Exam 8: Traditional Media Channels

Media planners utilize spot TV purchases because of the high cost of national ad time and because 75 to 80 percent of prime-time slots are sold during the spring,shortly after they go on the market.

In terms of measuring reach and frequency,the typical time period is:

If the objective of an advertising campaign is to increase brand recognition,then the emphasis should be on:

The major medium for business-to-business marketing is:

Currently,over half of all business advertising dollars are spent:

Outdoor ads provide limited opportunities for creativity,because ads must be relative short.

Recency theory is based on the concept of intrusion value.

A flighting,or discontinuous,budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during Christmas,Valentine's Day,and Mother's Day.

If the brand development index (BDI)for a particular brand in a selected market is 68 and the category development index (CDI)for that same market is 140,it would indicate that the brand's market share is weak in comparison to the sales of the product category.

In terms of business-to-business advertising expenditures,the most dollars are spent on:

A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series.

Of the following media,the one that requires the longest lead time from ad development to ad appearance is:

Continuity is the exposure pattern or schedule used in an advertising campaign.

If an advertisement appears on ER three times and ER has a Nielsen rating of 12.3,the gross rating points (GRP)would be:

Although there are a large number of media buying agencies throughout the world,nearly 75 percent of all media buying is conducted by:

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult,especially in television,outdoor,and Internet ads.

The number of households turned to a program divided by the total number of households in the United States calculates a television program's:

While many tactics used to develop advertising campaigns in the United States apply to international advertising,differences do exist in terms of the nature of the target market,media preferences,and the processes used to buy media time and space.

Reach and frequency are,in essence,the same thing,because they show how many people saw an advertisement over a given time period.

If a magazine ad costs $500,000,total readership is 20,000,000,but only 2,000,000 fit the advertiser's target profile,the weighted (or demographic)cost per thousand (CPM)would be: