Question 1
Media __________ is the adjustment of media plans to maximize their performance.
A. buying
B. optimization
C. selection
D. planning
Question 2
An advertisement that is scheduled to run three times during the network television broadcast of a college football game with an expected reach rating of 4.0 among men 18-24 would have a GRP of:
A. 3.
B. 4.
C. 7.
D. 12.
Question 3
Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales, in particular offering discounts to customers who use a Macy's credit card. These are examples of Macy's adjusting the __________ element of the 4 Cs of the marketing mix.
A. customer value
B. cost
C. convenience
D. channel
Question 4
7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. According to the 7 Ps classification of the elements of the marketing mix, 7-Eleven has changed its:
A. physical evidence.
B. price.
C. promotion.
D. process.
Question 5
A regional restaurant chain spends $90,000 for a local television advertising campaign that delivers $450,000 in incremental revenue. What is the ROMI factor?
A. 4
B. 5
C. 50%
D. $360,000
Question 6
An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using:
A. personal selling.
B. direct marketing.
C. a push strategy.
D. a pull strategy.
Question 7
Media __________ measures how inexpensively a media vehicle is able to communicate with a particular customer segment.
A. reach
B. impact
C. engagement
D. efficiency
Question 8
A full page ad published in Saveur magazine, which focuses on cooking and enjoying authentic food from around the world, has a total number of 1,500,000 impressions and costs $33,000. What is the CPM for this ad?
A. $49.50
B. $45.45
C. $33
D. $22
Question 9
A media objective is a clear statement conveying:
A. which audiences the media will address.
B. goals for profits and revenues.
C. what the media plan will accomplish.
D. how the product benefits will be conveyed.
Question 10
Which of the following is the BEST example of trended data?
A. Responses from surveys about current fashions and fads collected from 100 teenagers over the period of a weekend
B. Responses from surveys about packaged goods brand attributes collected every six months from the same set of 100 parents ages 29-39
C. Telephone responses from a direct response television ad aired on different channels at different times over the course of a month
D. Comparisons of competitors' sales performance in a single business quarter
Question 11
GRP is determined by multiplying __________ by __________.
A. impact; impressions
B. impact; reach
C. engagement; frequency
D. reach; frequency
Question 12
Marketing-mix models came into popular use as a result of the:
A. switch to the 4 Cs view of the marketing mix.
B. switch to the 7 Ps view of the marketing mix.
C. widespread availability of scanner data.
D. increased use of digital marketing.
Question 13
Consider a situation in which there is 10% unaided awareness for a brand of athletic shoes, with purchases of 75%. Which of the following best describes the purchase funnel for this scenario?
A. Very wide at the top and narrow at the bottom
B. Very narrow at the top and wide at the bottom
C. very narrow and vertical
D. Very wide and vertical
Question 14
A marketer analyzing the types of media viewed and used by members of a target market is analyzing the __________ element of the marketing mix.
A. product
B. promotion
C. place
D. physical evidence
Question 15
Kotler's 4 Cs translate the traditional 4 Ps from the __________ perspective into the __________ perspective.
A. seller's; buyer's
B. buyer's; seller's
C. producer's; channel member's
D. channel member's; producer's
Question 16
Which of the following questions MOST closely involves analysis of the product element of the marketing mix?
A. What do competitors charge for their products?
B. What is the target's level of awareness for each competitive brand?
C. What are the company's manufacturing costs?
D. Are there any foreseeable changes in the requirements of the target?
Question 17
The measurement of the effectiveness of new media is becoming:
A. standardized.
B. more important.
C. less important.
D. impossible to analyze quantitatively.
Question 18
Consider a situation in which there is 90% unaided awareness for a brand of athletic shoes, with purchases of 10%. Which of the following BEST describes the purchase funnel for this scenario?
A. Very wide at the top and narrow at the bottom
B. Very narrow at the top and wide at the bottom
C. Very narrow and vertical
D. very wide and vertical
Question 19
The emergence of a new trend or the evolution of a new technology should cause a marketer to:
A. change the company's marketing-mix strategy.
B. reevaluate the company's marketing-mix strategy.
C. identify a new target market for the company's products.
D. increase support for the current marketing-mix strategy.
Question 20
Of the following, which purchase funnel stage is the broadest?
A. Shopping
B. Familiarity
C. Intention
D. Loyalty
