 
D)  mature product categories 
E)  virtual products

Question 12

Which of the following is TRUE?

Accepted Answer

A)  outdoor advertising can't provide a measure of reach and frequency 
B)  newspapers are growing subscription bases year over year 
C)  magazines are measured by gross ratings points 
D)  the Audit Bureau of Circulation does not measure print media audiences 
E)  Television is measured by GRPs 
A)  outdoor advertising can't provide a measure of reach and frequency 
B)  newspapers are growing subscription bases year over year 
C)  magazines are measured by gross ratings points 
D)  the Audit Bureau of Circulation does not measure print media audiences 
E)  Television is measured by GRPs

Question 13

Which of the following is TRUE about Nielsen?

Accepted Answer

A)  the sample never changes 
B)  the company is diligent about monitoring households 
C)  Nielsen homes are paid well for their services 
D)  Nielsen ratings are only for live shows 
E)  advertisers can get ratings for viewing seven days after a show airs 
A)  the sample never changes 
B)  the company is diligent about monitoring households 
C)  Nielsen homes are paid well for their services 
D)  Nielsen ratings are only for live shows 
E)  advertisers can get ratings for viewing seven days after a show airs

Question 14

Unicredit's effort to ensure reaching 30% of the population of Bulgaria indicates budgeting by which method?

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 15

Which of the following forms of media has remained stable in terms of percentage of media spending attributed to it?

Accepted Answer

A)  newspapers 
B)  magazines 
C)  outdoor 
D)  direct mail 
E)  none of the above 
A)  newspapers 
B)  magazines 
C)  outdoor 
D)  direct mail 
E)  none of the above

Question 16

Which term describes when an individual is exposed to a message?

Accepted Answer

A)  cost per click 
B)  gross ratings points 
C)  share of voice 
D)  view 
E)  impression 
A)  cost per click 
B)  gross ratings points 
C)  share of voice 
D)  view 
E)  impression

Question 17

Choose one type of traditional media and compare the benefits of the medium to the marketer. How does this method compare to a. organic search engine optimization and b. email marketing as a strategy?

Accepted Answer

One type of traditional media that can b

SOV stands for:

Zoosk's strategy can best be described as:

How can CPM be used to compare across different media alternatives? For which forms of media can marketers use CPM as a comparative measure and which ones can't use CPM?

Which of the following forms of media increases 1:1 interactions?

Which of the following is NOT a reason to consider traditional media?

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

When an ad in one form of media primes interest in a second form of media it is called:

What percentage of people in the Nielsen study indicated they watch TV while social networking?

The large amount of advertising in the marketplace that interferes with people's ability to process messages is called:

Which market represents a quarter of Red Bull's sales?

Which type of product category benefits most from ad spending by competitors?

Which of the following is TRUE?

Which of the following is TRUE about Nielsen?

Unicredit's effort to ensure reaching 30% of the population of Bulgaria indicates budgeting by which method?

Which of the following forms of media has remained stable in terms of percentage of media spending attributed to it?

Which term describes when an individual is exposed to a message?

Choose one type of traditional media and compare the benefits of the medium to the marketer. How does this method compare to a. organic search engine optimization and b. email marketing as a strategy?

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

SOV stands for:

Zoosk's strategy can best be described as:

How can CPM be used to compare across different media alternatives? For which forms of media can marketers use CPM as a comparative measure and which ones can't use CPM?

Which of the following forms of media increases 1:1 interactions?

Which of the following is NOT a reason to consider traditional media?

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

When an ad in one form of media primes interest in a second form of media it is called:

What percentage of people in the Nielsen study indicated they watch TV while social networking?

The large amount of advertising in the marketplace that interferes with people's ability to process messages is called:

Which market represents a quarter of Red Bull's sales?

Which type of product category benefits most from ad spending by competitors?

Which of the following is TRUE?

Which of the following is TRUE about Nielsen?

Unicredit's effort to ensure reaching 30% of the population of Bulgaria indicates budgeting by which method?

Which of the following forms of media has remained stable in terms of percentage of media spending attributed to it?

Which term describes when an individual is exposed to a message?

Choose one type of traditional media and compare the benefits of the medium to the marketer. How does this method compare to a. organic search engine optimization and b. email marketing as a strategy?

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