FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 2: Media and Advertising Questions: Sales Promotions, Compensation Structures, Ethnic Marketing, Owned Media, and Measurement

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 31

Multiple Choice

Review LaterAdd Note

Review Later

A communications plan needs justification and rationale at every stage, along with a logical progression from objectives through strategies to tactics and _____________.

A) Appendices
B) References
C) Outcomes
D) Deliverables
E) None of the above

F) C) and E)
G) A) and B)

Correct Answer

verified

Show Answer

Question 32

Multiple Choice

Review LaterAdd Note

Review Later

When test marketing, your test length should always be at least ____________.

A) 2 months
B) 3 months
C) 4 months
D) 5 months
E) 6 months

F) A) and E)
G) None of the above

Correct Answer

verified

Show Answer

Question 33

Multiple Choice

Review LaterAdd Note

All of the following are strengths of owned media EXCEPT:

Using a _______ strategy allows you to force a product or service through the distribution channel.

When it comes to ethnic penetration, _____________ has the highest ranking DMA for African American TV households, while ______________ has the highest ranking DMA for Hispanic TV households.

This types of online measurement relies on deep measures provided by analytics tracked by ad serving companies and clients:

With this type of compensation structure, all media is billed at gross rate:

Activities aimed at the consumer to persuade them to buy or request your brand is known as:

The media strategy section typically includes two things: the targets (markets, groups, audiences) and _____________.

Sales promotions that are primarily designed to secure the cooperation of the retailer by the manufacturer are known as:

Which of the following is NOT considered a type of earned media?

According to the list of test marketing standards, you should always have _____ or more test markets.

A good __________________ will be able to track and assess the type of content that is shared most often by members of the brand's target audience in order to have the best opportunities for a message to go viral.

_____________ advertising strategies are tailored to reflect regional, national, and local market cultural differences and preferences.

This compensation structure puts the agency and the client on common ground by bases itself on revenues earned:

When it comes to the future of media conglomeration and the use of big data to interact with consumers, __________ becomes a huge concern.