Exam 12: Media Basics

Media ________ compile audience measurement data,media costs,and availability data.

Impressions and circulation are different terms for the same measure.

A brand can initiate and control viral communication.

What are two ways that an advertising message's frequency can be increased? Give an example of each.

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." -Suzanne and Shandra advertised in the metro newspaper and now want to calculate how many people saw their ad last week.What are Suzanne and Shandra trying to determine?

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers redeemable at nearby stores.Which forms of marketing would this producer most likely choose?

One person's opportunity to be exposed one time to an ad in a broadcast program,newspaper,magazine,or outdoor location is known as ________.

Which form of nontraditional media is most limited by a small reach?

Search marketing refers to the placement of out-of-home advertisements in locations with large populations.

One advantage of advertising in magazines is that they have high reach potential because they are passed along to family,friends,customers,and colleagues.

Members of which of the following generational groups grew up with newspapers,magazines,and radio,but not television,cell phones,computers,or the Internet?

________ is the strategy based on reaching people with a message when they are near a store.

For print media,________ refer(s)to copies sold,and ________ estimate(s)the actual readership.

Which of the following is the most important media change that has occurred over the last twenty years?

The majority of revenue in print and broadcast media comes from advertising.

Media planning should begin after message planning is complete.

Honda is launching a new SUV and wants to expose the largest possible percentage of the prime-time TV viewing audience to its message at least once during the next six months.Which media concept is Honda trying to maximize?

Gross impression refers to the number of times a person is exposed to an advertisement.

________ such as Twitter and Facebook build on the interactivity of the Internet.

The primary goal of a media plan should be to maximize reach.