Question 1

The brand development index (BDI)is a measure of a market's percentage of sales of a particular brand divided by that market's share of the total U.S.households.

Accepted Answer

A) True 
 B)False

Question 2

What are the primary benefits of radio advertising? The primary problems?

Accepted Answer

The advantages are: lower cost per spot

Question 3

An advertisement on television will have the biggest impact:

Accepted Answer

A)  at the beginning or end of a set of ads 
B)  in the middle of a set of ads 
C)  during an infomercial 
D)  when the ad is 15 seconds rather than 30 or 45 
A)  at the beginning or end of a set of ads 
B)  in the middle of a set of ads 
C)  during an infomercial 
D)  when the ad is 15 seconds rather than 30 or 45

Question 4

Reach is:

Accepted Answer

A)  the number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period 
B)  the number of people who place a particular brand into their evoked sets 
C)  the number of people who purchase a product in a given time period 
D)  the number of people who use a certain medium in a four week time period 
A)  the number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period 
B)  the number of people who place a particular brand into their evoked sets 
C)  the number of people who purchase a product in a given time period 
D)  the number of people who use a certain medium in a four week time period

Question 5

A Millward Brown study revealed that ad awareness was strongest when consumers were exposed to an ad on television and in a magazine.Awareness was much lower for those who were exposed only to the magazine ad or only to the television ad.This illustrates the concept of:

Accepted Answer

A)  guerilla marketing 
B)  media multiplier effect 
C)  media synergy effect 
D)  media mix phenomena 
A)  guerilla marketing 
B)  media multiplier effect 
C)  media synergy effect 
D)  media mix phenomena

Question 6

Advertising in international markets is largely the same as in domestic markets because of globalization of the world.

Accepted Answer

A) True 
 B)False

Question 7

If the objective of an advertising campaign is to increase brand recall,then reach is more important than frequency.

Accepted Answer

A) True 
 B)False

Question 8

If 100,000 people are exposed to an advertisement,the total gross impressions are 100,000 regardless of whether the people actually closely watched the ad or not.

Accepted Answer

A) True 
 B)False

Question 9

To counter the short exposure time and to take advantage of traffic jams in major cities,a new outdoor advertising methodology that has grown in popularity is:

Accepted Answer

A)  LED billboards 
B)  global positioning systems 
C)  mobile billboards 
D)  urban billboards 
A)  LED billboards 
B)  global positioning systems 
C)  mobile billboards 
D)  urban billboards

Question 10

Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him.Now every ad for jewelry catches his attention.This is an example of:

Accepted Answer

A)  intrusion value 
B)  media multiplier effect 
C)  recency theory 
D)  three-exposure hypothesis 
A)  intrusion value 
B)  media multiplier effect 
C)  recency theory 
D)  three-exposure hypothesis

Question 11

The number of people,households,or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period is:

Accepted Answer

A)  reach 
B)  frequency 
C)  demographics 
D)  impressions 
A)  reach 
B)  frequency 
C)  demographics 
D)  impressions

Question 12

Gross impressions are a measure of the impact or intensity of a media plan.

Accepted Answer

A) True 
 B)False

Question 13

Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.

Accepted Answer

A) True 
 B)False

Question 14

Magazines offer each of the following advantages,except:

Accepted Answer

A)  high level of market segmentation 
B)  high level of color quality 
C)  long life 
D)  short ad lead time 
A)  high level of market segmentation 
B)  high level of color quality 
C)  long life 
D)  short ad lead time

Question 15

Nielsen ratings are used to establish rates for television advertisements.

Accepted Answer

A) True 
 B)False

Question 16

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

Accepted Answer

A) True 
 B)False

Question 17

In terms of advertising,newspapers tend to have a short life.

Accepted Answer

A) True 
 B)False

Question 18

If the CPM for National Geographic is $16.44,it means it will cost $16.44 to reach:

Accepted Answer

A)  the selected target audience 
B)  one thousand readers 
C)  1644 readers 
D)  one million readers 
A)  the selected target audience 
B)  one thousand readers 
C)  1644 readers 
D)  one million readers

Question 19

Recency theory suggests a person must see an advertisement three times before it will have an effect.

Accepted Answer

A) True 
 B)False

Question 20

If effective reach and/or effective frequency are too low:

Accepted Answer

A)  the company needs a larger advertising budget 
B)  the company has not spent all of its advertising budget 
C)  some of the company's budget may be wasted on extra exposures 
D)  the company will fail to attain its intended objectives 
A)  the company needs a larger advertising budget 
B)  the company has not spent all of its advertising budget 
C)  some of the company's budget may be wasted on extra exposures 
D)  the company will fail to attain its intended objectives

The brand development index (BDI)is a measure of a market's percentage of sales of a particular brand divided by that market's share of the total U.S.households.

What are the primary benefits of radio advertising? The primary problems?

An advertisement on television will have the biggest impact:

Reach is:

A Millward Brown study revealed that ad awareness was strongest when consumers were exposed to an ad on television and in a magazine.Awareness was much lower for those who were exposed only to the magazine ad or only to the television ad.This illustrates the concept of:

Advertising in international markets is largely the same as in domestic markets because of globalization of the world.

If the objective of an advertising campaign is to increase brand recall,then reach is more important than frequency.

If 100,000 people are exposed to an advertisement,the total gross impressions are 100,000 regardless of whether the people actually closely watched the ad or not.

To counter the short exposure time and to take advantage of traffic jams in major cities,a new outdoor advertising methodology that has grown in popularity is:

Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him.Now every ad for jewelry catches his attention.This is an example of:

The number of people,households,or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period is:

Gross impressions are a measure of the impact or intensity of a media plan.

Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.

Magazines offer each of the following advantages,except:

Nielsen ratings are used to establish rates for television advertisements.

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

In terms of advertising,newspapers tend to have a short life.

If the CPM for National Geographic is $16.44,it means it will cost $16.44 to reach:

Recency theory suggests a person must see an advertisement three times before it will have an effect.

If effective reach and/or effective frequency are too low:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 8: Traditional Media Channels

The brand development index (BDI)is a measure of a market's percentage of sales of a particular brand divided by that market's share of the total U.S.households.

What are the primary benefits of radio advertising? The primary problems?

An advertisement on television will have the biggest impact:

Reach is:

A Millward Brown study revealed that ad awareness was strongest when consumers were exposed to an ad on television and in a magazine.Awareness was much lower for those who were exposed only to the magazine ad or only to the television ad.This illustrates the concept of:

Advertising in international markets is largely the same as in domestic markets because of globalization of the world.

If the objective of an advertising campaign is to increase brand recall,then reach is more important than frequency.

If 100,000 people are exposed to an advertisement,the total gross impressions are 100,000 regardless of whether the people actually closely watched the ad or not.

To counter the short exposure time and to take advantage of traffic jams in major cities,a new outdoor advertising methodology that has grown in popularity is:

Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him.Now every ad for jewelry catches his attention.This is an example of:

The number of people,households,or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period is:

Gross impressions are a measure of the impact or intensity of a media plan.

Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.

Magazines offer each of the following advantages,except:

Nielsen ratings are used to establish rates for television advertisements.

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

In terms of advertising,newspapers tend to have a short life.

If the CPM for National Geographic is $16.44,it means it will cost $16.44 to reach:

Recency theory suggests a person must see an advertisement three times before it will have an effect.

If effective reach and/or effective frequency are too low:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters