Exam 8: Traditional Media Channels

Gross impressions are:

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

The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:

A television commercial's rating plus any viewing three days after the original first aired is called a:

One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.

Frequency is the average number of times an individual, household, or business in a target market is exposed to a message during a given time period.

CPRP stands for:

If effective reach and/or effective frequency are too low:

A company that advertises some all year round, but more during the holidays is using:

The three-exposure hypothesis suggests that a buyer who is actively looking for a new CD player would need to evaluate advertisements for three different players before making a choice.

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

If the objective of an advertising campaign is to increase brand recall, then reach is more important than frequency.

The following are advantages of using radio, except:

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

For local companies, billboards are an excellent advertising medium because primarily local audiences see the message.

GoDaddy.com has generated buzz through producing advertisements for the Super Bowl they know will be rejected, thus generating traffic to the company's website to see the banned ad.

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

Recency theory is based on:

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

Advertising in newspapers offers each of the following advantages, except: