Marketing Final Exam

Be used to reach a narrow selective target market is

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Unformatted text preview: s case, the U.S. Army. PTS: 1 REF: 274 Thinking KEY: CB&E Model Promotion 87. Outdoor advertising: a. b. c. d. e. OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application is often used to sell specialty products is a flexible moderate-cost medium that can take many forms is a high-cost medium can be used to reach a narrow, selective target market is not affected by noise ANS: B Outdoor advertising is a moderate-cost medium that reaches a broad and varied audience, but may be subject to many distractions (noise). PTS: 1 REF: 275 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 88. Ads on shopping carts at grocery stores and in video games are examples of: a. communications networks b. alternative media c. distribution channels for ads d. outdoor advertising e. direct advertising ANS: B Alternative media are those other than the traditional mediums of television, newspaper, outdoor, radio, and magazines and include things like shopping carts in grocery stores, computer screen savers, DVDs, CDs, interactive kiosks in department stores, and so on. PTS: 1 REF: 275 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 89. When an advertiser decides how much space and/or time will be placed in each advertising medium the company wants to use, the advertiser is determining its: a. marketing mix b. media mix c. promotional plan d. advertising campaign e. reach objectives ANS: B The media mix is the combination of media to be used for a promotional campaign. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 90. All of the following are used for making media mix decisions EXCEPT: a. media schedule b. cost per contact c. reach d. frequency e. audience selectivity ANS: A The media schedule will be the result AFTER the media mix decisions are made, based on the other four factors PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 91. _____ is the cost of reaching one member of the target market. a. Cost per contact b. Cost per thousand c. Gross rating d. GRP e. Effective reach ANS: A This is the definition of cost per contact, and advertisers use this to compare media vehicles, such as television versus radio or magazine versus newspaper. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 92. _____ measures the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks. a. Noise level b. Frequency c. Reach d. Synchronization e. Cost per contact ANS: C This is the definition of reach. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 93. _____ is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific medium’s coverage. a. Synchro...
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