IMC Chapter 8

125) A company that manufactures washing machines is most likely to invest in which type of advertising campaign? A) continuous campaign B) flighting, or discontinuous, campaign C) reach campaign D) pulsating campaign

A) continuous campaign

119) Cost per rating point (CPRP) 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

A) cost of media buy divided by the vehicle's rating

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

A) cost per thousand (CPM)

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

A) frequency

150) Television offers the following advantages, except: A) low cost B) quality creative opportunities C) high frequency potential D) high intrusion value

A) low cost

172) The media which features the best quality of color in ads is: A) magazines B) newspapers C) billboards D) color quality is the same for most print media

A) magazines

86) The part of the media plan that reviews the fundamental marketing program is a(n): A) marketing analysis B) advertising analysis C) media strategy D) media mix

A) marketing analysis

177) In terms of media, local retailers tend to spend the most dollars on: A) newspaper ads B) radio ads C) television ads D) billboards

A) newspaper ads

141) Effective frequency refers to the: A) number of times a target audience must be exposed to an ad for it to be effective B) percentage of the audience that must be exposed to an ad to achieve an objective C) percentage of the audience that has seen the ad a minimum of three times D) degree of selective attention given by the target audience relative to the objective

A) number of times a target audience must be exposed to an ad for it to be effective

164) Of the following, the medium that offers the most effective form of a one-on-one message by the spokesperson in the ad is: A) radio B) newspaper C) magazine D) outdoor

A) radio

155) The number of households tuned into a program divided by the total number of households in the United States calculates a television program's: A) rating B) recall C) relevance D) reach

A) rating

98) 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 is: A) reach B) frequency C) demographics D) impressions

A) reach

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

A) six 15 second television spots

135) Intrusion value is: A) the ability of an ad to capture a viewer's attention without his or her voluntary attention B) the degree to which an ad is involuntarily recalled C) the perception that an ad was effective D) using separate attention process

A) the ability of an ad to capture a viewer's attention without his or her voluntary attention

183) The media multiplier effect means: A) the combined impact of using two or more media is stronger than using either medium alone B) the combined effect of television and magazines will increase recall by at least 25% C) the use of both trade journals and consumer journals for business-to-business ads will have a greater impact than using either medium alone D) that if three different media are used, the combined impact is greater than if only two different media are used

A) the combined impact of using two or more media is stronger than using either medium alone

99) Reach is: A) the 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) the number of people who place a particular brand into their evoked sets C) the number of people who purchase a product in a given time period D) the number of people who use a certain medium in a four week time period

A) the number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period

130) 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

A) the total exposures of an audience to an advertisement

147) If the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on: A) the visual presentation of the product and/or logo B) a high level of frequency C) using persuasive advertising D) using an emotional appeal

A) the visual presentation of the product and/or logo

153) Individuals who are high users of social media also tend to: A) watch more television B) read more magazines C) read more newspapers D) pay closer attention to advertising

A) watch more television

178) The major reason retailers tend to use newspapers for advertising is that they: A) are lower cost compared to the other media B) offer geographic selectivity C) have a longer life than radio or television D) show a preference for local retailers

B) offer geographic selectivity

114) If the CPM for National Geographic 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

B) one thousand readers

106) Which 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)

B) opportunity to see (OTS)

156) Ratings measure the: A) relative efficiency of a media vehicle in hitting a target market B) percentage of households tuned into a particular television show or viewing a medium such as a magazine C) quality of the vehicle relative to its promotional impact D) degree of clutter on a given night

B) percentage of households tuned into a particular television show or viewing a medium such as a magazine

143) Effective reach refers to the: A) number of times a target audience must be exposed to an ad for it to be effective B) percentage of the audience that must be exposed to an ad to achieve an objective C) percentage of the audience that has seen the ad a minimum of three times D) degree of selective attention given by the target audience relative to the objective

B) percentage of the audience that must be exposed to an ad to achieve an objective

138) Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product? A) three-hypothesis theory B) recency theory C) the media multiplier effect D) the intrusion value concept

B) recency theory

90) Which individual formulates a plan as to where and when ads should run? A) the creative B) the media planner C) the media buyer D) the client

B) the media planner

93) Declining sales led the producers of S.O.S. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be: A) the creative B) the media planner C) the media buyer D) the client

B) the media planner

174) The major medium for business-to-business marketing is: A) the Internet B) trade and business journals C) newspapers D) television

B) trade and business journals

96) Effectiveness in buying media time and space is dependent on each of the following factors, except: A) agency culture and track record B) relationship between the agency and the medium's sales representative C) size of the agency D) creativity of the media buyer

C) size of the agency

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

C) some of the company's budget may be wasted on extra exposures

151) Which of these media offers the most extensive coverage and the highest reach? A) radio B) newspapers C) television D) the Internet

C) television

121) 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

C) weighted or demographic CPM

95) What is the relationship between the size of an ad agency and the price it pays for spots on television or radio? A) the bigger the company, the more that will be paid for advertising B) the bigger the company, the less that will be paid for advertising C) medium-sized companies get the best deal D) there is no consistent relationship

D) there is no consistent relationship

129) A summer camp with horse-riding trails that are open only from March to September would tend to budget media using which type of schedule? A) continuous B) reach-based C) pulsating D) flighting, or discontinuous

D) flighting or discontinuous

128) When advertisements are used at special intervals with none in-between, which media budgeting method is being used? A) continuous B) gross impressions C) pulsating D) flighting, or discontinuous

D) flighting, or discontinuous

89) The part of the media plan that states measures of goal achievements and the rationale for choices is the: A) marketing analysis B) advertising analysis C) media strategy D) justification and summary

D) justification and summary

180) Advertising in newspapers has the following disadvantages, except: A) poor national buying procedures B) short life span C) poor quality reproduction D) low credibility

D) low credibility

182) In determining the optimal media mix for an advertising campaign, the best sources of information would be: A) media representatives B) creatives and traffic managers C) account planners and account executives D) media planners and media buyers

D) media planners and media buyers

88) The part of the media plan that notes when and where ads will appear is the: A) marketing analysis B) advertising analysis C) media strategy D) media schedule

D) media schedule

149) Television offers the following advantages, except: A) high reach B) high frequency potential C) low cost per contact D) narrowly defined target markets

D) narrowly defined target markets

161) In terms of television ratings, a new approach that has been growing in use is: A) net rating points rather than gross rating points B) gross impressions and OTS C) Nielsen's national rating points D) providing a rating for the actual commercial spot

D) providing a rating for the actual commercial spot

171) Magazines offer each of the following advantages, except: A) high level of market segmentation B) high level of color quality C) long life D) short ad lead time

D) short ad lead time

136) Recency theory is based on: A) the concept that the last ad a person sees has the greatest impact B) the concept that at least three exposures to an ad are necessary for the ad to be effective C) the concept of intrusion value D) the belief that consumers have selective attention

D) the belief that consumers have selective attention

146) 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

D) the company will fail to attain its intended objectives

115) 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

A) $50.00

170) To counter the short exposure time and to take advantage of traffic jams in major cities, a new outdoor advertising methodology that has grown in popularity is: A) LED billboards B) global positioning systems C) mobile billboards D) urban billboards

A) LED billboards

158) Television advertising rates are primarily determined by: A) Nielsen ratings B) television share C) frequency and reach D) GRPs

A) Nielsen ratings

184) The media multiplier effect is also important in the business-to-business advertising. According to research by American Business Media, when business people saw an advertisement in more than one medium it caused: A) a higher level of brand awareness and brand purchases B) an increase in sales C) the company or brand name to become top-choice D) the company or brand name to become top-of-mind

A) a higher level of brand awareness and brand purchases

97) A spot ad is: A) a one-time placement of an ad on a local television station B) one that is placed in a specific location in an ad sequence C) the placement of an ad series on a specific television show D) a one-time placement of an ad in a magazine or other print media

A) a one-time placement of an ad on a local television station

152) An advertisement on television will have the biggest impact: A) at the beginning or end of a set of ads B) in the middle of a set of ads C) during an infomercial D) when the ad is 15 seconds rather than 30 or 45

A) at the beginning or end of a set of ads

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

A) continuity

124) 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

A) continuous

168) The following are disadvantages of outdoor advertising, except: A) short exposure time B) high cost per impression C) brief message duration D) little segmentation possible

B) high cost per impression

165) The primary advantage radio has that is not available in the other mass media outlets is: A) low cost per contact B) intimacy C) long exposure duration D) highly targeted market segmentation

B) intimacy

175) Of the following media, the one that requires the longest lead time from ad development to ad appearance is: A) the Internet B) magazines C) newspapers D) billboards

B) magazines

176) For many smaller local companies, the most viable advertising options include all of the following, except: A) newspapers B) magazines C) billboards D) radio

B) magazines

140) Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to: A) place an ad in few media, but use a high frequency level B) maximize reach through using multiple media and multiple outlets C) maximize frequency through using just a few media outlets D) utilize broadcast media that offer the lowest CPM

B) maximize reach through using multiple media and multiple outlets

92) Conducting research that matches the product to the media and the target market is the primary task of the: A) creative B) media planner C) media buyer D) client company

B) media planner

167) The following are advantages of outdoor advertising, except: A) low cost per impression B) broad reach C) short lead time to develop ads D) accessible for local ads

C) short lead time to develop ads

122) 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 (CPM) would be: A) $25 B) $250 C) $2,500 D) $10

B) $250

154) In-stream and pre-roll releases of commercials appear on venues such as: A) network television B) YouTube C) Twitter D) movie trailers

B) YouTube

148) If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on: A) the characteristics of the target market B) a high level of frequency C) a high level of reach D) both a high level of frequency and a high level of reach

B) a high level of frequency

132) The three-exposure hypothesis suggests that: A) ads in three different media need to be used to have the maximum impact B) a minimum of three exposures to an ad is necessary to be effective C) a maximum of three exposures to an ad is necessary to be effective D) three exposures to an ad will only work if the person viewing the ad is in the market for that particular product

B) a minimum of three exposures to an ad is necessary to be effective

133) Many advertisers doubt the validity of the three-exposure hypothesis primarily because of: A) the number of media now available to advertisers has increased substantially B) ad clutter C) the power of the Internet D) the synergistic effect of using multiple media in an advertising campaign

B) ad clutter

85) A media strategy is the process of: A) investigating the media usage of a product's target market B) analyzing and choosing media for an advertising and promotions campaign C) selecting the outlets of each media that will be used for an advertising campaign D) choosing the proper appeal, message, strategy, and execution

B) analyzing and choosing media for an advertising and promotions campaign

144) The percentage of a target audience that must be exposed to a message to achieve a particular objective is called: A) gross rating points B) effective reach C) effective frequency D) opportunities to see (OTS)

B) effective reach

100) In terms of measuring reach and frequency, the typical time period is: A) one week B) four weeks C) eight weeks D) one year

B) four weeks

101) The average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period is: A) reach B) frequency C) demographics D) impressions

B) frequency

109) 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

B) gross rating points (GRP)

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

B) gross rating points (GRP)

111) Multiplying a vehicle's rating times opportunities to see (OTS) for an advertisement calculates the: A) cost per thousand (CPM) B) gross rating points (GRP) C) cost per rating point (CPRP) D) frequency

B) gross rating points (GRP)

137) Recency theory suggests that a member in a buying center about ready to purchase a copier has: 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

C) selective attention to copier

118) Cost per rating point (CPRP) 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

C) relative measure of the efficiency of a media vehicle relative to a firm's target market

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

C) 15

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

C) 15.3 percent of all televisions in the US were tuned to the CSI show

112) If an advertisement appears on CSI three times and CSI has a Nielsen rating of 12.3, the gross rating points (GRP) would be: A) 4.1 B) 12.3 C) 36.9

C) 36.9

131) 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

C) 50,000

127) A company that advertises some all year round, but more during the holidays is using: A) a continuous campaign B) gross impressions C) a pulsating campaign D) a flighting (or discontinuous) campaign

C) a pulsating campaign

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

C) cost per rating point

166) Outdoor advertising has changed dramatically through each of the following technologies, except: A) global positioning systems B) wireless communications C) digital printing technology D) digital display technology

C) digital printing technology

142) The number of times a target audience must be exposed to a message to achieve a particular objective is called: A) gross rating points B) effective reach C) effective frequency D) opportunities to see (OTS)

C) effective frequency

134) The traditional three-exposure hypothesis is based on: A) selective attention exposure B) effective reach and effective frequency C) intrusion value D) media multiplier effect

C) intrusion

160) The following are advantages of using radio, except: A) low production costs B) flexibility C) long exposure time D) intimacy

C) long exposure time

179) Advertising in newspapers offers each of the following advantages, except: A) high flexibility B) high credibility C) long life D) longer copy or messages

C) long life

173) Of the following media, the medium with the greatest or longest life is: A) television B) radio C) magazines D) billboards

C) magazines

94) The individual that negotiates rates for space on billboards and in magazines is the: A) creative B) media planner C) media buyer D) client

C) media buyer

91) The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the: A) creative side of the agency B) account side of the agency C) media planning and buying side of the agency D) client

C) media planning and buying side of the agency

87) The part of the media plan that spells out the media to be used and creative considerations is the: A) marketing analysis B) advertising analysis C) media strategy D) media mix

C) media strategy

181) Of the following advertising media, the one with the highest level of credibility is: A) television B) radio C) newspapers D) magazines

C) newspapers

108) 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

C) opportunities to see (OTS)

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

C) opportunity to see

126) 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

C) pulsating

139) Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is: A) intrusion value B) media multiplier effect C) recency theory D) three-exposure hypothesis

C) recency theory

159) The number of households tuned into a program divided by the total number of households with a television turned on calculates: A) rating B) recall C) share D) frequency

C) share

102) 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

D)

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

D) $100,000

162) A television commercial's rating plus any viewing three days after the original first aired is called a: A) spot rating B) TV C rating C) Nielsen commercial rating D) C3 rating

D) C3 rating

169) Of the following media, the one that is least able to target specific target markets is: A) television B) radio C) magazines D) billboards

D) billboards

117) Which of the following is a relative measure of the efficiency of a media vehicle relative to a firm's target market? A) gross rating points (GRPs) B) opportunities to see (OTS) C) gross impressions D) cost per rating point (CPRP)

D) cost per rating point (CPRP)

163) The following are advantages of using radio, except: A) high segmentation potential B) flexibility in making new ads C) able to modify ads to local conditions D) easy national purchase procedures

D) easy national purchase procedures