Question 1

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 2

Ads in trade journals and other media have a better chance of being noticed by members of the buying center when the firm is either in a straight rebuy or a modified rebuy situation.

Accepted Answer

A) True 
 B)False

Question 3

The individual that negotiates rates for out-of-home space and in magazine ads is the:

Accepted Answer

A)  creative. 
B)  media planner. 
C)  media buyer. 
D)  client. 
A)  creative. 
B)  media planner. 
C)  media buyer. 
D)  client.

Question 4

A measure of the impact or intensity of a media plan is:

Accepted Answer

A)  cost per thousand (CPM). 
B)  gross rating points (GRP). 
C)  opportunities to see (OTS). 
D)  reach and frequency. 
A)  cost per thousand (CPM). 
B)  gross rating points (GRP). 
C)  opportunities to see (OTS). 
D)  reach and frequency.

Question 5

Media planning begins with a careful analysis of the competition.

Accepted Answer

A) True 
 B)False

Question 6

Gross impressions represent the number of times an individual is exposed to an advertisement.

Accepted Answer

A) True 
 B)False

Question 7

Frequency is a measure of the impact or intensity of a media plan.

Accepted Answer

A) True 
 B)False

Question 8

Many Super Bowl advertisers are now:

Accepted Answer

A)  keeping the Super Bowl ads secret until game time. 
B)  releasing the ads on social media during the Super Bowl game. 
C)  placing information about the ads on social media prior to the Super Bowl game. 
D)  releasing pre-roll teasers of its Super Bowl ads on social media prior to the game. 
A)  keeping the Super Bowl ads secret until game time. 
B)  releasing the ads on social media during the Super Bowl game. 
C)  placing information about the ads on social media prior to the Super Bowl game. 
D)  releasing pre-roll teasers of its Super Bowl ads on social media prior to the game.

Question 9

The cumulative exposures achieved in a given time period is called:

Accepted Answer

A)  cost per thousand (CPM). 
B)  gross rating points (GRP). 
C)  opportunities to see (OTS). 
D)  reach and frequency. 
A)  cost per thousand (CPM). 
B)  gross rating points (GRP). 
C)  opportunities to see (OTS). 
D)  reach and frequency.

Question 10

Frequency is the:

Accepted Answer

A)  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)  number of people who place a particular brand into their evoked sets. 
C)  number of people who purchase the product. 
D)  average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period. 
A)  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)  number of people who place a particular brand into their evoked sets. 
C)  number of people who purchase the product. 
D)  average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period.

Question 11

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:

Accepted Answer

A)  $50.00. 
B)  $500.00. 
C)  $20.00. 
D)  cannot be determined from the information given. 
A)  $50.00. 
B)  $500.00. 
C)  $20.00. 
D)  cannot be determined from the information given.

Question 12

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 13

The part of the media plan that reviews the fundamental marketing program is a(n):

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.

Question 14

A rating of 11.5 means that 11.5 percent of televisions in the United States were tuned into a particular program, such as The Big Bang Theory.

Accepted Answer

A) True 
 B)False

Question 15

Declining sales led the producers of S.O.S. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be the:

Accepted Answer

A)  creative. 
B)  media planner. 
C)  media buyer. 
D)  client. 
A)  creative. 
B)  media planner. 
C)  media buyer. 
D)  client.

Question 16

When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used?

Accepted Answer

A)  Continuous 
B)  Gross impressions 
C)  Pulsating 
D)  Flighting, or discontinuous 
A)  Continuous 
B)  Gross impressions 
C)  Pulsating 
D)  Flighting, or discontinuous

Question 17

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.

Question 18

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or does not have an interest in the product.

Accepted Answer

A) True 
 B)False

Question 19

The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:

Accepted Answer

A)  continuous. 
B)  gross impressions. 
C)  pulsating. 
D)  flighting, or discontinuous. 
A)  continuous. 
B)  gross impressions. 
C)  pulsating. 
D)  flighting, or discontinuous.

Question 20

Opportunities to see measures the average number of times an individual, household, or business in a target market is exposed to a message during a given time period.

Accepted Answer

A) True 
 B)False

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

Ads in trade journals and other media have a better chance of being noticed by members of the buying center when the firm is either in a straight rebuy or a modified rebuy situation.

The individual that negotiates rates for out-of-home space and in magazine ads is the:

A measure of the impact or intensity of a media plan is:

Media planning begins with a careful analysis of the competition.

Gross impressions represent the number of times an individual is exposed to an advertisement.

Frequency is a measure of the impact or intensity of a media plan.

Many Super Bowl advertisers are now:

The cumulative exposures achieved in a given time period is called:

Frequency is the:

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:

An advertisement on television will have the biggest impact:

The part of the media plan that reviews the fundamental marketing program is a(n):

A rating of 11.5 means that 11.5 percent of televisions in the United States were tuned into a particular program, such as The Big Bang Theory.

Declining sales led the producers of S.O.S. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be the:

When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used?

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

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or does not have an interest in the product.

The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:

Opportunities to see measures the average number of times an individual, household, or business in a target market is exposed to a message during a given time period.

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

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

Ads in trade journals and other media have a better chance of being noticed by members of the buying center when the firm is either in a straight rebuy or a modified rebuy situation.

The individual that negotiates rates for out-of-home space and in magazine ads is the:

A measure of the impact or intensity of a media plan is:

Media planning begins with a careful analysis of the competition.

Gross impressions represent the number of times an individual is exposed to an advertisement.

Frequency is a measure of the impact or intensity of a media plan.

Many Super Bowl advertisers are now:

The cumulative exposures achieved in a given time period is called:

Frequency is the:

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:

An advertisement on television will have the biggest impact:

The part of the media plan that reviews the fundamental marketing program is a(n):

A rating of 11.5 means that 11.5 percent of televisions in the United States were tuned into a particular program, such as The Big Bang Theory.

Declining sales led the producers of S.O.S. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be the:

When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used?

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

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or does not have an interest in the product.

The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:

Opportunities to see measures the average number of times an individual, household, or business in a target market is exposed to a message during a given time period.

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