IMC Test 2

12. There is evidence to indicate that galvanic skin response is a valid indicator of _____. a. the amount of warmth generated by an advertisement b. a consumer's behavior generated by an advertisement c. a consumer's purchase intention generated by an advertisement d. the number of thoughts consumers generate after exposure to an advertisement e. the number and types of thoughts consumers generate after exposure to an advertisement

a. the amount of warmth generated by an advertisement

3. A June advertising campaign for Rolex watches included placements in five magazines and yielded 400 GRPs. The magazines, their ratings (in parentheses), and the number of ads that were placed in each magazine during June [in brackets] are as follows. Newsweek (25) [4]; Southern Living (30) [4]; Sports Illustrated (20) [4]; Golf Digest (20) [4]; GQ (?) [1]. What is the rating for GQ? a. 10 b. 20 c. 30 d. 40 e. 50

b. 20

16. Which of the following agencies deals with consumers' privacy concerns for Facebook? a. Commission on Civil Rights b. Federal Trade Commission c. Small Business Administration d. National Labor Relations Board e. Corporation for Public Broadcasting

b. Federal Trade Commission

4. All of the following except _____ can be thought of as a social networking site. a. Facebook b. Netflix c. Pinterest d. Instagram e. Twitter

b. Netflix

23. In a Starch analysis, a magazine ad for Absolute vodka received a score of 140. What does this mean? a. That particular ad scored 140 percent above comparable ads. b. That particular ad scored 40 percent above comparable ads. c. The percentage of respondents who read half or more of the written material in the ad was 40 percent. d. The percentage of respondents who recalled seeing the ad was 40 percent. e. That particular ad is capable of generating market-share gains of 40 percent.

b. That particular ad scored 40 percent above comparable ads.

6. LinkedIn is classified in the _____ category of social media. a. networking b. collaborating c. publishing d. messaging e. discussing

b. collaborating

34. Which is NOT a technological development that has made single-source systems (SSSs) possible? a. optical laser scanning of universal product codes b. electronic funds transfer c. split-cable technology d. electronic television meters e. All of these technologies have made SSSs possible.

b. electronic funds transfer

10. All of the following are possible objectives of social media campaigns except _____. a. enhance public relations b. explore social media c. offer deals d. launch a cause e. elicit consumer-generated stories

b. explore social media

34. Which of the following is a common objective or theme for successful social media themes? a. stories about competitors b. fun with interactive games c. technical specifications d. complaints from consumers e. friendly rivalry between companies

b. fun with interactive games

22. Which of the below is NOT one of the ways to enhance lifetime value? a. increase the retention rate b. increase the discount rate c. increase the referral rate d. cut direct costs e. enhance the average purchase volume per customer

b. increase the discount rate

28. Yellow pages, video games, and brand placement are examples of _____. a. direct advertising b. indirect advertising c. niche advertising d. electronic advertising e. stealth advertising

b. indirect advertising

42. A study of brand placements in films found a(n) ______ effect between stock returns and time (in days). a. short-term b. inverted-U c. placebo d. R-F-M e. contextual

b. inverted-U

15. Which of the following would be the closest to a finished commercial? a. animatic b. liveamatic c. storyboard d. photomatic e. ripomatic

b. liveamatic

31. A major negative of social media is that consumers can _____. a. interact with brands b. make negative comments c. share brand information with friends d. like their favorite brands e. learn about brand deals

b. make negative comments

21. If an advertising manager can't _____, she can't control and, therefore, can't improve. a. communicate b. measure c. be creative d. strategize e. be objective

b. measure

24. Companies' databases of customers often contain R-F-M data. The M stands for _____. a. motivation b. monetary value c. markdown d. media e. message

b. monetary value

10. PACT is an acronym for _____. a. product advertising and consumer testing b. positioning advertising copy testing c. product advertising in compact markets d. promotional advertising and consumer testing e. placement of action copy tests

b. positioning advertising copy testing

45. Which of the following is a disadvantage of social media? a. flexibility b. privacy c. consumer engagement d. integration e. cost effectiveness

b. privacy

47. Pablo owns seven children's clothing stores. He spends $5000 a month on advertising from August through April. He spends $1000 a month on advertising from May through July. He is using the _____ advertising schedule. a. continuous b. pulsing c. plotted d. flighting e. dated

b. pulsing

2. Starch Ad Readership, Bruzzone tests, and Burke day-after recall tests are techniques for measuring _____. a. recognition and emotions b. recognition and recall c. emotions and recall d. emotions and responses e. persuasion

b. recognition and recall

38. One objective involved in formulating media plans is determining how much advertising volume (termed _____, by practitioners) is required to accomplish advertising objectives. a. reach b. weight c. frequency d. continuity e. strength

b. weight

30. The limit on the number of characters allowed for tweets on Twitter is _____ characters. a. 75 b. 100 c. 140 d. 160 e. unlimited

c. 140

6. What is the frequency of a media schedule in which 20 percent are reached one time, 40 percent are reached two times, 20 percent are reached three times, and 10 percent four times? a. 1 b. 2 c. 2.2 d. 3 e. 3.3

c. 2.2

32. What Starch index compares an advertisement's scores against other ads in the same product category as well as with the same size and color classifications? a. Issue b. ARS c. Adnorm d. fMRI e. Response

c. Adnorm

21. Why was Snapchat initially attractive to advertisers? a. Images disappeared. b. Families joined. c. It had a younger demographic. d. It had a video chat feature. e. It had few, specialized ways to earn revenue.

c. It had a younger demographic.

9. Which of the following social networks are among the top two most prominent venues? a. YouTube b. Bebo c. Twitter d. Snapchat e. Instagram

c. Twitter

38. Which of the following successful media campaigns relied on a consumer-generated story about the brand? a. Old Spice's "Smell Like a Man, Man" b. Nike's "Write the Future" c. UPS's "Driver for a Day" d. Burger King's "Whopper Sacrifice" e. Evian's "Roller Babies"

c. UPS's "Driver for a Day"

27. A video game specially made to advertise a product is known as _____. a. interactive advertising b. advertising integration c. advergaming d. interactive gaming e. in-game advertising

c. advergaming

5. CPM stands for _____. a. cost per million b. cost per month c. cost per thousand d. coverage per month e. coverage per million

c. cost per thousand

7. Compared to broadcast advertising, _____ does not deal with customers as a mass but rather creates individual relationships with each customer or prospective customer. a. lifetime analysis b. data mining c. direct advertising d. indirect advertising e. niche advertising

c. direct advertising

36. Letters, postcards, programs, calendars, folders, and catalogs are all examples of _____. a. indirect marketing b. indirect advertising c. direct-mail advertising d. e-mail advertising e. database marketing

c. direct-mail advertising

46. The concept of effective reach states that fewer exposures to advertisements are required _____. a. when humor is used b. when comparative advertising is used c. for brands with higher market shares and greater customer loyalty d. for expensive products e. for necessities

c. for brands with higher market shares and greater customer loyalty

44. Which of the following is NOT one of the classifications used by Starch? a. noted b. associated c. influenced d. read-any e. read-most

c. influenced

37. Advertising research enables management to increase advertising's contribution toward achieving _____ and yielding a reasonable return on investment. a. media objectives b. scientific understanding c. marketing goals d. consumer response e. a positive brand image

c. marketing goals

31. Two general forms of ad research are _____. a. primary and secondary b. qualitative and quantitative c. media effectiveness and message effectiveness d. recall and recognition e. message research and copytesting

c. media effectiveness and message effectiveness

29. A large percentage of the tweets prior to 2009 were categorized by Twitter as _____. a. news b. chatter c. pointless babble d. meaningful dialogue e. promoted content

c. pointless babble

40. Which form of message research is concerned with measuring the effects an advertisement may have or has had? a. secondary b. qualitative c. quantitative d. valid e. reliable

c. quantitative

45. The percentage of a target audience that is exposed, at least once, during a specified time frame to the vehicles in which an advertising message is inserted represents _____. a. scope b. spread c. reach d. frequency e. gross rating points

c. reach

8. Gross rating points are calculated by _____. a. reach minus frequency b. reach plus frequency c. reach times frequency d. reach divided by frequency e. reach squared

c. reach times frequency

13. Edna has taken footage from existing commercials and spliced them together to represent a proposed commercial. Edna has a(n) _____. a. storyboard b. liveamatic c. ripomatic d. animatic e. photomatic

c. ripomatic

43. Traditional ad media includes all of the following forms of media except ____. a. television b. radio c. smartphones d. magazines e. None of these are correct.

c. smartphones

22. A conclusion drawn from ARS testing of various commercials for a Campbell's Soup Company brand (assumed to be Prego) about the functioning and effectiveness of advertising states that _____. a. ad weight is positively related to sales regardless of the advertising content b. ad copy does not have to be distinctive c. the selling power of advertising wears out over time d. rational appeals are more effective than emotional appeals e. television ads are more effective than radio ads

c. the selling power of advertising wears out over time

8. Which of the following is an advantage of social media? a. privacy b. censorship c. two-way dialogue d. babble e. lost productivity

c. two-way dialogue

41. Effective media strategy requires first that the target audience be pinpointed. Failure to precisely define the audience results in _____, where some nonpurchase candidates see the advertisements, while prime candidates are missed.. a. miscommunication b. noise c. wasted exposure d. suboptimum frequency e. a flighting schedule

c. wasted exposure

30. Alex analyzed several media schedules and came up with the following Index of Exposure Efficiency for each. Based on the following indexes, which schedule is the best? a. 0.010 b. 0.022 c. 0.230 d. 0.250 e. not enough information to determine

d. 0.250

17. Social media is a tool for IMC because _____ percent of those online are active social media users. a. 23 b. 42 c. 58 d. 73 e. 98

d. 73

25. A brand has a target audience consisting of 80 million households. Television commercials for the brand are aired 40 times during a four-week period, which produces 600 gross rating points. The net coverage, or unduplicated audience, is 60 million households. The computed reach is _____. a. 15 b. 32 c. 40 d. 75 e. 80

d. 75

20. Which of the following is the most successful, organic social media campaign in history? a. Pepsi's "Refresh" b. Blendtec's "Will It Blend?" c. National Geographic's "Remembering 9/11" d. ALS "Ice Bucket Challenge" e. UPS "Your Wishes Delivered: Driver for a Day"

d. ALS "Ice Bucket Challenge"

33. Which of the following explains why some argue that children should not be on Facebook before they are high-school age? a. Children can't read well enough to use the Internet. b. Children should play outside. c. Childhood friendships require interaction. d. Children lack logic and sophisticated reasoning. e. Children can't make online purchases.

d. Children lack logic and sophisticated reasoning.

11. _____ advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of printed materials or in a digital/electronic form. a. Indirect b. Mass c. Personal d. Direct e. Focused

d. Direct

35. What company ran a forehead tattoo promotion in conjunction with the NCAA March Madness basketball tourney? a. Nike b. Heineken c. Geico d. Dunkin' Donuts e. None of these are correct.

d. Dunkin' Donuts

41. Which of the following metrics is available directly from Facebook? a. share of conversations b. share of voice c. sentiments d. affinity score e. overall weight of a brand campaign

d. affinity score

5. According to the Telemarketing Sales Rule (TSR), telemarketers must not _____. a. tell customers the odds of winning any prizes b. tape record a customer's express oral authorization c. maintain lists of the names and addresses of all prize winners d. call customers before 8 A.M. e. maintain complete employment records

d. call customers before 8 A.M.

35. What is the first step when using comprehensive media-scheduling software programs? a. select the criterion for schedule optimization b. specify constraints c. set the budget d. develop a media database e. determine the maximum number of vehicles

d. develop a media database

25. On a cost per thousand (CPM) basis, the most expensive medium is ____. a. television b. radio c. magazines d. direct mail e. newspaper

d. direct mail

48. The choice of _____ is, in many respects, the most complicated of all marketing communications decisions due to the variety of decisions that must be made. a. celebrity endorser b. message appeal c. advertising agency d. media and vehicles e. research method

d. media and vehicles

50. The most meaningful basis for segmenting target audiences is _____ data. a. demographic b. geographic c. lifestyle/psychographic d. product usage e. geodemographic

d. product usage

11. When preparing a _____ advertising schedule, MasterLens plans to use advertising during every period of the campaign, but vary the amount of advertising considerably from period to period. a. flighting b. dated c. plotted d. pulsing e. continuous

d. pulsing

26. John participated in research in which the interviewer presented him with a magazine advertisement and asked him if he remembered seeing or reading any part of that particular advertisement. In fact, John told the interviewer that he had actually read all of the written material in that particular ad. Which Starch classification will John's response be placed? a. noted b. associated c. read any d. read most e. any actions taken

d. read most

15. In what type of alternative advertising medium can a message of 25 to 30 letters cost between $25,000 and $30,000? a. restroom space b. human body c. fruit labels d. skywriting e. street sweepers

d. skywriting

20. The logic of recency planning includes the idea that the cost effectiveness of a single exposure is approximately ____ the value of subsequent exposures. a. half b. equal to c. considerably less than d. three times greater than e. five times greater than

d. three times greater than

24. Assume that an advertising campaign reaches 70 percent of the target market. The target market was reached 5 times on average. The GRP would be ____. a. 14 b. 35 c. 75 d. 350 e. 3500

d.350

40. Which point of comparison between social media and traditional media considers the size of the audience? a. reach b. usability c. cost d. immediacy e. changeability

a. reach

17. A magazine reaches 5 million readers. The cost of advertising in this magazine is $150,000 per 4-color page. The cost per thousand is _____. a. $30.00 b. $33.33 c. $75.00 d. $50.00 e. not enough information to determine

a. $30.00

43. Assume that the media schedule for a brand yields 250 GRPs and reaches 10 percent of the market. The frequency would be ____. a. 25 b. 10 c. 240 d. 260 e. 2500

a. 25

1. _____ is based on the premise that there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits. a. Effective reach b. Advertising reach c. Precise reach d. Calculated reach e. Exact reach

a. Effective reach

49. _____ is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives. a. Media planning b. Marketing planning c. Communications planning d. Continuity planning e. Cost planning

a. Media planning

19. The _____ method tests television commercials in consumers' homes. a. Next*TV b. TiVo c. Behavioral d. Sensory e. Visual

a. Next*TV

49. Which of the following prompts did Twitter use to reduce useless tweets? a. What's happening? b. What are you doing? c. What do you see? d. What do you want to say? e. What do you want to share?

a. What's happening?

Which of the following is classified as a sharing tool? a. YouTube b. Blogger c. Messenger d. LinkedIn e. Reddit

a. YouTube

44. Which of the following is one of the four general privacy principles that apply to social media? a. access b. income c. benefit d. cooperation e. All of these are correct.

a. access

39. According to the shelf-space model, _____. a. achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency b. achieving a high level of weekly frequency for a brand should be emphasized over acquiring heavy reach c. the consumers' third exposure to an advertisement for a brand is the most powerful d. distinctive advertising requires more exposures e. advertisers should select the media schedule that generates the most exposure value per GRPs

a. achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency

27. Kraft is introducing a new line of salad dressings that are made with hearty-health omega-3 oils and wants to get the highest reach possible for the advertising of this product. What can Kraft to do increase reach? a. advertise in multiple media, such as television and magazines b. maximize the number of times consumers have an opportunity to see the ads for these products c. use media vehicles with the lowest CPMs d. use media vehicles with the highest CPMs e. advertising only during prime time television programs because that's when most consumers watch television

a. advertise in multiple media, such as television and magazines

16. A basic premise of frequency value planning states that _____. a. advertisers should select a media schedule that generates the most exposure value per gross rating point b. a minimum of three exposures to an advertisement is necessary to achieve optimal effectiveness c. a minimum of three different media should be used to achieve optimal effectiveness d. the flighting media schedule is more effective than the other types of scheduling e. humorous messages are the most effective type of message

a. advertisers should select a media schedule that generates the most exposure value per gross rating point

1. Facebook earns its revenue primarily from _____. a. advertising b. membership fees c. corporate profile fees d. selling data e. It doesn't earn revenue yet.

a. advertising

18. With effective database marketing a firm may be able to alter the channel of distribution via direct marketing efforts, and hence _____. a. cut direct costs b. reduce marcom costs c. increase retention rate d. enhance average purchase volume per customer e. increase the referral rate

a. cut direct costs

39. The goal of _____ is to discover hidden facts contained in databases. a. data mining b. data warehousing c. data definition d. data discovery e. data manufacturing

a. data mining

47. Which of the following do successful social media campaigns have in common? a. integration with other IMC elements b. humor c. focus on an individual d. addressing a social or medical issue e. use of stereotypes

a. integration with other IMC elements

18. Which of the following is a key mechanism for tapping into people's thoughts and feelings and is based on the idea that people understand and experience things in terms of other things? a. metaphor b. hypnosis c. means-end chain d. laddering e. analogy

a. metaphor

36. A print ad for a new brand of body lotion refers to it as a "peach." In this regard, "peach" is a(n) _____. a. metaphor b. allegory c. simile d. representation e. elicitation

a. metaphor

13. It is claimed that video advertising is _____ than comparable print advertising in the form of brochures. a. more effective and less expensive b. less effective and less expensive c. more effective and more expensive d. less effective and more expensive e. None of these are correct.

a. more effective and less expensive

14. When using a pupillometer, a response of a smaller relative dilation would indicate what? a. negative reaction b. neutral reaction c. positive reaction d. confusion e. boredom

a. negative reaction

From the consumer's perspective, which of the following is NOT an advantage of shopping by catalog? a. It saves time because people do not have to find parking spaces and deal with in-store crowds. b. Catalog buying appeals to consumers who are fearful of shopping due to concerns about crime. c. Catalogs allow people the convenience of making purchase decisions at their leisure and away from the pressure of a retail store d. The availability of toll-free numbers and online websites, credit-card purchasing, and liberal return policies make it easy for people to order from catalogs. e. All of these are advantages.

e. All of these are advantages.

12. Which of the following is an asset an up-to-date database provides a firm? a. ability to direct advertising efforts to those people who represent the best prospects for the company's products or services b. offer varied messages to different groups of customers c. create long-term relationships with customers d. enhance advertising productivity e. All of these are correct.

e. All of these are correct.

14. Social media brands operating as collaboration tools provide which of the following for users? a. publishing b. sharing c. discussing d. networking e. All of these are correct.

e. All of these are correct.

23. Which of the following types of information can be gleaned from social media sites? a. consumer feedback b. product ideas c. promotion modifications d. pricing information e. All of these are correct.

e. All of these are correct.

46. What factor should be considered when evaluating the suitability of introducing a telephone sales force? a. geographical concentration b. customer decision criteria c. nature of the purchase d. status of the major decision maker e. All of these are correct.

e. All of these are correct.

28. Which of the following is NOT an advantage of the in-home videotape methodology used in the Next*TV method? a. In-home exposure makes it possible to measure advertising effectiveness in a natural environment. b. By embedding test advertisements in actual programming content along with other advertisements, it is possible to assess the ability of TV commercials to break through the clutter, gain the viewer's attention, and influence message recallability and persuadability. c. Be measuring recall one day after exposure, it can be determined how well tested commercials are remembered after this delay period. d. The videotape technology allows the use of representative national sampling. e. By providing a standardized measure of persuasion, national norms can be determined.

e. By providing a standardized measure of persuasion, national norms can be determined.

33. _____ involves the matter of how advertising is allocated during the course of an advertising campaign. a. Weight b. Reach c. Frequency d. Cost e. Continuity

e. Continuity

26. Juan is trying to determine whether or not to enter into a brand placement agreement with the producers of an upcoming James Bond film. Which factors must he consider to determine the worth of a placement and how much it should cost him to place a brand in this particular movie? a. amount of time the brand gets on screen b. use or mention of the brand by characters in the movie c. integration with the plot of the movie d. who is the star of the movie e. a, b, and c

e. a, b, and c

37. Which of the following is a disadvantage of brand placement in movies, TV programs, and other forms of entertainment? a. loss of control of how brands are positioned b. difficulty of measuring effectiveness and ROI c. increasing prices d. decreasing prices e. a, b, and c

e. a, b, and c

32. Which type of ad has been created recently to increase revenue for Facebook? a. lead generation b. local awareness c. mobile ad videos d. event RSVPs e. mid-roll video ads

e. mid-roll video ads

4.Brain imaging applies knowledge from the field of _____ and uses a functional magnetic resonance imaging device (fMRI). a. biology b. chemistry c. physioscience d. psychology e. neuroscience

e. neuroscience

19. Which of the points of comparison considers the ability to make changes after creation? a. reach b. usability c. accessibility d. immediacy e. permanence

e. permanence

9. "Shouldn't ads actually work once a viewer sees them?" This is an argument against a. recency planning b. the concept of ratings c. cross-platforms d. flighting e. programmatic ad buys

e. programmatic ad buys

42. Which of the following are the two general forms of message research? a. primary and secondary b. valid and reliable c. pretesting and posttesting d. formal and informal e. qualitative and quantitative

e. qualitative and quantitative

48. Companies' databases of customers often contain R-F-M data. The R stands for _____. a. retention rate b. referral rate c. registration d. responsiveness e. recency

e. recency

29. According to eye tracking methodology, a ______ occurs when the eye gaze moves to another position. a. fixation b. scanpath c. sequence d. reaction e. saccade

e. saccade

7. Bruzzone Research Company provides information on consumer recognition of _____. a. radio commercials b. magazine advertisements c. newspaper advertisements d. outdoor advertisements e. television commercials

e. television commercials

50. Google's Double Click is an example of a _____. a. location-based check-in b. promoted account c. privacy policy d. blogging tool e. third-party data tracking firm

e. third-party data tracking firm