Question 1

Which of the following is NOT relevant to the vehicle source effect?

Accepted Answer

The relevance and compelling nature of the advertising message is not directly related to the vehicle source effect. The vehicle source effect refers to how the actual media vehicle used to deliver the message can affect consumer perception and response to the message.

Question 2

The concept of ________is based on the assumption that one exposure to an ad may not be enough to convey the desired message.

Accepted Answer

Effective reach is based on the idea that only a certain percentage of the target audience needs to be exposed to an ad multiple times (called frequency) for it to be effective in achieving the desired message or outcome. This approach takes into account the fact that not every person in the target audience will see the ad and that even those who do see it may not pay enough attention to absorb the message on the first exposure.

Question 3

The ________ the brand share, the ________the frequency level required.

Accepted Answer

When a brand has a higher share, it means that it has a larger presence in the market, and thus requires a lower frequency level to maintain its position. On the other hand, a brand with a lower share would need a higher frequency level to increase its presence and compete with other brands.

Question 4

To calculate gross ratings points (GRPs), you will need to:

Accepted Answer

Gross ratings points (GRPs) are calculated by multiplying the reach (the percentage of the target audience who saw the ad at least once) by the frequency (the average number of times each person in the target audience saw the ad). This gives you a total number of "points" that represents the overall impact or exposure of the ad campaign.

Question 5

Which of the following is NOT an advantage inherent in the flighting method of schedule advertising?

Accepted Answer

Flighting method involves intermittent periods of advertising, which means the target audience is not continuously covered. Therefore, continuous target coverage is not an advantage of the flighting method. The other options (B, C, D) are advantages of the flighting method.

Question 6

The estimated number of people who read the magazine without buying it is called:

Accepted Answer

Pass-along rate refers to the estimated number of people who read the magazine without buying it, often by borrowing it from someone else after it has been purchased.

Question 7

is a summary measure that combines reach and frequency.

Accepted Answer

Gross ratings points (GRPs) combine the reach (percentage of the target audience that has been exposed to the ad) and the frequency (average number of times the audience has been exposed to the ad) of an advertisement. This measure is commonly used in advertising to evaluate the effectiveness of a campaign.

Question 8

New brands need a very high level of________ , since the objective is to make all potential buyers aware of the brand.

Accepted Answer

When launching a new brand, the primary objective is to make sure that as many potential buyers as possible are aware of the brand, which is measured by its reach. Therefore, new brands need a very high level of reach to achieve their marketing objectives. While frequency, GRPs, and CPM are also important metrics in advertising, their relevance may vary depending on the campaign goals and the stage at which the brand is currently operating.

Question 9

A company with a substantial advertising budget with little or no awareness in the target market should:

Accepted Answer

When a company has little or no awareness in the target market, the priority should be to maximize reach in order to create brand awareness. This means getting the message in front of as many people as possible. Sacrificing reach for continuity (A) could be a good strategy for maintaining awareness once it is established, but it is not the best choice when starting from scratch. Maximizing coverage (B) may not be cost-effective, as it could require advertising in regions outside of the target market. Maximizing frequency and sacrificing reach (D) may be effective for reinforcing the brand message, but it is not the best choice when building brand awareness from scratch.

Question 10

Given that a message is complex as far as comprehension is concerned, the strategy should be to maximize ________ at the expense of _________.

Accepted Answer

If a message is complex and harder to comprehend, the focus should be on increasing the frequency of the message so that it can be heard or read multiple times. This will help the audience to absorb the message better and comprehend it. This means that the frequency should be maximized even if it comes at the expense of reach, meaning fewer people may see the message overall but those who do will see it more often. This approach will help ensure that the message is understood and remembered by those who do see it.

Question 11

Which of the following media strategies is suitable for a lesser-known product with a target audience concentrated in a small area in Canada?

Accepted Answer

For a lesser-known product targeting a small, concentrated audience, emphasizing frequency over reach is more effective. This approach ensures the target audience sees the message multiple times, increasing the likelihood of product recognition and recall.

Question 12

A company has a limited promotional budget. The target market is highly concentrated and has already been shown to have high awareness and interest in the project. The goal of the promotional strategy should be to:

Accepted Answer

Given the high awareness and interest in the product within a highly concentrated target market, increasing frequency of promotions would reinforce the message and encourage action, making it the most effective strategy.

Question 13

No one knows the exact number of ________necessary for an ad to make an impact, although advertisers have settled on________ as the minimum.

Accepted Answer

The question is asking for the minimum number of exposures necessary for an ad to make an impact. While there is no exact number, advertisers have settled on three exposures (choice B) as the minimum. Therefore, B is the best choice.

Question 14

A major problem with the use of cost per thousand figures is:

Accepted Answer

Cost per thousand (CPM) is a commonly used metric in advertising that helps to determine the cost of reaching a thousand people with a particular ad or campaign. However, a major problem with this metric is determining pass-along rates, which refers to the number of additional people who may be exposed to the ad or campaign through social sharing or other means. Without an accurate understanding of pass-along rates, the cost per thousand figures may not accurately reflect the true reach and impact of the advertising campaign.

Question 15

Each of the following statements about frequency is true EXCEPT:

Accepted Answer

A unique message typically requires less frequency because it stands out and is more memorable, reducing the need for repetition.

Question 16

CPM is an expression of ________for various media vehicles.

Accepted Answer

CPM stands for "cost per thousand impressions" and is a measure of the relative cost of advertising on different media vehicles. It allows advertisers to compare the cost of reaching 1,000 people on each medium, regardless of the absolute cost or mode of the medium. Therefore, option C is the best choice as it accurately reflects the meaning of CPM.

Question 17

Unduplicated reach is:

Accepted Answer

Unduplicated reach is the number of unique individuals or households exposed to a specific advertising message or campaign at least once. It is calculated by subtracting the duplicated reach (or overlap of individuals exposed to the message multiple times) from the total reach (or total number of individuals exposed to the message). Therefore, the correct answer is B: total reach less duplicated reach.

Question 18

is the number of times the target audience reached by a media vehicle is exposed to the vehicle over a specified period of time.

Accepted Answer

Average frequency is the number of times the target audience reached by a media vehicle is exposed to the vehicle over a specified period of time. It is calculated by dividing the total number of exposures by the unduplicated reach. Therefore, option C is the correct answer.

Question 19

To evaluate the ________ cost of print media________, is used.

Accepted Answer

Relative cost is used to compare the effectiveness of different advertising methods. CPM (cost per thousand impressions) is the most commonly used measure in print media advertising to calculate relative cost, which makes A the best answer choice.

Question 20

is the number of target audience individuals exposed at least once to media vehicle in a specific time period.

Accepted Answer

Reach refers to the number of target audience individuals exposed to a media vehicle at least once in a specific time period. Coverage refers to the percentage of the target audience that is reached by a media vehicle. Continuity refers to the pattern of exposure to the media vehicle over time. Frequency refers to the number of times the target audience is exposed to the media vehicle in a specific time period.

Quiz 10: Media Planning and Budgeting for IMC