Exam 11: Media Basics

Who implements the media plan?

________ is the use of unconventional marketing communication activities that are intended to get buzz on a limited budget.

Compared to Gen Yers, Baby Boomers spend more time with media of all kinds and are more likely to media multitask.

Relationship marketing is also referred to as experiential marketing.

The sum of the total exposure potential expressed as a percentage of the audience population is called ________.

The number of times a person is exposed to an advertisement is known as ________.

Members of which of the following generational groups grew up with tape recorders, video games, VCRs, and cable TV, but not cell phones, computers, or Internet?

Which of the following forms of nontraditional media goes everywhere the target audience goes?

Which of the following is a disadvantage of guerilla marketing?

Which of the following refers to two people chatting via typed messages composed on their cell phones?

Media placement is often the largest single cost item in a marketing communication budget, particularly for consumer goods and services.

All of the following are trends in the modern media landscape EXCEPT which one?

The percentage of the media audience exposed at least once to the advertiser's message during a specific time frame is known as ________.

Newspaper is the ________, and the Wall Street Journal is the ________.

One advantage of advertising in magazines is that they have high reach potential because they are passed along to family, friends, customers, and colleagues.

Which of the following forms of nontraditional media is most limited by a small reach?

Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool.

________ is the strategy based on reaching people on the run via their cell phones.

Refer to the scenario below to answer the following questions. Suzanne and Shandra, longtime friends, share a love of animals and an animal grooming business. They own a small fleet of RV motorhomes outfitted with comfortable dog and cat grooming stations. On-the-Go Groomers come to clients' homes in the metro area to provide pet services instead of requiring pet owners to come to them! Suzanne and Shandra are pleased with their success, but both feel that they are not reaching enough potential customers. So far, they have relied on local newspaper advertisements and positive word of mouth to generate business. Suzanne said, "We have come so far and really have a great little business going. But I think we could become much bigger with the right plans in place." -How might Suzanne and Shandra use addressable media in a media plan for On-the-Go Groomers?

Media brokers work for a specific medium, such as a magazine or local television station, and their objective is to build the best possible argument to convince media planners to use the medium they represent.