Investment Management Certificate (IMC) Practice Exam

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Prepare for the Investment Management Certificate Exam with our interactive quiz. Featuring flashcards and multiple choice questions, each with hints and explanations. Elevate your study experience and ensure you're ready for success!

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Which of the following are included in the three weight metrics?

Cost per click, reach, impressions
Gross ratings, target ratings, effective ratings
Media cost, audience recall, frequency
Total spend, reach, brand perception

The correct answer is: Gross ratings, target ratings, effective ratings

The correct choice encompasses the three primary weight metrics used in advertising and media planning, which are gross ratings, target ratings, and effective ratings. Gross ratings serve as a measure of the total exposure of an advertisement in relation to the total population, typically expressed as a percentage or in points. Target ratings, on the other hand, provide insight into the effectiveness of an advertisement in engaging the specified target audience, reflecting viewer interest and demographics that align with marketing objectives. Effective ratings combine these elements, giving an overall assessment of reach and engagement metrics, crucial for evaluating an advertising campaign's success. Together, these metrics provide a comprehensive view of how an advertisement performs both generally and with respect to the intended audience, allowing advertisers to optimize their strategies effectively. Other choices do not represent the standard metrics used to assess the weight of an advertising strategy as comprehensively as gross, target, and effective ratings do.