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5 Written questions

5 Matching questions

  1. cost per point (CPP)
  2. category development index (CDI)
  3. recency planning
  4. methodology
  5. effective frequency
  1. a the average number of times a person must see or hear a message before it becomes effective
  2. b the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives
  3. c you find this by dividing the cost by the rating points
  4. d determines the potential of the whole product category
  5. e based on "the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy"

5 Multiple choice questions

  1. the product concept, target audience, advertising message, and communications media
  2. the various targets of a media plan
  3. markets, money, media, mechanics, and methodology
  4. particular magazines or shows- according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer
  5. indicates the incremental response to advertising actually diminishes, rather than builds, with repeated exposures

5 True/False questions

  1. reachincludes all communications vehicles available to a marketer. radio, tv, magazines, outdoor, online, etc.

          

  2. audience objectivesdefines where, when, and how often advertising should appear

          

  3. exposure valueconcerns the advertising message and copy, as well as the medium

          

  4. mechanicsincludes all communications vehicles available to a marketer. radio, tv, magazines, outdoor, online, etc.

          

  5. continuitythe duration of an advertising message or campaign over a given period of time

          

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