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

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

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

The answer of How can CPM be used to compare...

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

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

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

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

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%

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

Question 10

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

Accepted Answer

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

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

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

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

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

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

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

The answer of Choose one type of traditional media and...

Exam 10: Integrating Media