Section 10.4—advertising Plans

10 Questions | Total Attempts: 46

SettingsSettingsSettings
Please wait...
Advertising Quizzes & Trivia

Section 10. 4—Advertising Plans


Questions and Answers
  • 1. 
    What type of advertising strategy carves a target market into smaller pieces?
    • A. 

      Differentiation

    • B. 

      Segmentation

    • C. 

      Combination

    • D. 

      Flighting

  • 2. 
    What characteristic of advertising strategies plays an important part in consumer recognition of a property?
    • A. 

      Reach

    • B. 

      Frequency

    • C. 

      Consistency

    • D. 

      Timing

  • 3. 
    Maureen is putting together her advertising plan for the next six months. Her property is opening a new dining room and running a series of promotions. She decides to place ads in the newspaper’s Living section every Sunday for the three months leading up to the grand opening. What advertising- timing pattern is she using?    
    • A. 

      Continuity

    • B. 

      Pulsing

    • C. 

      Flighting

    • D. 

      None of the above

  • 4. 
    The Traffic Audit Bureau monitors billboard advertising. What type of information do they provide to advertisers?    
    • A. 

      Ratings for specific roads

    • B. 

      Number of billboards and their effect on a given market

    • C. 

      Demographics of the viewing audience

    • D. 

      All of the above

  • 5. 
    Miles turned up the radio and listened with a smile as the local disc jockey at one of the most popular radio stations in town described the prize for the weekly call-in contest. “The winner will spend a Saturday night being pampered at the local Wayside Resort. He or she will stay in a gorgeous king size suite with an in-room Jacuzzi. Plush robes await your arrival in this luxuriously appointed room and a hot breakfast will be served in the morning. And just so you won’t feel disconnected, the Wayside Resort’s suites are fitted with both wireless and dataport connections. While you’re at the resort, you can play a round of golf, lounge by the pool, or visit the top-rated spa in the area for a massage or pedicure.” Miles had donated the weekend package to the radio station for use in the station’s giveaways knowing that they would then promote his property all week. What type of advertising was Miles using?  
    • A. 

      Weekly radio airtime plans

    • B. 

      Cooperative advertising

    • C. 

      Reciprocal advertising

    • D. 

      Shell advertising

  • 6. 
    A commercial for the Maja Baja hotel chain cost $40,000 for a time slot during the World Cup semifinals. The Nielsen Station Index reported that 2.3 million people tuned in to the game. What is the cost per thousand of the advertisement?
  • 7. 
    A commercial for the Maja Baja hotel chain cost $40,000 for a time slot during the World Cup semifinals.  The commercial in #6 generated 20,000 inquiries throughout the chain. What was the cost per inquiry?
  • 8. 
    A commercial for the Maja Baja hotel chain cost $40,000 for a time slot during the World Cup semifinals.  The commercial in #6 generated 8,500 room reservations. What was the cost per conversion?
  • 9. 
    A billboard advertisement for a local bed and breakfast cost $3,500 for two months. Acording to the Traffic Audit Bureau, there were approximately 160,500 cars that passed the billboard during that period. What was the cost per thousand of the advertisement?
  • 10. 
    A billboard advertisement for a local bed and breakfast cost $3,500 for two months.  If the bed and breakfast in #9 received 200 reservations from that advertisement, what was the cost per conversion?