Exam 16: Advertising Media: Planning and Analysis

_____ adjust vehicle ratings to reflect just those individuals who match the advertiser's target audience.

One objective involved in formulating media plans is determining how much advertising volume (termed _____,by practitioners)is required to accomplish advertising objectives.

Effective 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 during the media scheduling period.

The most meaningful basis for segmenting target audiences is _____ data.

Capo's is a local restaurant that has just started to advertise.Seventy percent of their target audience was exposed one or more times to their advertisements during an established time frame.Seventy (70)is the _____ for Capo's.

The shelf-space model assumes that the role of advertising is to teach consumers.

_____ are the general communication methods that carry advertising messages,such as television,magazines,newspapers,and so on.

For media planners,the choice of media and vehicles is,in many respects,the most straightforward of all marketing communications activities.

A basic premise of frequency value planning states that _____.

The number of times,on average,during the media-planning period that members of the target audience are exposed to media vehicles that carry a brand's advertising message is referred to as _____.

Media-planning software is used by advertisers to _____.

Marketing strategy entails _____.

_____ is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

_____ involves the matter of how advertising is allocated during the course of an advertising campaign.

CPM-TM is calculated by taking the total cost of the ad divided by the number of target market contacts (expressed in thousands).

Dividing the total cost by the number of GRPs produces the _____.

Effective reach planning generally leads to using _____ rather than depending exclusively on television,which is often the strategy when using the GRP metric.

The advertising strategy consists of advertising objectives,budget,and message and media strategies.

Media planning is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

Compare and contrast the terms media and vehicles,and give three examples of each.