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5 Written Questions

5 Matching Questions

  1. Direct Response Advantages
  2. coverage
  3. HUT/PUT
  4. Marketing objective
  5. Media objectives
  1. a percentage of HH that get the signal
    ABC has 99% coverage
  2. b usually focus on sales

    typeically staed by research in marketing plan
    what is to be accomplished by the overal plan in a given time period
    they are sometiems called direct objectives
  3. c creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality
  4. d =percentage of HH using TV at a given time of day

    = # of HH using TV during time period/ total HH in universe x 100
  5. e audience delivery goals such as who we are talking to when, etc. in order to meet all other objectives.

    areas to set them is target audience, creative requirements, reach and frequency, timing, geo, promotions, budget, etc..

5 Multiple Choice Questions

  1. - they produce tv shows and sell them to networks
    - show sellers
  2. shows brand's strengts and weaknesses using individual media and overall position in themedia marketpalce

    defined as a brand's percentage of total advertsing dollars spent within a category

    = (brand medium expenditure/ category medium expenditure) x 100
  3. usually cost inefficient compared to toher media
    high absolute cost
    clutter
  4. focus on communication
    sometimes called "indirect objectives"
  5. big broadcasitng companies

5 True/False Questions

  1. brodcast coverage areaThis term is used for radio. It is an area, but in the traditional sense not a market.
    It is composed of counties in which radio stations from an originating market have converage. for a county to be papart of a tsa people living in the ocunty must have established certain levels of listening tot he radio stations

          

  2. CDIBrand Development Index; determines the sales potential for a specific brand in a particular market area. The higher the BDI number, the greater the potential that exists.

    BDI= (% of brand to total U.S. sales in market / % of total U.S. population in market)x100

          

  3. List brokerbig broadcasitng companies

          

  4. TV disadvantageusually cost inefficient compared to toher media
    high absolute cost
    clutter

          

  5. rotation packageused for the internet
    how often a banner ad will rotate on the top of the screen and what not

          

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