Question 1

With respect to advertising,CPM is defined as

Accepted Answer

CPM (cost per thousand) is the cost of reaching 1,000 individuals or households with the advertising message in a given medium. It is a common metric used in advertising to compare the relative cost-effectiveness of different media options.

Question 2

Frequency refers to

Accepted Answer

Frequency refers to the average number of times a person in the target audience is exposed to an advertisement.

Question 3

Advertising studies indicate that consumers respond more favorably to __________ with repeated exposure to advertisements.

Accepted Answer

Brand extensions are new products introduced under an already established brand name. Studies have shown that consumers respond more favorably to brand extensions with repeated exposure to advertisements. This is because they already have a positive association with the original brand, and repeated exposure to the new product reinforces this positive association.

Question 4

In television or radio advertising,a rating refers to

Accepted Answer

A rating in television or radio advertising refers to the percentage of households in a market that are tuned to a particular station. It is not related to the number of people exposed to the advertisement, the frequency of exposure, calculating advertising objectives or market share.

Question 5

With respect to Figure 18-2 above,__________ spending accounts for 11% of all advertising expenditures?

Accepted Answer

The answer of With respect to Figure 18-2 above,__________ spending...

Question 6

The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located.Their objective is to create awareness for the bookstore among the town's consumers.Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

Accepted Answer

Reach is the measure of the total number of different people or households exposed to the advertisement at least once during a given time period. It reflects the potential audience size for the ad and is the most suitable measure for assessing the awareness level among the town's consumers in this scenario. Rating is the percentage of universe (total population or target audience) that is tuned in to a particular TV show or radio station, and GRPs (Gross Rating Points) and CPM (Cost per Thousand) are measures used in media planning and buying to evaluate the effectiveness and efficiency of advertising campaigns. Frequency is the average number of times each person or household exposed to the ad during a given time period.

Question 7

According to Figure 18-2 above,which of the following media alternatives has the SMALLEST amount of advertising expenditures?

Accepted Answer

Outdoor advertising typically has lower expenditures compared to other media alternatives like television, newspapers, and magazines.

Question 8

The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely.One of their primary advertising goals was to expose customers in the store's limited market area to their advertising messages as often as fiscally possible.The owners of the toy store were MOST LIKELY concerned with

Accepted Answer

The concern of exposing customers in the store's limited market area to their advertising messages as often as possible indicates that the owners of the toy store are primarily concerned with frequency, which is the number of times a target audience is exposed to an advertising message.

Question 9

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Accepted Answer

Advertisers aim to reach their target audience as many times as possible while keeping the costs low. Therefore, the choice is C which states minimizing costs.

Question 10

Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

Accepted Answer

Newspapers use circulation to describe their reach, which refers to the number of copies of a newspaper that are distributed or sold.

Question 11

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8:00 p.m.to 10:00 p.m.time period during the November "sweeps" period.What would be the movie's rating?

Accepted Answer

A television show's rating is defined as the percentage of households with televisions that are watching a particular program at a given time. In this case, if one-fifth (which is the same as 20%) of the television households in the market were watching the special prime time movie, then its rating would be 20.

Question 12

All of the following are factors used to select a particular medium for an advertisement EXCEPT:

Accepted Answer

All of the options except for D are factors used to select a particular medium for an advertisement. The message content is not a factor used to select a medium, but rather the message content is tailored to fit the medium that has been selected.

Question 13

Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.

Accepted Answer

Advertisers want to maximize the exposure of the message to the target audience, which means using a mix of media forms and vehicles to reach as many people as possible. However, they also want to minimize costs, so they need to choose the most effective forms and vehicles while staying within their budget.

Question 14

The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

Accepted Answer

Frequency refers to the average number of times a person in the target audience is exposed to an advertisement. A is incorrect because "exposure rate" is not a widely used term in advertising. B is incorrect because GRPs (Gross Rating Points) are a measure of the reach and frequency of a media plan, not specifically the frequency of ad exposure. D is incorrect because "hit rate" does not refer to ad exposure. E is incorrect because CPM (Cost Per Thousand) refers to the cost of reaching 1,000 people, not specifically how many times each person is exposed to an ad.

Question 15

The decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

Accepted Answer

The answer of The decision on media selection is related...

Question 16

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

Accepted Answer

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as rating.

Question 17

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

Reach refers to the number of different people or households exposed to an advertisement, which distinguishes it from rating (the percentage of households or individuals tuned into a particular program or station) and CPM (the cost per thousand impressions). Scope and share are not commonly used terms in advertising.

Question 18

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.This means that advertisers are concerned with __________.

Accepted Answer

Frequency refers to the number of times an advertisement is seen or heard by an individual in a given period. Since consumers may not pay close attention to advertising messages, advertisers want to reach the same audience multiple times to increase the chances that their message will be noticed and remembered.

Question 19

According to Figure 18-2 above,which of the following media alternatives has the LARGEST amount of advertising expenditures?

Accepted Answer

According to Figure 18-2, the highest point on the graph indicating advertising expenditures is for television, clearly indicating that it has the largest amount of advertising expenditures.

Question 20

Gross rating points (GRPs)are determined by the formula

Accepted Answer

The answer of Gross rating points (GRPs)are determined by the...

Quiz 18: Advertising, Sales Promotion, and Public Relations