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