Question 1

Donovan Digital sells sophisticated high-tech products.Donovan Digital can best explain its products in which media?

Accepted Answer

Magazines allow for detailed explanations and high-quality images, which are necessary to effectively convey the features and benefits of sophisticated high-tech products.

Question 2

Propose that you work for Taco Bell and you advertise during The Voice.Its rating is 19.This is equal to 21.3 million TVs.The Voice charges $300,000 for a 30-second ad.If a meal contribution at Taco Bell is $0.20, what percentage of viewers needs to buy a meal to break even on the ad costs?

Accepted Answer

The answer of Propose that you work for Taco Bell...

Question 3

Which medium yields the largest reach numbers?

Accepted Answer

Television typically has the largest reach due to its widespread availability and consumption across various demographics.

Question 4

Which of the following describes the general trend of proportion of ad spending to sales?

Accepted Answer

As ad spending increases, sales generally increase, as advertising helps to create awareness and demand for products or services.

Question 5

In marketing, GRP is an acronym for

Accepted Answer

Gross Rating Points (GRP) is a standard measure in advertising that quantifies the exposure of an advertisement to a target audience.

Question 6

Sally is the creative director at a New York-based agency.In thinking about a list of goals for the ads she is responsible for creating, which is likely NOT on her list?

Accepted Answer

Entertainment is often a tool used in ads to achieve other goals like awareness, memory, or persuasion, but it is not typically a primary goal in itself.

Question 7

Donna's philosophy as she coordinates her firm's marketing efforts is to keep in mind the company's overarching strategy and to ensure that all marketing activities send a consistent message, beginning with the communications but also including the other marketing mix elements.Based on this information, Donna is most likely a proponent of

Accepted Answer

Integrated marketing communications (IMC) is a strategy that Donna is likely using, as it involves coordinating all marketing activities to ensure a consistent message across all channels and elements of the marketing mix.

Question 8

What type of ad is also referred to as fighting or pulsing?

Accepted Answer

The answer of What type of ad is also referred...

Question 9

__________ is the average number of times a target audience saw an ad within some set duration.

Accepted Answer

Frequency is the metric that measures how often the target audience is exposed to an advertisement within a specific time period.

Question 10

Bill's Surf Shop needs to advertise.Which option provides the largest frequency?

Accepted Answer

The Web provides the largest frequency as it can reach a global audience 24/7, unlike traditional media which may have limited reach and time constraints.

Question 11

Ryan is a marketer for a computer gaming company.He wants to advertise the game's new graphics but doesn't want to pay the high price of showing it off on TV.Which of the following media should he use?

Accepted Answer

The Internet is a cost-effective medium that allows for showcasing graphics through videos, images, and interactive content, making it ideal for advertising a game's new graphics.

Question 12

Ad costs are the highest during which program?

Accepted Answer

Sunday Night Football typically has the highest ad costs due to its large viewership and popularity.

Question 13

Sears has an ad for Christmas trees in December.What type of ad is this?

Accepted Answer

The ad for Christmas trees in December is a seasonal ad because it is specifically timed to coincide with the Christmas season.

Question 14

Anita is working on determining the amount she should request for next year's advertising budget.She is having difficulty coming up with a reasonable figure.One of Anita's colleagues mentions that advertising budgets are typically determined in one of three ways.Which is NOT one of the three typical methods?

Accepted Answer

The method of spending 10% more on advertising than the previous year is not a typical method for determining advertising budgets.

Question 15

What term describes what marketers look for when evaluating the cost effectiveness of an ad?

Accepted Answer

ROMI (Return on Marketing Investment) is the term that describes what marketers look for when evaluating the cost effectiveness of an ad.

Question 16

Which of the following media options has the most reach?

Accepted Answer

The answer of Which of the following media options has...

Question 17

Orange Inc.is a consumer electronics company and is preparing to launch its new portable music device, the uTune.In planning its advertising strategy, the company should keep in mind that the cost to produce a fairly simple 30-second television commercial today is at least

Accepted Answer

The answer of Orange Inc.is a consumer electronics company and...

Question 18

What kind of media schedule has a fairly regular ad exposure?

Accepted Answer

A continuous media schedule involves regular and consistent ad exposure throughout the year, without significant gaps.

Question 19

Which ad would be the least expensive?

Accepted Answer

Radio ads are generally less expensive than TV, newspaper, and magazine ads due to lower production and airtime costs.

Question 20

Propose that you work for Taco Bell and you advertise during The Voice.Its rating is 19.This is equal to 21.3 million TVs.The Voice charges $700,000 for a 30-second ad.If a meal contribution at Taco Bell is $0.60, how many purchases are required to break even for the ad costs?

Accepted Answer

To break even, the total revenue from meal contributions must equal the ad cost. The ad cost is $700,000, and each meal contributes $0.60. Therefore, the number of purchases required is $700,000 / $0.60 = 1,166,667.

Quiz 12: Integrated Marketing Communications and Media Choices