Business 530 - Marketing Management » Winter 2023 » Chapter 12 Integrated Marketing Communications and Media Choices
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Question #1
GRP = ____________ ?
A.
Reach × Frequency
B.
Reach + Frequency
C.
Reach – Frequency
D.
Reach /Frequency
Question #2
In the context of gross rating points, _____ is defined as the percentage of a target audience who has seen the marketer's ad at least once.
A.
frequency
B.
credibility
C.
reach
D.
distribution intensity
Question #3
In the context of gross rating points, frequency is defined as the _________.
A.
average number of times a marketer's target audience has seen the marketer's ad
B.
percentage of the target audience who has seen the marketer's ad at least once
C.
number of B2B products sold in the guise of research
D.
firm's market share in an exclusive niche market segment
Question #4
In the context of media planning, a firm using a continuous schedule________.
A.
has a consistent set of distributors to meet its customer demands
B.
follows a predictable time schedule to show the ad to its customers
C.
has a consistent set of suppliers to meet its product deadlines
D.
advertises a little more frequently than the object is purchased
Question #5
In the context of media planning, a firm using occasional schedules________.
A.
incurs more costs than a firm using continuous schedules
B.
focuses on the pre-term season for the product
C.
alters the periodicity of the ad depending on the length of the buying cycle
D.
advertises in sync with purchase cycles
Question #6
In the context of media planning, a firm using _____ schedules advertises school supplies in the month of August.
A.
subliminal
B.
continuous
C.
variable
D.
seasonal
Question #7
Agencies factor in the recency of the ad exposure when examining subsequent purchase behavior.
A.
True
B.
False
Question #8
In the context of integrated marketing communications across media, reach via mass media is relatively _________.
A.
valid, not accurate
B.
segmented, not broad
C.
broad, not targeted
D.
accurate, not reliable
Question #9
In integrated marketing communications across media, which of the following is effective in reaching local markets
A.
Radio by genre
B.
A billboard
C.
A cable channel
D.
An in-flight magazine
Question #10
In integrated marketing communications across media, _____ have the advantage of extreme timeliness.
A.
newspapers
B.
magazines
C.
radio ads
D.
TV ads
Question #11
_____ require longer lead times for production, but they have nice reproduction quality.
A.
Radio by genre ads
B.
Radio ads
C.
Magazines
D.
Newspapers
Question #12
Which of the following is an example of the media with the best customization options?
A.
Billboards
B.
Special TV
C.
Radio by genre
D.
Online banners
Question #13
A sales force plays an important role in pushing a firm's B2B products.
A.
True
B.
False
Question #14
The brand's company pays for publicity.
A.
False
B.
True
Question #15
Coupons are the best-known form of _____.
A.
product placement
B.
brand placement
C.
publicity
D.
sales promotion
Question #16
Online advertising is typically measured by click-thru rates (e.g., from search or banner ads).
A.
True
B.
False
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