Exam 11: Media Basics

A company is using ________ when it airs a television commercial to millions.

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

IMC plans are multiplatform,multichannel,and multitargeted.

Homemade videos and commercials posted on YouTube are examples of consumer-generated content.

Media ________ compile audience measurement data,media costs,and availability data.

Interactive media is more useful than mass media for engaging consumers in brand-related conversations.

Explain what is meant by the term media vehicle and give three examples.

Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?

IMC plans are ________.

Boomers are in their 30s and 40s and grew up with tape recorders and video games.

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are using ________.

For the launch of a new camera in Korea,Nikon created a celebrity "red carpet" experience in a Seoul subway station.Commuters walked on a red carpet past a billboard filled with life-like images of photographers.When a commuter walked directly in front of the billboard,lights flashed on the board,creating the illusion that the commuter was a celebrity having his or her photo snapped by dozens of reporters.This is an example of ________.

________ work for a specific vehicle,such as a magazine or local television station,with the objective of building the best possible argument to convince media planners to use the medium they represent.

When P&G introduced Physique shampoo,it sent emails 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.

Giving customers opt-in or opt-out options for receiving brand information digitally is an effective way to minimize ________.

Why is word-of-mouth such a powerful force in marketing communication?

The most intrusive medium is ________.

Who implements the media plan?

The television and radio industries use ratings rather than gross impression figures.

Explain the relationship between a medium's level of intrusiveness and its capacity for personalization.