Question 1

An assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do is called:

Accepted Answer

Pretesting is the process of evaluating an advertisement or campaign before it is launched to determine whether it is likely to be effective. This often involves testing various elements of the campaign to ensure they work together seamlessly and achieve the intended goals. Tracking and impressions refer to methods of measuring the success of an ad after it has been launched, while pulsing refers to a strategy of alternating periods of heavy and light advertising. Post-testing involves evaluating an ad campaign after it has run its course.

Question 2

Which of the following refers to channels that are focused and generally used to reach narrower segments, often with unique demographic characteristics or interests?

Accepted Answer

Niche media refers to channels that are focused and generally used to reach narrower segments, often with unique demographic characteristics or interests.

Question 3

Which of the following schedules maintains a base level of advertising but increases advertising intensity during certain periods?

Accepted Answer

Pulsing advertising schedule maintains a base level of advertising but increases advertising intensity during certain periods. This approach is useful for products with seasonal demand or for promoting special events or promotions.

Question 4

An exclusive travel magazine chooses to cater only to the needs of those travelers who are hitchhikers.This is an example of:

Accepted Answer

The exclusive travel magazine catering only to hitchhikers represents an example of niche media. Niche media is a category of media that is specialized, typically aimed at a specific audience or demographic group. In this case, the hitchhiking travelers represent the niche audience, and the magazine is tailored to meet their specific needs and interests.

Question 5

A company manufactures bikes.Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising schedule?

Accepted Answer

The bike manufacturing company's advertising schedule is continuous as it runs steadily throughout the year without any breaks or fluctuations.

Question 6

Suppose a company that deals in children's toys places three advertisements in a comic book read by children.The advertisement reaches 10 percent of the targeted audience.The reach and the frequency of advertisements are 10 and 3, respectively.The product of reach and frequency constitutes:

Accepted Answer

The product of reach and frequency is known as Gross Rating Points (GRPs), which is a measure of the total exposure of a specific campaign. In this scenario, the company has a reach of 10 percent and frequency of 3, resulting in a total of 30 GRPs. Therefore, D is the correct answer.

Question 7

A bakery advertises throughout the year.It boosts its advertising expenditures during Christmas for maximum promotion of its products.Which of the following best describes the bakery's advertising schedule?

Accepted Answer

The bakery's advertising schedule is pulsing, as it has a lower level of advertising expenditure throughout the year but increases it during Christmas for maximum impact on its target audience.

Question 8

Which of the following includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium?

Accepted Answer

Monitoring key indicators such as sales volume would involve tracking the performance of the advertisement.

Question 9

Heads International manufactures helmets.It creates an exciting new advertisement featuring its products.Before releasing the ad, the company chooses a small audience to test the relevance of the message in the ad, the aptness of the medium used for communication, and the persuasive power of the ad.This is an example of:

Accepted Answer

Pretesting involves testing the effectiveness of a message or advertisement with a small group before releasing it to a larger audience. This helps to ensure that the message is relevant to the target audience, the medium used is appropriate for the message, and the ad is persuasive enough to achieve its intended goal.

Question 10

A company sells computers.It has created a fan page on Facebook and advertises itself elsewhere on the Internet.It uses web tracking software that indicates the amount of time viewers spend on its online ad and the number of people who visit the fan page.This is an example of:

Accepted Answer

The use of web tracking software to measure the amount of time viewers spend on the online ad and the number of people who visit the fan page is an example of click-through tracking, which is a form of digital advertising measurement.

Question 11

The percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once, is called:

Accepted Answer

The definition given in the question is that of reach, which is the percentage of the target population that has been exposed to a marketing communication at least once. Therefore, the correct choice is E, and not any of the other options such as frequency, click-through tracking, encoding, or gross rating points.

Question 12

A measure of how often the target audience is exposed to a communication within a specified period of time is called:

Accepted Answer

Frequency is a measure of the number of times a target audience is exposed to a communication within a specified period of time. It is an important metric in media planning and helps in determining the effectiveness of a marketing campaign.

Question 13

Heads International manufactures helmets.To promote sales, it releases an advertisement featuring its products.The company monitors the daily and weekly sales volume of its products while the ad is running.This is an example of:

Accepted Answer

Tracking refers to monitoring the performance of a campaign while it is running. In this scenario, Heads International is monitoring the sales volume of its products during the ad campaign, which makes it an example of tracking. Impression refers to the number of times an ad is displayed, pretesting refers to testing the effectiveness of an ad before it is launched, pulsing refers to alternating between heavy and light advertising spending and post-testing refers to testing the effectiveness of an ad after it has been launched.

Question 14

Cradles is a company that publishes exclusive and distinct magazines catering to the high-end luxury market.This is an example of:

Accepted Answer

The fact that Cradles caters to a specific high-end luxury market indicates that they are a niche media company.

Question 15

CBC Television, CTV, and Global are national TV channels in Canada.They are examples of:

Accepted Answer

CBC Television, CTV, and Global are widely accessible and reach a large general audience, which is the definition of mass media. Media buy refers to the process of purchasing advertising space, media planning involves deciding which media to use for advertising, niche media caters to a specific audience, and media mix refers to using a combination of different types of media for advertising.

Question 16

Heads International, a manufacturer of helmets, made an advertisement featuring its products.After the ad has run its course, the company tries to understand how the ad influenced customer perceptions and whether it generated awareness.It also tests whether any purchasing actions have been stimulated by the advertisement.This is an example of:

Accepted Answer

The scenario described involves testing the effectiveness of an advertisement after it has been run. This is known as post-testing, which helps determine the impact of the advertising campaign on customers and their responses to it.

Question 17

Which of the following advertising schedules runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates?

Accepted Answer

Continuous advertising schedule runs steadily throughout the year and is suited to products and services that have consistent demand and consumption.

Question 18

Which of the following schedules is implemented in spurts, with periods of heavy advertising followed by periods of no advertising?

Accepted Answer

Flighting is an advertising schedule that involves intermittent periods of advertising, with bursts of activity followed by times of no advertising.

Question 19

A company specializes in winter clothing.It advertises heavily in the winter and then stops advertising once the season ends.Which of the following best describes the advertising schedule adopted in the given scenario?

Accepted Answer

Flighting is an advertising schedule where ads are run heavily during certain periods (like winter for winter clothing) and then stopped during other periods.

Question 20

Mike has a small pizza place in Vaughan.He spent $500 last year on search engine marketing so that people in the neighbourhood see his ad when the search for pizza or food.He believes his SEM generates extra $1,500 sales revenue last year.What would be the ROI in this example?

Accepted Answer

The ROI (Return on Investment) is calculated as (Net Profit / Cost of Investment) x 100. In this case, Net Profit = $1,500 (extra sales revenue) - $500 (cost) = $1,000. So, ROI = ($1,000 / $500) x 100 = 200%.

Quiz 14: Integrated Marketing Communications