Question 1

A full page ad published in Saveur magazine, which focuses on cooking and enjoying authentic food from around the world, has a total number of 1,500,000 impressions and costs $33,000. What is the CPM for this ad?
A) $49.50
B) $45.45
C) $33
D) $22
E) $18

Accepted Answer

The answer of A full page ad published in Saveur...

Question 2

________ is the adjustment of media plans to maximize their performance.
A) Media buying
B) Media optimization
C) Media selection
D) Media planning
E) Media scheduling

Accepted Answer

Media optimization refers to the process of adjusting media plans to maximize their performance, using metrics such as reach, frequency, and cost per impression. It involves analyzing campaign data, testing different strategies, and making data-driven decisions to improve the effectiveness of media buys. Media buying, selection, planning, and scheduling are all important components of media optimization, but they are not the same thing.

Question 3

Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.
A) variety
B) contact
C) consistency
D) creativity
E) convenience

Accepted Answer

The question is asking about the different brand contacts maintained by Harpo Enterprises and how their integrated marketing communications strategy affects them. The key phrase is "maintain consistency in design and tone." This means that all the different brand contacts (the Oprah Winfrey show, a Web site, and O magazine) should have a unified look and feel to them. And this is precisely what integrated marketing communications is all about - ensuring that all the different marketing channels that a company uses are in sync and work together to create a cohesive brand experience. So the best choice here is C, consistency.

Question 4

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and have more specific target audiences. Which of the following will be harmed the MOST by such a shift?
A) radio
B) newspapers
C) network television
D) search marketing
E) mobile advertising

Accepted Answer

Network television is most likely to be harmed by this shift because it generally has higher advertising costs and a broader, less specific audience compared to the other options listed, which are either more cost-effective or offer more targeted advertising opportunities.

Question 5

________ are officially published prices for media such as magazines, newspapers, radio, and out-of-home.
A) Upfront markets
B) Scatter buys
C) Rate cards
D) Ad traffics
E) Media audits

Accepted Answer

Rate cards are the officially published prices for advertising space or airtime in different media outlets. These prices can vary based on factors such as the size and placement of the ad, the audience demographics, and the length of the advertising campaign. Advertisers can use rate cards to compare pricing between different media outlets and to negotiate rates with media sales representatives.

Question 6

To approximate and compare the relative impact of media decisions, media planners use ________.
A) media engagement
B) ad traffic plans
C) impressions
D) gross rating points
E) circulation

Accepted Answer

Gross rating points (GRPs) are a measure of advertising impact, calculated by multiplying the reach (percentage of the target audience exposed to the ad) by the frequency (number of times the ad is shown) of an advertising campaign. By using GRPs, media planners can compare the impact of different media decisions and make informed choices to optimize the effectiveness of their advertising campaigns. The other options, media engagement, ad traffic plans, impressions, and circulation, are all important metrics in media planning, but do not provide a direct measure of advertising impact.

Question 7

To guide their media planning and plan optimization, some companies use ________ to analyze the effects of different components, such as the impact of independent media vehicles on a target variable such as sales.
A) media footprints
B) media flowcharts
C) modeling
D) ad trafficking
E) make-goods

Accepted Answer

The use of modeling allows companies to analyze the impact of different media components on a target variable such as sales, which can aid in media planning and plan optimization. Media footprints, media flowcharts, ad trafficking, and make-goods may be used in the execution of a media plan but do not provide the same level of analysis as modeling.

Question 8

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to ________.
A) reach
B) frequency
C) impact
D) engagement
E) ad traffic

Accepted Answer

The report is indicating the percentage of the target market that has been reached, or in other words, the reach of the ad campaign.

Question 9

The ________ is a document that describes how an advertiser plans to spend its media budget to reach its objectives.
A) media audit
B) ad trafficker
C) rate card
D) media placement
E) media plan

Accepted Answer

A media plan is a document that outlines how an advertiser plans to spend its media budget in order to achieve its objectives. It details which specific media channels will be used, when and where ads will be placed, and how much money will be allocated to each channel. The media plan is an important component of an advertising campaign, as it helps to ensure that advertising resources are used effectively and efficiently to reach the target audience.

Question 10

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________.
A) personal selling
B) direct marketing
C) a push strategy
D) a pull strategy
E) public relations

Accepted Answer

The manufacturer is using a push strategy by encouraging dentists to recommend their toothpaste to patients, thereby pushing the product through the distribution channel to the end consumer.

Question 11

Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool.
A) networking
B) direct marketing
C) broadcast advertising
D) branded entertainment
E) public relations

Accepted Answer

Branded entertainment refers to the use of product placement or other forms of brand integration within television shows, movies, or other entertainment formats. In this case, Starbucks has chosen to feature its coffee through product placement in television shows, which is a form of branded entertainment.

Question 12

A ________ measures how well each selected media vehicle performs in terms of its estimated audience delivery and cost.
A) make-good
B) media schedule
C) media flowchart
D) media audit
E) media optimization

Accepted Answer

A media audit measures the performance of selected media vehicles in terms of audience delivery and cost. It is used to evaluate the effectiveness of previous media plans and improve future ones. Make-good refers to a compensation for a missed ad placement, media schedule is a plan of when and where advertisements will appear, media flowchart is a visual depiction of the media plan, and media optimization is the process of refining and adjusting the media plan based on performance data.

Question 13

The majority of network television advertising is sold through ________.
A) an upfront market
B) scatter buys
C) rate cards
D) ad trafficking
E) media auditing

Accepted Answer

The upfront market is the most common way that network television advertising is sold. During this process, ad space is pre-sold in a package deal before the beginning of the television season. This is done by negotiating prices for a set number of ad spots, typically at a discounted rate, and is a way for advertisers to secure prominent placements in popular shows.

Question 14

Business-to-consumer companies are more likely to emphasize a(n) ________ strategy, while business-to-business companies are more likely to emphasize a(n) ________ strategy.
A) pull; push
B) push; pull
C) pulse; pull
D) integrated communication; targeted communication
E) targeted communication; integrated communication

Accepted Answer

Business-to-consumer (B2C) companies often focus on a pull strategy, aiming to create demand directly from consumers, thereby encouraging retailers to stock their products due to consumer demand. Business-to-business (B2B) companies, on the other hand, are more likely to use a push strategy, which involves pushing products through the marketing channel to business customers by focusing on personal selling, trade promotions, etc.

Question 15

Anderson Athletics pays a fee to have its Web site included in a special section of a search engine's results when a consumer searches for "soccer cleats." This is an example of ________.
A) mobile advertising
B) classified advertising
C) print advertising
D) search marketing
E) gaming

Accepted Answer

This is an example of search marketing, specifically through paid inclusion in search engine results.

Question 16

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be answered first?
A) What percentage of the budget should be allocated to U-Frame-It radio ads?
B) Which type of media vehicle is most appropriate for U-Frame-It ads?
C) What are the media objectives of U-Frame-It?
D) How does U-Frame-It's competition advertise?
E) What is the demographic of U-Frame-It's customer base?

Accepted Answer

Before determining the media budget or selecting the media vehicle, it is important to understand the media objectives of U-Frame-It. This will help ensure that the campaign aligns with the company's overall goals and objectives. For example, if the media objective is to increase brand awareness among a specific demographic, then the media budget and vehicle should be chosen based on that objective.

Question 17

Sandy is opening a second hair and nail salon in the suburban area of Des Moines, Iowa. Sandy wants to advertise her new store without spending a great deal on purchasing media or producing an advertising campaign. However, she wants to reach a large segment of the population in and around Des Moines. To promote her grand opening, it would be best for Sandy to place advertisements in which of the following media vehicles?
A) national newspapers
B) local radio
C) beauty magazines
D) network television
E) outdoor boards

Accepted Answer

Local radio would be the best option for Sandy as it is a cost-effective way to reach a large segment of the population in and around Des Moines. It is also a medium that people frequently listen to during their daily routine, making it a good way to get the word out about her new salon. National newspapers, beauty magazines, network television, and outdoor boards would be too expensive for her budget and are unlikely to be seen by a large enough segment of her target audience in this case.

Question 18

________ is the procedure for getting completed ads to the correct media firm.
A) Upfront marketing
B) Scatter buying
C) Media planning
D) Ad trafficking
E) Media auditing

Accepted Answer

Ad trafficking is the procedure for getting completed ads to the correct media firm. Upfront marketing refers to purchasing ad slots in advance, scatter buying is purchasing ad slots on a week-to-week basis, media planning is the process of selecting media channels to reach the target audience, and media auditing is the evaluation of media performance and effectiveness.

Question 19

GRP is determined by multiplying ________ by ________.
A) impact; impressions
B) impact; reach
C) engagement; frequency
D) reach; frequency
E) engagement; impact

Accepted Answer

GRP stands for Gross Rating Point, which is a measure used in advertising to evaluate the effectiveness of a media campaign. It is determined by multiplying the reach (the percentage of the target audience exposed to the ad) by frequency (the number of times the ad is seen by the audience). Therefore, the correct answer is D, reach by frequency.

Question 20

________ occurs when ads from outside a test market enter the test market area and have the potential to confuse a marketer's reach and frequency calculations, while ________ occurs when ads meant for the test market touch people in nearby non-test markets.
A) Spill-out; spill-in
B) Spill-in; spill-out
C) Auditing; modeling
D) Modeling; auditing
E) Ad trafficking; media optimization

Accepted Answer

Spill-in occurs when ads from outside a test market enter the test market area, potentially confusing reach and frequency calculations. Spill-out happens when ads intended for the test market are seen by people in nearby non-test markets.

Quiz 18: The Communications Mix

A full page ad published in Saveur magazine, which focuses on cooking and enjoying authentic food from around the world, has a total number of 1,500,000 impressions and costs $33,000. What is the CPM for this ad?

________ is the adjustment of media plans to maximize their performance.

Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and have more specific target audiences. Which of the following will be harmed the MOST by such a shift?

________ are officially published prices for media such as magazines, newspapers, radio, and out-of-home.

To approximate and compare the relative impact of media decisions, media planners use ________.

To guide their media planning and plan optimization, some companies use ________ to analyze the effects of different components, such as the impact of independent media vehicles on a target variable such as sales.

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to ________.

The ________ is a document that describes how an advertiser plans to spend its media budget to reach its objectives.

Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool.

A ________ measures how well each selected media vehicle performs in terms of its estimated audience delivery and cost.

The majority of network television advertising is sold through ________.

Business-to-consumer companies are more likely to emphasize a(n) strategy, while business-to-business companies are more likely to emphasize a(n) strategy.

Anderson Athletics pays a fee to have its Web site included in a special section of a search engine's results when a consumer searches for "soccer cleats." This is an example of ________.

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be answered first?

________ is the procedure for getting completed ads to the correct media firm.

GRP is determined by multiplying by .

occurs when ads from outside a test market enter the test market area and have the potential to confuse a marketer's reach and frequency calculations, while occurs when ads meant for the test market touch people in nearby non-test markets.