Quiz
SMP2
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1A target audience is the [blank_start]profitable[blank_end] [blank_start]audience[blank_end] and those [blank_start]likely[blank_end] [blank_start]to[blank_end] [blank_start]respond[blank_end] to marketing communication.
- Aprofitable
- Baudience
- Clikely
- Dto
- Erespond
2Two of the most common types of segmentation are [blank_start]demographics[blank_end] and [blank_start]psychographics[blank_end].
- Ademographics
- Bpsychographics
3Psychographics refer to [blank_start]lifestyle[blank_end] [blank_start]insights[blank_end] about a particular person or group of people.
- Alifestyle
- Binsights
4The remaining four types of segmentation are:
-[blank_start]Product[blank_end] [blank_start]usage[blank_end]
-[blank_start]Consumer[blank_end] [blank_start]behavior[blank_end]
-[blank_start]Purchase[blank_end] [blank_start]power[blank_end]
-[blank_start]Geographics[blank_end]- AProduct
- Busage
- CConsumer
- Dbehavior
- EPurchase
- Fpower
- GGeographics
5The type of person you could be in regards to purchase power is a decision [blank_start]maker[blank_end] or a decision [blank_start]influencer[blank_end].
- Amaker
- Binfluencer
6The three degrees of product usage are [blank_start]heavy[blank_end] users, [blank_start]loyal[blank_end] users, and [blank_start]switchers[blank_end].
- Aheavy
- Bloyal
- Cswitchers
7A [blank_start]profile[blank_end] is a description of the target audience that [blank_start]personifies[blank_end] the potential customer of a particular brand.
- Aprofile
- Bpersonifies
8B2B segmentation can be categorized by: [blank_start]industry[blank_end], [blank_start]size[blank_end], [blank_start]geographic[blank_end] location, [blank_start]product[blank_end] [blank_start]usage[blank_end] and [blank_start]customer[blank_end] value.
- Aindustry
- Bsize
- Cgeographic
- Dproduct
- Eusage
- Fcustomer
9Global/worldwide, national, regional, DMA, metro area and retail area are all examples of [blank_start]market[blank_end] [blank_start]types[blank_end].
- Amarket
- Btypes
10Some brands strategize [blank_start]globally[blank_end], while others strategize [blank_start]market[blank_end]-by-[blank_start]market[blank_end].
- Aglobally
- Bmarket
- Cmarket
11The first three steps of the media plan are:
-[blank_start]Identify[blank_end] and [blank_start]define[blank_end] TA
-State [blank_start]media[blank_end] [blank_start]objectives[blank_end]
-Outline [blank_start]media[blank_end] [blank_start]strategies[blank_end]- AIdentify
- Bdefine
- Cmedia
- Dobjectives
- Emedia
- Fstrategies
12When stating media objectives, you want those that are both [blank_start]measurable[blank_end] and [blank_start]specific[blank_end].
- Ameasurable
- Bspecific
13Aspects of media strategy include [blank_start]reach[blank_end] and [blank_start]frequency[blank_end], the [blank_start]media[blank_end] [blank_start]mix[blank_end], [blank_start]geography[blank_end], and [blank_start]scheduling[blank_end].
- Areach
- Bfrequency
- Cmedia
- Dmix
- Egeography
- Fscheduling
14When identifying the TA, the idea is to select media vehicles that are compatible with [blank_start]creative[blank_end] [blank_start]execution[blank_end] and whose [blank_start]audience[blank_end] best [blank_start]matches[blank_end] those of the brand's TA.
- Acreative
- Bexecution
- Caudience
- Dmatches
15The [blank_start]reach[blank_end] is the percentage of different people exposed to the [blank_start]message[blank_end].
- Areach
- Bmessage
16The [blank_start]frequency[blank_end] is the [blank_start]repetition[blank_end] of message exposure.
- Afrequency
- Brepetition
17Two types of reach are [blank_start]targeted[blank_end] reach and [blank_start]wasted[blank_end] reach.
- Atargeted
- Bwasted
18The types of frequency are [blank_start]average[blank_end] frequency, [blank_start]effective[blank_end] frequency, and [blank_start]wasted[blank_end] frequency.
- Aaverage
- Beffective
- Cwasted
19Objectives must be measurable within a specific [blank_start]time[blank_end] [blank_start]frame[blank_end].
- Atime
- Bframe
20You can seldom reach [blank_start]100%[blank_end] of your target audience.
- A100%
21At times, [blank_start]frequency[blank_end] is more important than [blank_start]reach[blank_end].
- Afrequency
- Breach
22Regardless of the budget, the goal is to reach the right [blank_start]people[blank_end] at the right [blank_start]time[blank_end] with the right [blank_start]message[blank_end].
- Apeople
- Btime
- Cmessage
23A [blank_start]heavy-up[blank_end] schedule is advised in DMAs where the product is available or projected sales are higher.
- Aheavy-up
24CDI stands for [blank_start]category[blank_end] [blank_start]development[blank_end] [blank_start]index[blank_end] which is used to determine rates of [blank_start]consumption[blank_end] for a product [blank_start]category[blank_end].
- Acategory
- Bdevelopment
- Cindex
- Dconsumption
- Ecategory
25BDI stands for [blank_start]brand[blank_end] [blank_start]development[blank_end] [blank_start]index[blank_end] which is used to determine the strength of the [blank_start]brand[blank_end] in [blank_start]geographic[blank_end] areas.
- Abrand
- Bgeographic
- Cbrand
- Ddevelopment
- Eindex
26ARF stands for [blank_start]Advertising[blank_end] [blank_start]Research[blank_end] [blank_start]Foundation[blank_end].
- AAdvertising
- BResearch
- CFoundation
27The ARF response model is:
-[blank_start]Sales[blank_end] [blank_start]Response[blank_end]
---[blank_start]Advertising[blank_end] [blank_start]Response[blank_end]
-----[blank_start]Advertising[blank_end] [blank_start]Persuasion[blank_end]
-------[blank_start]Advertising[blank_end] [blank_start]Communication[blank_end]
---------[blank_start]Advertising[blank_end] [blank_start]Attentiveness[blank_end]
-----------[blank_start]Advertising[blank_end] [blank_start]Exposure[blank_end]
-------------[blank_start]Vehicle[blank_end] [blank_start]Exposure[blank_end]
---------------[blank_start]Vehicle[blank_end] [blank_start]Distribution[blank_end]- ASales
- BResponse
- CAdvertising
- DResponse
- EAdvertising
- FPersuasion
- GAdvertising
- HAdvertising
- IAttentiveness
- JCommunication
- KAdvertising
- LExposure
- MVehicle
- NExposure
- OVehicle
- PDistribution
28Effective reach refers to the [blank_start]percentage[blank_end] of the [blank_start]target[blank_end] [blank_start]audience[blank_end] that is exposed to the ad during a specific [blank_start]time[blank_end] [blank_start]frame[blank_end].
- Apercentage
- Btarget
- Caudience
- Dtime
- Eframe
29[blank_start]Effect[blank_end] [blank_start]frequency[blank_end] is the number of times an audience member is exposed to the message (before incurring waste).
- AEffective
- Bfrequency
30Effective reach requires the media planner to know the effective frequency, then [blank_start]build[blank_end] [blank_start]reach[blank_end] in order to expose the target audience the desired number of times.
- Abuild
- Breach
31Effective frequency = minimum of [blank_start]3[blank_end] exposures and no more than [blank_start]10[blank_end] total exposures.
- A3
- B10
32The "mommy theory" refers to [blank_start]effective[blank_end] [blank_start]reach[blank_end].
- Aeffective
- Breach
33[blank_start]Recency[blank_end] theory focuses on those consumers who are [blank_start]primed[blank_end] for a [blank_start]purchase[blank_end], instead of thinking that advertising moves consumers through the purchase cycle.
- ARecency
- Bprimed
- Cpurchase
34Recency maximizes [blank_start]reach[blank_end] during critical [blank_start]apertures[blank_end] to serve as reminders.
- Areach
- Bapertures
35Recency theory uses [blank_start]flighting[blank_end] schedules.
- Aflighting
36[blank_start]Continuity[blank_end] is a scheduling process based on always advertising at consistent levels.
- AContinuity
37A [blank_start]flighting[blank_end] schedule consists of periods of ads followed by absences of ads.
- Aflighting
38A [blank_start]pulsing[blank_end] schedule consists of always advertising with periods of more intensity.
- Apulsing
39Purchase Funnel:
[blank_start]Awareness[blank_end]
[blank_start]Familiarity[blank_end]
[blank_start]Opinion[blank_end]
[blank_start]Consideration[blank_end]
[blank_start]Purchase[blank_end] [blank_start]Intention[blank_end]
[blank_start]Shopping[blank_end]
[blank_start]Purchase[blank_end]- AAwareness
- BFamiliarity
- COpinion
- DConsideration
- EPurchase
- FIntention
- GShopping
- HPurchase
40The purchase funnel theory is considered by many to be [blank_start]insufficient[blank_end] in the digital era.
- Ainsufficient
41Most consumers nowadays use [blank_start]the[blank_end] [blank_start]web[blank_end] to research products before buying.
- Athe
- Bweb
42Engagement is turning on a [blank_start]prospect[blank_end] to a brand [blank_start]idea[blank_end] enhanced by surrounding [blank_start]context[blank_end].
- Aprospect
- Bidea
- Ccontext
43Engagement is a [blank_start]scale[blank_end] indicating the degree to which a consumer is likely to or has [blank_start]internalized[blank_end] a communication.
- Ascale
- Binternalized
44[blank_start]Multi[blank_end]-[blank_start]media[blank_end] and [blank_start]cross[blank_end]-[blank_start]platform[blank_end] data are key when measuring engagement.
- AMulti
- Bmedia
- Ccross
- Dplatform
45[blank_start]Inspirational[blank_end] engagement is when media inspire and connect emotionally with consumers.
- AInspirational
46[blank_start]Trustworthy[blank_end] engagement is when media are trusted and do not sensationalize.
- ATrustworthy
47[blank_start]Social[blank_end] [blank_start]interaction[blank_end] engagement is when media give consumers fodder for conversations with family and friends.
- ASocial
- Binteraction
48[blank_start]Life[blank_end] [blank_start]enhancing[blank_end] engagement is when consumers learn new things from the medium, which helps them make better decisions.
- ALife
- Benhancing
49[blank_start]Personal[blank_end] [blank_start]timeout[blank_end] engagement is when consumers say the time they spend with the medium is just for them and generally improves their mood.
- APersonal
- Btimeout
50[blank_start]Advertising[blank_end] [blank_start]receptivity[blank_end] engagement is when ads that run in the medium are of interest and the consumer is more likely to purchase products advertised within.
- AAdvertising
- Breceptivity
51[blank_start]Magazines[blank_end] scored highest across all six dimensions of media engagement.
- AMagazines
52TV scored highest in [blank_start]personal[blank_end] [blank_start]timeout[blank_end] engagement, but lower in [blank_start]life[blank_end] [blank_start]enhancing[blank_end] and [blank_start]advertising[blank_end] [blank_start]receptivity[blank_end] engagement.
- Apersonal
- Btimeout
- Clife
- Denhancing
- Eadvertising
- Freceptivity
53[blank_start]Websites[blank_end] ranked highest in trustworthiness, but low in inspiration.
- AWebsites
54Perhaps media should be more concerned with [blank_start]disengagement[blank_end] and loss of audience.
- Adisengagement
55[blank_start]Share[blank_end]-of-[blank_start]voice[blank_end] is your brand's percentage of total advertising or communications messages in your primary business category and geographic marketing are and time frame.
- AShare
- Bvoice
56[blank_start]Share[blank_end]-of-[blank_start]mind[blank_end] refers to top of mind awareness in a particular category.
- AShare
- Bmind
57Saturation means that incremental [blank_start]increases[blank_end] in advertising produce progressively [blank_start]smaller[blank_end] effects on [blank_start]demand[blank_end] increases.
- Aincreases
- Bsmaller
- Cdemand
58The [blank_start]ARF[blank_end] [blank_start]Response[blank_end] Model was responsible for asserting that media comparisons must be made on the basis of apples to apples.
- AARF
- BResponse
59[blank_start]Vehicle[blank_end] [blank_start]distribution[blank_end] is a measure of a media vehicle's delivery, and it is different for each medium.
- AVehicle
- Bdistribution
60[blank_start]Vehicle[blank_end] [blank_start]exposure[blank_end] is actual contact between vehicle and target consumer.
- AVehicle
- Bexposure
61[blank_start]Advertising[blank_end] [blank_start]exposure[blank_end] means actual exposure to the ad, not just the vehicle that carries it.
- AAdvertising
- Bexposure
62[blank_start]Advertising[blank_end] [blank_start]attentiveness[blank_end] is a measure of how many persons exposed to the ad actually paid attention to it.
- AAdvertising
- Battentiveness
63[blank_start]Advertising[blank_end] [blank_start]communication[blank_end] measures how well someone can retell the gist of the advertising message.
- AAdvertising
- Bcommunication
64[blank_start]Advertising[blank_end] [blank_start]persuasion[blank_end] is a measure of how advertising influences those who see and remember it.
- AAdvertising
- Bpersuasion
65[blank_start]Advertising[blank_end] [blank_start]response[blank_end] refers to action prompted by advertising.
- AAdvertising
- Bresponse
66[blank_start]Sales[blank_end] [blank_start]response[blank_end] is a measure of actual product or service purchase by an audience member because of an ad.
- ASales
- Bresponse
67Ebbinghaus is responsible for the idea of [blank_start]decay[blank_end] in relation to effective frequency, which states that initial learning increases quickly and then decays exponentially and rapidly in a short period.
- Adecay
68Zielske is responsible for the [blank_start]awareness[blank_end] v. [blank_start]recall[blank_end] idea relating to effective frequency. As soon as [blank_start]exposures[blank_end] stop, recall plummets.
- Aawareness
- Brecall
- Cexposures
69Awareness v. recall has to do with the [blank_start]flighting[blank_end] schedule.
- Aflighting
70[blank_start]Carry[blank_end]-[blank_start]over[blank_end] describes the prolonged or lagged effect of advertising on consumer purchase behavior.
- ACarry
- Bover
71According to adstock advocates, advertising tries to expand consumption by [blank_start]reminding[blank_end] and [blank_start]teaching[blank_end].
- Areminding
- Bteaching
72[blank_start]Saturation[blank_end] refers to the idea that increasing the amount of advertising increases the percentage of the audience reached by the advertising. This increases demand.
- ASaturation
73In the recency model, [blank_start]reach[blank_end] is the most important parameter.
- Areach
74Measuring SOV is done through calculating your [blank_start]spending[blank_end] in relation to competitive media [blank_start]spending[blank_end].
- Aspending
- Bspending
75Familiarity is a lot like share of [blank_start]mind[blank_end].
- Amind
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- Description
- Strategic Media Planning Test 2 Quiz
- Author
- Maren Myslinski
- Language
- English
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