The best predictor of one's future behavior is his or her _____.
a. age
b. ethnicity
c. income
d. place of residence
e. past behavior
Question 2Assume that an advertising campaign reaches 70 percent of the target market. The target market was reached 5 times on average. The GRP would be ____.
a. 14
b. 35
c. 75
d. 350
e. 3500
Question 3Which type of data is relatively difficult or expensive to obtain but is the best predictor of choice behavior?
a. demographic
b. psychographic
c. behaviorgraphic
d. geodemographic
e. holographic
Question 4A June advertising campaign for Rolex watches included placements in five magazines and yielded 400 GRPs. The magazines, their ratings (in parentheses), and the number of ads that were placed in each magazine during June in brackets are as follows. Newsweek (25) 4; Southern Living (30) 4; Sports Illustrated (20) 4; Golf Digest (20) 4; GQ (?) 1. What is the rating for GQ?
a. 10
b. 20
c. 30
d. 40
e. 50
Question 5Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior?
a. demographic
b. behavioral
c. psychographic
d. geodemographic
e. holographic
Question 6Assuming 1 rating point represents 1 million households, determine the GRP for a TV schedule that advertises during ER, which had a rating of 15, Will & Grace, which had a rating of 12, and CSI, which had a rating of 14 during a one week period last year.
a. 12
b. 13.67
c. 15
d. 41
e. 41,000,000
Question 7In deciding among the four general targeting methods, a marketer must consider two factors. These factors are _____.
a. how large should the target be, and what area(s) of the country should it include
b. what media would best reach the target market, and what appeal would work best
c. how many target markets should be selected, and how large should they be
d. how to evaluate the success of the marcom strategies and measure of financial success
e. how easy or difficult is it to collect data, and how predictive the characteristic is of consumer choice behavior
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