← Exam 3 TERMS Test
5 Written Questions
5 Matching Questions
- attention value
- effective frequency
- audience objectives
- a defines the specific types of people the advertiser wants to reach
- b concerns the advertising message and copy, as well as the medium
- c count and verify the number of subscribers
- d second M of the 5 M's, deals with how much to budget and where to allocate it
- e the average number of times a person must see or hear a message before it becomes effective
5 Multiple Choice Questions
- you find this by dividing the cost by the rating points
- how many people an ad "see's" rather than the other way around
- measures the number or percentage of the audience who receive enough exposures to truly receive the message
- the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives
- total number of people or households exposed to a medium
5 True/False Questions
roadblocking → one way to stretch a slim budget, floods airways all at once for a short amount of time
distribution objectives → defines the specific types of people the advertiser wants to reach
media → includes all communications vehicles available to a marketer. radio, tv, magazines, outdoor, online, etc.
media planning → based on "the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy"
frequency → total number of different households or people exposed at least once to an ad or campaign during a given time period (usually four weeks).