APR 422 Exam Questions with Complete Solutions Latest Update Graded A+
According to the Commspoint reach curves, which is the highest reaching medium? - Answers Television
True or False. Reach refers to the number of people who saw your ad, regardless of how often they saw
it. - Answers True
True or False. Reach % can sometimes be greater than 100 but GRPs can never add up to more than 100.
- Answers False
Why is it important to distinguish a C3 rating? - Answers - Because only 65% of all TV viewing is done live
- Because the number of people watching commercials is less than the number of people watching the
actual television program
- Because viewership after 3 days is not as valuable to some advertisers
C3 rating - Answers Commercial ratings + 3 day DVR playback
Reach - Answers how many people see your ad
Frequency - Answers how often they see your ad
What is the difference between the upfront and the scatter market? - Answers - The upfront market is
when 80% of all television inventory is sold
- The scatter markets occur throughout the year and allow advertisers to buy remaining unsold
inventory
Which of the following is NOT an advantage of the upfront market? - Answers An advertiser can cancel
their buy at any time
Advantages of Upfront Market? - Answers - An advertiser will tend to get more favorable pricing
- An advertiser gets guaranteed ratings
- An advertiser can gain more favorable inventory
True or False. Newspapers are no longer an effective way to reach specific audiences - Answers Fasle
Magazines are sold based on readership for the following reason: - Answers Magazines are more often
shared with others so readership more accurately captures the number of people who have seen your
ad
Out of Home media is best for: - Answers Delivering reach
, Radio is generally considered a "frequency" medium, i.e. it is easy to reach people repetitively with
messages on radio. This is due to: - Answers - Radio is a more efficient medium and therefore you can
buy more GRPs at a lower cost
- Reach builds more slowly in radio so you need to buy more GRPs to achieve reach goals thereby
naturally increasing the average frequency
Digital media must be looked at separately from traditional media because - Answers - Audiences are
measured differently
- It is easier to track people's online behavior
Which of the following is not an ad product offered on Twitter?
a. Promoted Tweets
b. Promoted Trends
c. Sponsored Stories
d. Promoted Followers - Answers c. Sponsored Stories
Ad Product offered on Twitter - Answers - Promoted Tweets
- Promoted Trends
- Promoted Followers
What does MAU Stand for? - Answers Monthly Active Users
The unique code that identifies a specific computer is known as: - Answers IP Address
True or False. Cookies are the same thing as IP Address. - Answers False
If Chipotle had a max bid of $2, a quality score of 6, and an ad rank of 12; and Chick-fil-A had a max bid
of $1, a quality score of 10, and an ad rank of 10: How much does the winning bidder pay for their
search results?
a. $1.68
b. $0.61
c. $61.00
d. $0.84 - Answers a. $1.68
ZenithOptimedia predicts that digital spending will outpace television spending by 2018. Why is this
prediction likely? - Answers - Consumers are spending more time with digital media
According to the Commspoint reach curves, which is the highest reaching medium? - Answers Television
True or False. Reach refers to the number of people who saw your ad, regardless of how often they saw
it. - Answers True
True or False. Reach % can sometimes be greater than 100 but GRPs can never add up to more than 100.
- Answers False
Why is it important to distinguish a C3 rating? - Answers - Because only 65% of all TV viewing is done live
- Because the number of people watching commercials is less than the number of people watching the
actual television program
- Because viewership after 3 days is not as valuable to some advertisers
C3 rating - Answers Commercial ratings + 3 day DVR playback
Reach - Answers how many people see your ad
Frequency - Answers how often they see your ad
What is the difference between the upfront and the scatter market? - Answers - The upfront market is
when 80% of all television inventory is sold
- The scatter markets occur throughout the year and allow advertisers to buy remaining unsold
inventory
Which of the following is NOT an advantage of the upfront market? - Answers An advertiser can cancel
their buy at any time
Advantages of Upfront Market? - Answers - An advertiser will tend to get more favorable pricing
- An advertiser gets guaranteed ratings
- An advertiser can gain more favorable inventory
True or False. Newspapers are no longer an effective way to reach specific audiences - Answers Fasle
Magazines are sold based on readership for the following reason: - Answers Magazines are more often
shared with others so readership more accurately captures the number of people who have seen your
ad
Out of Home media is best for: - Answers Delivering reach
, Radio is generally considered a "frequency" medium, i.e. it is easy to reach people repetitively with
messages on radio. This is due to: - Answers - Radio is a more efficient medium and therefore you can
buy more GRPs at a lower cost
- Reach builds more slowly in radio so you need to buy more GRPs to achieve reach goals thereby
naturally increasing the average frequency
Digital media must be looked at separately from traditional media because - Answers - Audiences are
measured differently
- It is easier to track people's online behavior
Which of the following is not an ad product offered on Twitter?
a. Promoted Tweets
b. Promoted Trends
c. Sponsored Stories
d. Promoted Followers - Answers c. Sponsored Stories
Ad Product offered on Twitter - Answers - Promoted Tweets
- Promoted Trends
- Promoted Followers
What does MAU Stand for? - Answers Monthly Active Users
The unique code that identifies a specific computer is known as: - Answers IP Address
True or False. Cookies are the same thing as IP Address. - Answers False
If Chipotle had a max bid of $2, a quality score of 6, and an ad rank of 12; and Chick-fil-A had a max bid
of $1, a quality score of 10, and an ad rank of 10: How much does the winning bidder pay for their
search results?
a. $1.68
b. $0.61
c. $61.00
d. $0.84 - Answers a. $1.68
ZenithOptimedia predicts that digital spending will outpace television spending by 2018. Why is this
prediction likely? - Answers - Consumers are spending more time with digital media
