Exam 9: Planning Media Strategy

According to Erwin Ephron,for fast-moving consumer products,the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy."

A(n)_____ is the total number of people or households exposed to a medium.

What are the reasons for media planners to use a mixed-media approach?

Due to the availability of technological timesavers and shortcuts,the media planner does not have to know the product,the market,and the media,and to then make the call.

Which of the following terms refers to the concept of how many people an ad "sees" rather than the other way round?

Which of the following is a reason for the increasing cost of reaching target audiences for almost all media?

Development of a media plan requires an entirely different process than the development of the marketing plan.

Advertisers who want to reach several regions or an entire country use a _____ media plan and this may call for network TV and radio,newspapers,and the Internet.

A banner ad that readers see on the CNN website was likely purchased through programmatic advertising software.

Marketers are interested in those media opportunities that offer the largest audiences.

The elements of the _____ are the product concept,target audience,advertising message,and communications media.

Pulsing,a method of media scheduling,becomes more appropriate as the consumer's purchasing cycle gets longer.

In terms of media-planning activities,which of the following is the purpose of determining media strategy?

_____ define(s)the specific types of people the advertiser wants to reach.

Which of the following statements about a medium's audience is true?

List the advantages of newspapers and magazines as media vehicles.

List at least five examples of nontraditional advertising media.

An advertising impression,also referred to as _____,is a possible exposure of the advertising message to one audience member.

Describe the three principal scheduling tactics used by media planners to build continuity in a campaign.

It is often better to run one large ad occasionally than run small ads consistently because it is more likely to be read.