Exam 7: Media Planning Essentials

Providing coverage only in key markets is often considered an option when this is limited:

In the case of a "profile-matching strategy", the customer target market is carefully defined by

The nature of the word "shotgun" suggests that the target market can be precisely defined by some common characteristic.

The ability to cancel a media buy is an indicator of the chosen media's

When would advertisers use a seasonal schedule?

The total number of advertisements scheduled, multiplied by the total target audience potentially exposed to each occasion is referred to as the

Reach is the total area covered by one radio or television station.

In advertising, "continuity" is

Media selection can be viewed as a "funnelling process" since the process involves moving from the specific types of media to a general medium.

The media schedule is normally presented in a calendar format. This is referred to as a(n)

Purchasing media time in periodic waves, separated by periods of inactivity, is known as

Nielsen's "Clear Decision" software enables