Documente Academic
Documente Profesional
Documente Cultură
Time 30 minutes
Name :_________________________________________________________
Roll #:__________________________________________________________
For Questions 1 to 3, refer the following Data set
Brands
GRPs
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
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
45000
120
135000
TG Population
10,000,000
30
40
20
Note: B/W = Black & White, FPC = Full Page Color, DSC = Double spread Color
6
Category Sales
Brand Sales
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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