Exam 8: Traditional Media Channels

A pulsating budget schedule means there is a level pulse of advertisements shown all year.

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

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:

Recency theory suggests that a member in a buying center about ready to purchase a copier has:

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

Continuity is the exposure pattern or schedule used in an advertising campaign.

The part of the media plan that spells out the media to be used and creative considerations is the:

CPRP stands for cost per rating point, which is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

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

The exposure pattern or schedule used in an ad campaign is called:

Business-to-business advertising is:

The traditional three-exposure hypothesis is based on:

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

A pulsating budget plan of advertising for a perfume would have ads just during specific times of the year, with none during the remainder of the year.

A spot ad is:

Radio has the advantage of intimacy, where the DJ talks directly to the listener.

In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.

Effective frequency refers to the:

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

Nielsen ratings are used to establish cost rates for television advertisements.