Exam 8: Traditional Media Channels

Of the following advertising media,the one with the highest level of credibility is:

Television is more mobile than radio,giving it better reach.

Recency theory would suggest that in terms of media strategy it is better to maximize frequency rather than reach.

Reach is the number of people,households,or businesses in a target market that are exposed to a message at least once during a given time period.

A company seeking to build brand awareness through repeated exposures to the same ads is using the concept of high:

Power has shifted recently and more power is now held by the creative side of the agency than by the media planning and buying side of the agency.

Define reach,frequency,continuity,and gross impressions.

National advertising in newspapers is growing faster than any other category of advertising primarily because of the:

Which industry spends the most on outdoor advertising?

Radio advertising offers the advantage of having definable target markets based on the radio stations' format.

Gross impressions are:

A marketing analysis is a comprehensive review of a company's fundamental marketing program.

Outdoor advertising is more than the use of billboards.

The dollar cost of reaching 1,000 members of a media vehicle's audience is the:

The rating of a television show is measured by dividing the number of households tuned into a particular program by the number of households with a television turned on.

OTS stands for:

Advertising in newspapers has the following disadvantages,except:

The average number of times an individual,household,or business in a target market is exposed to an advertisement during a specific time period is:

Name the challenges present in business-to-business media selection and in international media selection.

Among the following ad campaigns,frequency would be highest for: