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5 Written questions

5 Matching questions

  1. Advertising objective
  2. Media Mix
  3. direct response
  4. coverage
  5. Gross Impressions
  1. a focus on communication
    sometimes called "indirect objectives"
  2. b en interactive system of marketing wich uses one or more advertising media to effect a measrueable response and/or transatction at any location
  3. c = (rating/100) x universe
  4. d 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?)
  5. e percentage of HH that get the signal
    ABC has 99% coverage

5 Multiple choice questions

  1. creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality
  2. - locally based
    - can still use this for the national population
  3. how much advertising is being done in camparison to competitors

    a calculation of any one advertiser's brand expenditures relative to the overall spending in a category.

    Share of Voice = one brand's advertising expenditures in a medium/total product category advertising expenditures in a medium
  4. refers to programming that is broadcast for the first time as a syndicated show (not any one particular network), or at least first so offered in a given country (programs originally created and broadcast outside of the United States, first presented on a network in their country of origin, have often been syndicated in the U.S. and in some other countries),

    original programming produced specifically for the syndicated television market
  5. = daily effective circulation
    - is the exact same as GRP
    - this is a gross (duplicated) number
    - a GRP (or showing) of 25 means that on an overage day 25% of the population in a particular area will hve the opportunity to see the ad
    counts usign traffic studies

5 True/False questions

  1. CPP= CPM X universe/ 1000

    = Total Cost/ Total GRPs

    how much it costs to buy one rating point or 1% of the population in the area being evaluated;

    =cost of ad time/program rating


  2. Share of Voice= # of HH watching it/ US TV HH's watching TV
    =Rating (HH)/ HUT x 100

    - always larger than rating
    - percentage of HUT tuned to a particular station
    - percentage of HH tuned into one of the networks out of all HH's with TV turned on
    -Cable share is growing, network share is eroding


  3. radio disadvantagerelatively inexpensive
    short time between media exposures and purchase
    builds frequency
    high summer exposure
    local appeal


  4. TRPs= # of spots x rating


  5. Radio Advantagesusually cost inefficient compared to toher media
    high absolute cost


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