Exam 10: Media Planning and Strategy

In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

If an ad is placed on two TV shows, the total number of people exposed only once is referred to as _____.

In a(n) _____ scheduling method, a regular pattern of advertising is developed without gaps or nonadvertising periods on an ongoing basis without regard for seasonality.

Media planners measured listenership of Volatile Heat FM during the months of February, July, and October to set the advertising rates. These audience measures conducted at specific time periods are known as:

The major problem with the use of readers per copy figures is:

_____ refers to the relationship between the price paid for advertising time or space and the size of the audience delivered.

Which of the following is an example of a media vehicle?

In media planning, the cost of the commercial time divided by the program rating is the formula used to calculate:

A measure of potential reach in the broadcast industry that is expressed as a percentage is the TV, or radio, _____.

Chef's Delight is a television show hosted by Kevin Bacon. If the show is a specific carrier of messages within the television medium, it is referred to as a:

A _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media.

A media plan is a guide for:

_____ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

In an attempt to standardize relative costing procedures, the broadcast and newspaper media have begun to provide:

The overlap that occurs when the same people see an ad twice is referred as:

Manufacturers of recreation vehicles advertise throughout the year but typically advertise heavily in June and September. Which of the following scheduling methods does this pattern represent?

For newspapers, the cost efficiency formula for determining the relative cost of the media is based on:

Which of the following factors leads to an underestimation of actual reach?

Media strategies refer to the available delivery systems, which include broadcast and print media, outdoor advertising, and other support media.

Recency planning focuses on: