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Quiz 2 (IMC) Time 30 minutes
Name :_________________________________________________________ Roll #:__________________________________________________________
For Questions 1 to 3, refer the following Data set
Brands Sales (Rs. Mn.) GRPs Spend (Rs. Mn.)
A 75 2500 30 B 30 2000 20 C 125 3000 35 D 100 3500 40 E 170 2800 30 Total Category 500 13800 155
1 If the general SOV:SOM rule for the category is that for any brand less than 18 SOM should have more SOV than SOM and for brand with higher than 18 SOM, less SOV than SOM, Which brand seems to have not followed this principle in the specific period (show SOV, SOM calculations in the margins)?
a) A b) B c) C d) D e) E
2 Can you conclude that the ‘leader brand’ in the category has the most efficient
media plan based on the gross exposures achieved? Which measure would you use to find this? Show necessary calculations.
a) Yes, SoV/SoS b) No, SoV/SoS c) Yes, SoV/SoM d) No, SoV/SoM e) Yes, AdSpend/Sales
3 Based on the data, which of the following is by and large true for this category?
a) Higher the SoM, Higher the SoV b) Higher the Sales, Higher the AdSpend/Sales c) Higher the SoM, Lower the SoV d) Higher the sales, Lower the AdSpend/sales
For Questions 4 to 6, refer following Data set Audience : Females Market : Bombay TVC Duration : 30”
Insertions/ Spots
Medium Vehicle TRP
Rate/ 10"(Rs ‘000s) Jan Feb Mar
Gross reach
TV Chitrahaar 30 110 4 4 2 3000000 Feature Film 38 130 2 2 2 2280000 Rangoli 35 110 4 4 4 4200000
Medium Vehicle Readership
Rate/ specified insertion (Rs. 1000) Jan Feb Mar
Press TOI(100cm2 B/W) 200000 1440 4 4 4 2400000 Femina (FPC) 75000 106 2 0 2 300000 Cine Blitz (DSC) 45000 120 1 1 1 135000
TG Population 1000000Estimated % overlap within TV 30Estimated % overlap within press 40Estimated % overlap between TV & Press 20 Note: B/W = Black & White, FPC = Full Page Color, DSC = Double spread Color
4 What are the Gross exposures achieved by above media plan? a) 9480000 b) 2835000 c) 12315000 d) 6669600
5 What is the average frequency achieved by the media plan?
a) 1.85 b) 1.43 c) 1.67 d) 2.35
6 It is decided that the least cost efficient vehicle in press medium is to be
dropped, which one would that be? Show calculation of relevant metric. a) TOI – Times of India b) Femina c) Cineblitz d) Can’t Say
7 Key social feature in Wikis is? a) User connection b) content creation c) user collaboration d) organization of information
8 Gift With Purchase (GWP) type of promotion is also referred to as…
a) In‐pack premium b) On‐pack premium c) Near‐pack Premium d) Sampling
9 Following is one of the primary objective of premium
a) To offer continuity of purchase b) To emphasize positioning c) To reward loyal users d) To move users to larger sizes
10 For internet advertising, if the objective is to generate responses as opposed to building
brand, what would be a better model to buy media? a) Fixed Pricing Model b) Variable Pricing Model c) Delayed Pricing Model d) Value Pricing Model
11 Infomercials seen on teleshopping channels is a major tool of
a) Sales promotion b) Direct Marketing c) Advertising d) Public Relations
12 Which one of the following is not a form of PR?
a) News story b) Editorial c) Announcement d) Sampling
13 ……………..are initiated by prospects and customer who are responding to a
brand offer or calling with an enquiry complaint or request for more information.
a) Outbound Calls b) Inbound Calls c) Telephony d) None of the above
14 CPM refers to a) Cost per Million readers b) Cost per Thousand Readers c) Copy per Thousand readers d) Cost per Media Vehicle
15 It is generally advisable to use non‐traditional communications for…
a) Small, new brands b) Utilitarian brands c) Established brands d) Soft‐drink brands
16 When using social media, the following metric to evaluate the communication
effort becomes more relevant to consider a) Exposures b) Engagement c) Reach d) Response
17 Following are the examples of trade‐oriented promotions, except
a) Trade allowances b) Co‐operative advertising c) Frequency Marketing Programs d) Dealer Training programs
18 Cannibalization effect during sales promotion is generally more when
a) Brands in the portfolio are very different b) Brands in the portfolio are similar c) Brands in the portfolio are promoted simultaneously d) Brands in the portfolio are promoted during festive season
19 What is not main advantage of using dailies as an advertising media a) Local coverage b) Announcement value c) Demographic selectivity d) Lesser lead time
20 Forward buying is a kind negative effect of trade promotion. This means:
a) Buying large quantities by consumers during promotion for future use b) Buying goods at speculated prices when discounts are not known c) Large‐quantity of purchase by retailers during promotion to take advantage of
increased margin once the promotion is over d) Buying goods in territory where promotion is on and forwarding it to a territory
where there is no promotion to increase margins