Question 1

_____ reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times.

Accepted Answer

A)  Effective 
B)  Practical 
C)  Balanced 
D)  Exact 
E)  Exposed 
A)  Effective 
B)  Practical 
C)  Balanced 
D)  Exact 
E)  Exposed

Question 2

In advertising terminology,newspaper is the _____ and the Wall Street Journal is the _____.

Accepted Answer

A)  script; sponsor 
B)  vehicle; medium 
C)  medium; vehicle 
D)  vehicle; sponsor 
E)  medium; sponsor 
A)  script; sponsor 
B)  vehicle; medium 
C)  medium; vehicle 
D)  vehicle; sponsor 
E)  medium; sponsor

Question 3

_____ adjust vehicle ratings to reflect just those individuals who match the advertiser's target audience.

Accepted Answer

A)  Gross rating points (GRPs) 
B)  Target rating points (TRPs) 
C)  Efficiency rating points (ERPs) 
D)  Net rating points (NRPs) 
E)  Indexed rating points (IRPs) 
A)  Gross rating points (GRPs) 
B)  Target rating points (TRPs) 
C)  Efficiency rating points (ERPs) 
D)  Net rating points (NRPs) 
E)  Indexed rating points (IRPs)

Question 4

According to the three-exposure hypothesis,it is best to use three different mediums to maximize advertising effectiveness.

Accepted Answer

A) True 
 B)False

Question 5

_____ involves the matter of how advertising is allocated during the course of an advertising campaign.

Accepted Answer

A)  Weight 
B)  Reach 
C)  Frequency 
D)  Cost 
E)  Continuity 
A)  Weight 
B)  Reach 
C)  Frequency 
D)  Cost 
E)  Continuity

Question 6

Auby's Corporation is an apparel manufacturer that specializes in casual clothing.The company advertises primarily in consumer magazines,spending approximately $5 million each year.The company advertises every month of the year,but major advertising expenditures are made in the three months-May,August,and December.What type of advertising schedule does Auby's use?

Accepted Answer

A)  continuous 
B)  trade-off 
C)  flighting 
D)  pulsing 
E)  concentrated 
A)  continuous 
B)  trade-off 
C)  flighting 
D)  pulsing 
E)  concentrated

Question 7

Target market identification and marketing mix selection form the overall

Accepted Answer

A)  advertising objective 
B)  advertising budget 
C)  marketing strategy 
D)  media strategies 
E)  target market 
A)  advertising objective 
B)  advertising budget 
C)  marketing strategy 
D)  media strategies 
E)  target market

Question 8

Assume that the media schedule for a brand yields 250 GRPs and reaches 10 percent of the market.The frequency would be ____.

Accepted Answer

A)  25 
B)  10 
C)  240 
D)  260 
E)  2500 
A)  25 
B)  10 
C)  240 
D)  260 
E)  2500

Question 9

Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution?

Accepted Answer

A)  These are measures of cost-efficiency, not of effectiveness. 
B)  These measures lack comparability across media because the various media perform unique roles and are therefore priced differently. 
C)  Users must be sure to use standardized bases for calculating these statistics. 
D)  Vehicles within a particular medium must be compared on the same basis. 
E)  All of these are reasons to be cautious. 
A)  These are measures of cost-efficiency, not of effectiveness. 
B)  These measures lack comparability across media because the various media perform unique roles and are therefore priced differently. 
C)  Users must be sure to use standardized bases for calculating these statistics. 
D)  Vehicles within a particular medium must be compared on the same basis. 
E)  All of these are reasons to be cautious.

Question 10

Frequency refers to the number of people who purchased a product as a result of an advertisement.

Accepted Answer

A) True 
 B)False

_____ reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times.

In advertising terminology,newspaper is the _ and the Wall Street Journal is the _.

_____ adjust vehicle ratings to reflect just those individuals who match the advertiser's target audience.

According to the three-exposure hypothesis,it is best to use three different mediums to maximize advertising effectiveness.

_____ involves the matter of how advertising is allocated during the course of an advertising campaign.

Target market identification and marketing mix selection form the overall

Assume that the media schedule for a brand yields 250 GRPs and reaches 10 percent of the market.The frequency would be ____.

Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution?

Frequency refers to the number of people who purchased a product as a result of an advertisement.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters

Exam 16: Media Planning and Analysis

_____ reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times.

In advertising terminology,newspaper is the _____ and the Wall Street Journal is the _____.

_____ adjust vehicle ratings to reflect just those individuals who match the advertiser's target audience.

According to the three-exposure hypothesis,it is best to use three different mediums to maximize advertising effectiveness.

_____ involves the matter of how advertising is allocated during the course of an advertising campaign.

Target market identification and marketing mix selection form the overall

Assume that the media schedule for a brand yields 250 GRPs and reaches 10 percent of the market.The frequency would be ____.

Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution?

Frequency refers to the number of people who purchased a product as a result of an advertisement.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters

In advertising terminology,newspaper is the _ and the Wall Street Journal is the _.