Exam 8: Traditional Media Channels

In a sequence of television commercials,advertisements placed at the beginning of the sequence have the best recall.Ads in the middle and end of the sequence have very little impact.

Television advertising rates are primarily determined by:

Which of the following is a relative measure of the efficiency of a media vehicle relative to a firm's target market?

The media multiplier effect is also important in the b-to-b advertising.According to research by American Business Media,when businesspeople saw an advertisement in more than one medium it caused:

Ads in trade journals and other media have a better chance of being noticed by members of the buying center if the firm is either in a straight rebuy or a modified rebuy situation.

Radio is a viable medium for business-to-business ads because it can reach businesspeople while in transit to work and during office hours if they have the radio on at work.

A spot ad is:

Retailers rely heavily on newspaper advertising because it offers geographic selectivity.

Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:

What are the primary benefits of newspaper advertising? The primary problems?

Effective reach is the percentage of an audience that must be exposed to a message to achieve a specific objective.

The media multiplier effect means:

In the business-to-business arena,applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.

Which medium is least able to accommodate a local company at a low cost?

The following are advantages of using radio,except:

Identify the components of the media plan.

Cost per rating point (CPRP)is calculated as:

In general,an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads,but using only one medium

Client budgets for advertising have not kept up with inflation.

The person who buys space and also negotiates rates,times,and schedules for ads is normally the creative.