978-0133866339 Chapter 07 Part 2

Unlock access to all the studying documents.

View Full Document

45) Multiplying a vehicle’s rating times opportunities to see for an advertisement calculates the:

A) cost per thousand.

B) gross rating points.

C) cost per rating point.

D) frequency.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

46) If an advertisement appears on the CSI television show three times and the show has a

Nielsen rating of 12.3, the gross rating points (GRP) would be:

A) 4.1.

B) 12.3.

C) 36.9.

D) there is not enough information to calculate the GRP.

Question Tag: Application

AACSB Category: Analytical thinking

Objective: 7-3

47) The dollar cost of reaching 1,000 members of a media vehicle’s audience is the:

A) cost per thousand.

B) gross rating points.

C) cost per million.

D) effective reach.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

48) If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to

reach:

A) the selected target audience.

B) one thousand readers.

C) 1,644 readers.

D) one million readers.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 7-3

49) If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the

CPM would be:

A) $50.00.

B) $500.00.

C) $20.00.

D) cannot be determined from the information given.

Question Tag: Application

AACSB Category: Analytical thinking

Objective: 7-3

50) CPRP stands for:

A) cost per rotation program.

B) closest programmed ratings plan.

C) cost per rating point.

D) cumulative program for ratings points.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

51) Which of the following is a measure of the efficiency of a media vehicle relative to a firm’s

target market?

A) Gross rating points

B) Opportunities to see

C) Gross impressions

D) Cost per rating point

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

52) Cost per rating point is the:

A) number of people, households, or businesses who are exposed to a media vehicle or message

schedule at least once during a given time period.

B) measure of the impact or intensity of a media plan.

C) relative measure of the efficiency of a media vehicle relative to a firm’s target market.

D) average number of times an individual, household, or business in a target market is exposed

to an advertisement during a specific time period.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

53) Cost per rating point is calculated as:

A) cost of media buy divided by the vehicle’s rating.

B) cost of media buy multiplied by the number of viewers.

C) ratings divided by gross exposures.

D) cost of media buy divided by gross exposures.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

54) If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0,

then the cost per rating point is:

A) $100.

B) $1,000.

C) $10,000.

D) $100,000.

Question Tag: Application

AACSB Category: Analytical thinking

Objective: 7-3

55) The technique designed to calculate an advertisement’s cost in reaching a particular product’s

target market is:

A) effective frequency.

B) target reach.

C) weighted or demographic CPM.

D) cost per rating point.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

56) If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the

advertiser’s target profile, the weighted or demographic cost per thousand would be:

A) $25.

B) $250.

C) $2,500.

D) $10.

Question Tag: Application

AACSB Category: Analytical thinking

Objective: 7-3

57) The exposure pattern or schedule used in an ad campaign is its:

A) continuity.

B) discontinuity campaign.

C) reach.

D) frequency.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

58) Using media time in a steady stream throughout an entire year is which type of media budget

schedule?

A) Continuous

B) Pulsating

C) Flighting, or discontinuous

D) Frequency

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

59) A company that manufactures washing machines is most likely to invest in a ________

advertising campaign.

A) continuous

B) flighting, or discontinuous

C) reach

D) pulsating

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 7-3

60) The media budget schedule that maintains some minimal level of advertising at all times

during the year, but increases advertising at periodic intervals is:

A) continuous.

B) gross impressions.

C) pulsating.

D) flighting, or discontinuous.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

61) Hershey advertises throughout the year but more during the holidays. Which type of

approach is Hershey using?

A) A continuous campaign

B) Gross impressions

C) A pulsating campaign

D) A flighting (or discontinuous) campaign

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 7-3

62) When advertisements are used at special intervals with no advertisements in-between, which

type of media budgeting method is being used?

A) Continuous

B) Gross impressions

C) Pulsating

D) Flighting, or discontinuous

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

63) A summer camp that offers horse riding lessons that is open only from March to September

would tend to budget media using a ________ schedule.

A) continuous

B) reach-based

C) pulsating

D) flighting, or discontinuous

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-3

64) Gross impressions are:

A) the total exposures of an audience to an advertisement.

B) calculated considering the percentage of a total audience who viewed an ad.

C) viewer reactions to the ad.

D) viewer loyalty to the medium.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

65) Five advertisements placed in a newspaper during a four-week period with a readership of

10,000 would create how many gross impressions?

A) 10,000

B) 40,000

C) 50,000

D) Gross impressions can’t be calculated with the information provided

Question Tag: Application

AACSB Category: Analytical thinking

Objective: 7-3

66) If effective reach and/or effective frequency are too low:

A) the company needs a larger advertising budget.

B) the company has not spent all of its advertising budget.

C) some of the company’s budget may be wasted on extra exposures.

D) the company will fail to attain its intended objectives.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-3

67) Reach represents the number of people, households, or businesses in a target market that are

exposed to a message at least once during a given time period.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

68) Opportunities to see measures the average number of times an individual, household, or

business in a target market is exposed to a message during a given time period.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

69) In terms of reach and frequency, the time period usually used for measurement purposes is

one week.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

70) Ads placed on a television show each week for three months offer the opportunity for greater

frequency as compared to placing one advertisement on the Super Bowl.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-3

71) Reach and frequency are, in essence, the same thing, because they show how many people

encountered an advertisement during a given time period.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-3

72) Opportunities to see measures the impact or intensity of a media plan.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

73) The number of cumulative exposures achieved in a given time period is called opportunities

to see.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

74) If three advertisements are placed on a weekly television show for six weeks, the number of

OTS is 18.

Question Tag: Critical Thinking

AACSB Category: Analytical thinking

Objective: 7-3

75) Frequency is a measure of the impact or intensity of a media plan.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

76) Gross rating points are measured by multiplying ratings times the frequency.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

77) CPM measures the length of time an advertisement runs.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

78) If it costs $300,000 to place an advertisement on a television show that has an audience of

15,000,000, the CPM would be $20.00.

Question Tag: Critical Thinking

AACSB Category: Analytical thinking

Objective: 7-3

79) CPRP stands for cost per rating point and is a relative measure of the efficiency of a media

vehicle relative to a firm’s target market.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

80) Rating points are a measure of the impact or intensity of a media plan.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

81) Continuity is the exposure pattern or schedule used in an advertising campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

82) A continuous budgeting plan of advertising for a perfume would include ads throughout the

entire year with extra ads during special times, such as Christmas, Valentine’s Day, and Mother’s

Day.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 7-3

83) A pulsating schedule means there is an even amount spent on advertising throughout the year.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

84) A pulsating schedule for advertising a lawn service would have ads just during specific times

of the year, such as spring and summer months, with none during the remainder of the year.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 7-3

85) A flighting, or discontinuous, schedule for a perfume could include advertising throughout

the entire year with extra ads during holidays such as Christmas, Valentine’s Day, and Mother’s

Day.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 7-3

86) Gross impressions represent the number of times an individual is exposed to an

advertisement.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

87) If 100,000 people are exposed to an advertisement, the total gross impressions are 100,000

regardless of whether the people actually watched the ad or not.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-3

88) The three-exposure hypothesis suggests that a buyer who is actively looking for a new CD

player would need to evaluate advertisements for three different players before making a choice.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-3

89) The three-exposure hypothesis suggests that consumers have selective attention processes as

they consider advertisements.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-3

90) Define reach, frequency, continuity, and gross impressions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-3

91) The three-exposure hypothesis suggests that:

A) ads in three different media need to be used to have the maximum impact.

B) a minimum of three exposures to an ad is necessary to be effective.

C) a maximum of three exposures to an ad is necessary to be effective.

D) three exposures to an ad will only work if the person viewing the ad is in the market for that

particular product.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-4