Question 1

Which form of spokesperson is used by M & M's?

Accepted Answer

A)  celebrity 
B)  CEO 
C)  animated figures 
D)  real person

Question 2

Radio has the advantage of intimacy,where the DJ talks directly to the listener.

Accepted Answer

A) True 
 B)False

Question 3

The category development index (CDI)is a measure of a market's percentage of sales of a particular brand divided by that market's share of the total U.S.households.

Accepted Answer

A) True 
 B)False

Question 4

A Nielsen rating of 15.3 for a CSI television show means:

Accepted Answer

A)  15 percent of all televisions 
B)  of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show 
C)  15.3 percent of all television in the U.S. were tuned to the CSI show 
D)  of those watching the CSI show, 15.3 percent matched the advertisers target market

Question 5

1.6 percent of Campbell's Soups sales occur in Chicago,the category sales of soup in Chicago is 1.2 percent,and that Chicago represents 0.8 percent of the total population.The category development index for Campbell's Soups is:

Accepted Answer

A)  200 
B)  150 
C)  133 
D)  50

Question 6

Business-to-business advertisers use television for each of the following reasons,except:

Accepted Answer

A)  it is becoming more difficult to reach members of the buying center and they do watch television 
B)  increased clutter in trade journals and traditional business outlets 
C)  business advertisements now use less emotional appeals 
D)  a strong brand name is a growing factor in business purchases

Question 7

When advertisements are used at special intervals with none in-between,which media budgeting method is being used?

Accepted Answer

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

Question 8

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

Question 9

In Europe print media (magazines and newspapers)are the best way to reach consumers,while in Japan television is the most effective medium.

Accepted Answer

A) True 
 B)False

Question 10

If an advertisement costs $200,000,the number of viewers is 2,000,000,and the rating is 2.0,then the cost per rating point (CPRP)is:

Accepted Answer

A)  $100 
B)  $1,000 
C)  $10,000 
D)  $100,000

Question 11

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

Accepted Answer

A)  the company needs a larger advertising budget 
B)  the company spent all of its advertising budget 
C)  some of the company's budget may be wasted on extra exposures 
D)  the company may need to choose additional media for future ads

Question 12

Part of a media planner's job is to gather facts about various media.

Accepted Answer

A) True 
 B)False

Question 13

According to one study,the average return on advertising is greater for magazines than the average return for all other media

Accepted Answer

A) True 
 B)False

Question 14

Newspapers are an excellent advertising medium for local companies.

Accepted Answer

A) True 
 B)False

Question 15

A media planner formulates a media program stating where and when to place advertisements.

Accepted Answer

A) True 
 B)False

Question 16

In Europe,the best way to reach consumers is through:

Accepted Answer

A)  television 
B)  print media 
C)  broadcast media 
D)  outdoor and radio advertising

Question 17

In terms of media mix,apparel manufacturers tend to spend the most (75.1 percent)on:

Accepted Answer

A)  magazines 
B)  newspapers 
C)  television 
D)  radio

Question 18

In terms of reach and frequency,the time period usually used for measurement purposes is four months.

Accepted Answer

A) True 
 B)False

Question 19

Recency theory would suggest that a member in a buying center about ready to purchase a copier has:

Accepted Answer

A)  to see at least three ads for copier machines before it is noticed 
B)  an intrusion threshold for copier ads 
C)  selective attention to copier ads 
D)  high interest in copier ads on a year-round basis

Question 20

The following are advantages of using radio,except:

Accepted Answer

A)  low production costs 
B)  flexibility 
C)  long exposure time 
D)  intimacy

Exam 8: Traditional Media Channels

Which form of spokesperson is used by M & M's?

Radio has the advantage of intimacy,where the DJ talks directly to the listener.

The category development index (CDI)is a measure of a market's percentage of sales of a particular brand divided by that market's share of the total U.S.households.

A Nielsen rating of 15.3 for a CSI television show means:

1.6 percent of Campbell's Soups sales occur in Chicago,the category sales of soup in Chicago is 1.2 percent,and that Chicago represents 0.8 percent of the total population.The category development index for Campbell's Soups is:

Business-to-business advertisers use television for each of the following reasons,except:

When advertisements are used at special intervals with none in-between,which media budgeting method is being used?

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

In Europe print media (magazines and newspapers)are the best way to reach consumers,while in Japan television is the most effective medium.

If an advertisement costs $200,000,the number of viewers is 2,000,000,and the rating is 2.0,then the cost per rating point (CPRP) is:

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

Part of a media planner's job is to gather facts about various media.

According to one study,the average return on advertising is greater for magazines than the average return for all other media

Newspapers are an excellent advertising medium for local companies.

A media planner formulates a media program stating where and when to place advertisements.

In Europe,the best way to reach consumers is through:

In terms of media mix,apparel manufacturers tend to spend the most (75.1 percent) on:

In terms of reach and frequency,the time period usually used for measurement purposes is four months.

Recency theory would suggest that a member in a buying center about ready to purchase a copier has:

The following are advantages of using radio,except: