Exam 7: Traditional Media Channels

Recency theory suggests a person must see an advertisement a minimum of three times before it can have an effect.

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

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

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.

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

Radio is not a viable medium for business-to-business ads.

Each of the following is an advantage of out-of-home advertising except:

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

CPRP stands for:

The number of cumulative exposures achieved in a given time period is called opportunities to see.

What are the primary disadvantages of out-of-home advertising?

Which of the following measures the average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period?

The size of an advertising agency or media buying firm has an impact on the rates that a company will pay for media time and space.

Ads in trade journals and other media have a better chance of being noticed by members of the buying center when the firm is either in a straight rebuy or a modified rebuy situation.

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

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

A media buyer formulates a media program stating where and when to place advertisements.

Reach represents the number of people, households, or businesses in a target market that are exposed to a message at least once during a given time period.

If 100,000 people are exposed to an advertisement, the total gross impressions are 100,000 regardless of whether the people actually watched the ad or not.