Question 1

CPM Marketing DashboardAccording to the Marketing Dashboard above, the CPM for USA Today would be approximately

Accepted Answer

The answer of  CPM Marketing DashboardAccording to the Marketing...

Question 2

Frequency in advertising refers to

Accepted Answer

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

Question 3

Gross rating points (GRPs) are determined by the formula

Accepted Answer

Gross Rating Points (GRPs) are calculated by multiplying reach (the percentage of the target audience exposed to the advertisement) by frequency (the number of times the audience is exposed to the advertisement).

Question 4

Suppose the cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Which of the five media alternatives has the highest CPM?

Accepted Answer

The answer of Suppose the cost of a full-page color...

Question 5

CPM Marketing Dashboard
-According to the Marketing Dashboard above, the CPM for the Super Bowl would be approximately

Accepted Answer

The CPM (Cost Per Thousand Impressions) for the Super Bowl is approximately $53, as indicated in the Marketing Dashboard.

Question 6

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 9 p.m. to 11 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Accepted Answer

The movie's rating is 20 because one-fifth (1/5) of the households is equivalent to 20% of the total households. Ratings are typically expressed as a percentage of the total potential audience.

Question 7

Suppose the cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Which of the five media alternatives has the lowest CPM?

Accepted Answer

The answer of Suppose the cost of a full-page color...

Question 8

One of the most common measures in advertising is cost per thousand

Accepted Answer

Cost per thousand (CPM) is a metric used in advertising to denote the price of 1,000 advertisement impressions on one webpage.

Question 9

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.

Question 10

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

Accepted Answer

Repeated exposure to advertisements often leads to increased familiarity and positive attitudes towards brand extensions, as consumers become more comfortable and trusting of the brand's new offerings.

Question 11

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Accepted Answer

CPM stands for "Cost Per Mille," where "Mille" is Latin for thousand. It is a metric used in advertising to denote the cost of reaching 1,000 individuals or households with an advertising message.

Question 12

With respect to advertising, CPM is defined as

Accepted Answer

CPM stands for "Cost Per Mille," where "mille" is Latin for thousand. It refers to the cost of reaching 1,000 individuals or households with an advertising message in a given medium.

Question 13

One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:

Accepted Answer

CPM stands for "Cost Per Mille," where "Mille" is Latin for thousand. The correct formula for CPM is (Advertising cost ($) ÷ Audience size) × 1,000, which calculates the cost per thousand impressions.

Question 14

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

Advertisers are concerned with frequency because it refers to the number of times an audience is exposed to an advertisement. Repeated exposure increases the likelihood that the message will be noticed and remembered.

Question 15

In television or radio advertising, rating refers to

Accepted Answer

Rating in television or radio advertising refers to the percentage of households in a market that are tuned to a particular television or radio station.

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

Rating refers to the percentage of households in a market that are tuned to a particular television show or radio station.

Question 17

CPM Marketing DashboardAccording to the Marketing Dashboard above, the CPM for Time would be approximately

Accepted Answer

The answer of  CPM Marketing DashboardAccording to the Marketing...

Question 18

If you ordered a TV commercial to run on a local TV program that could reach 500,000 households for a cost of $1,000, what would your CPM be?

Accepted Answer

CPM (Cost Per Thousand) is calculated by dividing the total cost by the number of thousands of households reached. Here, $1,000 / (500,000 / 1,000) = $2.00.

Question 19

Lizzie binge-watched an entire season of a sci-fi series in a couple of weeks, watching through her cable provider's on-demand services. She saw the same ads for CarMax and Verizon too many times to count. In advertising terms, CarMax and Verizon have achieved high ________ with viewers of this program.

Accepted Answer

Frequency refers to the number of times an advertisement is shown to the same audience. In this case, Lizzie saw the same ads repeatedly, indicating high frequency.

Question 20

Suppose the cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which metric should be used to determine the most efficient medium would?

Accepted Answer

CPM (Cost Per Thousand Impressions) is the appropriate metric to determine the most efficient medium, as it calculates the cost of reaching 1,000 people in the audience, allowing for a direct comparison of cost efficiency across different media.

Quiz 19: Using Social Media and Mobile Marketing to Connect With Consumers