Question 1

Research findings indicate that if a brand pre-rolls TV ads on YouTube as well as in-streaming of its TV ads, the brand can expect higher:

Accepted Answer

A)  recall of its ads. 
B)  brand recognition. 
C)  social media chatter. 
D)  sales. 
A)  recall of its ads. 
B)  brand recognition. 
C)  social media chatter. 
D)  sales.

Question 2

For local companies, billboards are an effective advertising medium because primarily local audiences see the message.

Accepted Answer

A) True 
 B)False

Question 3

The number of cumulative exposures achieved in a given time period is called opportunities to see.

Accepted Answer

A) True 
 B)False

Question 4

A media strategy is the process of:

Accepted Answer

A)  investigating the media usage of a product's target market. 
B)  analyzing and choosing media for an advertising and promotions campaign. 
C)  selecting the outlets of each media that will be used for an advertising campaign. 
D)  choosing the proper appeal, message, strategy, and execution. 
A)  investigating the media usage of a product's target market. 
B)  analyzing and choosing media for an advertising and promotions campaign. 
C)  selecting the outlets of each media that will be used for an advertising campaign. 
D)  choosing the proper appeal, message, strategy, and execution.

Question 5

In terms of measuring reach and frequency, the typical time period is ________ week(s).

Accepted Answer

A)  one 
B)  four 
C)  eight 
D)  ten 
A)  one 
B)  four 
C)  eight 
D)  ten

Question 6

The traditional three-exposure hypothesis is based on:

Accepted Answer

A)  selective attention exposure. 
B)  effective reach and effective frequency. 
C)  intrusion value. 
D)  media multiplier effect. 
A)  selective attention exposure. 
B)  effective reach and effective frequency. 
C)  intrusion value. 
D)  media multiplier effect.

Question 7

If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:

Accepted Answer

A)  $25. 
B)  $250. 
C)  $2,500. 
D)  $10. 
A)  $25. 
B)  $250. 
C)  $2,500. 
D)  $10.

Question 8

The exposure pattern or schedule used in an ad campaign is its:

Accepted Answer

A)  continuity. 
B)  discontinuity campaign. 
C)  reach. 
D)  frequency. 
A)  continuity. 
B)  discontinuity campaign. 
C)  reach. 
D)  frequency.

Question 9

The part of the media plan that spells out the media to be used and creative considerations is the:

Accepted Answer

A)  marketing analysis. 
B)  advertising analysis. 
C)  media strategy. 
D)  media mix. 
A)  marketing analysis. 
B)  advertising analysis. 
C)  media strategy. 
D)  media mix.

Research findings indicate that if a brand pre-rolls TV ads on YouTube as well as in-streaming of its TV ads, the brand can expect higher:

For local companies, billboards are an effective advertising medium because primarily local audiences see the message.

The number of cumulative exposures achieved in a given time period is called opportunities to see.

A media strategy is the process of:

In terms of measuring reach and frequency, the typical time period is ________ week(s).

The traditional three-exposure hypothesis is based on:

If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:

The exposure pattern or schedule used in an ad campaign is its:

The part of the media plan that spells out the media to be used and creative considerations is the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 7: Traditional Media Channels

Research findings indicate that if a brand pre-rolls TV ads on YouTube as well as in-streaming of its TV ads, the brand can expect higher:

For local companies, billboards are an effective advertising medium because primarily local audiences see the message.

The number of cumulative exposures achieved in a given time period is called opportunities to see.

A media strategy is the process of:

In terms of measuring reach and frequency, the typical time period is ________ week(s).

The traditional three-exposure hypothesis is based on:

If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:

The exposure pattern or schedule used in an ad campaign is its:

The part of the media plan that spells out the media to be used and creative considerations is the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters