Managing Mass Communications - MCQs with answers - Part 4

Managing Mass Communications - MCQs with answers - Part 4

Deciding on media timing and allocation & measuring effectiveness

1. The __________ problem involves scheduling the ads in terms of business cycle and seasons.

a) Seasonscheduling
b) Microscheduling
c) Macroscheduling
d) None of the above

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2. The ________ problem requires for allocation of ad expenses within a short period to get maximum impact.

a) Seasonscheduling
b) Microscheduling
c) Macroscheduling
d) None of the above

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3. _______ indicates the rate at which new purchasers enter the market.

a) Buyer turnover
b) Purchase frequency
c) Average frequency
d) None of the above

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4. ________can be termed as the number of times that average buyer purchases the product within a specific period.

a) Buyer turnover
b) Purchase frequency
c) Average frequency
d) None of the above

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5. When exposures are noticed evenly over a given period, it is

a) Concentration
b) Continuity
c) Pulsing
d) Flighting

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6. When all the advertising budget is spend in a single period, it is

a) Concentration
b) Continuity
c) Pulsing
d) Flighting

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7. When an advertising period is followed by a period with no advertising, it is

a) Concentration
b) Continuity
c) Pulsing
d) Flighting

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8. The continuous advertising done at low-weight levels and then reinforced periodically by heavy activity is

a) Concentration
b) Continuity
c) Pulsing
d) Flighting

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9. Communication effect research should be performed

a) Before an ad is put into media
b) After an ad is printed or broadcast
c) Both a and b
d) None of the above

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10. A firm's share of expenses results in a ________ that earns a _______ and finally, ________.

a) Share of voice, share of consumers' hearts and minds, share of market

b) Share of market, share of consumers' hearts and minds, share of voice

c) Share of voice, share of market, share of consumers' hearts and minds

d) Presence dimension

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