Managing Mass Communications - MCQs with answers - Part 3

Managing Mass Communications - MCQs with answers - Part 3

Deciding on media and measuring effectiveness

1. Product placement, public spaces and billboards are examples of

a) Place advertising
b) Sales promotion
c) Publicity
d) None of the above

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2. The impact of exposures on audience awareness relies on

a) The frequency
b) The reach
c) The impact
d) All of the above

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3. The number of different individuals exposed to a specific media schedule at least once during a specified time period is

a) Reach
b) Frequency
c) Impact
d) None of the above

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4. The qualitative value of an exposure provided through a specific medium is

a) Reach
b) Frequency
c) Impact
d) None of the above

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5. Total number of exposures can be calculated as

a) Reach*Average frequency
b) Average reach* frequency
c) Impact*Reach
d) None of the above

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6. Weighted number of exposures can be calculated as

a) Reach*Average frequency*Average impact
b) Average reach* frequency*Average impact
c) Impact*Reach*Average frequency
d) None of the above

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7. While launching the new products, extensions of new brands or flanker brands, the most important element is

a) Reach
b) Frequency
c) Impact
d) None of the above

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8. Most important element when there are strong competitors or frequent-purchase cycle is

a) Reach
b) Frequency
c) Impact
d) None of the above

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9. The major media type is selected on basis of

a) Product characteristics
b) Message characteristics
c) Target audience media habits and cost
d) All of above

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10. In-store advertising is a form of

a) Place advertising
b) Product placement
c) Point of purchase
d) None of the above

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11. Outdoor advertising is also known as

a) "5-second sell"
b) "15-second sell"
c) "20-second sell"
d) None of the above

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12. The number of physical units that carry the advertising can be stated as

a) Circulation
b) Audience
c) Effective Audience
d) Effective ad-exposed audience

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13. The number of individuals exposed to the vehicle carrying advertising is

a) Circulation
b) Audience
c) Effective Audience
d) Effective ad-exposed audience

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14. The number of individuals with target audience features exposed to the vehicle is

a) Circulation
b) Audience
c) Effective Audience
d) Effective ad-exposed audience

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15. The number of people with target audience features who actually saw the advertisement is

a) Circulation
b) Audience
c) Effective Audience
d) Effective ad-exposed audience

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