Question 1

Which of the following statements is true about advertising reach?

Accepted Answer

A) Reach refers to the number of times a viewer is exposed to an ad. 
B) Reach of a media vehicle can be defined as the "opportunities to see" an ad. 
C) Frequency level expressed in a media plan overstates the actual level of reach to an ad. 
D) The actual exposure to an ad is referred to as reach of a media vehicle. 
E) Reach is of trivial importance at later stages of the adoption hierarchy. 
A) Reach refers to the number of times a viewer is exposed to an ad. 
B) Reach of a media vehicle can be defined as the "opportunities to see" an ad. 
C) Frequency level expressed in a media plan overstates the actual level of reach to an ad. 
D) The actual exposure to an ad is referred to as reach of a media vehicle. 
E) Reach is of trivial importance at later stages of the adoption hierarchy.

Question 2

Flair, a women's magazine, features an ad for Elvira watches. Flair, being a specific carrier within a medium category is known as a:

Accepted Answer

A) conduit. 
B) mobile channel. 
C) distribution channel. 
D) transit channel. 
E) media vehiclE.The above scenario is an example of a media vehicle.A media vehicle is a specific carrier within a medium category. 
A) conduit. 
B) mobile channel. 
C) distribution channel. 
D) transit channel. 
E) media vehiclE.The above scenario is an example of a media vehicle.A media vehicle is a specific carrier within a medium category.

Question 3

Helios Inc. has a low market share for its Achilles range of running shoes in the South Atlantic region. Which of the following indices reflects the information provided in the scenario?

Accepted Answer

A) Low brand development index (BDI) 
B) High brand development index (BDI) 
C) Low category development index (CDI) 
D) High category development index (CDI) 
E) High survey of buying power index (BPI) 
A) Low brand development index (BDI) 
B) High brand development index (BDI) 
C) Low category development index (CDI) 
D) High category development index (CDI) 
E) High survey of buying power index (BPI)

Question 4

Which of the following situations offers an advertiser the least attractive marketing opportunity?

Accepted Answer

A) High brand development index (BDI) and high category development index (CDI) 
B) High brand development index (BDI) and low category development index (CDI) 
C) Low brand development index (BDI) and high category development index (CDI) 
D) Low brand development index (BDI) and low category development index (CDI) 
E) High survey of buying power index and high brand development index (BDI) 
A) High brand development index (BDI) and high category development index (CDI) 
B) High brand development index (BDI) and low category development index (CDI) 
C) Low brand development index (BDI) and high category development index (CDI) 
D) Low brand development index (BDI) and low category development index (CDI) 
E) High survey of buying power index and high brand development index (BDI)

Question 5

The cost-effectiveness of advertisements in newspapers is measured based on the cost per ratings point.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements is true of the flighting scheduling method?

Accepted Answer

A) It results in a lack of awareness of promotional messages during nonscheduled times. 
B) It prohibits inclusion of more than one medium or media vehicle for advertising. 
C) It usually results in high costs and overexposure. 
D) It has a decreased likelihood of wearout. 
E) It follows a continuous pattern of advertising without gaps or nonadvertising periods. 
A) It results in a lack of awareness of promotional messages during nonscheduled times. 
B) It prohibits inclusion of more than one medium or media vehicle for advertising. 
C) It usually results in high costs and overexposure. 
D) It has a decreased likelihood of wearout. 
E) It follows a continuous pattern of advertising without gaps or nonadvertising periods.

Question 7

Juno Inc., a confectionery company, introduces a new range of peanut brittle. The company wants to make all its potential customers aware of its new product. The company should concentrate on:

Accepted Answer

A) maximizing frequency. 
B) maximizing reach. 
C) maximizing coverage. 
D) using maximum continuity. 
E) using a pulsing push strategy. 
A) maximizing frequency. 
B) maximizing reach. 
C) maximizing coverage. 
D) using maximum continuity. 
E) using a pulsing push strategy.

Question 8

_____ is the number of times a receiver is exposed to a media vehicle in a given time period.

Accepted Answer

A) Potency 
B) Reach 
C) Coverage 
D) Frequency 
E) Audience contact 
A) Potency 
B) Reach 
C) Coverage 
D) Frequency 
E) Audience contact

Question 9

An index number over 100 means that the use of the product is proportionately greater in that segment than in one that is average.

Accepted Answer

A) True 
 B)False

Question 10

The lack of audience information is a greater problem for big advertisers/markets than it is for small advertisers/markets.

Accepted Answer

A) True 
 B)False

Question 11

An index number of 100 means that the:

Accepted Answer

A) use of a product is proportionately greater than average in a segment. 
B) market segment being analyzed is average. 
C) use of a product is proportionately lesser than average in a segment. 
D) probability of wasted coverage is 100 percent. 
E) probability of success in the market is 100 percent. 
A) use of a product is proportionately greater than average in a segment. 
B) market segment being analyzed is average. 
C) use of a product is proportionately lesser than average in a segment. 
D) probability of wasted coverage is 100 percent. 
E) probability of success in the market is 100 percent.

Question 12

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?

Accepted Answer

A) Message uniqueness 
B) Clutter 
C) Purchase and usage cycles 
D) Media scheduling 
E) Message complexity 
A) Message uniqueness 
B) Clutter 
C) Purchase and usage cycles 
D) Media scheduling 
E) Message complexity

Question 13

Which of the following is an advantage associated with direct mail advertising?

Accepted Answer

A) Low selectivity 
B) High repetition 
C) Low cost per exposure 
D) Low level of clutter 
E) Opportunities for repeat exposures 
A) Low selectivity 
B) High repetition 
C) Low cost per exposure 
D) Low level of clutter 
E) Opportunities for repeat exposures

Question 14

Which of the following statements is true of the continuity scheduling method?

Accepted Answer

A) It serves as a constant reminder to consumers. 
B) It is a cost efficient method of scheduling advertising. 
C) It allows unlimited media allocation. 
D) It is a combination of flighting and pulsing scheduling methods. 
E) It results in a lack of interest of promotional messages during nonscheduled times. 
A) It serves as a constant reminder to consumers. 
B) It is a cost efficient method of scheduling advertising. 
C) It allows unlimited media allocation. 
D) It is a combination of flighting and pulsing scheduling methods. 
E) It results in a lack of interest of promotional messages during nonscheduled times.

Question 15

For which of the following products is an advertiser most likely to use continuity scheduling?

Accepted Answer

A) Swimming pool chemicals 
B) Flea collars 
C) Cake mixes 
D) Wood burning stoves 
E) Tickets to professional basketball games 
A) Swimming pool chemicals 
B) Flea collars 
C) Cake mixes 
D) Wood burning stoves 
E) Tickets to professional basketball games

Question 16

_____ refers to the relationship between the price paid for advertising time and the size of the audience delivered and is also used to compare media vehicles.

Accepted Answer

A) Net contribution margin 
B) Net cost 
C) Absolute cost 
D) Relative cost 
E) Cost per media (CPM) 
A) Net contribution margin 
B) Net cost 
C) Absolute cost 
D) Relative cost 
E) Cost per media (CPM)

Question 17

After 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. Which of the following information can be deduced from this data?

Accepted Answer

A) High market share; good market potential 
B) Low market share; good market potential 
C) High market share; monitoring required for sales decline 
D) Low market share; poor market potential 
E) High market share; not a good market to advertise in 
A) High market share; good market potential 
B) Low market share; good market potential 
C) High market share; monitoring required for sales decline 
D) Low market share; poor market potential 
E) High market share; not a good market to advertise in

Question 18

Gross ratings points (GRPs) can be calculated by:

Accepted Answer

A) multiplying reach times frequency of exposure. 
B) dividing reach times frequency by costs. 
C) multiplying cost per thousand (CPM) times average frequency. 
D) dividing average frequency by costs. 
E) adding reach and frequency and dividing by cost per thousand (CPM). 
A) multiplying reach times frequency of exposure. 
B) dividing reach times frequency by costs. 
C) multiplying cost per thousand (CPM) times average frequency. 
D) dividing average frequency by costs. 
E) adding reach and frequency and dividing by cost per thousand (CPM).

Question 19

Hot sauce usage in the United States is generally concentrated in the region spanning West from Louisiana to New Mexico and North to the Arkansas-Missouri border. A producer of hot sauce would use this information to schedule by using:

Accepted Answer

A) flighting. 
B) continuity. 
C) geographical weighting. 
D) intermittent frequency. 
E) pulsing. 
A) flighting. 
B) continuity. 
C) geographical weighting. 
D) intermittent frequency. 
E) pulsing.

Question 20

_____ of a medium or media vehicle is the actual total cost required to place an advertising message.

Accepted Answer

A) Net contribution margin 
B) Net cost 
C) Absolute cost 
D) Relative cost 
E) Cost per media (CPM) 
A) Net contribution margin 
B) Net cost 
C) Absolute cost 
D) Relative cost 
E) Cost per media (CPM)

Exam 10: Media Planning and Strategy

Which of the following statements is true about advertising reach?

Flair, a women's magazine, features an ad for Elvira watches. Flair, being a specific carrier within a medium category is known as a:

Helios Inc. has a low market share for its Achilles range of running shoes in the South Atlantic region. Which of the following indices reflects the information provided in the scenario?

Which of the following situations offers an advertiser the least attractive marketing opportunity?

The cost-effectiveness of advertisements in newspapers is measured based on the cost per ratings point.

Which of the following statements is true of the flighting scheduling method?

Juno Inc., a confectionery company, introduces a new range of peanut brittle. The company wants to make all its potential customers aware of its new product. The company should concentrate on:

_____ is the number of times a receiver is exposed to a media vehicle in a given time period.

An index number over 100 means that the use of the product is proportionately greater in that segment than in one that is average.

The lack of audience information is a greater problem for big advertisers/markets than it is for small advertisers/markets.

An index number of 100 means that the:

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?

Which of the following is an advantage associated with direct mail advertising?

Which of the following statements is true of the continuity scheduling method?

For which of the following products is an advertiser most likely to use continuity scheduling?

_____ refers to the relationship between the price paid for advertising time and the size of the audience delivered and is also used to compare media vehicles.

After 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. Which of the following information can be deduced from this data?

Gross ratings points (GRPs) can be calculated by:

Hot sauce usage in the United States is generally concentrated in the region spanning West from Louisiana to New Mexico and North to the Arkansas-Missouri border. A producer of hot sauce would use this information to schedule by using:

_____ of a medium or media vehicle is the actual total cost required to place an advertising message.

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters