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Exam 3 TERMS Test

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5 Written Questions

5 Matching Questions

  1. brand development index (BDI)
  2. audience
  3. recency planning
  4. effective frequency
  5. audience objectives
  1. a total number of people or households exposed to a medium
  2. b defines the specific types of people the advertiser wants to reach
  3. c indicates the sales potential of a particular brand in a specific market area
  4. d the average number of times a person must see or hear a message before it becomes effective
  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. households with tv sets
  2. total number of different households or people exposed at least once to an ad or campaign during a given time period (usually four weeks).
  3. total effect is greater than the sum of its parts
  4. markets, money, media, mechanics, and methodology
  5. indicates the incremental response to advertising actually diminishes, rather than builds, with repeated exposures

5 True/False Questions

  1. gross rating points (GRP)you find this by dividing the cost by the rating points

          

  2. mechanicstotal number of different households or people exposed at least once to an ad or campaign during a given time period (usually four weeks).

          

  3. media vehiclesparticular 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

          

  4. cost per thousand (CPM)common term used in media planning and buying

          

  5. flightingone way to stretch a slim budget, floods airways all at once for a short amount of time

          

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