Question 1

The large amount of advertising in the marketplace that interferes with people's ability to process messages is called:
A) impressions
B) reach
C) clutter
D) exposure
E) ratings

Accepted Answer

Clutter refers to the excessive amount of advertisements and promotional messages that consumers are exposed to, which can make it difficult for them to process and remember specific messages.

Question 2

Red Bull's sponsorship of extreme sports for communicating brand messages to consumers represents which type of media?
A) search engine marketing
B) search engine optimization
C) traditional media
D) email marketing
E) mobile

Accepted Answer

Red Bull's sponsorship of extreme sports is a form of traditional media as it involves sponsorship deals with athletes and events to promote the brand and its messaging to a wider audience. This includes television ads, billboards, and other traditional advertising methods.

Question 3

Which market represents a quarter of Red Bull's sales?
A) UK
B) USA
C) Canada
D) Thailand
E) Europe

Accepted Answer

The USA represents a quarter of Red Bull's sales.

Question 4

Which of the following is NOT a reason to consider traditional media?
A) increased reach
B) increased efficiency
C) increased wear out
D) reduced clutter
E) take advantage of synergies

Accepted Answer

Increased wear out is not a reason to consider traditional media. In fact, traditional media is often associated with higher wear out rates than digital media due to the repetition of the same message to a wide audience over a longer period of time. A, B, D, and E are all valid reasons to consider traditional media, including the potential for a wider reach, increased efficiency and reduced clutter in certain contexts, and the opportunity to take advantage of synergies between different traditional media channels.

Question 5

When advertisers use revenues as a base for determining ad spending they are using which method?
A) percentage of sales
B) objective and task
C) payout
D) competitive parity
E) return on investment

Accepted Answer

When advertisers use revenues as a base for determining ad spending, they are using the percentage of sales method, which involves setting the advertising budget as a percent of the previous year's sales or the projected sales for the upcoming year.

Question 6

When advertisers seek to maintain above market ad spending levels they are budgeting by which of the following methods?
A) percentage of sales
B) objective task
C) payout
D) competitive parity
E) return on investment

Accepted Answer

Competitive parity is a budgeting method where advertisers set their ad spending levels based on what their competitors are spending. In this case, the advertiser is seeking to maintain above market ad spending levels, suggesting that they are looking to spend more than their competitors. Therefore, using competitive parity would ensure that they are strategically keeping up with their competitors' spending levels.

Question 7

Unicredit's effort to ensure reaching 30% of the population of Bulgaria indicates budgeting by which method?
A) percentage of sales
B) objective task
C) payout
D) competitive parity
E) return on investment

Accepted Answer

The objective and task method involves setting specific objectives and then determining the budget required to meet these objectives. Unicredit's goal to reach 30% of the population of Bulgaria is a specific objective, and the budget would be determined based on the tasks necessary to achieve this goal.

Question 8

With which form of media do people spend the most time?
A) TV
B) mobile
C) internet
D) print
E) radio

Accepted Answer

The answer of With which form of media do people...

Question 9

With which form of digital media do people spend the most time?
A) search
B) email
C) mobile
D) websites
E) blogs

Accepted Answer

According to recent studies, people spend the most time using mobile devices compared to other forms of digital media. In fact, it is estimated that the average person spends over 3 hours a day on their mobile device. Mobile devices have become essential for daily tasks such as communication, entertainment, and productivity, making them the most used form of digital media.

Question 10

Advertising elasticities represent:
A) the degree to which advertisers use digital media
B) efficient spending by firms in a competitive market
C) research on ad spending by firms
D) the effect of bounce rate on sales
E) the degree to which ad spending leads to sales

Accepted Answer

Advertising elasticities represent the degree to which ad spending leads to sales. It measures the percentage change in sales that results from a percentage change in advertising spend. It helps firms to evaluate the effectiveness of their advertising campaigns and make informed decisions about their ad spending strategy.

Question 11

Which type of product category benefits most from ad spending by competitors?
A) durables
B) non durables
C) utilitarian products
D) mature product categories
E) virtual products

Accepted Answer

The answer of Which type of product category benefits most...

Question 12

Marketers who pretend that their systematic campaigns are really organically created by customers are doing?
A) photobombing
B) social networking
C) multitasking
D) sock puppeting
E) astroturfing

Accepted Answer

Astroturfing is the practice of creating a false sense of authenticity or grassroots support for a product or service by masking the fact that it was created by marketers. This can be done through various means, such as hiring actors or creating fake social media accounts to spread positive messages about the product or service.

Question 13

Which is true about multimedia processing?
A) humans all process messages in the same way
B) processing occurs simultaneously when two stimuli are present
C) people who process analytically may be more persuaded by comparative ads
D) people process imagery better when they are good with words
E) messages for hedonic and utilitarian products tend to be processed similarly by people

Accepted Answer

Research has shown that people who process information analytically, meaning they pay more attention to details and facts, are more persuaded by comparative ads compared to those who process information holistically.

Question 14

When an ad in one form of media primes interest in a second form of media it is called:
A) forward encoding
B) backward encoding
C) multiple source perception
D) integrated cross channel processing
E) selective coding and encoding

Accepted Answer

The answer of When an ad in one form of...

Question 15

What percentage of people in the Nielsen study indicated they watch TV while social networking?
A) 10-20%
B) 30-40%
C) 50-60%
D) 80-90%
E) less than 5%

Accepted Answer

According to the article, "30% of people said they watch television while using social media, up 3% from 2016." Therefore, the correct answer is B (30-40%).

Question 16

What is the approximate cost to reach 1000 superbowl viewers?
A) $10
B) $40
C) $800
D) $1000
E) $1 million

Accepted Answer

The cost to reach 1000 Super Bowl viewers is approximately $40, based on the average cost of a 30-second commercial during the Super Bowl and the number of viewers that commercial reaches.

Question 17

Why would it be difficult for a prescription drug company as opposed to an over the counter medication to advertise using mobile?
A) high costs
B) low reach
C) limited message space
D) high bounce rate
E) low mobile penetration rate

Accepted Answer

Prescription drug companies have to include a lot of mandatory safety information in their ads by law, leaving limited space for any other messaging. Mobile devices have even less space, making it difficult for them to advertise effectively. Over the counter medications don't have the same legal requirements, giving them more flexibility to advertise on mobile devices.

Question 18

The ratings that are counted on the day people watch a show up until 3AM is refereed to as:
A) live
B) AM rating
C) 24 hour schedule
D) C3
E) DVR

Accepted Answer

The term "live" refers to the ratings that are counted on the day people watch a show up until 3AM.

Question 19

Which of the following forms of media has remained stable in terms of percentage of media spending attributed to it?
A) newspapers
B) magazines
C) outdoor
D) direct mail
E) none of the above

Accepted Answer

Outdoor advertising has remained relatively stable in terms of the percentage of media spending attributed to it, as it has adapted to technological changes and continues to reach consumers effectively in public spaces.

Question 20

Which of the following is TRUE?
A) outdoor advertising can't provide a measure of reach and frequency
B) newspapers are growing subscription bases year over year
C) magazines are measured by gross ratings points
D) the Audit Bureau of Circulation does not measure print media audiences
E) Television is measured by GRPs

Accepted Answer

Television advertising is measured by Gross Rating Points (GRPs) which are used to estimate the size of the target audience reached by an advertising campaign. The other options are false statements: Outdoor advertising can be measured for reach and frequency, newspapers are generally experiencing declines in subscription bases, magazines may be measured by circulation or readership data, and the Audit Bureau of Circulation does measure print audiences.

Quiz 10: Integrating Media

The large amount of advertising in the marketplace that interferes with people's ability to process messages is called:

Red Bull's sponsorship of extreme sports for communicating brand messages to consumers represents which type of media?

Which market represents a quarter of Red Bull's sales?

Which of the following is NOT a reason to consider traditional media?

When advertisers use revenues as a base for determining ad spending they are using which method?

When advertisers seek to maintain above market ad spending levels they are budgeting by which of the following methods?

Unicredit's effort to ensure reaching 30% of the population of Bulgaria indicates budgeting by which method?

With which form of media do people spend the most time?

With which form of digital media do people spend the most time?

Advertising elasticities represent:

Which type of product category benefits most from ad spending by competitors?

Marketers who pretend that their systematic campaigns are really organically created by customers are doing?

Which is true about multimedia processing?

When an ad in one form of media primes interest in a second form of media it is called:

What percentage of people in the Nielsen study indicated they watch TV while social networking?

What is the approximate cost to reach 1000 superbowl viewers?

Why would it be difficult for a prescription drug company as opposed to an over the counter medication to advertise using mobile?

The ratings that are counted on the day people watch a show up until 3AM is refereed to as:

Which of the following forms of media has remained stable in terms of percentage of media spending attributed to it?

Which of the following is TRUE?