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Media objectives translate the advertising strategy into goals that media can accomplish.

A) True
B) False

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Explain the importance of continuity.

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While frequency is important to create m...

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Which of the following products would most likely advertise using a continuous scheduling pattern?


A) Cat food
B) Allergy pills
C) Christmas ornaments
D) Suntan lotion
E) Swimming pool chemicals

F) A) and C)
G) A) and E)

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The person in charge of negotiating and contracting with the media is called a(n) :


A) ad traffic manager.
B) art director.
C) media director.
D) media buyer.
E) audience planner.

F) B) and C)
G) A) and B)

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Which of the following functions would LEAST likely be handled by a media buyer?


A) Understanding the marketplace
B) Determining where to advertise
C) Evaluating various media vehicles
D) Monitoring advertising performance
E) Negotiating special rates on volume buys

F) D) and E)
G) A) and B)

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The Tonight Show, People magazine, and U.S.A. Today would all be suitable _____ for Advil pain reliever.


A) audience communicators
B) market agents
C) advertising agents
D) distribution channels
E) media vehicles

F) A) and D)
G) A) and B)

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_____ refers to the length of time (duration) an advertising message or campaign will run over a given period of time.


A) Frequency
B) Continuity
C) Effective reach
D) Medium delivery power
E) Medium value

F) A) and B)
G) D) and E)

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Six factors are known to increase attention value. List five of these factors.

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Attention value concerns the advertising...

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What two methods do advertisers use to accumulate reach?

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An advertiser may accumulate r...

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A regional media plan typically uses a combination of local media, the Internet, and regional editions of national magazines.

A) True
B) False

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Assume the Cedartown Standard has 65,000 subscribers and the Hermitage House Restaurant buys a half-page ad for $4,000. Calculate the cost per thousand (CPM).

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4,000/(65,...

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Advertisers should use the same media vehicles that their primary competitors use.

A) True
B) False

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Audience objectives define the number of people the advertiser wants to reach.

A) True
B) False

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Assume 5,500 people heard a local radio ad for the Dogwood Homecoming Festival three times during a two-week period and another 6,000 heard it once during the same period. Calculate gross impressions for the schedule.

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(5,500 × 3) + 6,000 = 28,500.
By multipl...

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An opportunity to see (OTS) is sometimes referred to as a(n) :


A) ad impression.
B) medium weight.
C) gross impression.
D) message attention value.
E) gross rating point.

F) None of the above
G) A) and B)

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Media buyers tend to specialize in product categories rather than specific types of media.

A) True
B) False

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Assume the sale of Glory brand carrots in Atlanta is 1.33 percent of the brand's total U.S. sales and assume the population of Atlanta is 1.57 percent of the total U.S. population. Calculate the BDI for Glory carrots in Atlanta.


A) 0.8471
B) 2.088
C) 20.88
D) 84.71
E) 8471

F) A) and D)
G) C) and E)

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Which term refers to a possible exposure of the advertising message to one audience member?


A) Advertising reach
B) Medium receptivity
C) Advertising impression
D) Message weight
E) Gross impression

F) A) and D)
G) A) and C)

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Sixty percent of the total target market heard the radio spots for Cartersville Jewelry Exchange, at least once during a four-week period. The average frequency of the advertisement was four. Calculate the gross rating points (GRPs) .


A) 2.4
B) 6.67
C) 180
D) 240
E) 322

F) A) and D)
G) B) and C)

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Telmar software is most likely used to help media planners:


A) calculate the reach and frequency of print ads.
B) negotiate with media vehicles for appropriate rates.
C) monitor the creative development process in ad agencies.
D) determine the potential effectiveness of marketing plans.
E) measure audience responses to public relations activities.

F) A) and B)
G) A) and C)

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