Exam Questions Chapter.10 Integrating Media

Chapter Ten

Multiple Choice

1. The large amount of advertising in the marketplace that interferes with people’s ability to process messages is called:

a) impressions

b) reach

c) clutter

d) exposure

e) ratings

2. Red Bull’s sponsorship of extreme sports for communicating brand messages to consumers represents which type of media?:

a) search engine marketing

b) search engine optimization

c) traditional media

d) email marketing

e) mobile

3. Which market represents a quarter of Red Bull’s sales?:

a) UK

b) USA

c) Canada

d) Thailand

e) Europe

4. Which of the following is NOT a reason to consider traditional media?:

a) increased reach

b) increased efficiency

c) increased wear out

d) reduced clutter

e) take advantage of synergies

5. When advertisers use revenues as a base for determining ad spending they are using which method?:

a) percentage of sales

b) objective and task

c) payout

d) competitive parity

e) return on investment

6. When advertisers seek to maintain above market ad spending levels they are budgeting by which of the following methods?:

a) percentage of sales

b) objective task

c) payout

d) competitive parity

e) return on investment

7. Unicredit’s effort to ensure reaching 30% of the population of Bulgaria indicates budgeting by which method?:

a) percentage of sales

b) objective task

c) payout

d) competitive parity

e) return on investment

8. With which form of media do people spend the most time?:

a) TV

b) mobile

c) internet

d) print

e) radio

9. With which form of digital media do people spend the most time?:

a) search

b) email

c) mobile

d) websites

e) blogs

10. Advertising elasticities represent:

a) the degree to which advertisers use digital media

b) efficient spending by firms in a competitive market

c) research on ad spending by firms

d) the effect of bounce rate on sales

e) the degree to which ad spending leads to sales

11. Which type of product category benefits most from ad spending by competitors?:

a) durables

b) non durables

c) utilitarian products

d) mature product categories

e) virtual products

12. Marketers who pretend that their systematic campaigns are really organically created by customers are doing?:

a) photobombing

b) social networking

c) multitasking

d) sock puppeting

e) astroturfing

13. Which is true about multimedia processing?:

a) humans all process messages in the same way

b) processing occurs simultaneously when two stimuli are present

c) people who process analytically may be more persuaded by comparative ads

d) people process imagery better when they are good with words

e) messages for hedonic and utilitarian products tend to be processed similarly by people

14. When an ad in one form of media primes interest in a second form of media it is called:

a) forward encoding

b) backward encoding

c) multiple source perception

d) integrated cross channel processing

e) selective coding and encoding

15. What percentage of people in the Nielsen study indicated they watch TV while social networking?:

a) 10-20%

b) 30-40%

c) 50-60%

d) 80-90%

e) less than 5%

16. What is the approximate cost to reach 1000 superbowl viewers?:

a) $10

b) $40

c) $800

d) $1000

e) $1 million

17. Why would it be difficult for a prescription drug company as opposed to an over the counter medication to advertise using mobile?:

a) high costs

b) low reach

c) limited message space

d) high bounce rate

e) low mobile penetration rate

18. The ratings that are counted on the day people watch a show up until 3AM is refereed to as:

a) live

b) AM rating

c) 24 hour schedule

d) C3

e) DVR

19. Which of the following forms of media has remained stable in terms of percentage of media spending attributed to it?:

a) newspapers

b) magazines

c) outdoor

d) direct mail

e) none of the above

20. Which of the following is TRUE?:

a) outdoor advertising can’t provide a measure of reach and frequency

b) newspapers are growing subscription bases year over year

c) magazines are measured by gross ratings points

d) the Audit Bureau of Circulation does not measure print media audiences

e) Television is measured by GRPs

21. Which of the following media is associated with circulation?:

a) tv

b) newspapers

c) magazines

d) both b and c

e) radio

22. SOV stands for:

a) standard of voice

b) share of voice

c) studio only video

d) social or voice

e) share of volume

23. Which of the following terms represents the media spending attributed to a brand relative to other brands in the category?:

a) market share

b) share of conversions

c) share of voice

d) dollar sales per product

e) share of media

24. Zoosk’s strategy can best be described as:

a) integrated marketing communications

b) share of voice

c) market share driven

d) social media exclusive

e) mobile marketing

25. Which of the following forms of media increases 1:1 interactions?:

a) TV

b) radio

c) social media

d) paid media

e) outdoor

26. Which term describes when an individual is exposed to a message?:

a) cost per click

b) gross ratings points

c) share of voice

d) view

e) impression

27. Impressions are calculated as:

a) reach x frequency

b) rating x number of runs

c) exposures x audience

d) all of the above

e) none of the above

28. Which of the following is most useful in comparing media efficiency across different forms of media?:

a) cost per click

b) gross ratings points

c) impressions

d) cost per thousand

e) conversion rate

29. How can cost per thousand be expressed?:

a) CPM

b) in currencies

c) in dollars

d) in weights

e) more than one of the above is true

30. Which of the following is TRUE about Nielsen?:

a) the sample never changes

b) the company is diligent about monitoring households

c) Nielsen homes are paid well for their services

d) Nielsen ratings are only for live shows

e) advertisers can get ratings for viewing seven days after a show airs

31. What percentage of 18-34 year olds watch within 7 days following a live broadcast?:

a) less than 10%

b) 20-30%

c) about half

d) 80-90%

e) 100%

32. You own an eCommerce site selling products. Which metric is most important for you to consider?:

a) impressions

b) clutter

c) conversions

d) share of voice

e) conversations

33. You own a media site with the goal of selling ads. Which metric is most important for you to consider?:

a) impressions

b) clutter

c) conversions

d) share of voice

e) conversations

34. How many tasks does the average person do with their smart phone in a day according to the text?

a) less than 20

b) 20-40

c)130-150

d) 240-260

e) more than 260

Essays

1. How can CPM be used to compare across different media alternatives? For which forms of media can marketers use CPM as a comparative measure and which ones can’t use CPM?

2. What are the advantages of digital media over traditional media? Is there ever a time when traditional media are superior to digital media? Describe an example.

3. Choose one type of traditional media and compare the benefits of the medium to the marketer. How does this method compare to a. organic search engine optimization and b. email marketing as a strategy?