Exam 12: Media Basics

Why is word of mouth such a powerful force in marketing communication?

Most media plans focus on reach objectives rather than frequency objectives.

Refer to the following passage to answer the questions below. Allison works in the media department of a major advertising agency that has several national advertisers as clients.Her responsibilities include identifying specific media vehicles,such as TV programs,newspapers,magazines,or radio programs and stations for clients' advertising;negotiating the costs to advertise in them;and handling the details of billing and payment.Although one of the agency's major clients advertises primarily in magazines,the media plan calls for the use of newspaper advertising as well. -What is Allison's job function?

A media ________ is a specific television program,newspaper,magazine,or radio program.

Explain what is meant by the term media vehicle and give three examples.

A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within a marketing communications plan.

The media are used primarily for advertising.

Which of the following would be considered a type of earned media?

Michelle is a specialist in media planning.She tells clients about media trends in the future.She often talks about the digitization of media,in which all mass media save and transmit information through the same digital forms.Through integration,the media work through and with each other.What media trend is Michelle discussing?

In comparison to more recent generations,Boomers spend more time with media of all kinds and are more likely to media multitask.

Which term refers to the percent of viewers based on the number of television sets turned on?

Scannable QR codes that link to product websites are now being used ________.

The goal of media planning is to ________.

The traditional media,such as print and broadcast,are considered ________ media.

The number of times a person is exposed to an advertisement is known as ________.

Which of the following is another name for cross-media?

Refer to the scenario below to answer the following questions. Suzanne and Shandra,longtime friends,share a love of animals and own an animal grooming business together.They own a small fleet of RV motorhomes outfitted with comfortable dog and cat grooming stations.On-the-Go Groomer's motorhomes come to clients' homes in the metro area to provide pet services instead of requiring pet owners to come to them.Suzanne and Shandra are pleased with their success,but both feel that they are not reaching enough potential customers.So far,they have relied on local newspaper advertisements and positive word-of-mouth to generate business.Suzanne said,"We have come so far and really have a great little business going.But I think we could become much bigger with the right plans in place." -How might Suzanne and Shandra use addressable media in a media plan for On-the-Go Groomers?

A major change in consumer media use is the increase in media-driven lives.

Which of the following is a type of owned media?

The internet,mail,and telephone are all considered addressable media.