Deck 10: Integrating Media

Question 1

The large amount of advertising in the marketplace that interferes with people's ability to process messages is called:

A) impressions
B) reach
C) clutter
D) exposure
E) ratings

Answer 1

C

Question 2

Red Bull's sponsorship of extreme sports for communicating brand messages to consumers represents which type of media?

A) search engine marketing
B) search engine optimization
C) traditional media
D) email marketing
E) mobile

Answer 2

C

Question 3

Which market represents a quarter of Red Bull's sales?

A) UK
B) USA
C) Canada
D) Thailand
E) Europe

Answer 3

B

Question 4

Which of the following is NOT a reason to consider traditional media?

A) increased reach
B) increased efficiency
C) increased wear out
D) reduced clutter
E) take advantage of synergies

Question 5

When advertisers use revenues as a base for determining ad spending they are using which method?

A) percentage of sales
B) objective and task
C) payout
D) competitive parity
E) return on investment

Question 6

When advertisers seek to maintain above market ad spending levels they are budgeting by which of the following methods?

A) percentage of sales
B) objective task
C) payout
D) competitive parity
E) return on investment

Question 7

Unicredit's effort to ensure reaching 30% of the population of Bulgaria indicates budgeting by which method?

A) percentage of sales
B) objective task
C) payout
D) competitive parity
E) return on investment

Question 8

With which form of media do people spend the most time?

A) TV
B) mobile
C) internet
D) print
E) radio

Question 9

With which form of digital media do people spend the most time?

A) search
B) email
C) mobile
D) websites
E) blogs

Question 10

Advertising elasticities represent:

A) the degree to which advertisers use digital media
B) efficient spending by firms in a competitive market
C) research on ad spending by firms
D) the effect of bounce rate on sales
E) the degree to which ad spending leads to sales

Question 11

Which type of product category benefits most from ad spending by competitors?

A) durables
B) non durables
C) utilitarian products
D) mature product categories
E) virtual products

Question 12

Marketers who pretend that their systematic campaigns are really organically created by customers are doing?

A) photobombing
B) social networking
C) multitasking
D) sock puppeting
E) astroturfing

Question 13

Which is true about multimedia processing?

A) humans all process messages in the same way
B) processing occurs simultaneously when two stimuli are present
C) people who process analytically may be more persuaded by comparative ads
D) people process imagery better when they are good with words
E) messages for hedonic and utilitarian products tend to be processed similarly by people

Question 14

When an ad in one form of media primes interest in a second form of media it is called:

A) forward encoding
B) backward encoding
C) multiple source perception
D) integrated cross channel processing
E) selective coding and encoding

Question 15

What percentage of people in the Nielsen study indicated they watch TV while social networking?

A) 10-20%
B) 30-40%
C) 50-60%
D) 80-90%
E) less than 5%

Question 16

What is the approximate cost to reach 1000 superbowl viewers?

A) $10
B) $40
C) $800
D) $1000
E) $1 million

Question 17

Why would it be difficult for a prescription drug company as opposed to an over the counter medication to advertise using mobile?

A) high costs
B) low reach
C) limited message space
D) high bounce rate
E) low mobile penetration rate

Question 18

The ratings that are counted on the day people watch a show up until 3AM is refereed to as:

A) live
B) AM rating
C) 24 hour schedule
D) C3
E) DVR

Question 19

Which of the following forms of media has remained stable in terms of percentage of media spending attributed to it?

A) newspapers
B) magazines
C) outdoor
D) direct mail
E) none of the above

Question 20

Which of the following is TRUE?

A) outdoor advertising can't provide a measure of reach and frequency
B) newspapers are growing subscription bases year over year
C) magazines are measured by gross ratings points
D) the Audit Bureau of Circulation does not measure print media audiences
E) Television is measured by GRPs

Question 21

Which of the following media is associated with circulation?

A) tv
B) newspapers
C) magazines
D) both b and c
E) radio

Question 22

SOV stands for:

A) standard of voice
B) share of voice
C) studio only video
D) social or voice
E) share of volume

Question 23

Which of the following terms represents the media spending attributed to a brand relative to other brands in the category?

A) market share
B) share of conversions
C) share of voice
D) dollar sales per product
E) share of media

Question 24

Zoosk's strategy can best be described as:

A) integrated marketing communications
B) share of voice
C) market share driven
D) social media exclusive
E) mobile marketing

Question 25

Which of the following forms of media increases 1:1 interactions?

A) TV
B) radio
C) social media
D) paid media
E) outdoor

Question 26

Which term describes when an individual is exposed to a message?

A) cost per click
B) gross ratings points
C) share of voice
D) view
E) impression

Question 27

Impressions are calculated as:

A) reach x frequency
B) rating x number of runs
C) exposures x audience
D) all of the above
E) none of the above

Question 28

Which of the following is most useful in comparing media efficiency across different forms of media?

A) cost per click
B) gross ratings points
C) impressions
D) cost per thousand
E) conversion rate

Question 29

How can cost per thousand be expressed?

A) CPM
B) in currencies
C) in dollars
D) in weights
E) more than one of the above is true

Question 30

Which of the following is TRUE about Nielsen?

A) the sample never changes
B) the company is diligent about monitoring households
C) Nielsen homes are paid well for their services
D) Nielsen ratings are only for live shows
E) advertisers can get ratings for viewing seven days after a show airs

Question 31

What percentage of 18-34 year olds watch within 7 days following a live broadcast?

A) less than 10%
B) 20-30%
C) about half
D) 80-90%
E) 100%

Question 32

You own an eCommerce site selling products. Which metric is most important for you to consider?

A) impressions
B) clutter
C) conversions
D) share of voice
E) conversations

Question 33

You own a media site with the goal of selling ads. Which metric is most important for you to consider?

A) impressions
B) clutter
C) conversions
D) share of voice
E) conversations

Question 34

How many tasks does the average person do with their smart phone in a day according to the text?

A) less than 20
B) 20-40
C) 130-150
D) 240-260
E) more than 260

Question 35

How can CPM be used to compare across different media alternatives? For which forms of media can marketers use CPM as a comparative measure and which ones can't use CPM?

Question 36

What are the advantages of digital media over traditional media? Is there ever a time when traditional media are superior to digital media? Describe an example.

Question 37

Choose one type of traditional media and compare the benefits of the medium to the marketer. How does this method compare to a. organic search engine optimization and b. email marketing as a strategy?