Advertising

Front 1

The process of measuring the target audience
size against the cost of that audience is called:

Back 1

Cost per thousand (CPM)

Front 2

_______________ is the process of determining how
to use time and space to achieve advertising
objectives.

Back 2

Pg. 293

Front 3

If a flighting schedule is used, the advertiser will
hope that a ___________ occurs wherein
consumers will remember the product from
one advertising period to another.

Back 3

Carryover effect

Front 4

Locating the aperture opportunity is a major responsibility of the
advertiser.

Back 4

False

Front 5

Jay Leno of the Tonight Show has 200,000
viewer impressions out of a possible 500,000
viewers. This would represent a 40.0 rating.
The gross rating total on three telecasts
would be _______________.

Back 5

120

Front 6

Gross rating points (GRPs) are calculated by
dividing the total number of impressions by
the size of the audience and multiplying by 100.

Back 6

True

Front 7

A single program, magazine, or radio station is
called _______________.

Back 7

A media vehicle

Front 8

If an advertising agency combines media (such
as TV, radio, and magazines) for the ultimate
purpose of presenting a message to the
consumer, this combination is
called _______________.

Back 8

A media mix

Front 9

With respect to timing and duration strategies
of advertising, a ___________ strategy spreads
the advertising continuously and evenly
over the length of the campaign.

Back 9

Continuity

Front 10

The goal of the media planner is to expose the
target audience to the advertiser’s message
at critical points. The ideal point is
called _______.

Back 10

An aperture