Exam 1 Virtual Review

JOMC 272.001

Instructions

Instructions

You will be presented with a series of multiple-choice questions. For each question, select the BEST answer. If you select incorrectly, you will be given the opportunity to try again.

Begin

Which of the following is NOT true about media?

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"Media" is the plural of medium. "Mediums" should not be used in an advertising context.


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Media clutter normally refers to:

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Clutter is a problem because it can decrease the effectiveness of advertising.


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“Media is the new creative” means that:

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Next question.

Billy Bob Beer is a frequent sponsor of the Judds concerts across the country. This is an example of:

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Advertising, not sponsorship, is traditionally seen as an above-the-line item.


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Sponsorship is a below-the-line item. Others include direct mail, promotion (consumer and trade), and product placement.


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Slotting allowances are:

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Which of the following is NOT an example of consumer promotion?

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A case allowance is a trade promotion.


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According to information cited in the text, CBS once printed the names of its new TV programs on eggs sold in supermarkets in order to:

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Other examples of using media to reach time-constrained consumers by making ads unavoidable would be ads on subway or train turn-styles or on take-out food cartons.


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Engagement is a newer model describing how advertising should work to more effectively communicate with consumers. Engaging consumers:

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You have three media vehicles in your plan. If media vehicle A costs $50,000, B costs $100,000, and C costs $25,000: Vehicle A is what percentage of the total cost?

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You should round your answer to 1 decimal place.


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You should round your answer to 1 decimal place.


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You have rounded incorrectly.


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Total cost = $175,000

$50,000 / $175,000 = 0.2857

convert to %: 0.2857 x 100 = 28.57%

round to 1 decimal place: 28.6%


Next question.

Media Vehicle A has an audience of 1,000 and B has an audience of 2500. A’s audience has a value of 50% and B’s audience has a value of 25%. What is the total combined audience weighted for value?

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You should multiply each audience by its value and add them together.


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You should multiply each audience by its value and add them together.


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You should multiply each audience by its value and add them together.


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Vehicle A = .5 x 1000 = 500

Vehicle B = .25 x 2500 = 625

total = 500 + 625 = 1125


Next question.

A network television program had coverage of 95% of the US. Its household audience was:

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In TV, coverage only tells you how many households could receive the signal.


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A magazine has an average total audited circulation of 250,050 and a rate base of 225,000. We placed an ad in the June issue of the magazine, and the magazine sold 275,000 copies. Our rate for the June ad will be based on:

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Circulation rate base is the guaranteed circulation on which a publication bases its advertising rates.


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If 40% of the men 18-34 years old watch television on Wednesdays at 9 PM, and 20% of those viewers watch The Goofy show, what is Goofy’s rating among men 18-34?

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Share x PUT = Rating

.2 x .4 = .08

Next question.

If you purchased 50 spots (:60s) during morning drive time on a leading radio station delivering an average rating of 1.2 and a morning drive cume of 12%, what is the reach and frequency of your buy on this one station?

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GRPs = 50 x 1.2 = 60

Reach = 12 (cume)

Frequency = GRPs / Reach = 60 / 12 = 5.0


Next question.

Your search ad promoting your website received 1,000 impressions with a CTR of 2% and a conversion rate of 5%. What are your sales?

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sales = impressions x CTR x conversion rate

1000 x .02 x .05 = 1


End of Review.