imc exam 2 practice questions

Which of the following best defines reach in media planning?

The number of different audience members exposed at least once in a time period

Gross Rating Points (GRPs) are calculated as

Reach x Frequency

Which of the following is NOT a problem commonly faced in media planning?

Oversaturation of product demand

A new brand entering the market should emphasize:

Higher frequency

Which of the following media scheduling types involves alternating periods of advertising and no advertising?

Flighting

An absolute cost refers to

The total amount paid to place a message in a medium

Which of the following is an advantage of television advertising?

Creativity and impact

Which of the following is an example of support media?

Billboards and transit ads

In direct marketing, a two-step strategy typically:

Uses one medium to generate interest and another to complete the sale

Which of the following is a media vehicle?

Hulu

Which of the following is NOT a common problem in media planning?

High engagement levels

Reach and frequency are

Mutually exclusive and negatively correlated

If 25% of the market is exposed to an ad four times, what is the GRP?

100

Higher brand loyalty means:

Lower frequency required

Which factor increases the required frequency?

New brand

Complex messages generally require

more frequency

Continuous scheduling requires:

Less frequency

Relative cost measures:

The relationship between price paid and audience size

Which is a limitation of television?

Low selectivity and clutter

What is “zipping”?

Fast-forwarding commercials

Which TV ad type is customized by household?

Addressable

What is over-the-top (OTT) advertising?

Ads delivered through internet streaming services

What is a unique advantage of radio advertising?

Mental imagery

Which is a limitation of radio advertising?

Creative limitations

What is the main role of support media?

Reinforce and reach audiences missed by primary media

Which is a traditional out-of-home medium?

Billboards

Where do mobile billboards work best?

High-traffic urban areas

Which is a disadvantage of out-of-home media?

Waste coverage

Which is NOT a support medium?

Cable ads

What is promotional product marketing?

Giving away branded items for free

What is direct marketing?

Direct communication with customers to generate a response

What is the first step in developing an email funnel?

Define strategy goals

What happens during the consideration stage of an email funnel?

Share creative, relevant content

Which is an advantage of direct marketing?

Measurability

Which is a disadvantage of direct marketing?

Intrusiveness

What is the purpose of sales promotion?

Short-term incentive to encourage purchase

What is the goal of a franchise-building promotion?

Develop brand identity and long-term preference

Which is a non-franchise-building promotion?

Price-off deals

A sweepstakes is based on:

chance

What is a self-liquidating premium?

A discounted item that generates goodwill

What is an objective of trade-oriented promotions?

Obtain new product distribution

What is a slotting allowance?

A fee paid for shelf space

What is the sales promotion trap?

All firms rely on promotions and profits fall

What does public relations (PR) manage?

Communication between an organization and the public

What is public affairs in PR focused on?

Relationships with government officials

What is the goal of crisis management?

Handling negative events threatening company image

What is an advantage of PR over advertising?

Earned credibility and trust

Why do companies measure advertising effectiveness?

To avoid costly mistakes and improve efficiency

How is Return on Ad Spend (ROAS) calculated?

Revenue ÷ Cost

What is the primary goal of media strategy?

To determine how messages will be delivered to audiences

Which scheduling pattern combines continuous advertising with heavier bursts at certain times?

Pulsing

What is a key advantage of out-of-home advertising?

Wide local coverage

What is a common disadvantage of promotional product marketing?

Market saturation and limited impact

What does lifetime value (LTV) measure?

The total revenue expected from a customer over their relationship with the brand