Q&A Hero

Q: Scenario 12-3Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000. The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products.Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.Champion Chocolate is assessing the effective frequency for its line of chocolates. This refers to the number of times:a. consumers purchase the company's products.b. consumers act as brand ambassadors and discuss about the brand or its products with prospective customers. c. the city media vehicle must carry the ad message to break through the advertising clutter.d. the target audience must be exposed to the ad message before the objectives of the advertiser are met.

Q: Commercial copy testing companies provide norms to help advertisers interpret their results.

Q: Scenario 12-3Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000. The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products.Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.As part of its media planning process, Champion Chocolate is searching information about its target market that cover details such as their purchase frequency, brand loyalty, and media exposure. This type of detailed information on consumer behavior can only be obtained from a(n):a. single-source tracking service. b. media-buying service.c. agency of record. d. media class.

Q: According to Gallup & Robinson, "favorable buying attitude" is a key measure of commercial ________. A) persuasion B) believability C) intrusiveness D) relevance E) appeal

Q: Scenario 12-3Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000. The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products.Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.Champion Chocolate used newspapers, local television, and magazines to promote their products. Which of the following did they use?a. Media classes b. Media vehicles c. Big Datad. Media scope

Q: According to Gallup & Robinson, levels of recall are the key measures associated with commercial ________. A) persuasion B) believability C) intrusiveness D) relevance E) appeal

Q: Scenario 12-2When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.Based on the figures provided, what is the CPM of a single-page, full-color advertisement in American Life's national edition?a. $ 10.99 b. $ 45.19 c. $ 32.06 d. $ 90.98

Q: Gallup & Robinson define commercial ________ as the commercial's ability to break through the clutter and communicate an advertiser or brand name. A) congruity B) relevance C) intrusiveness D) salience E) appeal

Q: Scenario 12-2When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs. In other words, an advertiser might select American Life because it delivers messages to the largest target audiences at the lowest cost. Which of the following helps measure this?a. Net volumeb. Price/cost transparency c. Cost per thousandd. Net promoter score

Q: Individuals participating in a Gallup & Robinson copy test are aware that the goal of the research is to collect information on commercial effectiveness.

Q: Scenario 12-2When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Lifealso offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.The owners of the oak furniture company are now considering buying an ad in American Life.However, before they go ahead with their decision, they want to know the approximate number of times an individual within a target audience will be exposed to an ad in American Life in a given period of time. Which of the following are they referring to?a. Placement b. Frequency c. Reachd. Continuity

Q: Gallup & Robinson's copy testing methodology shows the test commercial ________ A) in the context of an actual television broadcast B) over a private ROKU channel C) in the context of a prerecorded program distributed via VHS or DVD D) via a dedicated YouTube channel E) after a password protected link is clicked on the Gallup & Robinson website

Q: Scenario 12-2When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.The owners of an oak furniture company want to know the approximate number of people who will be exposed to the ad if they decide to place an ad in the magazine. Which of the following are they referring to?a. Reach b. Scopec. Dimension d. Frequency

Q: The name of Gallup & Robinson's copy testing service is: A) Inteletest B) Copy Test 1000 C) Copy Intelligence D) CreativeSelect E) SmartChoice

Q: Scenario 12-2When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities. She decides to buy space in American Life editions that reach the top 10 metropolitan markets. This media strategy is referred to as:a. geo-targeting.b. flighting.c. pulsing.d. share of voice.

Q: The two statements below refer to copy testing methodologies. I. All copy testing companies collect the exact same set of measurements. II. All copy testing companies collect data immediately after commercial viewing. Which, if any, of these statements is (are) true? A) I only B) II only C) I and II are both true D) Neither I nor II are true

Q: Scenario 12-1Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.Money spent on advertising jam and jelly products in 2010, by brand:Appleberry Farm Jam $ 1,553,000Blackberry Valley Jam $ 972,000total for product category $ 3,714,000Approximate 2010 Jam and Jelly category sales, by brand:Appleberry Farm Jam $ 39,466,000Blackberry Valley Jam $ 16,301,000total for product category $ 81,732,000Share of voice of a company can be calculated to:a. the essential good mentions"bad mentions about a particular brand or product.b. understand the strengths and weaknesses of competitor's products.c. determine a brand's share of product category spending on a particular advertising medium.d. assess the threats in a particular market.

Q: There are two main approaches to how respondents are exposed to a commercial in a copy test. One way is via a VHS or DVD that contains a prerecorded television program in which the test commercial has been inserted. What is the second approach? A) Show the test commercial in the context of an actual television broadcast. B) Show the test commercial over a private ROKU channel. C) Upload and show the commercial on a dedicated YouTube channel. D) Invite the respondents to a central facility for viewing. E) Email the commercial for home viewing.

Q: Scenario 12-1Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.Money spent on advertising jam and jelly products in 2010, by brand:Appleberry Farm Jam $ 1,553,000Blackberry Valley Jam $ 972,000total for product category $ 3,714,000Approximate 2010 Jam and Jelly category sales, by brand:Appleberry Farm Jam $ 39,466,000Blackberry Valley Jam $ 16,301,000total for product category $ 81,732,000Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams. Which of the following is the company calculating?a. Share of customersb. Share of volumec. Share of voiced. Share of mind

Q: The following criteria refer to aspects of copy testing of television advertising. - the naturalness of the viewing situation - the number of advertising exposures - the amount paid to respondents - the timing of data collection According to the text, how many of these criteria are valuable in distinguishing different approaches to copy testing? A) 0 B) 1 C) 2 D) 3 E) 4

Q: Scenario 12-1Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.Money spent on advertising jam and jelly products in 2010, by brand:Appleberry Farm Jam $ 1,553,000Blackberry Valley Jam $ 972,000total for product category $ 3,714,000Approximate 2010 Jam and Jelly category sales, by brand:Appleberry Farm Jam $ 39,466,000Blackberry Valley Jam $ 16,301,000total for product category $ 81,732,000Blackberry Valley's ad agency has come up with a series of ideas through which they are planning to target people who are health-conscious and are looking for organic options. The agency has decided to use the social media to find out detailed behavioral information about customers. The agency also plans to turn these individuals into advocates of their brand. Which of the following is the company using?a. Continuous schedulingb. Media mixc. Below-the-line promotionsd. Big Data

Q: Copy testing research is ________ in nature. A) evaluative B) diagnostic C) serialized D) synergistic E) symbolic

Q: Scenario 12-1Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.Money spent on advertising jam and jelly products in 2010, by brand:Appleberry Farm Jam $ 1,553,000Blackberry Valley Jam $ 972,000total for product category $ 3,714,000Approximate 2010 Jam and Jelly category sales, by brand:Appleberry Farm Jam $ 39,466,000Blackberry Valley Jam $ 16,301,000total for product category $ 81,732,000A new line of Blackberry Valley jams is being launched. Its agency's media planner calls two consumer research companiesMediamark Consumer Research and BehaviorScan and asks for data before placing ads for the new products. Mediamark Research and Information Resources will be furnishing information on:a. the environmental laws that the company needs to follow in order to produce the jam in a sustainable way.b. the brand preferences, purchasing habits, and purchase size of customers.c. the additional features that the company's products have in comparison with products of their competitors.d. the different ways in which production processes can be made more efficient.

Q: Imagine that a multivariate e-mail test has been conducted by the American Savings Association (ASA). The results are shown below. The five manipulations appear as the column headers while the data beneath each column notes the contribution (to click-through) made by that manipulation when it is present or absent.Mary and Peter look at the results. Mary says that "Our next e-mail should not have recipient personalized, but should have images, a short subject line, a personalized from address, and be short in length." Peter says that "Our new e-mail should have recipient personalization, and it should not have images. In addition, the e-mail should have a long subject line, a personalized from address, and be long in length." Who is making the better recommendation? Why?

Q: Scenario 12-1Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.Money spent on advertising jam and jelly products in 2010, by brand:Appleberry Farm Jam $ 1,553,000Blackberry Valley Jam $ 972,000total for product category $ 3,714,000Approximate 2010 Jam and Jelly category sales, by brand:Appleberry Farm Jam $ 39,466,000Blackberry Valley Jam $ 16,301,000total for product category $ 81,732,000If Blackberry Valley uses below-the-line promotions to boost its sales, which of the following is it most likely using?a. Preprinted insertsb. Television commercialsc. Ads in magazinesd. Retail shelving

Q: Imagine that a multivariate e-mail test has been conducted by the American Savings Association (ASA). The results are shown below. The five manipulations appear as the column headers while the data beneath each column notes the contribution (to click-through) made by that manipulation when it is present or absent. Which manipulation has the greatest overall effect on click-through? Which manipulation has the least overall effect? Why?

Q: Which of the following is true of upfronts?a. It is increasing in popularity and will gain twice as much popularity within the next decade. b. It is a television programming ritual conducted in the fall each year.c. It is a period where the television networks reveal their fall line-ups and presell advertising on them. d. About 25 percent of prime-time television advertising is bought in upfronts.

Q: What are the two limitations of A/B testing?

Q: Murray & Murray is the agency of record for all brewing products of a Wisconsin beer manufacturer. This means that Murray & Murray has been chosen by the client to:a. assess the impact of the different ads of the company. b. handle all creative services and production issues.c. negotiate contracts for time and space. d. collect detailed consumer information.

Q: Provide a brief description of a yellow pages split run test.

Q: Overall, computer modeling:a. helps replace planning and sound judgment made by media specialists.b. provide standardized reports that are comparable across media categories. c. lean toward high-end media options that result in costly media buys.d. assess a wide range of possibilities and save advertisers a lot of money.

Q: List and briefly describe the four dimensions that distinguish between different company's approaches to television advertising copy testing.

Q: An established electronics business has reinvented itself and come up with some novel new products. The owners want to go beyond the same old ads and commercials to promote these products. As a well-informed media planner, you suggest a merger of advertising and entertainment, including promotions in video games, cell phones, in malls and retail stores, and at movie theaters. This mix is known in the industry as:a. Madison & Vine.b. above-the-line promotions. c. media buying services.d. a Unique Selling Proposition.

Q: The FTC has responded favorably to copy test designs that use control groups to help distinguish prior knowledge from knowledge acquired as the direct result of advertising exposure.

Q: Net promoter scores measure:a. the number of times a customer clicks on a pop up link.b. the good mentions and bad mentions of a brand in the social media. c. how many Internet users visit a social networking site or a blog.d. whether consumers search for online offers or not.

Q: The following two statements refer to the sampling in deceptive advertising copy testing research. I. The FTC requires a minimum sample size of 250. II. The FTC requires nonprobability samples. Which, if any, of these statements is (are) true? A) I only B) II only C) I and II are both true D) Neither I nor II are true

Q: A manufacturer of a brand of high-end hiking boots and specialized athletic shoes has hired your agency to run a print campaign. You tell the client that a full-page, black-and-white ad in HikingandBikingmagazine will cost them $1,650 to run once. You also remind the client that the circulation of the magazine is 42,000. To give the client the cost per thousand for this media buy, which formula would you use?a. Take 42,000 divided by 1,650 multiplied by 1,000. b. Take 1,650 multiplied by 1,000 divided by 42,000. c. Add 1,650 and 42,000 divided by 1,000.d. Take 42,000 divided by 1,000 plus 1,650.

Q: How many of the criteria shown below are part of the FTC's determination of advertising deception? - The ad makes a representation, has an omission, or uses a practice that is likely to mislead the consumer. - The representation, omission, or practice is misleading when examined from the perspective of a reasonable consumer. - The advertiser must admit that the advertisement has the potential to deceive. A) 0 B) 1 C) 2 D) 3

Q: In the world of advertising and promotion, CPM is a common measure of media efficiency. What does the "M" in CPM stand for?a. Media plan b. Media classc. The share of voiced. The Roman numeral for 1,000

Q: ________ campaign evaluation typically requires a reference group in order to adequately evaluate campaign effects. A) Systematic B) Tracking C) Concurrent D) Sequential E) Multi-modal

Q: Which of the following is true of the square root law which states that the recognition of print ads increases with the square of the illustration?a. It should be used as a general guideline. b. It should be considered purely as a law. c. It is very precise.d. It offers customized feedback on different advertising efforts.

Q: ________ campaign evaluation is a "point-in-time" evaluation of advertising effects for advertising typically placed in traditional media. A) Systematic B) Tracking C) Concurrent D) Sequential E) Multi-modal

Q: Share of voice is a calculation of any one advertiser's brand expenditures relative to the:a. overall spending in a category.b. total revenue generated by the advertiser. c. reach of several media vehicles.d. frequency of its ads.

Q: ________ campaign evaluation might monitor and collect data on the number of Web site visits generated by a campaign, track the number of banner ad click-throughs, or monitor the number of "forwards" of the viral videos comprising a communication campaign. A) Systematic B) Tracking C) Concurrent D) Sequential E) Multi-modal

Q: The forgetting function is based on a well-known concept and compelling research showing that things that are remembered, including ad messages,:a. can be remembered almost indefinitely.b. are removed from short-term memory almost immediately.c. fade from people's memories at mathematically calculated intervals.d. are retained only if the individual wants to remember them.

Q: ________ campaign evaluation is common for advertising placed in media where continuous data collection is possible. Data gathered in concurrent evaluations is typically behavioral and is collected throughout the campaign. A) Systematic B) Tracking C) Concurrent D) Sequential E) Multi-modal

Q: A children's apparel manufacturer promotes its clothes on a regular basis, but needs a stronger message in August, for back-to-school shopping; in December, for holiday shopping; and in May, for summer shopping. What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling?a. Pulsingb. Continuous c. Flightingd. Measured

Q: One advantage of multivariate testing over A/B and full factorial designs is that multiple changes in communication stimuli can be tested and evaluated all at once, reducing the amount of time and cost associated with other approaches.

Q: A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then again having a two-week period of heavy advertising. What kind of a media schedule is this?a. Seasonal b. Flightingc. Continuous d. Pulsing

Q: Why are the initial questions in a concept or communication test asked in an open-ended way?

Q: A manufacturer of oakwood furniture decides to place half-page print ads in a newspaper every Sunday for a period of two months. This is called _____.a. continuous scheduling b. flightingc. pulsingd. media mixing

Q: Briefly list two important considerations to keep in mind when communication research is done in a focus group setting.

Q: A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser. The planner decides to multiply the reach of each promotion plan with the frequency, in order to compare:a. SOVs. b. IBPs. c. CPMs. d. GRPs.

Q: Why is it important to be single-minded in concept test body copy?

Q: Which of the following measures media weight based on both reach and frequency?a. Media mixb. Gross rating points c. Share of voiced. Cost per thousand

Q: What role does a concept test play in the advertising development process?

Q: You are looking at figures and trying to understand the overall message weight for your client's shaving cream ads. You remind yourself that some people who watched the ad on a TV program may have also seen it in a magazine. This is called:a. between-vehicle duplication. b. micro-target.c. within-vehicle duplication. d. below-the-line promotion.

Q: What role does a communication test play in the advertising development process?

Q: A media buyer places an ad for a new range of wines in four different magazines. The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each. The buyer now can inform the client at the winery of the ____expected for the ad, that is, 4,750,000 exposures.a. continuous schedules b. geo-targetsc. share of voiced. gross impressions

Q: The Secondhand Smoke research discussed in the text used ________ to collect the required data. A) only qualitative methods B) only quantitative methods C) both qualitative and quantitative methods

Q: Which of the following refers to the sum of the exposures to the entire media placement in a media plan?a. Gross impressions b. Single-sourcec. Big datad. Micro-target

Q: The Healthy Eating research discussed in the text was designed to select the "winning" concept. This winning concept would then be produced without modification.

Q: ____ is the gross number of advertising exposure opportunities delivered by the media vehicles in a schedule. a. Big datab. Effective reach c. Message weightd. Effective frequency

Q: Think about data analysis for a concept or communication test. The statements below refer to exploring the relationship between two measures.I. Correlation is an appropriate statistical technique.II. It is acceptable to cross-tabulate an open-ended question with a closed-ended question.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: _____ of an ad is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time.a. Continuity b. Scopec. Reachd. Frequency

Q: Data summarization in concept and communication tests should include an analysis of total sample responses as well as the responses of specific subgroups of individuals.

Q: An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in its target audience that will be exposed to the chosen media vehiclein this case, the city newspaper at least one time during the campaign period. The client has just been given a measure based on:a. reach.b. frequency. c. class.d. scope.

Q: The analysis of concept and communication test data requires data summarization and the uncovering of underlying relationships.

Q: If an advertisement placed on the hit network television program American Idol is watched at least once by 10 percent of the advertiser's target audience, then the ____is said to be 10 percent.a. reachb. frequency c. scoped. class

Q: Think about concept and communication tests. At the end of the test, you want to explore attitudinal or behavior impact. In this regard, consider the two questions shown below.I. Based on what you read, how likely are you to recycle?II. Based on what you read, would you say that you are now more or less likely to recycle?According to the text, which would be the preferred approach?A) I is preferredB) II is preferredC) Either approach is acceptable

Q: A media planner is making placement decisions for a new line of cosmetics. She focuses on ten different cities in the country where the purchase size of the products is high. This is an example of:a. geo-targeting. b. media mix.c. below-the-line promotions. d. above-the-line promotions.

Q: Think about concept and communication tests. When exploring message or execution specific issues it is recommended that ________ questions be used. A) open-ended B) rating scale C) multiple choice D) constant sum E) semantic differential

Q: Media planners need to identify media that cover the same region or location as the advertiser's distribution system. This is an example of _____, a critical element in setting advertising objectives. a. frequencyb. geographic scope c. micro-targetingd. purchase size

Q: Think about concept and communication tests. When exploring affective reactions, it is recommended that a respondent always be asked "What did you like?" prior to asking "What did you dislike?"

Q: Which of the following is true of single-source tracking services?a. They offer information solely on demographics.b. They refer to collecting information primarily from social networking sites and search engines. c. One of its drawbacks is that they ignore data related to purchase size and purchase frequency. d. They offer information on brands, purchase size, prices paid, and media exposure.

Q: Think about concept and communication tests. Questions related to affective reactions primarily try to identify respondents' likes and dislikes.

Q: The only thing limiting the new media right now is that they:a. cannot be interactive and drive audiences to engage with brands. b. cannot track customer data.c. still have not developed the actual ads, promotional contacts, and IBC to leverage all these data. d. are not reliable enough to use search engines in order to understand customers' search behavior.

Q: Think about concept and communication tests. In quantitative approaches, affective reactions are collected via ________. A) only closed-ended questions B) only open-ended questions C) a combination of both open- and closed-ended questions

Q: Which of the following best defines micro-targeting in the context of media strategies? a. Micro-targeting indicates the focus of brands on specific media classes. b. Micro-targeting refers to creating customized advertising messages and offers. c. Microtargeting focuses on covering the same geographic area as the advertiser's distribution system. d. Micro-targeting is the placement of ads in a way that exposes them to a large number of people.

Q: Think about concept and communication tests. The areas explored in reactions to the message probe the extent to which respondents feel the message is believable, unique and easy to understand.