Marketing Strategy Practice Questions!

2.

Brand X's BDI is extremly high in San Francisco. What is the significance of that statement?

We should reduce the amount of advertising in that market.
We can conclude that Brand X is performing well in San Francisco.
Our advertising is working more effectively than our sales promotion.
The CBI is very strong in San Francisco

Correct Answer

A. We can conclude that Brand X is performing well in San Francisco.

Explanation

The given statement suggests that Brand X's BDI (Brand Development Index) is extremely high in San Francisco. BDI is a measure that compares the sales of a particular brand in a specific market to its sales in the overall market. A high BDI indicates that the brand is performing well in that particular market compared to its overall performance. Therefore, we can conclude that Brand X is performing well in San Francisco based on the high BDI.

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3.

Santa Barbara accounts for 1.69% of the total U.S. population, and has 2.56% of the total U.S. ground coffee sales, and 1.41% of total Folger's ground coffee U.S. sales. What is the BDI for this market?

151
120
83
66

Correct Answer

A. 83

Explanation

BDI is calculated: Brand population divided by total population multiplied by 100.

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4.

What is the CDI in the above question?

151
120
83
66

Correct Answer

A. 151

5.

The relationship between High CDI and low BDI can be defined?

High share of market and good market potential
High share of market and severe sales decline
Low share of market and good market potential
Low share of market and poor market potential

Correct Answer

A. Low share of market and good market potential

Explanation

The correct answer is "Low share of market and good market potential." This means that when a product has a low market share but still has good market potential, it can result in a high CDI (Category Development Index) and a low BDI (Brand Development Index). This implies that there is room for growth and opportunity in the market for the product, despite its current low market share.

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6.

The term psychographic is used to describe the following consumer characteristics?

Energetic, courteous, cooperative, male.
Self controlled heavy user, magazine reader, and pragmatic.
Not anxious, influential, polite, fun.
Self confident, decisive, 18-34, lives in county A.

Correct Answer

A. Not anxious, influential, polite, fun.

Explanation

The term psychographic is used to describe consumer characteristics related to their attitudes, beliefs, values, and lifestyle choices. The answer "Not anxious, influential, polite, fun" fits this description as it represents a set of psychological and behavioral traits. It does not focus on demographic factors like gender or age, but rather on the psychological aspects of the consumer.

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7.

Consumers segments with an index number over 100, always have numerically more users than in other segments?

True
False

Correct Answer

A. False

Explanation

The statement is false because having an index number over 100 does not necessarily mean that a consumer segment has numerically more users than other segments. The index number is a relative measure that compares the size of a segment to a base segment. It indicates whether a segment is larger or smaller than the base segment, but it does not provide information about the actual number of users in each segment. Therefore, it is possible for a segment with an index number over 100 to have fewer users than other segments.

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8.

If you buy 150 GRPs over a 4-week period, which of the following is NOT possible?

30 reach, 5 frequency
50 reach, 3 frequency
75 reach, 2 frequency
150 reach, 1 frequency

Correct Answer

A. 150 reach, 1 frequency

9.

Effective frequency is the number of exposures necessary to produce a desired advertising effect (e.g., brand awareness, etc.)

True
False

Correct Answer

A. True

Explanation

The statement is true because effective frequency refers to the number of times a target audience needs to be exposed to an advertisement in order to achieve a desired effect, such as brand awareness. This concept recognizes that repeated exposure is necessary for the message to be effectively communicated and remembered by consumers. By reaching the desired frequency, advertisers can increase the likelihood of their message being noticed and remembered by the target audience.

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10.

Most sales analysands over time indicate that product purchase takes place at fairly regular intervals and not capriciously.

True
False

Correct Answer

A. True

Explanation

Sales analysands, or the analysis of sales data, consistently show that product purchases occur at regular intervals rather than randomly or sporadically. This suggests that consumers tend to have a pattern or routine when it comes to buying products, indicating a certain level of predictability in their purchasing behavior. Therefore, the statement is true.

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11.

If a creative strategy calls for certain kinds of media such as those that reproduce ads in high-fidelity color, then the cost or waste is often disregarded in favor of meeting creative requirements.

True
False

Correct Answer

A. True

Explanation

The statement suggests that when a creative strategy requires specific types of media that can accurately reproduce ads in high-fidelity color, the cost or potential waste associated with using such media is often overlooked. This implies that meeting the creative requirements takes precedence over financial considerations or concerns about resource utilization. Therefore, the answer is true.

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12.

What information can be inferred from competitive expenditure data?

Target audience
Size of budget
Weight by market
All of the above

Correct Answer

A. All of the above

Explanation

Competitive expenditure data provides information about the target audience, size of budget, and weight by market. By analyzing this data, companies can understand who their competitors are targeting, how much they are spending, and where they are focusing their efforts. This information is valuable for developing effective marketing strategies, allocating resources, and gaining a competitive advantage in the market. Therefore, all of the options mentioned - target audience, size of budget, and weight by market - can be inferred from competitive expenditure data.

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13.

Reach measurements tell planners how many prospects or households are in a media whicle's audience over a specified period time. These audience estimates are based on:

Unduplicated measurements
Duplicated measurements
Both A & B measurements
None of the above

Correct Answer

A. Unduplicated measurements

Explanation

Unduplicated measurements are used to estimate the number of unique prospects or households in a media vehicle's audience over a specific period of time. This means that each individual or household is only counted once, regardless of how many times they are exposed to the media vehicle. Duplicated measurements, on the other hand, would count each exposure as a separate instance, potentially inflating the audience size. Therefore, unduplicated measurements provide a more accurate representation of the reach of a media vehicle.

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14.

Reach and Frequency are inversely related.

True
False

Correct Answer

A. True

Explanation

Reach and Frequency are inversely related means that as the reach of a message increases, the frequency of that message decreases, and vice versa. This is because reach refers to the number of unique individuals who are exposed to a message, while frequency refers to the number of times those individuals are exposed to the message. When the reach is high, the message is reaching a larger audience, so there is less need to repeat it multiple times. On the other hand, when the reach is low, the message needs to be repeated more frequently to ensure it reaches a sufficient number of individuals. Therefore, the statement is true.

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15.

To calculate gross rating points (GRP's) you multiply

HUTs times share
Reach times frequency
CPM times price
None of the above

Correct Answer

A. Reach times frequency

Explanation

The correct answer is "Reach times frequency" because to calculate gross rating points (GRP's), you need to multiply the reach (the percentage of the target audience that is exposed to an advertisement) by the frequency (the number of times the target audience is exposed to the advertisement). This formula helps measure the overall impact and effectiveness of an advertising campaign.

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Marketing Strategy Practice Questions!

One of the major problems today's media planners face is lack of vehicle audience data for such media as network television and consumer magazines.

Quiz Preview

Brand X's BDI is extremly high in San Francisco. What is the significance of that statement?

Santa Barbara accounts for 1.69% of the total U.S. population, and has 2.56% of the total U.S. ground coffee sales, and 1.41% of total Folger's ground coffee U.S. sales. What is the BDI for this market?

What is the CDI in the above question?

The relationship between High CDI and low BDI can be defined?

The term psychographic is used to describe the following consumer characteristics?

Consumers segments with an index number over 100, always have numerically more users than in other segments?

If you buy 150 GRPs over a 4-week period, which of the following is NOT possible?

Effective frequency is the number of exposures necessary to produce a desired advertising effect (e.g., brand awareness, etc.)

Most sales analysands over time indicate that product purchase takes place at fairly regular intervals and not capriciously.

If a creative strategy calls for certain kinds of media such as those that reproduce ads in high-fidelity color, then the cost or waste is often disregarded in favor of meeting creative requirements.

What information can be inferred from competitive expenditure data?

Reach measurements tell planners how many prospects or households are in a media whicle's audience over a specified period time. These audience estimates are based on:

Reach and Frequency are inversely related.

To calculate gross rating points (GRP's) you multiply