Question 1

Advertisers using the IMC planning model start by segmenting their target audiences according to:

Accepted Answer

A)  brand-purchasing behavior. 
B)  age groups. 
C)  location and accessibility. 
D)  income levels and purchasing power. 
E)  sociocultural patterns. 
A)  brand-purchasing behavior. 
B)  age groups. 
C)  location and accessibility. 
D)  income levels and purchasing power. 
E)  sociocultural patterns.

Question 2

List five factors that enhance the probability of ad exposure.

Accepted Answer

The five factors that enhance the probab

Question 3

Advertisers define frequency as the:

Accepted Answer

A)  number of times an advertising message reaches the same person or household in a specified time period. 
B)  number of different people or households exposed to an advertising schedule during a given time. 
C)  predicted number of different people who will see an ad at least twice. 
D)  variety of media types that must be used to reach the target market objectives. 
E)  number of market segments that are targeted to attain total audience objectives. 
A)  number of times an advertising message reaches the same person or household in a specified time period. 
B)  number of different people or households exposed to an advertising schedule during a given time. 
C)  predicted number of different people who will see an ad at least twice. 
D)  variety of media types that must be used to reach the target market objectives. 
E)  number of market segments that are targeted to attain total audience objectives.

Question 4

Hardcastle Furniture sells fine leather chairs,ottomans,and sofas.To reach its target audience,the owner of the store has decided to advertise in several different media because he believes one medium will not reach all of his potential customers.The retailer is planning to use a(n)_____ approach.

Accepted Answer

A)  targeted media 
B)  mixed-media 
C)  mass media 
D)  marketing mix 
E)  environmental 
A)  targeted media 
B)  mixed-media 
C)  mass media 
D)  marketing mix 
E)  environmental

Question 5

Campbell's soups maintain a low-level of advertising during the entire year,but it advertises heavily during the winter months when the climate is cold and people are looking for something to keep themselves warm.What kind of advertising strategy is Campbell's using?

Accepted Answer

A)  Sporadic 
B)  Pulsing 
C)  Rotation 
D)  Bursting 
E)  Periodic 
A)  Sporadic 
B)  Pulsing 
C)  Rotation 
D)  Bursting 
E)  Periodic

Question 6

The brand development index is:

Accepted Answer

A)  another way to express the advertising response curve. 
B)  based on sales of the entire product category--not a specific brand--in a specific target market. 
C)  published annually by the Federal Trade Commission. 
D)  an indication of the economic forecast for a specific product category. 
E)  an indication of the sales potential for a particular brand in a specific target market. 
A)  another way to express the advertising response curve. 
B)  based on sales of the entire product category--not a specific brand--in a specific target market. 
C)  published annually by the Federal Trade Commission. 
D)  an indication of the economic forecast for a specific product category. 
E)  an indication of the sales potential for a particular brand in a specific target market.

Question 7

Assume the Cedartown Standard has 65,000 subscribers,and the Hermitage House Restaurant buys a half-page ad for $4,000.Calculate the CPM.

Accepted Answer

The CPM fo

Question 8

Instead of the traditional recruitment effort,hotels and resorts are using colorful full-page ads in lifestyle magazines,witty dialogue in radio advertising,and dramatic visuals on outdoor billboards to attract the "best of the best." While the original scope of these recruitment advertisements was _____,the new scope for these ads is:

Accepted Answer

A)  national; global. 
B)  international; domestic. 
C)  local; regional. 
D)  national; international. 
E)  global; regional. 
A)  national; global. 
B)  international; domestic. 
C)  local; regional. 
D)  national; international. 
E)  global; regional.

Question 9

When Bud's Auto Repair Shop purchased time on local television,the station sales rep promised a total exposure for the ad of 32,000.In other words,the _____ for the commercial would be 32,000.

Accepted Answer

A)  potential exposures 
B)  frequency 
C)  attention value 
D)  effective reach 
E)  gross ratings point 
A)  potential exposures 
B)  frequency 
C)  attention value 
D)  effective reach 
E)  gross ratings point

Question 10

Which of the following products would most likely use a pulsing schedule for advertising?

Accepted Answer

A)  Light bulbs 
B)  Dasani bottled water 
C)  Local newspaper 
D)  Milk 
E)  Wrigley's chewing gum 
A)  Light bulbs 
B)  Dasani bottled water 
C)  Local newspaper 
D)  Milk 
E)  Wrigley's chewing gum

Question 11

Most studies of the _____ indicate that incremental response to advertising actually diminishes,rather than builds,with repeated exposure.

Accepted Answer

A)  recency theory 
B)  advertising response curve 
C)  AIDA hierarchy 
D)  FAB response continuum 
E)  consumer response differential 
A)  recency theory 
B)  advertising response curve 
C)  AIDA hierarchy 
D)  FAB response continuum 
E)  consumer response differential

Question 12

Advertising that runs on a(n)_____ schedule runs steadily and varies little over the campaign period.

Accepted Answer

A)  continuous 
B)  uninterrupted 
C)  flighting 
D)  incessant 
E)  time-sensitive 
A)  continuous 
B)  uninterrupted 
C)  flighting 
D)  incessant 
E)  time-sensitive

Question 13

Assume the sale of Glory brand turnip greens in Baton Rouge,Louisiana,is 1.33 percent of the brand's total U.S.sales,and assume the population of Baton Rouge is 1.57 percent of the total U.S.population.Calculate the BDI for Glory turnip greens in Baton Rouge.

Accepted Answer

A)  0.8471 
B)  1.18 
C)  2.09 
D)  84.71 
E)  118 
A)  0.8471 
B)  1.18 
C)  2.09 
D)  84.71 
E)  118

Question 14

In media planning and scheduling,a(n)_____ is useful in evaluating individual vehicles' target audiences and cost efficiency.

Accepted Answer

A)  expert system 
B)  computer model 
C)  multiple regression 
D)  correlation equation 
E)  MIS 
A)  expert system 
B)  computer model 
C)  multiple regression 
D)  correlation equation 
E)  MIS

Question 15

When engaged in media-planning activities,it is important to note that media objectives directly result from:

Accepted Answer

A)  the advertising plan. 
B)  the marketing strategy. 
C)  the marketing situation analysis. 
D)  the marketing research. 
E)  the target market. 
A)  the advertising plan. 
B)  the marketing strategy. 
C)  the marketing situation analysis. 
D)  the marketing research. 
E)  the target market.

Question 16

What are the two ways to express message weight?

Accepted Answer

The two ways to expr

Question 17

Name one secondary source of information that is used for reporting advertisers' expenditures by brand,media type,market,and time period.

Accepted Answer

One secondary source of inform

Question 18

_____ measures the intensity of a media schedule.

Accepted Answer

A)  Exposure value 
B)  Attention value 
C)  Reach 
D)  OTS 
E)  Frequency 
A)  Exposure value 
B)  Attention value 
C)  Reach 
D)  OTS 
E)  Frequency

Question 19

_____ refers to the number of different people or households exposed,at least once,to a medium during a given period of time,usually four weeks.

Accepted Answer

A)  Audience control 
B)  Exposure value 
C)  Reach 
D)  Message weight 
E)  Frequency 
A)  Audience control 
B)  Exposure value 
C)  Reach 
D)  Message weight 
E)  Frequency

Question 20

Which of the following statements about reach is true?

Accepted Answer

A)  Reach is always expressed as a percentage. 
B)  Reach measures the intensity of a media schedule. 
C)  Reach refers to the number of people who will consume the advertising. 
D)  Reach refers to the number of people exposed to and hence have an opportunity to see the ad. 
E)  The only way to accumulate reach is by using the same media vehicle continuously. 
A)  Reach is always expressed as a percentage. 
B)  Reach measures the intensity of a media schedule. 
C)  Reach refers to the number of people who will consume the advertising. 
D)  Reach refers to the number of people exposed to and hence have an opportunity to see the ad. 
E)  The only way to accumulate reach is by using the same media vehicle continuously.

Advertisers using the IMC planning model start by segmenting their target audiences according to:

List five factors that enhance the probability of ad exposure.

Advertisers define frequency as the:

Hardcastle Furniture sells fine leather chairs,ottomans,and sofas.To reach its target audience,the owner of the store has decided to advertise in several different media because he believes one medium will not reach all of his potential customers.The retailer is planning to use a(n)_____ approach.

Campbell's soups maintain a low-level of advertising during the entire year,but it advertises heavily during the winter months when the climate is cold and people are looking for something to keep themselves warm.What kind of advertising strategy is Campbell's using?

The brand development index is:

Assume the Cedartown Standard has 65,000 subscribers,and the Hermitage House Restaurant buys a half-page ad for $4,000.Calculate the CPM.

When Bud's Auto Repair Shop purchased time on local television,the station sales rep promised a total exposure for the ad of 32,000.In other words,the _____ for the commercial would be 32,000.

Which of the following products would most likely use a pulsing schedule for advertising?

Most studies of the _____ indicate that incremental response to advertising actually diminishes,rather than builds,with repeated exposure.

Advertising that runs on a(n)_____ schedule runs steadily and varies little over the campaign period.

Assume the sale of Glory brand turnip greens in Baton Rouge,Louisiana,is 1.33 percent of the brand's total U.S.sales,and assume the population of Baton Rouge is 1.57 percent of the total U.S.population.Calculate the BDI for Glory turnip greens in Baton Rouge.

In media planning and scheduling,a(n)_____ is useful in evaluating individual vehicles' target audiences and cost efficiency.

When engaged in media-planning activities,it is important to note that media objectives directly result from:

What are the two ways to express message weight?

Name one secondary source of information that is used for reporting advertisers' expenditures by brand,media type,market,and time period.

_____ measures the intensity of a media schedule.

_____ refers to the number of different people or households exposed,at least once,to a medium during a given period of time,usually four weeks.

Which of the following statements about reach is true?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 9: Planning Media Strategy

Advertisers using the IMC planning model start by segmenting their target audiences according to:

List five factors that enhance the probability of ad exposure.

Advertisers define frequency as the:

Hardcastle Furniture sells fine leather chairs,ottomans,and sofas.To reach its target audience,the owner of the store has decided to advertise in several different media because he believes one medium will not reach all of his potential customers.The retailer is planning to use a(n)_____ approach.

Campbell's soups maintain a low-level of advertising during the entire year,but it advertises heavily during the winter months when the climate is cold and people are looking for something to keep themselves warm.What kind of advertising strategy is Campbell's using?

The brand development index is:

Assume the Cedartown Standard has 65,000 subscribers,and the Hermitage House Restaurant buys a half-page ad for $4,000.Calculate the CPM.

When Bud's Auto Repair Shop purchased time on local television,the station sales rep promised a total exposure for the ad of 32,000.In other words,the _____ for the commercial would be 32,000.

Which of the following products would most likely use a pulsing schedule for advertising?

Most studies of the _____ indicate that incremental response to advertising actually diminishes,rather than builds,with repeated exposure.

Advertising that runs on a(n)_____ schedule runs steadily and varies little over the campaign period.

Assume the sale of Glory brand turnip greens in Baton Rouge,Louisiana,is 1.33 percent of the brand's total U.S.sales,and assume the population of Baton Rouge is 1.57 percent of the total U.S.population.Calculate the BDI for Glory turnip greens in Baton Rouge.

In media planning and scheduling,a(n)_____ is useful in evaluating individual vehicles' target audiences and cost efficiency.

When engaged in media-planning activities,it is important to note that media objectives directly result from:

What are the two ways to express message weight?

Name one secondary source of information that is used for reporting advertisers' expenditures by brand,media type,market,and time period.

_____ measures the intensity of a media schedule.

_____ refers to the number of different people or households exposed,at least once,to a medium during a given period of time,usually four weeks.

Which of the following statements about reach is true?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters