Exam 11: Media Basics

________ is the strategy based on reaching people with a message when they are near a store.

Jane is teaching an undergraduate introductory advertising course and is trying to explain the difference between reach and frequency.How should Jane explain these terms,and what is the goal of a media plan with respect to these two terms?

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

The majority of revenue in print and broadcast media comes from advertising.

Why might a media planner prefer to place an ad in a television program that has a share of 35 instead of a program that airs at a different time but has a share of 38?

Which of the following has the most in common with broadcasting?

In one promotional activity,MSN.com had actors dressed as butterflies skate around the streets of New York.What form of advertising media does this represent,why do advertisers use it,and are there any drawbacks?

________ are independent companies that specialize in doing media research,planning,and buying.

Refer to the following passage to answer the questions below. Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for clients' advertising; negotiating the costs to advertise in them; and handling the details of billing and payment. Although one of the agency's major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well. -Allison is working with a client that is preparing a national launch of a new line of packaged snacks.The client wants to maximize the reach of its marketing communication efforts.Which of the following media vehicles should Allison recommend?

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