Exam 8: Traditional Media Channels

To counter the short exposure time of billboards and to take advantage of traffic jams,a rising area of outdoor advertising is the use of ads on the sides of city buses.

Which medium has long been the staple for M & M's advertising?

The individual that negotiates rates for space on billboards and in magazines is the:

In media planning,instead of frequency,which is the commonly used measure?

The number of times a target audience must be exposed to a message to achieve a particular objective is called:

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

If an advertisement is placed in three different places in Glamour and run for five issues,the number of opportunities to see (OTS)would be:

In terms of the media mix,restaurants tend to spend the most on outdoor advertising.

Recency theory suggests that it is a waste of money when ads reach either individuals or a business that does not need a particular product or do not have an interest in the product.

A company that manufactures washing machines is most likely to invest in a(n):

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

Of the following,the medium that offers the most effective form of a one-on-one message by the spokesperson in the ad is:

Effective frequency measures of the impact or intensity of a media plan.

The primary advantage radio has that is not available in the other mass media outlets is:

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

Which of these media offers the most extensive coverage and the highest reach?

In terms of media mix,retailers tend to spend the most (35.4 percent)on:

If three advertisements are placed on a weekly television show for six weeks,the number of OTS is 18.

CPM (cost per thousand)measures the length of time an advertisement runs.

One reason business advertisers are using television is that it has become more difficult to reach members of the business buying center through traditional business outlets,such as trade journals.