Exam 9: Planning Media Strategy

A(n)_____ media plan may cover several adjoining metropolitan areas,an entire state or province,or several neighboring states and may typically employ a combination of local media,spot TV and radio,and the Internet.

_____ refers to the total size of the audience for a set of ads or an entire campaign.

Which type of classification do media planners typically use to define their target audience?

Which of the following is an advantage of using newspapers as a media vehicle?

The advertising response curve indicates that:

_____,one of the elements of the media mix,refers to the various targets of a media plan: trade and consumer audiences; global,national,or regional audiences; ethnic and socioeconomic groups; or other stakeholders.

In a _____ media schedule,advertising runs steadily and varies little over the campaign period.

The _____ of a media vehicle concerns the advertising message and copy,as well as the medium.

What are the five main factors that affect the probability of ad exposure?

Briefly describe how a media strategy statement should be written.

A low brand development index and a high category development index indicate a brand is selling unusually well given the low demand for the product category.

The _____,or potential exposures,possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

_____,a method for scheduling media,is used for products and services that experience large fluctuations in demand throughout the year such as tax services.

Which of the following is the Web-based system developed by Interactive Market Systems (IMS)that consolidates and summarizes planning data in a single relational database?

Reach refers to the number of people who will actually be exposed to and consume the advertising.

To reach lower-income markets,radio is the medium of choice.

In terms of media planning,_____ refers to the number or percentage of the audience which receives enough exposures to truly receive the message.

The flowchart of a media plan is a graphic presentation of the total campaign to let the creative department,media department,account services,and the client see the pattern of media events that will occur throughout the campaign,usually over one year.

Media planners rely largely on primary market research to determine the consumer target audience.

What is meant by effective reach and effective frequency?