Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____.
a. competitive espionage
b. invading privacy
c. increased costs
d. losing competitive advantage
e. technological breakdowns
Question 2_____ adjust vehicle ratings to reflect just those individuals who match the advertiser's target audience.
a. Gross rating points (GRPs)
b. Target rating points (TRPs)
c. Efficiency rating points (ERPs)
d. Net rating points (NRPs)
e. Indexed rating points (IRPs)
Question 3Marketers of truly innovative new products or manufacturers of products sold in locations where it is not possible to track customer purchases would not be able to make use of which targeting approach?
a. demographics
b. behaviorgraphics
c. psychographics
d. geodemographics
e. None of these is correct
Question 4Assume that the media schedule for a brand yields 500 GRPs. If the frequency is 5, the reach would be _____.
a. 25
b. 100
c. 495
d. 505
e. 2500
Question 5Which of the following companies tracks Internet users' surfing behaviors and provides this information to advertisers that wish to target prospective customers based on their online search behavior?
a. Audience Science
b. Knowledge Factory
c. Nielsen Claritas
d. a and b only
e. a, b, and c
Question 6Assume that the media schedule for a brand yields 250 GRPs and reaches 10 percent of the market. The frequency would be ____.
a. 25
b. 10
c. 240
d. 260
e. 2500
Quick Reply
