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

A(n) _____ is the total number of people or households exposed to a medium.

For a product, which of the following is true when its brand development index is low and its category development index is high?

Due to the availability of technological timesavers and shortcuts, the media planner does not have to know the product, the market, and the media, and to then make the call.

To reach lower-income markets, radio is the medium of choice.

_____, one of the elements of the media mix, refers to the various targets of a media plan: trade and consumer audiences; global, national, or regional audiences; ethnic and socioeconomic groups; or other stakeholders.

The _____ describes how the advertiser will achieve its stated media objectives.

Briefly describe audience objectives.

List the three principal media scheduling tactics used by media planners.

What are the five Ms of an effective media strategy?

Pulsing, a method of media scheduling, becomes more appropriate as the consumer's purchasing cycle gets longer.

An important influence on the _____ element of the mix is how well a medium works with the style or mood of the particular message.

For high-ticket items that require careful consideration, a method for media scheduling known as _____ that refers to running the same commercial every half hour on the same network during prime time can be effective.

The _____ of a media vehicle concerns the advertising message and copy, as well as the medium.

_____ define(s) the specific types of people the advertiser wants to reach.

Advertising is most effective when it positions a product as part of the solution that consumers seek.

Which type of classification do media planners typically use to define their target audience?

Which of the following statements about a medium's audience is true?

Which of the following is a reason for the increasing cost of reaching target audiences for almost all media?

_____ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

_____ translate(s) the advertising strategy into goals that media can accomplish. They have two major components: audience objectives and message-distribution objectives.