Exam 16: Advertising Media: Planning and Analysis

In a continuous advertising schedule,an equal or relatively equal amount of ad dollars are invested throughout the campaign.

Assume that the target market for a brand advertising in a magazine that reaches 5 million readers is only 3 million consumers.The cost of advertising in this magazine is $150,000 per 4-color page.The CPM-TM is _____.

The typical established time frame for measuring _____ is generally four weeks.

Frequency refers to the number of people who purchased a product as a result of an advertisement.

According to the concept of effective reach,there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.

Media-software programs allow the user to evaluate all major advertising media categories and subcategories and to find optimum schedules based on selecting multiple vehicles from within a single advertising medium and combining plans across multiple media.

_____ reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times.

Define the terms reach and frequency,and explain why an advertiser would be interested in maximizing reach at the expense of frequency.

Pablo owns seven children's clothing stores.He spends $5000 a month on advertising from August through April.He spends $1000 a month on advertising from May through July.He is using the _____ advertising schedule.

In a _____ advertising schedule,advertising is used during every period of the campaign,but the amount of advertising varies considerably from period to period.

The first step in frequency value planning is to define the budget.

Assuming 1 rating point represents 1 million households,determine the GRP for a TV schedule that advertises during ER,which had a rating of 15,Will & Grace,which had a rating of 12,and CSI,which had a rating of 14 during a one week period last year.

The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point.

The three-exposure hypothesis addresses the _____ number of exposures needed for advertising to be effective.

Vehicles are the general communication methods that carry advertising messages,and media are the specific broadcast or print choices in which advertisements are placed.

Selecting the media schedule that generates the most exposure value per gross rating point is a basic premise of _____.

The concept of effective reach states that fewer exposures to advertisements are required _____.

Assume that the media schedule for a brand yields 200 GRPs.If the frequency is 5,the reach would be _____.

Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution?

A brand has a target audience consisting of 80 million households.Television commercials for the brand are aired 40 times during a four-week period,which produces 600 gross rating points.The net coverage,or unduplicated audience,is 60 million households.The computed reach is _____.