Exam 8: Traditional Media Channels

The media strategy, media schedule, justification, and summary are components of a media planning strategy.

In terms of reach and frequency, the time period usually used for measurement purposes is four months.

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

Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product?

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.

Ratings measure the:

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

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

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.

Power has recently shifted and creatives now hold more power than media planners and buyers in many advertising agencies.

Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.

Advertising in newspapers has the following disadvantages, except:

Cost per rating point (CPRP) is calculated as:

The following are advantages of using radio, except:

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

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:

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:

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

Using media time in a steady stream throughout an entire year is which type of media budget schedule?

Gross rating points are measured by multiplying ratings times frequency.