Deck 2: Media and Advertising Questions: Sales Promotions, Compensation Structures, Ethnic Marketing, Owned Media, and Measurement

Question 1

All of the following are types of sales promotions EXCEPT:

A)Sweepstakes
B)Coupons
C)Wait marketing
D)Sampling
E)Media Celebrity Tie-In

Answer 1

C

Question 2

It is not possible to establish the advertising and media objectives without first considering:

A)Tactics
B)Conclusions
C)Competition
D)References
E)Strategies

Answer 2

C

Question 3

Typically, an agencies net profit after taxes is roughly:

A)0.05
B)0.1
C)0.15
D)0.2
E)0.5

Answer 3

B

Question 4

With this type of compensation structure, all media is billed at gross rate:

A)Commission-based
B)Fee-based
C)Value-based
D)Agency-based
E)None of the above

Question 5

This compensation structure puts the agency and the client on common ground by bases itself on revenues earned:

A)Commission-based
B)Fee-based
C)Value-based
D)Agency-based
E)None of the above

Question 6

This type of compensation structure is-based on the manpower of the agency, is hourly or project-based, and media is billed at net.

A)Commission-based
B)Fee-based
C)Value-based
D)Agency-based
E)None of the above

Question 7

When evaluating CDI and BDI for test markets, you should always keep within _____ points of the average of 100.

A)10
B)20
C)25
D)15
E)5

Question 8

With regard to media requirements, you should make sure that test markets don't have more than ________ TV spill-in or spill-out in order to be considered.

A)0.12
B)0.05
C)0.15
D)0.1
E)0.07

Question 9

If a brand has a good amount of historical sales data, then this method is preferable because it is closer to what will actually happen once the plan is implemented nationally.

A)""Little USA"" method
B)""As It Falls"" method
C)""My Home Town"" method
D)""As It Breaks"" method
E)""Hometown USA"" method

Question 10

When test marketing, your test length should always be at least ____________.

A)2 months
B)3 months
C)4 months
D)5 months
E)6 months

Question 11

According to the list of test marketing standards, you should always have _____ or more test markets.

A)1
B)2
C)3
D)4
E)5

Question 12

The use of controlled tests in one or more geographic areas to gather information about the brand, consumers, and competitors is known as:

A)Geographic targeting
B)Geographic marketing
C)Test marketing
D)Test targeting
E)None of the above

Question 13

When it comes to the future of media conglomeration and the use of big data to interact with consumers, __________ becomes a huge concern.

A)Permission
B)Privacy
C)Bandwidth
D)Storage
E)None of the above

Question 14

The top 10 media companies control ______ of all media purchases in the US.

A)0.2
B)0.5
C)0.6
D)0.7
E)0.8

Question 15

The top four media agencies include all of the following EXCEPT:

A)Group M
B)JWT
C)Starcom / MediaVest
D)MediaEdge
E)Zenith / Optimedia

Question 16

Activities aimed at the consumer to persuade them to buy or request your brand is known as:

A)Pull marketing
B)Push marketing
C)Trade marketing
D)Wait marketing
E)None of the above

Question 17

When a manufacturer pays a fee for in-store floor displays to promote their product it is known as:

A)An advertising allowance
B)A display allowance
C)An in-store allowance
D)An ambient allowance
E)None of the above

Question 18

Sales promotions that are primarily designed to secure the cooperation of the retailer by the manufacturer are known as:

A)Pull marketing
B)Push marketing
C)Trade marketing
D)Wait marketing
E)None of the above

Question 19

In general, there are two types of sales promotion: _______ and consumer.

A)Media
B)Trade
C)Business
D)Affiliate
E)None of the above

Question 20

This type of advertising is often used to engage with consumers in their ethnic neighborhoods in their own language:

A)Transit
B)OOH
C)Digital
D)Print
E)TV

Question 21

When it comes to ethnic penetration, _____________ has the highest ranking DMA for African American TV households, while ______________ has the highest ranking DMA for Hispanic TV households.

A)Los Angeles / New York
B)New York / Miami
C)New York / Los Angeles
D)Los Angeles / Miami
E)Atlanta / Miami

Question 22

With regard to the number of ethnic radio stations, which group has the largest penetration in the US?

A)Korean
B)Hispanic
C)Russian
D)Hindi
E)German

Question 23

To cater to an ethnic market, the importation of foreign language magazines is much more widespread than it is for _______________.

A)Broadcast TV
B)Broadcast radio
C)Newspapers
D)OOH
E)Digital Media

Question 24

Which of these magazines has the highest level of African American readership?

A)Jet
B)Ebony
C)Vibe
D)Essence
E)Source

Question 25

_____________ are used to target specific groups of the population such as speakers of foreign languages, members of religious groups, and specialized audiences.

A)Ambient media
B)Ethnic media
C)Alternative media
D)Public media
E)None of the above

Question 26

Using a _______ strategy allows you to force a product or service through the distribution channel.

A)Pull
B)Push
C)Maximize
D)Minimize
E)None of the above

Question 27

All of the following are drivers behind in-house media agencies EXCEPT:

A)Cost efficiency
B)Control
C)Confidentiality
D)Creativity
E)Speed to Market

Question 28

Media conglomeration is typically best for:

A)Local stations
B)Large media corporations
C)Independent media
D)Local magazines
E)Online corporations

Question 29

In recent years, there have been many mergers and acquisitions of broadcast companies, advertising and public relations agencies, research firms, publishing houses, Internet marketing firms, and all other kinds of media-related businesses, with many of them sometimes controlled by the same media holding company or corporation, known as ___________________.

A)A media conglomerate
B)A media holding company
C)A media oligopy
D)A media monopoly
E)None of the above

Question 30

The BRIC country block includes all of the following EXCEPT:

A)Brazil
B)China
C)Canada
D)India
E)Russia

Question 31

On average, global media consumption doubles every ______ years or so.

A)10
B)20
C)25
D)30
E)40

Question 32

Many consumers trust __________ more than they do traditional types of advertising.

A)Owned media
B)Earned media
C)Paid media
D)Pull media
E)Push media

Question 33

One way to measure earned media is through quantity which is analogous to the _________ of a brand.

A)Reach
B)Frequency
C)Impact
D)Continuity
E)None of the above

Question 34

A good __________________ will be able to track and assess the type of content that is shared most often by members of the brand's target audience in order to have the best opportunities for a message to go viral.

A)Account Director
B)Creative Director
C)Earned Media Director
D)Paid Media Director
E)Owned Media Director

Question 35

Which of the following is NOT considered a type of earned media?

A)Word of mouth
B)News commentary
C)Promotions
D)Viral marketing
E)Publicity

Question 36

This type of owned digital asset is specifically designed to allow companies to engage with consumers on the go:

A)Mobile apps
B)Delivery trucks
C)Social media
D)Company website
E)People

Question 37

When it comes to physical assets owned by the brand, all of the following would be examples of those EXCEPT:

A)Brick and mortar locations
B)Product packaging
C)People
D)Trucks or delivery vehicles
E)Facebook page

Question 38

All of the following are strengths of owned media EXCEPT:

A)Personal
B)Timely
C)Controlled
D)Time consuming
E)Lasting

Question 39

Which of the following is an example of owned media?

A)TV ad
B)Press release
C)Company website
D)Twitter comments
E)Direct mail

Question 40

Owned media allows you to deliver content that is highly relevant and customized which capitalizes on which of the following strengths?

A)Control
B)Cost efficient
C)Timely
D)Lasting
E)Personal

Question 41

Which of the following IS NOT a type of owned media?

A)Physical assets
B)Sponsored assets
C)Digital assets
D)Created assets
E)All of the above are owned media

Question 42

_____________ advertising strategies are tailored to reflect regional, national, and local market cultural differences and preferences.

A)Global
B)International
C)Multinational
D)Omnichannel
E)None of the above

Question 43

___________ advertising embraces standardized strategies in which advertising content is the same worldwide under the premise that the entire world is one entity.

A)Global
B)International
C)Multinational
D)Omnichannel
E)None of the above

Question 44

_______________ continues to be attractive to marketers because of its ability to track consumer behavior at very finite levels.

A)Newspaper advertising
B)TV advertising
C)Magazine advertising
D)Digital advertising
E)None of the above

Question 45

________________ is a popular mechanism to use online to see effects between those exposed to a campaign and those who are not.

A)None of the above
B)Copy testing
C)A / B testing
D)Digital tracking
E)Banner testing

Question 46

This types of online measurement relies on deep measures provided by analytics tracked by ad serving companies and clients:

A)Online display
B)OOH
C)SEM / PPC
D)Online banner
E)None of the above

Question 47

A common form of outdoor advertising measurement is abbreviated EOB which stands for:

A)Eyes on board
B)Electronic on boarding
C)Eyes on billboard
D)Eyes on banner
E)None of the above

Question 48

A common way to measure broadcast is to compare the ____________ purchased versus achieved.

A)Impressions
B)Ratings
C)Click-throughs
D)Conversions
E)None of the above

Question 49

""Half the money I spend on advertising is wasted; the trouble is I don't know which half."" is a famous advertising quote said by ad man:

A)Bill Bernbach
B)David Ogilvy
C)Leo Burnett
D)Lee Clow
E)John Wanamaker

Question 50

The objectives and goals section should include objectives for marketing, ____________, and media.

A)Integrated communication
B)Advertising
C)Promotion
D)Sales
E)None of the above

Question 51

The media strategy section typically includes two things: the targets (markets, groups, audiences) and _____________.

A)Media units
B)Media types
C)Media schedule
D)Media flights
E)None of the above

Question 52

A communications plan needs justification and rationale at every stage, along with a logical progression from objectives through strategies to tactics and _____________.

A)Appendices
B)References
C)Outcomes
D)Deliverables
E)None of the above

Question 53

The media tactics portion of the plan should include all of the following EXCEPT:

A)Media Vehicles
B)Media Objectives
C)Media Units
D)Media Schedule
E)None of the above

Question 54

The Under Armour ""#Iwill"" Campaign is an example of what type of strategy?

A)Global
B)International
C)Multinational
D)Omnichannel
E)None of the above

Question 55

The Pepsi Revolution Campaign is an example of what type of strategy?

A)Global
B)International
C)Multinational
D)Omnichannel
E)None of the above

Question 56

When you plan a sales promotion, you need to understand the cost of the promotional items as well as the impact of the ___________ on revenue.

A)Discount
B)Sample
C)Coupon
D)Rules
E)None of the above