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Media Planning - Quiz

Thanks to the high-level technology, the media industry has risen to be one of the most successful ones in our times. However, so much happens behind the scenes. The quiz below tests on media planning concepts.


Questions and Answers
  • 1. 

    Which of the following statements is/are True or False? i) Reach is a measure of how many times the avarage person in the target market is exposed to the message. ii) The media planner has to know the reach, frequency, and impact of each of the major media types.

    • A.

      I = False ii = False

    • B.

      I = False ii = True

    • C.

      I = True ii = False

    • D.

      I = True ii = True

    Correct Answer
    B. I = False ii = True
    Explanation
    The first statement is false because reach is a measure of the total number or percentage of people who have been exposed to a message, not the average person in the target market. The second statement is true because media planners need to have knowledge of the reach, frequency, and impact of different media types in order to effectively plan and allocate advertising budgets.

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  • 2. 

    When analyzing the level of pricing on the various levels in the conversion funnel (CPA CPM etc.) you will see a cost/funnel level relation. Which statement below explains with this relation?

    • A.

      Cost per mille will be higher than price per sale

    • B.

      Cost per sale will be lower than price per click

    • C.

      Cost per lead will be higher than price per sale

    • D.

      Cost per mille will be lower than price per sale

    Correct Answer
    D. Cost per mille will be lower than price per sale
    Explanation
    The statement "Cost per mille will be lower than price per sale" explains the relation between the cost per mille (CPM) and the price per sale. CPM refers to the cost of 1000 impressions or views, while price per sale refers to the cost incurred for each successful sale. Since CPM is a measure of the cost per impression, it is generally lower than the price per sale, which represents the revenue generated from each sale. Therefore, the statement correctly explains the relation between CPM and price per sale.

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  • 3. 

    "Persons who see or hear a particular program (or ad. etc) as a percentage of the total population.' This is the definition of______________?

    • A.

      Gross coverage

    • B.

      Coverage

    • C.

      Share

    • D.

      Rating

    Correct Answer
    D. Rating
    Explanation
    Rating is the correct answer because it refers to the percentage of the total population that sees or hears a particular program or advertisement. It is a measure of the audience size and popularity of a specific media content. Ratings are commonly used in the television and radio industry to determine the success and reach of programs or ads.

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  • 4. 

    What is the number of GRP's based on the following information? Gross impressions  : 12.000 Numerical reach     : 15.000 Total population      : 30.000

    • A.

      300

    • B.

      400

    • C.

      200

    • D.

      100

    Correct Answer
    B. 400
    Explanation
    GRP stands for Gross Rating Points, which is a measure of the total advertising impact. It is calculated by multiplying the gross impressions by the numerical reach and dividing by the total population. In this case, the gross impressions are given as 12,000, the numerical reach is given as 15,000, and the total population is given as 30,000. Therefore, the calculation would be (12,000 * 15,000) / 30,000 = 6,000. However, the answer options provided do not match this calculation. Therefore, the correct answer cannot be determined based on the given information.

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  • 5. 

    When to use more than one Advertising medium?

    • A.

      To increase reach

    • B.

      To reduce message fatigues

    • C.

      To achieve strategic impression objectives

    • D.

      In all of these cases

    Correct Answer
    D. In all of these cases
    Explanation
    When using more than one advertising medium, it can help to increase reach by targeting a larger audience across different platforms. It also helps to reduce message fatigue, as using different mediums allows for varied messaging and prevents the audience from becoming bored or disengaged. Additionally, using multiple advertising mediums can help achieve strategic impression objectives, such as creating a cohesive brand image or reinforcing key messages. Therefore, using more than one advertising medium is beneficial in all of these cases.

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  • 6. 

    A campaign has been advertised 8 times with the following results. How many GRP's did the campaign 'score'? Ad (Insertion) Rating   Ad (Insertion) Rating 1 8 5 8 2 12 6 10 3 11 7 12 4 7 8 12

    • A.

      8 GRP's

    • B.

      80 GRP's

    • C.

      10 GRP's

    • D.

      Cannot be measured based on just these data

    Correct Answer
    B. 80 GRP's
    Explanation
    The Gross Rating Points (GRP) for a campaign is calculated by summing up the ratings of each individual ad insertion. In this case, the ratings for each ad insertion are 8, 12, 11, and 7. By adding these ratings together, we get a total of 38. Therefore, the campaign "scored" 38 GRPs.

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  • 7. 

    Which of the following statements is WRONG?

    • A.

      CPP compares medai costs based on 1% of the audience

    • B.

      Just like GRP, CPP is a tool to compare different media channels

    • C.

      CPP is just like CPM a tool to compare different media channels

    • D.

      CPP is advertising costs divided by 1000 rating poins

    Correct Answer
    D. CPP is advertising costs divided by 1000 rating poins
    Explanation
    The given statement that CPP is advertising costs divided by 1000 rating points is correct. CPP stands for Cost Per Point and is a metric used in media planning and buying to compare the cost efficiency of different media channels. It is calculated by dividing the advertising costs by the number of rating points, which represents the percentage of the target audience reached by a particular media channel. Therefore, the statement that CPP is advertising costs divided by 1000 rating points is accurate.

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  • 8. 

    Which of the following statements is/are True or False? i) Pulsing means scheduling ads evenly over a given time period. ii) Lead time and production costs are examples of reproduction issues.

    • A.

      I) = True ii) = False

    • B.

      I) = True ii) = True

    • C.

      I) = False ii) = False

    • D.

      I) = False ii) = True

    Correct Answer
    D. I) = False ii) = True
    Explanation
    Pulsing does not mean scheduling ads evenly over a given time period, so statement i) is false. However, lead time and production costs are indeed examples of production issues, so statement ii) is true.

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  • 9. 

    What is the advantage of the CPA payment model?

    • A.

      Low risk for advertiser

    • B.

      Only paying after making profit

    • C.

      Poor relation between sales and leads

    • D.

      Stronger relation between exposure and sales

    Correct Answer
    A. Low risk for advertiser
    Explanation
    The advantage of the CPA payment model is that it offers a low risk for the advertiser. This is because the advertiser only pays after making a profit. Unlike other payment models where advertisers pay upfront or based on the number of leads generated, the CPA model ensures that advertisers only pay when a desired action, such as a sale, is completed. This reduces the risk of spending money on advertising campaigns that may not result in any profit for the advertiser.

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  • 10. 

    Your market share and the share of voice of your competitor will affect your advertising strategy. What is the best way to tackle the following situation in terms of advertising and media strategy? Situation: The competitor's share of voice is LOW and your market shate is LOW as well.

    • A.

      Stabilize position by moderating advertising spending and use of other tools

    • B.

      Attack competitor and use large advertising spending

    • C.

      Defend position by increasing advertising spending

    • D.

      Find niche positioning, decrease advertising spending and deploy other tools

    Correct Answer
    B. Attack competitor and use large advertising spending
    Explanation
    In this situation, both the market share and the share of voice of the competitor are low. To tackle this, the best approach would be to attack the competitor and use large advertising spending. By doing so, the company can increase its share of voice and gain a competitive advantage over the competitor. This strategy allows the company to aggressively promote its products or services and attract more customers, potentially leading to an increase in market share.

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  • 11. 

    The following factors might affect the level of Frequency for existing brands advertising strategy? i) Low brand loyalty ii) High market share iii) Dominant brand iv) Established brand v) Less well known brand In which of these cases frequency will be LOWER?

    • A.

      In all cases

    • B.

      In cases i, ii and iii

    • C.

      In case ii, iii and v

    • D.

      In case ii, iii and iv

    Correct Answer
    D. In case ii, iii and iv
    Explanation
    In case ii, iii, and iv, the frequency will be lower. This is because high market share, dominant brand, and an established brand already have a strong presence in the market. Therefore, they may not need to advertise as frequently as brands with low brand loyalty, less market share, and less brand recognition.

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  • 12. 

    Advertisers / Media Planners use Weighted CPP in order to measure__________?

    • A.

      The avarage number of GRP's

    • B.

      The effectiveness of certain media in a campaign

    • C.

      The avarage frequency

    • D.

      The total costs per thousand

    Correct Answer
    B. The effectiveness of certain media in a campaign
    Explanation
    Weighted CPP (Cost Per Point) is a metric used by advertisers and media planners to measure the effectiveness of certain media in a campaign. It calculates the cost of reaching the target audience based on the average number of GRPs (Gross Rating Points) and the total cost per thousand impressions. By comparing the weighted CPP of different media channels, advertisers can determine which ones are more cost-effective in reaching their desired audience and allocate their advertising budget accordingly.

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  • 13. 

    When simple message ideas become great ad campaigns. Usually the _______ and the ___________ will team up to generate many creative concepts, hoping that one of these concepts will turn out to be the big idea. 

    • A.

      Advertising specialists ; art director

    • B.

      Sales promoter ; copywriter

    • C.

      Advertising agency ; art director

    • D.

      Copywriter ; art director

    Correct Answer
    D. Copywriter ; art director
    Explanation
    When creating ad campaigns, the copywriter and art director work together to generate creative concepts. They collaborate to come up with various ideas, with the hope that one of these concepts will become the big idea for the campaign. The copywriter is responsible for crafting the written content and messaging, while the art director focuses on the visual elements and overall design of the campaign. Together, they bring their expertise and skills to create effective and compelling advertisements.

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  • 14. 

    The benefits of outdoor as an advertising medium include all of the following EXCEPT _____________.

    • A.

      Ability to deliver a complex message

    • B.

      Flexibility

    • C.

      High repeat exposure

    • D.

      Low message competition

    Correct Answer
    A. Ability to deliver a complex message
    Explanation
    Outdoor advertising is known for its ability to deliver a simple and concise message due to its limited space and quick exposure to viewers. It is not suitable for delivering complex messages that require detailed explanations or in-depth information. Therefore, the ability to deliver a complex message is not a benefit of outdoor advertising.

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  • 15. 

    Which is NOT an advantage of a general CONSUMER MAGAZINE advertising?

    • A.

      Low waste

    • B.

      Flexibility

    • C.

      Long message life

    • D.

      High quality production

    Correct Answer
    A. Low waste
    Explanation
    Low waste is NOT an advantage of a general consumer magazine advertising because consumer magazines typically have a wide distribution and reach a large audience. This means that there is a higher likelihood of reaching individuals who are not interested in the advertised product or service, resulting in wasted advertising efforts and resources.

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  • 16. 

    What is the right sequence of chapters when writing a media plan?

    • A.

      Objectives - strategy - logistics - tactics

    • B.

      Strategy - objectives - tactics - logistics

    • C.

      Objectives - strategy - tactics - logistics

    • D.

      Strategt - tactics - objectives - logistic

    Correct Answer
    C. Objectives - strategy - tactics - logistics
    Explanation
    The correct answer is "Objectives - strategy - tactics - logistics". This sequence is the most logical and effective way to write a media plan. First, the objectives need to be defined, as they will guide the entire plan. Then, the strategy is developed to achieve those objectives. Next, specific tactics are determined to implement the strategy. Finally, logistics are considered to ensure the plan can be executed successfully. This sequence ensures a clear and strategic approach to media planning.

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  • 17. 

    Consider a campaign where payment is based on impressions, not clicks. CPM for impressions is 20 € with a click-trough rate (CTR) of 2%. Which one of the following shows CPC for this campaign?

    • A.

      10 €

    • B.

      0,40 €

    • C.

      4 €

    • D.

      1 €

    Correct Answer
    D. 1 €
    Explanation
    The CPC (Cost Per Click) for this campaign can be calculated by dividing the total cost (CPM) by the number of clicks. In this case, the CPM is 20 € and the CTR is 2%. Since the CTR is given as a percentage, we need to convert it to a decimal by dividing it by 100. So, 2% is equal to 0.02. To calculate the CPC, we divide the CPM by the CTR: 20 € / 0.02 = 1000 €. However, the question asks for the answer in euros, so we need to convert it to euros by dividing by 1000: 1000 € / 1000 = 1 €.

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  • 18. 

    Which of the following statements is correct?

    • A.

      The lower the impact score, the higher the weighted CPM

    • B.

      The higher the impact score, the higher the weighted CPM

    • C.

      The higher the weighted CPM, the higher the relative CPM

    • D.

      The lower the weighted CPM, the higher the relative CPM

    Correct Answer
    A. The lower the impact score, the higher the weighted CPM
    Explanation
    The correct answer is "The lower the impact score, the higher the weighted CPM." This means that when the impact score is lower, the weighted CPM (cost per thousand impressions) is higher. In other words, as the impact score decreases, the cost to reach a thousand impressions increases. This indicates that lower impact advertising placements or campaigns are more expensive on a per-impression basis.

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  • 19. 

    When a high reach level of advertising might be beneficial?

    • A.

      When your goal is to make the message more memorable

    • B.

      When you want to comunicate a new product feature

    • C.

      When you want to have a greater top-of-mind awareness

    • D.

      When you want to increase the believability of your advertising claim

    Correct Answer
    B. When you want to comunicate a new product feature
    Explanation
    When you want to communicate a new product feature, a high reach level of advertising might be beneficial. This is because reaching a large audience can help ensure that the message about the new product feature is seen and heard by as many people as possible. This can create awareness and generate interest in the new feature, increasing the chances of it being remembered and potentially leading to more sales or adoption of the product.

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  • 20. 

    Which statement about Effective Rating points is correct?

    • A.

      Effective Rating Points is about reaching people at least once.

    • B.

      Effective Rating Points is about gross reach of a campaign for those people who were reached at least 3 times as a percentage of the target group.

    • C.

      Effective Rating points is about how vehicles perform in terms of time and place related to the total potential consumers

    • D.

      Effective Rating points is about the relation between the number of exposures and the degree of memorization

    Correct Answer
    B. Effective Rating Points is about gross reach of a campaign for those people who were reached at least 3 times as a percentage of the target group.
    Explanation
    Effective Rating Points (ERPs) measure the gross reach of a campaign for individuals who have been reached at least three times, expressed as a percentage of the target audience. ERPs focus on the frequency of exposure, aiming to ensure that the message is delivered multiple times to the same individuals to increase the likelihood of retention and memorization. By calculating ERPs, advertisers can assess the effectiveness of their campaigns in terms of reaching and engaging the target audience.

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  • 21. 

    You have noticed your customers have got a low brand loyalty towards your brand. for that reason you have decided to set up reminder campaign for the brand. What kind of contiuity pattern your campaign will you probably make use of?

    • A.

      Fighting pattern

    • B.

      Shifting reach pattern

    • C.

      Blitz pattern

    • D.

      Continuous pattern

    Correct Answer
    D. Continuous pattern
    Explanation
    The continuous pattern is the most suitable for the given scenario. This pattern involves consistently reminding customers about the brand over a period of time. By implementing a continuous reminder campaign, the brand can maintain a consistent presence in the minds of customers, increasing the chances of building brand loyalty. This pattern ensures that customers are regularly exposed to the brand and its messaging, reinforcing their awareness and potentially influencing their purchasing decisions.

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  • 22. 

    What does a GRP of 250 mean?

    • A.

      It mans that you have reached 250% of all people in a particular group

    • B.

      It means that you have reached the target group at least 2,5 times

    • C.

      It mean that the frequency of advertising has been too high

    • D.

      It means that you know that you have reached 50% of a particular group at least 6 times

    Correct Answer
    A. It mans that you have reached 250% of all people in a particular group
  • 23. 

    The level of involvement in combination with an emotional or rational buying process does influence your advertising and media choices. Assue you are working in a market in which your consumers have high involvement with your products and their buying decision is most of the times based on rational arguments. In such a case, when designing a campaign, you will......

    • A.

      Consider long format media, website, video, brochures

    • B.

      Consider repositioning the product

    • C.

      Being Big on visuals, short on copy

    • D.

      Letting people experience

    Correct Answer
    A. Consider long format media, website, video, brochures
    Explanation
    When consumers have high involvement with products and make rational buying decisions, it is important to provide them with detailed information and rational arguments to support their decision-making process. Using long format media such as brochures, websites, and videos allows for a thorough presentation of the product's features and benefits. Additionally, these mediums provide ample opportunity to highlight rational arguments that resonate with the target audience. By considering long format media, the campaign can effectively cater to the needs and preferences of consumers who prioritize rationality in their buying process.

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  • 24. 

    Which of the following examples of ojectives is NOT a media objective?

    • A.

      Achieve a minimum reach level of 80 among adult women aged 35-55 during the two introduction months.

    • B.

      Maintain at least 50% reach in each adverising period and maximize when sales promotion runs.

    • C.

      Maximize reach and frequency during the sales peaks.

    • D.

      Achieve 50% spontaeous awareness during the advertising period.

    Correct Answer
    D. Achieve 50% spontaeous awareness during the advertising period.
    Explanation
    The given answer, "Achieve 50% spontaneous awareness during the advertising period," is not a media objective because it does not pertain to the reach or frequency of the advertising message. Media objectives typically focus on reaching a specific target audience, maintaining reach levels during advertising periods, or maximizing reach and frequency during specific sales peaks. However, achieving spontaneous awareness is more related to the effectiveness of the advertising message in creating brand recall or recognition, which falls under the realm of creative or communication objectives rather than media objectives.

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  • 25. 

    There are 400.000 TV households (TVHH) in Amsterdam. 250.000 of these TVHH have their TV set on at 8.00 PM, 200.000 of those households are watching the European Soccer Championship 2012. What is the rating of European Soccer Championship?

    • A.

      80%

    • B.

      50%

    • C.

      62,5%

    • D.

      125%

    Correct Answer
    B. 50%
    Explanation
    The rating of the European Soccer Championship can be calculated by dividing the number of households watching the championship by the total number of TV households. In this case, there are 200,000 households watching the championship out of a total of 400,000 TV households. Therefore, the rating is 50%.

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  • 26. 

    What key figure do you get when using this formula? (Advertising costs / audience size or circulation or impressions) x 1000 =

    • A.

      CPL

    • B.

      CPM

    • C.

      CPP

    • D.

      CPS

    Correct Answer
    B. CPM
    Explanation
    The key figure obtained when using the given formula is CPM (Cost Per Thousand Impressions). CPM is a metric used in advertising to measure the cost of reaching one thousand potential customers or viewers. It is calculated by dividing the advertising costs by the audience size or circulation or impressions, and then multiplying it by 1000. CPM helps advertisers understand the efficiency and effectiveness of their advertising campaigns by comparing the cost of reaching a specific target audience across different media channels.

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  • 27. 

    A web-shop selling AV-equipment has a conversion ratio of 0,5%. The avarage profit is € 100-, per solid item. The website has 1000 unique visitors per week. What is the profit per week assuming that the web-shop only advertises with Google Adwords for € 50-, per day?

    • A.

      50 € p/w

    • B.

      150 € p/w

    • C.

      250 € p/w

    • D.

      20 € p/w

    Correct Answer
    B. 150 € p/w
    Explanation
    The conversion ratio of 0.5% means that for every 1000 unique visitors, 5 of them make a purchase. Since the average profit per item is €100, the profit per week can be calculated by multiplying the number of purchases (5) by the average profit per item (€100), resulting in €500. Since the web-shop advertises with Google Adwords for €50 per day, the total advertising cost per week is €50 * 7 = €350. Subtracting the advertising cost from the profit, the remaining profit per week is €500 - €350 = €150. Therefore, the profit per week is €150.

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  • 28. 

    What is the essential difference between GRP and CPM?

    • A.

      GRP measures in numbers, CPM is a percentage

    • B.

      GRP measures in performance, CPM measures profit

    • C.

      CPM measures in numbers, GRP is in percentages

    • D.

      CPM measures reach, GRP measures costs

    Correct Answer
    C. CPM measures in numbers, GRP is in percentages
    Explanation
    The essential difference between GRP (Gross Rating Points) and CPM (Cost Per Thousand) is that CPM measures in numbers, while GRP is in percentages. CPM calculates the cost required to reach 1,000 individuals, whereas GRP measures the percentage of the target audience reached by a specific media or advertising campaign. Therefore, CPM focuses on the cost efficiency of reaching a specific audience size, while GRP focuses on the percentage of the target audience reached.

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  • 29. 

    Answer the next two questions according to the information below. JC Decaus is exploiting outdoor advertising concepts. In this example outdoor advertising means advertising for 1 weekly period. For the rest you have got the following information: Total number of faces (displays)        : 300 Total audience per 7 weekly period   : 600.000 Cost per weekly period per face        : 150 Reach                                                : 60 Frequency                                         : 12.5 Number of days per weekly period   : 7 What is the GRP per day in this case?

    • A.

      67,23

    • B.

      33,62

    • C.

      750,00

    • D.

      107,14

    Correct Answer
    D. 107,14
    Explanation
    The GRP (Gross Rating Points) per day in this case is 107.14. GRP is calculated by multiplying the reach by the frequency. In this case, the reach is 60 and the frequency is 12.5. Multiplying these two numbers gives us a GRP of 750. Since there are 7 days in a weekly period, we divide the GRP by 7 to get the GRP per day, which is 107.14.

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  • 30. 

    ( PART 2) Answer the next two questions according to the information below. JC Decaus is exploiting outdoor advertising concepts. In this example outdoor advertising means advertising for 1 weekly period. For the rest you have got the following information: Total number of faces (displays)        : 300 Total audience per 7 weekly period   : 600.000 Cost per weekly period per face        : 150 Reach                                                : 60 Frequency                                         : 12.5 Number of days per weekly period   : 7 What is the CPM per week?

    • A.

      75

    • B.

      750

    • C.

      400

    • D.

      40

    Correct Answer
    A. 75
    Explanation
    To calculate the CPM (Cost per Thousand Impressions) per week, we need to find the total cost and the total impressions for the weekly period.Total cost for the weekly period:Total number of faces (displays) \* Cost per weekly period per face = 300 \* 150 = 45,000Total impressions for the weekly period:Total audience per 7 weekly period = 600,000Now, let's calculate the CPM:CPM = (Total cost for the weekly period / Total impressions for the weekly period) \* 1000CPM = (45,000 / 600,000) \* 1000CPM = 0.075 \* 1000CPM = 75So, the CPM per week is 75.

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  • 31. 

    What should NOT be  part of a briefing for your advertising agency?

    • A.

      MarCOm goals

    • B.

      Choice of media

    • C.

      Target group description

    • D.

      Contingency plan

    Correct Answer
    D. Contingency plan
    Explanation
    A contingency plan should not be part of a briefing for an advertising agency because it is a plan that outlines actions to be taken in case of unexpected events or circumstances. Briefings for advertising agencies typically focus on the goals of the marketing campaign, the choice of media to be used, and the description of the target group. Including a contingency plan in the briefing would be unnecessary as it is not directly related to the agency's role in creating and executing the advertising campaign.

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  • 32. 

    Lead time issues are part of __________

    • A.

      Quatitative media analyses

    • B.

      The media scheduling program

    • C.

      Technical media mix criteria

    • D.

      Media mix strategt

    Correct Answer
    C. Technical media mix criteria
    Explanation
    Lead time issues refer to the amount of time required for media planning and execution. Technical media mix criteria involves considering factors such as lead time, availability, and compatibility of different media channels. Therefore, lead time issues are a part of technical media mix criteria.

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  • 33. 

    When measuring the performance of your websit. It is important to look at your bounce rate because ___________?

    • A.

      It influences your number of unique visitors

    • B.

      It tells you where your visitors arefrom

    • C.

      It tells you how many visitors navigate away from the entrance page

    • D.

      It tells you how many page views you had.

    Correct Answer
    C. It tells you how many visitors navigate away from the entrance page
    Explanation
    Looking at the bounce rate is important when measuring the performance of a website because it tells you how many visitors navigate away from the entrance page. This metric indicates the percentage of visitors who leave the website after viewing only one page. A high bounce rate can suggest that visitors are not finding what they are looking for or that the website's content or design needs improvement. By monitoring the bounce rate, website owners can identify areas for optimization and make necessary changes to improve user engagement and retention.

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  • 34. 

    Which of the following statements is/are True or False? i. Seasonality will impact how often an advertisement is aired or printed. Usually during the Christmas season, ads from numerous marketers of various products are seen more frequently. During other seasons, the pattern of ads (frequency) will change greatly. ii. The adveriser has to choose the pattern of the ads Continuity means scheduling ads evenly within a given period. Pulsing means scheduling ads unevenly over a given time period

    • A.

      I = True ii = False

    • B.

      I = False ii = True

    • C.

      I = True ii = True

    • D.

      I = False ii = False

    Correct Answer
    C. I = True ii = True
    Explanation
    The first statement is true because seasonality does impact the frequency of advertisements. During the Christmas season, ads are seen more frequently from various marketers. During other seasons, the frequency of ads will change significantly.

    The second statement is also true. The advertiser does have to choose the pattern of ads. Continuity refers to scheduling ads evenly within a given period, while pulsing means scheduling ads unevenly over a given time period.

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  • 35. 

    Your conversion rate is one of the key performance indicators when evaluation your website performance. Why the CR is so important?

    • A.

      It shows you how many people order your product.

    • B.

      The better the CR the less important the funnel.

    • C.

      The lower the CR the shorter the funnel.

    • D.

      It shows how many people took the desired action on each level of the funnel.

    Correct Answer
    D. It shows how many people took the desired action on each level of the funnel.
    Explanation
    The conversion rate (CR) is important because it indicates how many people took the desired action at each level of the funnel. This means it measures the effectiveness of your website in converting visitors into customers or achieving any other desired action. By tracking the CR, you can identify areas of improvement in your funnel and make necessary optimizations to increase conversions. Ultimately, a higher CR signifies that more people are successfully progressing through the funnel and taking the desired action, leading to better website performance.

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  • 36. 

    Net reach includes _____________

    • A.

      All potential customers even when they did not have contact with the medium.

    • B.

      All people who did have contact with the medium with the message.

    • C.

      All people who did get in touch with the campaign via media.

    • D.

      All people who have seen the campaign at least once.

    Correct Answer
    B. All people who did have contact with the medium with the message.
    Explanation
    Net reach refers to the total number of individuals who have been exposed to a particular campaign or message through a specific medium. It includes all people who have had contact with the medium and have been exposed to the message, regardless of whether they are potential customers or not. This means that even if someone did not have any prior contact with the medium, they would still be included in the net reach if they were exposed to the campaign through that medium.

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  • 37. 

    When building a media plan you can, for instance, choose for high Reach. When, from a market point of view, would you choose for an emphasis on Reach? (Market point of view, you should think of: PLC, unique or common product, primary type buying frequency, competition).

    • A.

      Advertising message is simple

    • B.

      You want to launch something new

    • C.

      Creativity high and distinguishing

    • D.

      When clutter level is high

    Correct Answer
    B. You want to launch something new
    Explanation
    When launching something new, it is important to prioritize reach in the media plan. This is because reaching a large audience is crucial in order to generate awareness and interest in the new product or service. By focusing on reach, the message can be effectively communicated to a wide range of potential customers, increasing the chances of a successful launch. Additionally, in a competitive market with high clutter levels, reaching a larger audience becomes even more important to stand out from the competition.

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  • 38. 

    You have got the following information: Target Audience                         : All adults 18+ Population target audience        : 4.706.200 CPC                                           : 1,20 € CPM                                           : 0,48 € Daily budget limit                        : 15 € What are the expected number of clicks per day (rounded down)?

    • A.

      8 clicks per day

    • B.

      7 clicks per day

    • C.

      10 clicks per day

    • D.

      12 clicks per day

    Correct Answer
    D. 12 clicks per day
    Explanation
    Based on the given information, the daily budget limit is 15 euros and the CPC (cost per click) is 1.20 euros. To calculate the expected number of clicks per day, we divide the daily budget limit by the CPC: 15 euros / 1.20 euros = 12.5 clicks. Since we are asked to round down, the expected number of clicks per day is 12. Therefore, the correct answer is 12 clicks per day.

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  • 39. 

    Assume your communication objective focuses on brand awareness. You intend to design an advertising campaign based on one of the performance based pricing models. Which of the models would be in line with your objective best?

    • A.

      CPL

    • B.

      CPS

    • C.

      CPM

    • D.

      CPA

    Correct Answer
    C. CPM
    Explanation
    CPM (Cost Per Mille) is the best performance-based pricing model for an advertising campaign focused on brand awareness. CPM charges advertisers for every thousand impressions their ad receives, regardless of the number of clicks or actions taken by users. This model ensures that the brand's message is exposed to a large audience, increasing its visibility and creating brand awareness.

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  • 40. 

    When being involved in defining the medium strategy you have to deal with the following questions. Which of these questions is not a part of the strategy considerations?

    • A.

      Media behavior analyses

    • B.

      Rough budget aflocation

    • C.

      Media channel choice questions

    • D.

      Media vehicle choice questions

    Correct Answer
    D. Media vehicle choice questions
    Explanation
    The given options are all related to the considerations involved in defining the medium strategy. Media behavior analyses involve analyzing the behavior of the target audience in relation to media consumption. Rough budget allocation refers to determining how much budget should be allocated to different media channels. Media channel choice questions involve deciding which media channels would be most effective in reaching the target audience. Therefore, the option that is not a part of the strategy considerations is media vehicle choice questions.

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  • 41. 

    The outcome of Morgensztern's Beta analyses is:

    • A.

      There is a relation between the number of rating point and the level of memorization

    • B.

      There is a relation between advertising in Cenam's and the degree of memorization

    • C.

      There is a relation between effective reach and the level of memorization

    • D.

      There is a relation between the number of exposures and the degree of memorization

    Correct Answer
    D. There is a relation between the number of exposures and the degree of memorization
    Explanation
    The outcome of Morgensztern's Beta analyses indicates that there is a relationship between the number of exposures and the degree of memorization.

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Quiz Review Timeline +

Our quizzes are rigorously reviewed, monitored and continuously updated by our expert board to maintain accuracy, relevance, and timeliness.

  • Current Version
  • Mar 22, 2023
    Quiz Edited by
    ProProfs Editorial Team
  • Oct 08, 2013
    Quiz Created by
    Katerinadd
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