Exam 16: Advertising Media: Planning and Analysis

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

Effective media strategy requires first that the target audience be pinpointed.Failure to precisely define the audience results in _____,where some nonpurchase candidates see the advertisements,while prime candidates are missed..

Often called a "hand-in-glove" relationship,advertising _____ considerations are inextricably related.

According to the shelf-space model,_____.

Anita's is a local hair salon.During an established time frame,her target audience was exposed to three of her advertisements.The three represents _____.

Which of the following is NOT an activity performed in developing the media strategy?

If the media schedule for a brand yields 210 gross rating points and reaches 70 percent of the market,the frequency would be 3.

CPM stands for cost per month.

Which of the following factors can increase the reach that is achieved with a particular media schedule?

Effective reach planning generally leads to using one medium.

Pulsing and flighting advertising schedules are similar in that they both involve similar levels of advertising expenditures throughout the year.

Assume that an advertising campaign reaches 60 percent of the target market.The target market was reached 6 times on average.The GRP would be ____.

Brands with lower market share require fewer advertising exposures to achieve minimal levels of effectiveness.

Target rating points (TRPs)adjust vehicle ratings to reflect just those individuals who actually were exposed to the advertisement.

Describe the concept of continuity,name and describe the three continuity schedules and give an example of when each would be best utilized.

CPM is a measure of a media vehicle's effectiveness.

Which of the following is an activity performed in developing the media strategy?

The time frame used by the majority of media planners for measuring reach is usually two weeks.

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

According to the shelf-space-model,achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency.