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5 Written questions

5 Matching questions

  1. flighting
  2. circulation
  3. television households (TVHH)
  4. recency planning
  5. pulsing
  1. a households with tv sets
  2. b alternates periods of advertising with periods of no advertising
  3. c mixes continuous and flighting strategies. as the consumers purchasing cycle gets longer, this becomes more appropriate
  4. d count and verify the number of subscribers
  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. defines where, when, and how often advertising should appear
  2. you find this by dividing the cost by the rating points
  3. variety of ways an advertisement can be presented
  4. indicates the incremental response to advertising actually diminishes, rather than builds, with repeated exposures
  5. the cost of exposing the message to the target audience rather than to the total circulation

5 True/False questions

  1. creative mixthe product concept, target audience, advertising message, and communications media

          

  2. frequencythe average number of exposures received by a member of the target market during the relevant time period.

          

  3. cost per thousand (CPM)you find this by dividing the cost by the rating points

          

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

          

  5. roadblockingbuying airtime on multiple networks to air them simultaneously

          

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