Question 1

A company seeking to build brand awareness through repeated exposures of the same ads is using high:

Accepted Answer

A) frequency. 
B) continuity. 
C) exposure. 
D) reach. 
A) frequency. 
B) continuity. 
C) exposure. 
D) reach.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

Accepted Answer

A) 10,000 
B) 40,000 
C) 50,000 
D) Gross impressions can't be calculated with the information provided 
A) 10,000 
B) 40,000 
C) 50,000 
D) Gross impressions can't be calculated with the information provided

Question 4

For many smaller local companies, the least viable advertising option is:

Accepted Answer

A) newspapers. 
B) magazines. 
C) billboards. 
D) radio. 
A) newspapers. 
B) magazines. 
C) billboards. 
D) radio.

Question 5

Recency theory is based on the concept of intrusion value.

Accepted Answer

A) True 
 B)False

Question 6

Many television shows now run as many as 19 minutes of commercials per hour of programming.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Using media time in a steady stream throughout an entire year is which type of media budget schedule?

Accepted Answer

A) Continuous 
B) Pulsating 
C) Flighting, or discontinuous 
D) Frequency 
A) Continuous 
B) Pulsating 
C) Flighting, or discontinuous 
D) Frequency

Question 9

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 10

What are the primary disadvantages of television advertising?

Accepted Answer

The problems are clutter, chan

Question 11

Newspapers are an excellent advertising medium for local companies.

Accepted Answer

A) True 
 B)False

Question 12

Retailers like newspaper advertising because it offers geographic selectivity.

Accepted Answer

A) True 
 B)False

Question 13

Client budgets for advertising have exceeded the increase in the costs of advertising time and space.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons except:

Accepted Answer

A) business decision makers are also consumers of goods and services. 
B) non-business outlets are not as costly and tend to be more effective. 
C) difficulty of reaching members of the buying center when they are at work. 
D) clutter in traditional business-to-business media. 
A) business decision makers are also consumers of goods and services. 
B) non-business outlets are not as costly and tend to be more effective. 
C) difficulty of reaching members of the buying center when they are at work. 
D) clutter in traditional business-to-business media.

Question 16

The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:

Accepted Answer

A) rating. 
B) recall. 
C) relevance. 
D) reach. 
A) rating. 
B) recall. 
C) relevance. 
D) reach.

Question 17

If an advertisement appears on a television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP)would be:

Accepted Answer

A) 4)1. 
B) 12.3. 
C) 36.9. 
D) there is not enough information to calculate the GRP. 
A) 4)1. 
B) 12.3. 
C) 36.9. 
D) there is not enough information to calculate the GRP.

Question 18

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

Accepted Answer

A) True 
 B)False

Question 19

CPM measures the length of time an advertisement runs.

Accepted Answer

A) True 
 B)False

Question 20

In determining the optimal media mix for an advertising campaign, the best sources of information would be:

Accepted Answer

A) media representatives. 
B) creatives and traffic managers. 
C) account planners and account executives. 
D) media planners and media buyers. 
A) media representatives. 
B) creatives and traffic managers. 
C) account planners and account executives. 
D) media planners and media buyers.

A company seeking to build brand awareness through repeated exposures of the same ads is using high:

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

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

For many smaller local companies, the least viable advertising option is:

Recency theory is based on the concept of intrusion value.

Many television shows now run as many as 19 minutes of commercials per hour of programming.

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

Using media time in a steady stream throughout an entire year is which type of media budget schedule?

Frequency is the:

What are the primary disadvantages of television advertising?

Newspapers are an excellent advertising medium for local companies.

Retailers like newspaper advertising because it offers geographic selectivity.

Client budgets for advertising have exceeded the increase in the costs of advertising time and space.

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

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons except:

The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:

If an advertisement appears on a television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP)would be:

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

CPM measures the length of time an advertisement runs.

In determining the optimal media mix for an advertising campaign, the best sources of information would be:

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

A company seeking to build brand awareness through repeated exposures of the same ads is using high:

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

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

For many smaller local companies, the least viable advertising option is:

Recency theory is based on the concept of intrusion value.

Many television shows now run as many as 19 minutes of commercials per hour of programming.

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

Using media time in a steady stream throughout an entire year is which type of media budget schedule?

Frequency is the:

What are the primary disadvantages of television advertising?

Newspapers are an excellent advertising medium for local companies.

Retailers like newspaper advertising because it offers geographic selectivity.

Client budgets for advertising have exceeded the increase in the costs of advertising time and space.

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

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons except:

The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:

If an advertisement appears on a television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP)would be:

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

CPM measures the length of time an advertisement runs.

In determining the optimal media mix for an advertising campaign, the best sources of information would be:

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