Marketing Management – Iacobucci – Ch 12

GRP = ?
a. Reach × Frequency
b. Reach + Frequency
c. Reach / Fequency
d. Reach – Frequency
A
In the context of gross rating points, ________ is defined as the percentage of target audience who has seen the marketer’s ad at least once.
a. reach
b. credibility
c. distribution intensity
d. frequency
A
In the context of gross rating points, frequency is defined as the:
a. percentage of target audience who has seen the marketer’s ad at least once.
b. number of times a marketer’s target audience is exposed to an ad.
c. firm’s market share in an exclusive niche market segment.
d. number of B2B products sold in the guise of research.
B
In the context of media planning, a firm using a continuous schedule:
a. has a consistent set of distributors to meet its customer demands.
b. follows a predictable time schedule to show the ad to its customers.
c. has a consistent set of suppliers to meet its product deadlines.
d. advertises a little more frequently than the object is purchased.
D
In the context of media planning, a firm using occasional schedules:
a. alters the periodicity of the ad depending on the length of the buying cycle.
b. focuses on the pre-term season for the product.
c. advertises in sync with purchase cycles.
d. incurs more costs than a firm using continuous schedules.
C
In the context of media planning, a firm using ________ schedules advertises school supplies in the month of August.
a. seasonal
b. subliminal
c. continuous
d. variable
A
Agencies factor in the recency of the ad exposure when examining subsequent purchase behavior.
a. True
b. False
A
In the context of integrated marketing communications across media, reach via the mass media is relatively:
a. valid, not accurate.
b. accurate, not reliable.
c. segmented, not broad.
d. broad, not targeted
D
In integrated marketing communications across media, which of the following is effective in covering good local numbers?
a. Radio by genre
b. An in-flight magazine
c. A cable channel
d. A billboard
D
In integrated marketing communications across media, ________ have the advantage of extreme timeliness.
a. radio ads
b. newspapers
c. TV ads
d. magazines
B
________ require longer lead times for production, but they have nice reproduction quality.
a. Radio ads
b. Newspapers
c. Radio by genre ads
d. Magazines
D
Which of the following is an example of the media with the best customization options?
a. Online banners
b. Special TV
c. Billboards
d. Radio by genre
A
A sales force plays an important role in pushing a firm’s B2B products.
a. True
b. False
A
Publicity is paid for by the brand’s company.
a. True
b. False
B
Coupons are the best known form of ________.
a. sales promotion
b. product placement
c. publicity
d. brand placement
A