Exam 7: Traditional Media Channels

Nielsen ratings are used to measure effective reach and effective frequency for television campaigns.

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.

The largest category of expenditures on out-of-home advertising is for local services and amusements.

Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using?

The three-exposure hypothesis suggests that:

Media planning begins with a careful analysis of the competition.

Which of the following is the most commonly used measure in media planning?

What are the primary benefits of out-of-home advertising? The primary problems?

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

Describe the roles of the media planner and the media buyer.

Many advertisers doubt the validity of the three-exposure hypothesis primarily because of:

Define reach and frequency.

The dollar cost of reaching 1,000 members of a media vehicle's audience is the:

Each of the following is a disadvantage of out-of-home advertising except:

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

Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach.

Describe the three-exposure hypothesis and the nature of intrusion value.

One major disadvantage facing magazine advertisers is a decline in magazine readership.

A summer camp that offers horse riding lessons that is open only from March to September would tend to budget media using which type of schedule?

Name the challenges present in business-to-business media selection and in international media selection.