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109 Cards in this Set
- Front
- Back
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Which of the following is NOT one of what advertisers call "new media?"
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cable TV
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The biggest change in media advertising is increased use of:
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Internet advertising
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The primary objective of ______ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible.
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Media planning
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Media options include:
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A. television
B. direct marketing C. newspapers D. transit advertising E. all of the above |
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The media plan is a guide for:
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media selection
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USA Today, Sports Illustrated, and Tonight Show with Jay Leno are all examples of:
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media vehicles
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____ is the measure of the number of different audience members exposed at least once to a media vehicle.
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reach
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____ refers to the potential audience that might receive the message through a vehicle.
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Coverage
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____ is the number of times a receiver is exposed to a message in a given time period.
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Frequency
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The times during the year when television audiences are measured in order to set advertising rates are called:
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sweeps period
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Media planning is not an easy task. Which of the following is a reason why media planning is so difficult?
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A. insufficient information on audience figures
B. inconsistent terminology
C. time pressures inhibit proper planning
D. difficulty in measuring the effectiveness of a medium E. all of the above |
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Media planning is not an easy task. Which of the following is a reason why media planning is so difficult?
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time pressures inhibit proper planning
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After the situation analysis and the development of both the marketing and creative strategy plans, it is time to develop the media plan. The first step in developing a media plan is to:
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set media objectives
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Which of the following is NOT a part of the media plan?
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marketing strategies
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Which of the following is a part of the media plan
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A. media objectives
B. media strategy D. determination of media coverage E. frequency estimates |
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Many advertisers are interested in consumers' engagement with products, suggesting:
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the more engaged consumers are, the more likely they will marry a brand
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One advertising analyst proposed that engagement equals
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exposure + intent + involvement
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Some advertisers conclude that if "engagement" can be achieved it could lead to:
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smaller amounts of media spending
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The ______ provides syndicated data on audience size and composition for approximately 100 publications as well as broadcast exposure and data for over 800 consumer products and services.
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Simmons Market Research Bureau (SMRB)
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In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.
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index number
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An index number of 100 means the:
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segment being analyzed is average
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The Simmons Market Research Bureau (SMRB) report provides clients with:
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A. information on the number of users of a product
B. information on the number of users falling into a demographic category
C. an index number reflecting category usage D. a breakdown by light, medium and heavy users E. all of the above |
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Which of the following is NOT included in The Simmons Market Research Bureau (SMRB) report?
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A. sales growth
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__________________ is an internal factor that may influence the determination of media strategy.
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The size of the media budget
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_____________ is an external factor that may influence the determination of media strategy.
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Competitive
factors
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Which of the following is a method used for organizing a media buying department?
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specialization by media class
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The market potential in a given metropolitan area, as compared to the United States as a whole, can be determined by using:
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the survey of buying power index
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The survey of buying power index is particularly useful for providing _____ information.
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geographic
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Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?
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survey of buying power index
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General Foods wishes to determine the percentage of Maxwell House coffee sold in a geographic area as compared with the percentage of the total population in this market. The most appropriate index to use would be:
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brand development index
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To determine the potential for sales of coffee (as opposed to a specific brand) in a particular market area, a company should use:
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category development index
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The rate of product usage in a geographical area may be calculated through the use of:
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brand development index (BDI)
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The category development index is similar to the Brand Development Index (BDI) except that it:
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uses information about the product category
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After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and Low CDI. What do these results imply?
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high market share and monitor for sales decline
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After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. What do these results imply?
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high market share and good market potential
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After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and Low CDI. What do these results imply?
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low market share and poor market potential
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In calculating both the brand development index (BDI) and the category development index (CDI) a media planner obtains the following results: Low BDI and High CDI. What do these results imply?
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low market share; good market potential
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Which of the following situations offers the advertiser the least attractive marketing opportunity?
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low BDI; low CDI
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Which of the following indices reflects a company with low market share in a given market?
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low brand development index (BDI)
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When the coverage of the media exceeds the targeted audience, this excess is referred to as:
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waste coverage
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Media buyers might choose to live with a relatively high degree of waste coverage because:
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it may still be the most cost affordable buy on a per exposure basis
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A media selection problem whereby the coverage of the media vehicle goes beyond the scope of the target audience is known as:
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waste coverage
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Which of the following would be most likely to result in waste coverage?
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a business-to-business ad appearing in Time magazine
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The use of hot sauce is most common from Louisiana west to New Mexico and north to the Arkansas-Oklahoma border. A producer of hot sauce would use this information to schedule using:
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geographic weighting
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In terms of advertising, scheduling constant advertising without variation is referred to as:
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continuity
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Seasonal products such as Mother's Day cards and Valentine candy would best make use of which scheduling alternative?
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flighting
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My product is hand-tooled leather wallets, which can be purchased at any time of the year, but which are more often purchased during the Christmas season and before Father's day. Given a limited budget, which strategy would likely be the most effective if I wanted to try to stimulate trial and/or sales?
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pulsing
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A product that may be consumed throughout the year, but has seasonal periods where consumption is higher would most logically employ a _____ scheduling method.
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pulsing
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Which media scheduling strategy would be most likely to be used by a marketer of dishwashing detergent?
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continuity
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Which media scheduling method would be inappropriate for the product named?
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spring-blooming bulbs- continuous
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For which of the following products is an advertiser most likely to use continuity scheduling?
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cake mix
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___ is the employment of periods of advertising along with periods of non-advertising.
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flighting
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New Balance running shoes would probably wish to pursue a _____ scheduling strategy, while Rossignol snow skis would more than likely use a _____ schedule.
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pulsing
flighting |
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For which of the following products is an advertiser most likely to use a flighting schedule?
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snow tires
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When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n)_____ schedule is being employed.
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pulsing
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Recreation vehicles (RVs) advertise throughout the year but typically advertise more heavily June and in September. This pattern represents which scheduling method?
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pulsing
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Disneyworld advertises itself as a vacation spot throughout the year, but it advertises more heavily during the summer months and during the Christmas season when more people are vacationing. This is an example of _____ scheduling.
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pulsing
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Which of the following statements describes an advantage inherent in the flighting method of schedule advertising?
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Flighting creates cost efficiency by using advertising only during purchasing periods.
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Which of the following statements describes a disadvantage associated with the flighting method of schedule advertising?
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Consumers have a lack of awareness, interest, and retention of promotional messages during nonscheduled times.
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Which of the following is an advantage inherent in the pulsing method of scheduling advertising?
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A. cost efficiency of advertising
B. covers the entire buying cycle C. allows for the use of more than one media vehicle D. ability to use advertising as a constant reminder to the consumer |
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Given an advertising objective of achieving maximum awareness in an undifferentiated target market, the strategy should be to maximize:
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reach
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Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment?
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emphasizes reach rather than frequency
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Given the objective is comprehension of the message, the strategy should be to maximize ______ at the expense of _____.
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-frequency
-reach |
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A company with a substantial advertising budget with little or no awareness in the target market should:
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maximize reach
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Which of the following statements about advertising reach is true?
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Reach can be defined as the "opportunities to see" an ad.
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A company has a limited promotional budget. The target market is highly concentrated and has already been shown to have high awareness and interest in the project. The goal of the promotional strategy should be to:
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increase frequency
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Duplication of audiences is a desired factor if the media strategy is to:
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reduce waste coverage
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Dr Pepper ran its commercial featuring Garth Brooks during American Idol and during The Bachelor. Since many people watched both television shows, _____ occurred.
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duplicated reach
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Unduplicated reach is:
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total reach less duplicated reach
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To calculate gross ratings points (GRPs), you will need to:
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multiply reach times frequency
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____ is a summary measure that combines reach and frequency.
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Gross ratings points (GRPs)
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___ is the number of persons in the primary target audience who the media buy will reach and the number of times those persons will be reached.
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Target rating points
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How do gross rating points (GRPs) differ from target ratings points (TRPs)?
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TRPs calculations do not include waste coverage, and GRPs calculations do.
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The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired method.
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effective reach
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Effective reach refers to the:
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percentage of a media vehicle's audience reached with the addition of one more showing of an ad
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Which of the following statements about reach and frequency is true?
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Any generalizations about reach and frequency will vary according to the medium being examined.
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___ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time.
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average frequency
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Consider the following media buy:
70 percent of the audience is reached 1 time.
20 percent of the audience is reached 4 times.
10 percent of the audience is reached 6 times.
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The media buyer can only calculate average frequency from these figures, and average frequency is often misleading.
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Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?
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purchase and usage cycles
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Greater frequency levels of exposure would be necessary if:
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the purchase and usage cycle of is short
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Which of the following magazines would be LEAST likely to enhance the creativity of an advertising message because the magazine does not create a mood that carries over to its communications?
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Readers Digest
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Why should an effective media strategy be flexible?
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A. due to the potential development of new advertising media
B. due to an alteration of a competitor's media schedule C. due to the unavailability of the desired medium D. due to a drop in the ratings of a show previously on the media schedule |
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Advertising and promotional costs can be categorized in two ways. They are:
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Relative cost and absolute cost
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___ of the medium or vehicle is the actual total cost required to place the message.
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absolute cost
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___ refers to the relationship between the price paid for advertising space or time and the size of the audience delivered.
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Relative cost
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_____ is used to compare media vehicles.
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Relative cost
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Cost per thousand is a measure of the ______ of a particular media vehicle.
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relative cost effectiveness
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CPM is an expression of ______ for various media vehicles.
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relative cost
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_____ is an attempt to provide some standardization of relative costing procedures for making media selections.
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Cost per thousand (CPM)
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For newspapers, the cost efficiency formula is based on:
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the daily inch rate
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In purchasing time on television, it often becomes difficult to determine the print equivalent cost. As a result, some television rate cards now express costs in terms of _____ so as to provide a comparable base.
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CPM
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According to _____, a media buyer for a manufacturer of paintball guns would be better satisfied with the ad's performance if he or she purchased an ad in Paintball Sports magazine rather than Sports Illustrated.
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Target CPM (TCPM)
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A retailer wants to run an ad announcing that the new Harry Potter book will be available at the store next Saturday. There are two newspapers in the community in which the retailer operates. An ad in Newspaper A will cost $500, and an ad in Newspaper B will cost $375. Newspaper A has a circulation of 10,000, and Newspaper B has a circulation of 8,000. After calculating the CPM, you know:
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Newspaper B is the more cost-effective buy
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Magazine A has a cost for a full-page ad of $10,000 and a circulation figure of 5,000,000. Of these 5,000,000 subscribers, 40 percent are tennis buffs. Magazine B has a cost for a full page of $10,000 and a circulation of 3,000,000. Of the 3,000,000 subscribers 75 percent are tennis buffs. If you sold tennis racquets and wanted to compare the CPM effectiveness of these magazines, which would you choose?
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B
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A retailer wants to advertise its "Back-to-School" sale in a city that has two daily newspapers. There are 450,000 subscribers to Newspaper A and 520,000 subscribers to Newspaper B. The two-page ad in Newspaper A costs $20,000, and the same ad will cost $22,000 in Newspaper B. What else would the retailer need to know to compare the CPM effectiveness of these two newspapers?
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which newspaper has readers who have school-aged children
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With which of the following media would you find CPRP used to compare cost figures?
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TV
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The major problem with the use of readers per copy figures is:
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determining pass-along rates
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In order to compare the relative costs between two print media, an advertiser needs to use:
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CPM
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The advertiser needs to know _____ to determine how many readers an advertiser gets for every dollar spent in print media.
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the pass-along readership
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CPM is potentially an underestimate of cost efficiency because of:
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the pass along rate
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The pass-along rate refers to the:
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number of persons to whom a magazine copy has been given and who have read it
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The evaluation and follow-up stage of media planning
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is an imperative if an organization is to evaluate its performance
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What do The Da Vinci Code, Special K, and Tony Bennett have in common?
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Adweek announced they were all winners of its best annual media plan contest.
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Which of the following is NOT an advantage inherent in the selection of newspapers as the media vehicle?
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longevity
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Which medium offers the most target selectivity?
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direct mail
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When the objective is to attain maximum coverage of a local market, which form of advertising would be most effective?
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newspaper
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When trying to attain maximum coverage of the entire U.S. market, which form of advertising would be most effective?
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television
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In terms of media vehicles, ______ would be most efficient medium for the "Got Milk" slogan.
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outdoor
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Which media vehicle is described as having no valid measurement techniques, a flexible message platform, and limited creative capabilities?
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interactive media
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