Q&A Hero

Q: Ads placed on a television show each week for three months offer the opportunity for greater frequency as compared to placing one advertisement on the Super Bowl.

Q: In terms of reach and frequency, the time period usually used for measurement purposes is one week.

Q: Opportunities to see measures the average number of times an individual, household, or business in a target market is exposed to a message during a given time period.

Q: Reach represents the number of people, households, or businesses in a target market that are exposed to a message at least once during a given time period.

Q: If effective reach and/or effective frequency are too low: A) the company needs a larger advertising budget. B) the company has not spent all of its advertising budget. C) some of the company's budget may be wasted on extra exposures. D) the company will fail to attain its intended objectives.

Q: Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions? A) 10,000 B) 40,000 C) 50,000 D) Gross impressions can't be calculated with the information provided

Q: Gross impressions are: A) the total exposures of an audience to an advertisement. B) calculated considering the percentage of a total audience who viewed an ad. C) viewer reactions to the ad. D) viewer loyalty to the medium.

Q: A summer camp that offers horse riding lessons that is open only from March to September would tend to budget media using a ________ schedule. A) continuous B) reach-based C) pulsating D) flighting, or discontinuous

Q: When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used? A) Continuous B) Gross impressions C) Pulsating D) Flighting, or discontinuous

Q: Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using? A) A continuous campaign B) Gross impressions C) A pulsating campaign D) A flighting (or discontinuous) campaign

Q: The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is: A) continuous. B) gross impressions. C) pulsating. D) flighting, or discontinuous.

Q: A company that manufactures washing machines is most likely to invest in a ________ advertising campaign. A) continuous B) flighting, or discontinuous C) reach D) pulsating

Q: Using media time in a steady stream throughout an entire year is which type of media budget schedule? A) Continuous B) Pulsating C) Flighting, or discontinuous D) Frequency

Q: The exposure pattern or schedule used in an ad campaign is its: A) continuity. B) discontinuity campaign. C) reach. D) frequency.

Q: If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be: A) $25. B) $250. C) $2,500. D) $10.

Q: The technique designed to calculate an advertisement's cost in reaching a particular product's target market is: A) effective frequency. B) target reach. C) weighted or demographic CPM. D) cost per rating point.

Q: 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 is: A) $100. B) $1,000. C) $10,000. D) $100,000.

Q: Cost per rating point is calculated as: A) cost of media buy divided by the vehicle's rating. B) cost of media buy multiplied by the number of viewers. C) ratings divided by gross exposures. D) cost of media buy divided by gross exposures.

Q: Cost per rating point is the: 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) measure of the impact or intensity of a media plan. C) relative measure of the efficiency of a media vehicle relative to a firm's target market. D) average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period.

Q: Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market? A) Gross rating points B) Opportunities to see C) Gross impressions D) Cost per rating point

Q: CPRP stands for: A) cost per rotation program. B) closest programmed ratings plan. C) cost per rating point. D) cumulative program for ratings points.

Q: If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be: A) $50.00. B) $500.00. C) $20.00. D) cannot be determined from the information given.

Q: If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to reach: A) the selected target audience. B) one thousand readers. C) 1,644 readers. D) one million readers.

Q: The dollar cost of reaching 1,000 members of a media vehicle's audience is the: A) cost per thousand. B) gross rating points. C) cost per million. D) effective reach.

Q: If an advertisement appears on the CSI television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP) would be: A) 4.1. B) 12.3. C) 36.9. D) there is not enough information to calculate the GRP.

Q: Multiplying a vehicle's rating times opportunities to see for an advertisement calculates the: A) cost per thousand. B) gross rating points. C) cost per rating point. D) frequency.

Q: Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the: A) cost per thousand. B) gross rating points. C) opportunities to see. D) reach and frequency.

Q: A measure of the impact or intensity of a media plan is: A) cost per thousand (CPM). B) gross rating points (GRP). C) opportunities to see (OTS). D) reach and frequency.

Q: The cumulative exposures achieved in a given time period is called: A) cost per thousand (CPM). B) gross rating points (GRP). C) opportunities to see (OTS). D) reach and frequency.

Q: If an advertisement is placed in three different places in Glamour magazine and then runs for five issues, the number of opportunities to see would be: A) 3 B) 5 C) 15 D) depends on the gross rating points for Glamour

Q: Which of the following is the most commonly used measure in media planning? A) Reach B) Opportunity to see (OTS) C) Gross rating points (GRP) D) Cost per thousand (CPM)

Q: OTS stands for: A) outstanding test series. B) overview of theory sequence. C) opportunity to see. D) oldest time score.

Q: A company seeking to build brand awareness through repeated exposures of the same ads is using high: A) frequency. B) continuity. C) exposure. D) reach.

Q: Among the following ad campaigns, frequency would be highest for ________ second television spots. A) six 15 B) one 45 C) five 30 D) four 15

Q: Frequency is the: 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.

Q: Which of the following measures the average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period? A) Reach B) Frequency C) Demographics D) Impressions

Q: In terms of measuring reach and frequency, the typical time period is ________ week(s). A) one B) four C) eight D) ten

Q: Reach measures the number of: A) people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period. B) people who place a particular brand into their evoked sets. C) people who purchase a product in a given time period. D) people who use a certain medium in a four week time period.

Q: Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period? A) Reach B) Frequency C) Demographics D) Impressions

Q: A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series.

Q: The size of an advertising agency or media buying firm has an impact on the rates that a company will pay for media time and space.

Q: The person who buys space and also negotiates rates, times, and schedules for ads is normally the creative.

Q: A media planner's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

Q: Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.

Q: Power has recently shifted and creatives now hold more power than media planners and buyers in many advertising agencies.

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

Q: A media buyer formulates a media program stating where and when to place advertisements.

Q: Market share is one measure of success of an overall IMC program.

Q: Because marketers agree on a definition of what constitutes ROI for marketing, it is used to measure the overall impact of marketing expenditures.

Q: International IMC programs should be assessed in several ways, including domestic results, results in other countries, and: A) as a percentage of sales. B) as an overall company. C) with message evaluation measures. D) through online metrics.

Q: All of the following are common measures of the overall health of a company except: A) physical and financial resources. B) profitability. C) manager performance and development. D) level of brand equity.

Q: All of the following are common measures of the overall health of a company except: A) market share. B) level of innovation. C) brand awareness. D) productivity.

Q: Consumer awareness and brand loyalty are closely linked to a measure of: A) market share. B) innovation. C) productivity. D) ROI.

Q: The measure or definition of marketing return on investment (ROI) that is the most commonly used is: A) incremental sales from marketing activities. B) changes in brand awareness. C) ratio of advertising costs to sales. D) reach/frequency achieved.

Q: What makes measuring the effectiveness of advertisements problematic?

Q: What behavioral measures of advertising effectiveness are possible?

Q: Even if marketers could agree on a definition of return on investment (ROI) for marketing, most marketers believe it would be difficult to measure, especially in the area of advertising.

Q: Test markets are not quite as accurate in evaluating advertising as it is for other marketing activities, such as price comparisons, consumer promotions, and direct marketing.

Q: A purchase simulation test is a behavioral approach used to study how consumers make buying decisions.

Q: Ad tracking research makes it possible for results from a test market to become quickly available to managers.

Q: One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

Q: Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

Q: It is difficult, if not impossible, to measure redemption rates of coupons, premiums, and direct mail pieces.

Q: For coupons, contests, sweepstakes, and other types of consumer promotions, brand attitude is an effective method of measuring impact.

Q: A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

Q: By using different toll free telephone numbers or different internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

Q: Evaluating various sales promotions, such as coupons and contests, is more difficult than evaluating advertising.

Q: Retail scanner data can be used to measure the impact of a point-of-purchase display.

Q: The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in a store.

Q: The impact of advertising is relatively easy to measure because results are delayed, which allows time to obtain accurate measures.

Q: Scanner data makes it possible for companies to monitor sales and help both the retailer and manufacturer discover the impact of a particular marketing program.

Q: Measuring changes in sales that follow a marketing campaign is now easier than ever because of internet technology and the use of "cookies."

Q: Some marketers contend that the only valid evaluation criterion of marketing that should be used is brand attitude.

Q: Which statement below concerning purchase simulation tests is false? A) They are performed in laboratory settings. B) They measure opinions and attitudes. C) They are a form of pre and posttest. D) They are designed to resemble a shopping experience.

Q: A purchase simulation test takes place in a: A) mall. B) retail store. C) laboratory. D) theater.

Q: McCormick's marketing team wants to test three different advertisements for its new Chicken Dijon gravy before they launch the product nationwide. To measure actual market reaction, the best approach would be to: A) use the ads in three different markets and use ad tracking research to measure the impact. B) use different test markets for each of the three ads and compare the actual sales differences among the three markets. C) place the three ads in a theater test and measure the audience reaction. D) count the number of times the brand name or specific product is mentioned in the media after each ad has run.

Q: Scanner data is often used to measure the impact of marketing communications in which of these programs? A) Test markets B) Cognitive neuroscience C) Purchase simulation tests D) Emotional reaction tests

Q: The greatest danger in using a lengthy time period for a test market is: A) the cost of the test market. B) that the competition will have time to study the test market and react. C) the possibility of more interference from external factors. D) changes in the economy.

Q: Test markets are used for all of the following except: A) study promotions and premiums. B) test emotional reactions to marketing campaigns. C) set prices. D) study new product acceptance.

Q: Test markets are typically used for all of the following except: A) advertising effectiveness. B) pricing tactics. C) brand equity. D) new product acceptance.