Exam 2: Media and Advertising Questions: Sales Promotions, Compensation Structures, Ethnic Marketing, Owned Media, and Measurement

When you plan a sales promotion, you need to understand the cost of the promotional items as well as the impact of the ___________ on revenue.

The Pepsi Revolution Campaign is an example of what type of strategy?

It is not possible to establish the advertising and media objectives without first considering:

_______________ continues to be attractive to marketers because of its ability to track consumer behavior at very finite levels.

With regard to the number of ethnic radio stations, which group has the largest penetration in the US?

All of the following are drivers behind in-house media agencies EXCEPT:

Which of the following IS NOT a type of owned media?

With regard to media requirements, you should make sure that test markets don't have more than ________ TV spill-in or spill-out in order to be considered.

Typically, an agencies net profit after taxes is roughly:

_____________ are used to target specific groups of the population such as speakers of foreign languages, members of religious groups, and specialized audiences.

When evaluating CDI and BDI for test markets, you should always keep within _____ points of the average of 100.

If a brand has a good amount of historical sales data, then this method is preferable because it is closer to what will actually happen once the plan is implemented nationally.

In general, there are two types of sales promotion: _______ and consumer.

When a manufacturer pays a fee for in-store floor displays to promote their product it is known as:

A common way to measure broadcast is to compare the ____________ purchased versus achieved.

The BRIC country block includes all of the following EXCEPT:

This type of compensation structure is-based on the manpower of the agency, is hourly or project-based, and media is billed at net.

All of the following are types of sales promotions EXCEPT:

On average, global media consumption doubles every ______ years or so.

The top 10 media companies control ______ of all media purchases in the US.