Exam 11: Media Basics

Media planning should begin after message planning is complete.

Briefly describe the modern media landscape.

Which of the following converts a raw number of households to a percentage?

Who sells space and time for a variety of media?

Honda is launching a new SUV and wants to expose the largest possible percentage of the prime time TV viewing audience to its message at least once during the next six months.Which media concept is Honda trying to maximize?

Which of the following most accurately identifies the strength of radio?

Uptown Cleaning Crew is a company that provides house cleaning services in major urban and suburban areas.Marketers at Uptown Cleaning Crew developed a short,humorous video promoting the company's services,and they hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues.The marketers at Uptown Cleaning Crew are using ________.

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 Groomer's motorhomes 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 could Suzanne and Shandra use search marketing?

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

Lisa works at a major advertising agency and is an expert in the television schedule for eight major markets in the United States.Her job entails identifying specific television shows that will deliver the desired audience for her agency's client,negotiating the costs to advertise in them,and handling the details of billing and payment.What is Lisa's job title?

The animate program City Hunters,created for the Axe brand,is an example of ________.

Members of which of the following generational groups grew up with DVDs,TiVo,satellite radio,iPods,smart phones,Facebook,and Twitter?

The ________ is the most important media change that has occurred over the last twenty years.

A brand can initiate and control viral marketing.

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers.Which of the following forms of marketing would this producer most likely choose?

A popular comedy show,which is shown on Fox network,had a rating of 4.0 but a share of 7.Why are these two numbers different?

The term ________ refers to the ability of media planners to analyze the cost of a media buy relative to the size of the medium's audience.

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?

Media impact begins with ________.

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