Exam 8: Traditional Media Channels

Three-exposure hypothesis states that consumers have selective attention processes as they consider advertisements.

Ratings measure the:

One reason for using non-business media to reach business buyers is the difficulty getting through to decision makers,users,and influencers in the buying center.This is especially true in:

Television offers advertisers the most extensive coverage and highest reach of any media.

A media plan begins with:

The cumulative exposures achieved in a given time period is called:

One of the key advantages of magazine advertisements is the short lead-time available,allowing the advertiser to react to current events.

The part of the media plan that notes when and where ads will appear is the:

In terms of the media mix,retailers tend to spend the most on newspaper advertising.

If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000,then the CPM (cost per thousand)would be $20.00.

The media which features the best quality of color in ads is:

CPM stands for:

Newspapers tend to have a high level of credibility with consumers.

The size of the advertising agency or media buying firm has an impact on the rates that a company will pay for media time and space.

Marketing experts at companies such as Procter & Gamble and Unilever consider which activity to the heart of a communications strategy?

The media multiplier effect refers to the combined impact of using two or more media is stronger than using either medium alone.

For many smaller local companies,the most viable advertising options include all of the following,except:

A rating of 11.5 means that 11.5 percent of all televisions in the United States are tuned into that particular program.

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

A media buyer's job is to purchase space as well as to negotiate rates,times,and schedules for ads.