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

The particular characteristics of different media, over which the media planner has no control, affect the _____ element of the media mix.

Briefly describe how a media strategy statement should be written.

Which of the following terms refers to the concept of how many people an ad "sees" rather than the other way round?

According to Erwin Ephron, for fast-moving consumer products, the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy."

The term _____ refers to local media that many consumers in a neighboring country inadvertently receive.

In terms of media-planning activities, which of the following is the purpose of determining media strategy?

List the advantages of newspapers and magazines as media vehicles.

An _____ refers to a possible exposure of the advertising message to one audience member.

If a brand has been on the market for some time, a low brand development index indicates high sales.

In terms of distribution objectives, briefly describe reach.

In terms of media objectives, _____ define where, when, and how often advertising should appear.

Advertisers who want to reach several regions or an entire country use a _____ media plan and this may call for network TV and radio, newspapers, and the Internet.

The _____ of a media vehicle refers to the price of exposing the message to the target audience rather than to the total circulation.

In a _____ media schedule, advertising runs steadily and varies little over the campaign period.

Development of a media plan requires an entirely different process than the development of the marketing plan.

In terms of media planning, _____ refers to the number or percentage of the audience which receives enough exposures to truly receive the message.

In terms of the scope of the media plan, if a store serves only one town, or if a city has been chosen to test market a new product, then the advertiser will use a _____ plan.

Which of the following is true of the target audience of a product?

It is often better to run one large ad occasionally than run small ads consistently because it is more likely to be read.

A low brand development index and a high category development index indicate a brand is selling unusually well given the low demand for the product category.