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5 Written Questions

5 Matching Questions

  1. share of voice
  2. radio disadvantage
  3. Media Mix
  4. CDI
  5. Rating
  1. a background medium
    sound nly
    short messge life
    fragmentation ( makes audience shares low)
  2. b 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
  3. c = # of HH wathing it/ US TV HH's

    =HUT/Share

    =cost per ad/ CPP

    = #persons exposed to vehicle/ #persons in universe x 100

    - percentage of HH or people exposed to an advertising medium or vehicle
  4. d category development index.

    Is based on the percentage of sales of a product category rather than a brand in a given market. It tells strengths and weaknesses of the category

    CDI = % of a category's sales in a market/ % of the US population in that same market
  5. e 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 Multiple Choice Questions

  1. = (rating/100) x universe
  2. the geographic area within which a signal from an originating television sation can be received
  3. - 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%
  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. creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality

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. Networksbig broadcasitng companies

          

  3. Showing= # of HH wathing it/ US TV HH's

    =HUT/Share

    =cost per ad/ CPP

    = #persons exposed to vehicle/ #persons in universe x 100

    - percentage of HH or people exposed to an advertising medium or vehicle

          

  4. Upfronts= # of spots x rating

          

  5. CPP= (cpp/ universe) x 1000

    = (total cost/ total gross impressions) x 1000

          

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