Quiz 2 (IMC)

Time 30 minutes

No material except calculators may be allowed

Calculations may be shown in margins

Name :_________________________________________________________
Roll #:__________________________________________________________
For Questions 1 to 3, refer the following Data set
Brands

Sales (Rs. Mn.)

GRPs

Ad Spend (Rs. Mn.)

75

2500

30

30

2000

20

125

3000

35

100

3500

40

170

2800

30

Total Category

500

13800

155

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
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
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
In paid-search advertising, CTR is calculated as:
a) Total # of impressions/ total # of clicks
b) Total # of clicks/ Total # of impressions
c) Total # of transactions/ total # of clicks
d) Total # of clicks/ total # of transactions
If for a paid-search advertising campaign with lower CPC, if TCR is high but CTR low, which of the
following would you recommend to improve ROI of the campaign
a) Improve web-site copy
b) Improve search-side copy
c) Focus on Broad Keywords
d) Increase number of Keywords

For Questions 5 to 7, refer following Data set

Audience :

Females

Market :

Bombay

TVC Duration :

30

Insertions/ Spots

Medium

Vehicle

TRP

Rate/ 10"(Rs
000s)

TV

Chitrahaar

3.0

110

Feature Film

3.8

130

2280000

Rangoli

3.5

110
Rate/
specified
insertion (Rs.
1000)

4200000

Jan

Feb

Mar

Medium

Vehicle

Readership
2

Press

TOI(100cm B/W)

Jan

Feb

Mar

Gross
reach

3000000

200000

1440

2400000

Femina (FPC)

75000

106

300000

Cine Blitz (DSC)

45000

120

135000

TG Population

10,000,000

Estimated % overlap within TV

30

Estimated % overlap within press

Estimated % overlap between TV &
Press

40
20

Note: B/W = Black & White, FPC = Full Page Color, DSC = Double spread Color
6

What are the approx. reach achieved by above media plan?

a) 43%
b) 67%
c) 85%
d) 55%
What is the average frequency achieved by the media plan?
a) 1.85
b) 1.43
c) 1.67
d) 2.35
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) Cant Say
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

10 Following is one of the primary objective of premium in a sales promotion campaign

a) To offer continuity of purchase
b) To emphasize positioning
c) To reward loyal users
d) To move users to larger sizes
11 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
12 Infomercials seen on teleshopping channels is a major tool of
a) Sales promotion
b) Direct Marketing
c) Advertising
d) Public Relations
13 Which one of the following is not a form of PR?
a) News story
b) Editorial
c) Announcement
d) Sampling
14 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
15 It is generally advisable to use non-traditional communications for
a) Small, new brands
b) Large, Established brands
c) Technology brands
d) Service brands
16 Following are the examples of trade-oriented promotions, except
a) Trade allowances
b) Co-operative advertising
c) Frequency Marketing Programs
d) Dealer Training programs
17 Media scheduling strategy in which advertising is done in big bursts followed by a period
of complete inactivity is called
a) Pulsing
b) Flighting
c) Spiking
d) Big Bang
18 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

For Questions 19 to 21, refer following Data set

State

Category Sales

Brand Sales

% Target Audience Dispersion

Bihar

600

75

9%

Maharashtra

450

30

25%

Karnataka

400

60

5%

Tamil Nadu

400

20

22%

Gujarat

250

90

30%

Rajasthan

400

25

9%

Total

2500

300

100%

19 Clients policy is that each market is rated 1,2,3 or4 in terms of priority for media spends.
For top 3 markets in terms of size, markets with CDI>BDI is given priority over others. For
smaller markets, it is reversed. What would be the Gujarats priority?
a) 1
b) 2
c) 3
d) 4
20 Based on the policy described above, Which market would you spend the least? Why?
a) Gujarat
b) Tamil Nadu
c) Rajasthan
d) Karnataka
21 Based on the policy described above, between Karnataka and Bihar:
a) Bihar would be prioritized above Karnataka
b) Karnataka would be prioritized above Bihar
c) Both would get the equal priority
d) Cant be decided
22 The index number is considered as a good indicator of:
a) Effective reach
b) GRPs
c) Market potential
d) Effective frequency
23 Ratio of # of orders received over # of mailers sent may be better called
a) Frequency per order
b) Cost of response
c) Sales per order
d) Response rate
24 Following is not one of the disadvantages of Public Relations
a) There is a lack of control over the message finally appearing in media
b) There is not guaranteed time and space availability in media
c) There is no credibility of the message communicated
d) There are no standard effectiveness measures that can help planning
25 RFM analysis for a DM campaign refers to setting priority in list building to improve ROI
using recency, frequency and ___________:
a) Margin
b) Multiplicity
c) Mode
d) Monetary value
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