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5 Written questions

5 Matching questions

  1. TV disadvantage
  2. Marketing objective
  3. Networks
  4. Direct Response Advantages
  5. Media Mix
  1. a The blend of media used to communicate a message to a target audience.

    compare brand spending in media categories (e.g. do some put most of their budget into radio, while others focus more on national magazines?)
  2. b creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality
  3. c big broadcasitng companies
  4. d 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
  5. e high absolute cost
    highl clutter
    viewer "tune out"
    lack of credibility

5 Multiple choice questions

  1. usually cost inefficient compared to toher media
    high absolute cost
  2. percentage of HH that get the signal
    ABC has 99% coverage
  3. - locally based
    - can still use this for the national population
  4. en interactive system of marketing wich uses one or more advertising media to effect a measrueable response and/or transatction at any location
  5. - the percentage or number of household s capable of receiving a cable transmission
    - the cable term for coverage
    - US cable penetration is 87%
    - Network coverage is 99%

5 True/False questions

  1. Media objectivesaudience 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..


  2. Affiliate stations- spot announcemnt
    - TV stations that have contracts with network stations


  3. Off-network syndicationa distributor takes a program that has already been shown on network television and rents episodes to TV stations for local airing


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


  5. CPM= (cpp/ universe) x 1000

    = (total cost/ total gross impressions) x 1000


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