Exam 11: Media Basics

What word or phrase involves the digitization of the media, in which all of the mass media save and transmit information through the same digital forms?

Gross impression refers to the number of times a person is exposed to an advertisement.

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." -Suzanne and Shandra advertised in the metro newspaper and now want to calculate how many people saw their ad last week. What are Suzanne and Shandra trying to determine?

Which term refers to the percentage of viewers based on the number of television sets turned on?

There is no difference between branded entertainment and product placement.

Explain how media technology has changed from the print era to today.

When P&G introduced Physique shampoo, it sent e-mails to people asking for referrals. People referring 10 friends to the shampoo's promotional website received free merchandise and were entered into a sweepstakes to win a year's supply of the shampoo. Explain what this technique is and why marketers use it.

Marketing communication planners manage customer service interactions in most companies.

The Internet, mail, and telephone are all considered addressable media.

Which marketing communication tool has the goal of creating impact on the store shelf?