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5 Written questions

5 Matching questions

  1. markets
  2. blinking
  3. flighting
  4. pulsing
  5. mixed-media approach
  1. a mixes continuous and flighting strategies. as the consumers purchasing cycle gets longer, this becomes more appropriate
  2. b alternates periods of advertising with periods of no advertising
  3. c the various targets of a media plan
  4. d one way to stretch a slim budget, floods airways all at once for a short amount of time
  5. e a combination of media

5 Multiple choice questions

  1. the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives
  2. defines where, when, and how often advertising should appear
  3. the product concept, target audience, advertising message, and communications media
  4. indicates the sales potential of a particular brand in a specific market area
  5. the average number of times a person must see or hear a message before it becomes effective

5 True/False questions

  1. moneysecond M of the 5 M's, deals with how much to budget and where to allocate it


  2. synergytotal effect is greater than the sum of its parts


  3. media planningto conceive, analyze, and select channels of communication that will direct advertising messages to the right people, in the right place, at the right time


  4. cost efficiencythe cost of exposing the message to the target audience rather than to the total circulation


  5. audiencetotal number of people or households exposed to a medium


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