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5 Written Questions

5 Matching Questions

  1. media
  2. creative mix
  3. gross rating points (GRP)
  4. circulation
  5. advertising response curve
  1. a count and verify the number of subscribers
  2. b reach x frequency
  3. c the product concept, target audience, advertising message, and communications media
  4. d indicates the incremental response to advertising actually diminishes, rather than builds, with repeated exposures
  5. e includes all communications vehicles available to a marketer. radio, tv, magazines, outdoor, online, etc.

5 Multiple Choice Questions

  1. total number of people or households exposed to a medium
  2. to conceive, analyze, and select channels of communication that will direct advertising messages to the right people, in the right place, at the right time
  3. defines the specific types of people the advertiser wants to reach
  4. possible exposure of the advertising message to one audience member
  5. total size of an audience for a set of ads or an entire campaign, because it gives some indication of the scope of the campaign in a given market

5 True/False Questions

  1. five M'svariety of ways an advertisement can be presented

          

  2. flightingalternates periods of advertising with periods of no advertising

          

  3. spillover mediaincludes all communications vehicles available to a marketer. radio, tv, magazines, outdoor, online, etc.

          

  4. burstingrunning the same commercial every half hour on the same network during prime time

          

  5. pulsingmixes continuous and flighting strategies. as the consumers purchasing cycle gets longer, this becomes more appropriate

          

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