NAME: ________________________

Exam 3 TERMS Test

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5 Written Questions

5 Matching Questions

  1. flighting
  2. brand development index (BDI)
  3. recency planning
  4. continuity
  5. reach
  1. a based on "the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy"
  2. b indicates the sales potential of a particular brand in a specific market area
  3. c alternates periods of advertising with periods of no advertising
  4. d total number of different households or people exposed at least once to an ad or campaign during a given time period (usually four weeks).
  5. e the duration of an advertising message or campaign over a given period of time

5 Multiple Choice Questions

  1. includes all communications vehicles available to a marketer. radio, tv, magazines, outdoor, online, etc.
  2. a combination of media
  3. measures the number or percentage of the audience who receive enough exposures to truly receive the message
  4. running the same commercial every half hour on the same network during prime time
  5. defines where, when, and how often advertising should appear

5 True/False Questions

  1. message weighttotal 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

          

  2. advertising impressionpossible exposure of the advertising message to one audience member

          

  3. blinkingalternates periods of advertising with periods of no advertising

          

  4. attention valuehow many people an ad "see's" rather than the other way around

          

  5. ratingrunning the same commercial every half hour on the same network during prime time

          

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