Exam 9: Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Reach refers to the number of people who will actually be exposed to and consume the advertising.

For print media, firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.

The cost of reaching target audiences is decreasing for all media due to greater number of media choices.

Familiarity with the advertiser's campaign always affects motivation significantly but attention very little.

Describe the three principal scheduling tactics used by media planners to build continuity in a campaign.

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

Major advertisers can ensure a big audience by simply advertising on TV.

Which of the following is an advantage of using mobile media as a media vehicle?

Which of the following is true of media planning?

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

_____ refers to the total size of the audience for a set of ads or an entire campaign.

Which of the following is an example of a nontraditional advertising medium?

_____, a method for scheduling media, is used for products and services that experience large fluctuations in demand throughout the year such as tax services.

As people come into and out of the market for goods and services every day, frequency provides a means of having the message there when it's most needed.

The good media specialist today is actually a real advertising generalist.

A(n) _____ media plan may cover several adjoining metropolitan areas, an entire state or province, or several neighboring states and may typically employ a combination of local media, spot TV and radio, and the Internet.

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

List the two methods an advertiser may use to accumulate reach.

Spillover media offer potential cost savings through regional campaigns.

The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.