Exam 9: Planning Media Strategy

The _____ method for scheduling media alternates periods of advertising with periods of no advertising.

A reason for using the _____ approach,which refers to a combination of media,is to reach people who are unavailable through only one medium.

The _____ of a media vehicle refers to the price of exposing the message to the target audience rather than to the total circulation.

For high-ticket items that require careful consideration,a method for media scheduling known as _____ that refers to running the same commercial every half hour on the same network during prime time can be effective.

If a brand has been on the market for some time,a low brand development index indicates high sales.

Advertising is most effective when it positions a product as part of the solution that consumers seek.

The main purpose of media advertising is to communicate with customers more efficiently than through personal selling.

As an element of the media mix,_____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight,reach,frequency,and continuity objectives.

The category development index is:

As people come into and out of the market for goods and services every day,frequency provides a means of having the message there when it's most needed.

For print media,firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.

Media planners select _____ that refer to particular magazines or shows according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.

Describe how spillover media pose a problem for global marketers.

The particular characteristics of different media,over which the media planner has no control,affect the _____ element of the media mix.

For a product,which of the following is true when its brand development index is low and its category development index is high?

An important influence on the _____ element of the mix is how well a medium works with the style or mood of the particular message.

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

What are the five Ms of an effective media strategy?

The cost of reaching target audiences is decreasing for all media due to greater number of media choices.

_____ refers to the duration of an advertising message or campaign over a given period of time.