Final Exam

Facebook, Google & Twitter

1. Which 3 companies make up well over 55% of mobile ad spend? a. Amazon, Twitter & Facebook b. Amazon, Google & Twitter c. Amazon, Facebook & Google d. Facebook, Google & Twitter

160x600

1. Which of the following ad sizes are NOT used in mobile? a. 320x50 b. 300x250 c. 160x600 d. 320x160

Female, 30 years old, 4 kids, from Columbia MO 65201, iPad owner

1. Which of the following would be considered deterministic data? a. Likely male, age 25-54, married, lives in Jefferson City MO, in-market for travel b. likely adult age 18-54, unmarried, lives in Missouri, email address "unknown" c. Likely female, age 18-34, lives in Columbia MO, in-market for iPad d. Female, 30 years old, 4 kids, from Columbia MO 65201, iPad owner

A specific TV/radio show, magazine, newspaper or website

A vehicle is ...... a. the singular form of media b. broadcast, publishing and the internet collectively c. a means of conveyance d. A specific TV/radio show, magazine, newspaper or website

To help consumers solve provlems

At its core, what is the goal of advertising?

Purchase

Attitudinal goals are best at impacting all but which of the following stages of the CDJ? a. Advocacy b. Consideration c. Loyalty d. Purchase

How we can define the business objectives and challenges

Defining target audiences starts with ________________. a. How we can define the business objectives and challenges b. Demographics c. Consumer behavior d. Psychographics

Because TV has the most detailed target audience options available today

Digital spending now outpaces TV spending. Which of the following is NOT a reason for this? a. Because consumers are spending more time with digital media b. Because TV has the most detailed target audience options available today c. Because people are spending more time on their mobile devices d. Because more people are consuming video online than ever before

Create new usage occasions

If selling more units is a goal of your business, which marketing objective might you employ? a. Create new usage occasions b. Steal loyals c. Gain switchers d. Borrow equity

$7.50

If we've spent $600,000 on our advertising on ESPN.com and generated 80,000,000 impressions, what is our CPM? a. $133.33 b. $7.50 c. $.0075 $75

what your competitors are doing

If you want to create a unique & valuable position in the marketplace, you much research which of the following? a. your "paid" search placements b. your "paid" social channels c. your "owned" social channels d. what your competitors are doing

Consideration

If your "do" goal is to get your customer to download a coupon, which stage of the CDJ are you trying to impact? a. Advocacy b. Awareness c. Consideration d. Trial

Advocacy

If your goal is to get people to share something about your brand in social media, which stage of the CDJ are you trying to impact? a. Loyalty b. Trial c. Consideration d. Advocacy

Increase profit

If your marketing objective is to borrow equity, what was your business objective?

Increase volume

If your marketing objective is to increase household penetration, what was your business objective?

Increase Share

If your marketing objective is to steal loyals, what was your business objective?

Television

In which medium can an advertiser reach consumers the fastest? a. Magazines b. Newspapers c. Television d. Radio

Major life event

It has been shown that very few consumers are 100% loyal to any given brand. They generally have a "repertoire of brands" that they will switch between. Which of the following is not generally a reason for consumers to switch brands? a. Price b. Variety c. Availability d. Major life event

19 days

It took telephone technology 75 years to find a place in 50 million American homes. How long did it take Pokemon Go to be downloaded on 50 million smartphones?

.2

Our universe is defined as adults 25-54 and there are 100,000,000 of them. 200,000 people saw our Gatorade ad during the Mizzou football game 700,000 people were watching TV during the Mizzou game What is our rating? a. .2 b. 2 c. 20 d. .002

28.57

Our universe is defined as adults 25-54 and there are 100,000,000 of them. 200,000 people saw our Gatorade ad during the Mizzou football game 700,000 people were watching TV during the Mizzou game What is our share? a. 28.57 b. .002 c. .2 d. .2857

The vast majority of mobile searches have local intent

People typically have different motivations for searching on a mobile device as compared to a desktop computer. Which of the following statements is true regarding this phenomenon? a. The vast majority of mobile searches have local intent b. Most mobile searches are research based c. Search engines almost always serve the same results for mobile search as they do for desktop search d. The vast majority of mobile searches are for food

True

Powerful brands can drive profits because consumers are willing to pay a higher price for brands they like. a. True b. False

Marketing

The action or business of promoting and selling products or services is the definition of what? a. Target audience b. Marketing c. Analytics d. Public relations

Communications planning moves beyond simply reacing audiences and sseks to influence people

The difference between media planning and communications planning a. The two are essentially the same thing, communications planning is merely a buzzword b. Communications planning moves beyond simply reaching audiences and seeks to influence people c. Communications planning is the practice of pushing messages to consumers d. Communications planning is about reaching the right audience at the right time with the right message

Brief

The first step in the communications planning process is creating the communications ________________? a. Audience b. Tactics c. Brief d. Strategy

There is no set formula

The formula for the best set media strategy is what? a. C = (4)M+(3)V *(i-f) - 2(a) b. A + B = C c. reach x frequency = GRPs d. There is no set formula

Social media

The loyalty loop is new to the CDJ. Which medium is primarily responsible for driving the impact of the loyalty loop? a. Radio b. TV c. Out-of-home d. Social media

The broadest group of people that we are interested in

What does our "universe" define? a. Gen Y b. The broadest group of people that we are interested in c. Adults 25-54 d. Millennials

Designated Market Area

What is a DMA? a. Demand Market Advertising b. Designated Market Advertising c. Designated Market Area d. Direct Market Advertising

The CDJ does not stop at the point of purchase

What is the main difference between the purchase funnel (the AIDA model) and McKinsey's CDJ model? a. The AIDA model includes a loyalty loop b. The CDJ does not stop at the point of purchase c. The CDJ is for long journeys and the AIDA model is for quick decisions d. The CDJ ends at the moment of purchase

The ability to track cookies

What is the main different in finding target audiences between mobile users and laptop users? a. The ability to track cookies b. The operating system c. There really isn't much of a noticeable difference d. The ability to target via previous search history

68%

What is the reach potential of mobile for 18-24 year olds over a 4-week period? a. 68% b. 50% c. 25% d. 95%

Interest

Which is the second step within the purchase funnel?

Desire

Which is the third step within the purchase funnel?

You pay only for "clicks" on your ad

Which is true of paid search? a. Relevancy doesn't matter because you are paying the search engine b. You pay only for "clicks" on your ad c. The landing page experience doesn't really matter because PPC involves ranking at the top of the SERP d. You pay each time someone sees your ad

Consumer

Which of the 4C's relates to "Product" of the 4P's? a. Consumer b. Communication c. Convenience d. Cost

Increase share of Dixie paper plates by 95% by Labor Day

Which of the following is NOT a SMART objective? a. Increase share of Dixie paper plates by 95% by Labor Day b. Increase market share by 3% over the next quarter c. Increase year over year sales volume by 6% between Thanksgiving and New Year's Eve d. Reach 65% of Millennials an average of 2.5 times in the first two weeks of the campaign

Creating TV spots that will have a good chance at winning industry awards

Which of the following is NOT a component of a good strategy? a. Creating a unique & valuable position in the marketplace b. Trade-offs c. Creating a platform for media ideas, initiatives & tactics d. Creating TV spots that will have a good chance at winning industry awards

Reach

Which of the following is NOT a metric used in online video buying? a. Reach b. Impressions c. CPX/CPW d. Audience

Programmatic allows for buyers to negotiate value added media placements

Which of the following is NOT an advantage of programmatic buying? a. Buyers can more quickly optimize their ad spend to the best performing websites b. RTB allows for greater flexibility in budgeting c. Advertisers get the best pricing in auctions d. Programmatic allows for buyers to negotiate value added media placements

Wearing Asics running shoes shows that I am serious about running yet have an eye for style

Which of the following is a feel goal (as opposed to a think goal)? a. iPads have the best screen resolution b. Ram trucks have the best towing capacity c. Hondas get better gas mileage than Cadillacs d. Wearing Asics running shoes shows that I am serious about running yet have an eye for style

Tech Savvy Millennials

Which of the following is a psychographic target? a. Tech Savvy Millennials b. iPhone purchasers c. Women 18-24 d. People from California

iPhone purchasers

Which of the following is an example of a behavioral target? a. Texans with a high school education b. Women 25-54 c. Busy moms d. iPhone purchasers

Men 25-54

Which of the following is an example of a demographic target? a. Men 25-54 years old b. iPhone purchasers c. People who value friends d. Busy moms

Increase brand perceptions of "a brand like me" by 10%

Which of the following is an example of an attitudinal goal? a. Earn 600 leads for a real-estate agent b. Increase market share by 6% c. Generate 250,000 impressions d. Increase brand perceptions of "a brand like me" by 10%

A tweet about a particular brand

Which of the following is an example of earned media? a.A brand's website b.A television ad c.Your Facebook page d.A tweet about a particular brand

A brand's website

Which of the following is an example of owned media? a.A tweet about a particular brand b.A television ad c.Your Facebook page d. A brand's website

If our goal is "interest", we want to measure via CPA

Which of the following is false about measuring display banners? a. If our goal is to increase awareness, we will want to measure via CPM b. If our goal is a purchase, we want to measure via CPA c. If our goal is "interest", we want to measure via CPA d. We'd want to measure via CPC if our goal is "interest" e. If our goal is "desire", we want to measure via CPA

Sponsored Stories

Which of the following is not an advertising option on Twitter? a. Promoted Tweets b. Promoted Trends c. Promoted followers d. Sponsored Stories

Post-purchase experience

Which of the following is not one of the 4P's? a. Price b. Promotion c. Place d. Post-purchase experience

Post-purchase experience

Which of the following is part of McKinsey's Consumer Decision Journey but not part of the purchase funnel? a. Post-purchase experience b. Active evaluation c. Moment of purchase d. Initial consideration set

Internet

Which of the following is the lowest reaching medium? a. Radio b. all of the above c. TV d. Internet

comScore

Which of the following measurement sources was developed to measure online audiences? a. Simmons b. comScore c. MRI d. Nielsen

The fragmentation of media choices

what was the main source of disruption for the media planner in the 20th cent?

False

A business objective is typically what the CMO needs to worry about. a. True b. False

Borrow equity

A good way to increase profit is to ______________. a. Gain competitors users b. Borrow equity c. Recruit new users d. Ask existing users to buy more often

Gain competitors users

A good way to increase share is to ______________. a. Ask existing users to buy more often b. Gain competitors users c. Borrow equity d. Recruit new users

Recruit new users

A good way to increase volume is to _____________. a. Recruit new users b. Gain competitive users c. Reduce cost of goods sold d. Borrow equity

The why behind the what

An insight can be defined as ____________________. a. The what behind the why b. The why behind the what c. The how behind the why d. The how behind the where

False

Barriers and drivers help define the underlying causes of your business challenges by defining why consumers do or don't buy your brand. They are exact opposites of each other.

What time of day are they consuming that media?

Communications Planning seeks to understand more about the consumer than just what media they consume, which of the following is the least important thing for a communications planner to learn: a.Why a consumer is in the market for a particular product? b.What stage in the consumer journey the consumer is in? c.Which media they turn to at the stage in the journey? d.What time of day are they consuming that media?

Place

Convenience is equivalent to which of the 4P's

Search has put so much more information at the consumer's fingertips

Google's ZMOT was a result of what new consumer phenomenon? a. Search has put so much more information at the consumer's fingertips b. Social media c. People were getting confused when standing at the store shelf d. The consumer loyalty loop

Consumers may visit a store to find what they want but then go online to find the best deal

How does the practice of "showrooming" impact the moment of purchase? a. Consumers may visit a store to find what they want but then go online to find the best deal b. Today, consumers are so overwhelmed by the massive choices that they just give up and leave the store c. Consumers have the opportunity to wander massive showrooms stocked of any size of color of product they want, they have more choices than ever before d. Nobody goes to stores anymore, they just shop online

4300

If our avg. frequency is 8.6 and our reach is 500, how many GRPs do we have? a. 58.14 b. 1.7 c. 4300 d. .017

Message development

Message developmenWhich is not a step in the communications planning process a. Channel selection b. Campaign strategy c. The brief d. Message development

$70 billion dollars

Mobile ad spending will exceed how much this year? a. $25 billion dollars b. $70 billion dollars c. $70 million dollars $7 billion dollars

Pass along readership

Newspaper rates are based on all except which of the following? a. The section in which an ad runs b. Pass along readership c. Day of the week d. Circulation

Tactical

Objectives needs to be SMART. Which of the following is not part of being SMART? a. Measurable b. Realistic c. Tactical d. Strategic

Your creative executions

Once the target audience is established you need to develop your campaign strategy. Your strategy is framed by your campaign parameters. Which of the following is not part of the campaign parameters a. The category you are competing in b. Your creative executions c. How much your competitors are spending on advertising d. The purchase cycle of your brand

The growth of search has put more information in the consumer's hands

One of the main differences between the AIDA theory and the CDJ is how consumers move through the active evaluation stage, it is not just about increased interest or desire but it is a very active stage on the consumer's part when they study each alternative. Which of the following has been primarily responsible for increasing the importance of active evaluation? a. Showrooming b. There is more variety than ever before c. The growth of search has put more information in the consumer's hands d. People are more skeptical than they used to be

Mobile

The percentage of time spent using certain media is roughly similar to the ad spending percentage within those media. However, there are two media channels in which this not true. Which medium has a greater percentage of time spent in that medium than the percentage of ad money spent in that medium? a. Radio b. OOH c. Mobile d. Print

Barriers

The reasons why consumers do not take the actions advertisers want them to take are called ________________? a. Irrational b. Convenience c. Barriers d. Driverse

Psychographic target description

The target audience has been defined as an adventure seeker who thrives off of overcoming challenges set for himself. This is definition is an ex of: a.Advertising target description b.Sociodemographic target description c.Psychographic target description d.Behavioral target description

1%

What percentage of our audience does a rating represent? a. 2% b. 10% c. 100% d. 1%

Monthly active users

When measuring social media, what does MAU stand for? a. More actions per unit b. Monthly active users c. More audience per unit d. Monthly Audience per unit

Increase profit by 6%

Which of the following is NOT an example of a behavioral goal? a. Increase profit by 6% b. Have 6000 people download a whitepaper c. Get 1000 people to book a rental car d. Earn 400 test-drive requests

Magazines

Which of the following is NOT considered a "local" medium? a. OOH b. Radio c. Newspapers d. Magazines

Increase household penetration

Which of the following is NOT one of the three major buckets of Business Objectives? a. Increase Share b. Increase Volume c. Increase Profit d. Increase household penetration

Most magazines appeal to general audiences

Which of the following is NOT true of Magazines and the CDJ? a. People read magazines over time, so reach builds slower than in TV b. Most magazines appeal to general audiences c. Works great for borrowed equity Great at creating awareness

Commercials are negotiated on a quarterly basis

Which of the following is NOT true of the "upfront" marketplace? a. More premium inventory is available b. Upfront buys typically get better pricing c. Ratings are guaranteed d. Commercials are negotiated on a quarterly basis

It is information a marketer has about users based on their direct relationship with that marketer

Which of the following is true about first-party data? a. It is information a marketer has about users based on their direct relationship with that marketer b. It is possible only offline c. It is information a company has on use based on the company's role as an intermediary in a transaction d. It is aggregated data purchased from marketers and publishers

It is information a company has on a user based on the company's role as intermediary in a transaction

Which of the following is true about second-party data? a. It is information a marketer has about users based on their direct relationship with that marketer b. It is information a company has on a user based on the company's role as intermediary in a transaction c. It is aggregated data purchased from marketers and publishers d. It is not possible to acquire this kind of data anymore because of search and social media

Re-targeting requires the user to have been to your company's website

Which of the following represents a difference between behavioral targeting and "re-targeting"? a. Re-targeting requires the user to have been to your company's website b. Behavioral requires that marketers know who you are personally c. Behavioral uses "cookie" data d. Behavioral targeting is more precise

Nielson

Which of the following sources is best for measuring TV? a. Simmons b. Nielsen c. comScore d. MRI

Once again, Google overcomplicates the situation. Microments are simply situations in which brand loyalty is key

Which of the following statements are NOT true of "micro-moments"? a. Consumers often move from trigger event to search very quickly in the mobile environment b. Once again, Google overcomplicates the situation. Microments are simply situations in which brand loyalty is key c. Micro-moments happen all along the CDJ d. Consumer decisions have fractured into 100's of tiny decision-making moments

Most reach is driven through nationally syndicated radio programs such as Rush Limbaugh, so building reach is inexpensive

Which of the following statements are false of Radio & the CDJ? a. Most reach is driven through nationally syndicated radio programs such as Rush Limbaugh, so building reach is inexpensive b. Since 70% of listening is done outside the home, radio is a great medium to reach people close to the point of sale c. Since radio builds frequency, it is great in driving sales and promotional messages d. CPMs are relatively low, so buyers can afford to buy greater numbers of spots which builds frequency quickly

Medium refers to when we are talking about one form of media only

Which of the following statements are true of a medium? a. Medium is almost always plural b. A medium is a specific magazine c. A medium is a specific tv show d. Medium refers to when we are talking about one form of media only

Mobile accounts for 30% of all US digital ad spend

Which of the following statements is false? a. Mobile ad spend exceeds TV ad spend b. Mobile search spending will exceed $25 billion this year c. Mobile accounts for 30% of all US digital ad spend d. 87% of Facebook's revenue comes from mobile

I need to sell more product

Which of the follwing is not an example of bus challenge a.Consumers think my company engages in unsafe business practices b.People are replacing my brand with newer alternatives c.I need to sell more product d.People think my brand is inferior

They need to be expressed as a percentage

Which one of the following statements about impressions are false? a. Impressions are additive b. They need to be expressed as a percentage c. An impression is an opportunity to see d. They represent how many "eyeballs" were exposed to our ads

Media is singular for Medium

Which one of the following statements about media is false? a. Media is singular for Medium b. Media refers when we are talking about broadcast, publishing and the internet collectively c. Media is a means of conveyance d. Media is the plural form of Medium

Magazines:social media

Which pair correctly reps push v. pull media a.Magazines: Social Media b.Social media: Search c.Television: Newspaper d.Online video: Television

C3 ratings measure commercial ratings + 3 day playback

Which statement is false concerning C3 ratings? a. C3 ratings measure program ratings + 3 day playback b. C3 ratings were developed in part because research showed that TV commercial viewership was lower than program viewership c. C3 ratings measure commercial ratings + 3 day playback d. Prior to C3 ratings, advertisers were paying for the program audience, not the commercial audience

OOH is typically used to drive national awaren

Which statement is false concerning OOH & the CDJ. a. OOH is typically used to drive national awareness b. OOH works great for driving purchase due to highly localized placement close to retail locations c. Messages need to be simple, direct and easily understood d. OOH is typically used to drive local reach

Because audiences are measured differently and it is easier to track people's online behavior

Why do we need to look at digital differently than traditional media? a. Because people watch YouTube instead of TV b. Because people don't really like rich media c. Because audiences are measured differently and it is easier to track people's online behavior d. Because people consume news online instead of TV & print

Because the way we target consumers with ads is different on mobile than it is on desktop

Why do we need to look at mobile differently than more traditional desktop digital media? a. Because banner ads are not available on mobile devices b. Because search volume is so low on mobile devices c. Because the way we target consumers with ads is different on mobile than it is on desktop d. Because Snapchat & Instagram are mobile social platforms the way we target consumers with ads is different on mobile than it is on desktop

Because the consumer needs to come first

Why do we now consider the 4Cs instead of the 4Ps? a. Because the consumer needs to come first b. Because of Instagram and Snapchat c. Because of Google and Bing d. Because the 4P's used to put the consumer first

All of these options

Why is right audience, right place, right time no longer and effective way to approach media planning? a.Consumers are now their own creators and curators of content b.Consumers are now enabled to find their own solutions to their needs c.Consumers think advertising people are one step above car salesmen d.All of these options