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

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The _____ method for scheduling media alternates periods of advertising with periods of no advertising.

(Multiple Choice)

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Question 21

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

(Multiple Choice)

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Question 22

The _____ indicates the sales potential of a particular brand in a specific market area.

(Multiple Choice)

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Question 23

The main purpose of media advertising is to communicate with customers more efficiently than through personal selling.

(True/False)

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Question 24

The flowchart of a media plan is a graphic presentation of the total campaign to let the creative department, media department, account services, and the client see the pattern of media events that will occur throughout the campaign, usually over one year.

(True/False)

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Question 25

Marketers are interested in those media opportunities that offer the largest audiences.

(True/False)

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Question 26

Briefly describe the influence of increasing competition on media planning.

(Essay)

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Question 27

What is meant by effective reach and effective frequency?

(Essay)

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Question 28

What are the five main factors that affect the probability of ad exposure?

(Essay)

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Question 29

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

(Multiple Choice)

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Question 30

Advertisers calculate frequency as the:

(Multiple Choice)

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Question 31

Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

(True/False)

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Question 32

_____, a method for scheduling media, refers to buying air time on all networks simultaneously.

(Multiple Choice)

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Question 33

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

(Multiple Choice)

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Question 34

_____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

(Multiple Choice)

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Question 35

Which of the following is the purpose of an advertising plan?

(Multiple Choice)

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Question 36

What are the reasons for media planners to use a mixed-media approach?

(Essay)

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Question 37

According to Cannon and Riordan's analysis, the _____ is convex and it indicates that the first exposure is the most effective, followed by diminishing returns.

(Multiple Choice)

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Question 38

Advertisers use the continuous method of media scheduling for products and services that experience large fluctuations in demand throughout the year.

(True/False)

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Question 39

For print media, _____ refers to the number of subscribers.

(Multiple Choice)

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Question 40

Showing 21 - 40 of 102

The _____ method for scheduling media alternates periods of advertising with periods of no advertising.

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

The _____ indicates the sales potential of a particular brand in a specific market area.

The main purpose of media advertising is to communicate with customers more efficiently than through personal selling.

The flowchart of a media plan is a graphic presentation of the total campaign to let the creative department, media department, account services, and the client see the pattern of media events that will occur throughout the campaign, usually over one year.

Marketers are interested in those media opportunities that offer the largest audiences.

Briefly describe the influence of increasing competition on media planning.

What is meant by effective reach and effective frequency?

What are the five main factors that affect the probability of ad exposure?

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

Advertisers calculate frequency as the:

Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

_____, a method for scheduling media, refers to buying air time on all networks simultaneously.

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

_____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

Which of the following is the purpose of an advertising plan?

What are the reasons for media planners to use a mixed-media approach?

According to Cannon and Riordan's analysis, the _____ is convex and it indicates that the first exposure is the most effective, followed by diminishing returns.

Advertisers use the continuous method of media scheduling for products and services that experience large fluctuations in demand throughout the year.

For print media, _____ refers to the number of subscribers.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

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