5 Written Questions

1. 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
2. sight and sounds
   cost efficient
   ability to buld high frequency
   flexible
   possible short lead time
3. - they produce tv shows and sell them to networks
   - show sellers
4. =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. en interactive system of marketing wich uses one or more advertising media to effect a measrueable response and/or transatction at any location

5 Matching Questions

1. Media Mix
2. Direct Response Advantages
3. Share
4. coverage
5. CPP

1. a percentage of HH that get the signal
   ABC has 99% coverage
2. b 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?)
3. c = # 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
4. d = 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
5. e creative flexibliltiy
   unlimited geographic targetintg
   advertiser has control over production quality

5 Multiple Choice Questions

1. 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
   1. Marketing objective
   2. share of voice
   3. Advertising objective
   4. Media objectives
2. usually cost inefficient compared to toher media
   high absolute cost
   clutter
   1. TV disadvantage
   2. Radio Advantages
   3. radio disadvantage
   4. dr disadvantages
3. high absolute cost
   highl clutter
   viewer "tune out"
   lack of credibility
   1. dr disadvantages
   2. radio disadvantage
   3. TV advantages
   4. TV disadvantage
4. 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
   1. BDI
   2. CPM
   3. CPP
   4. CDI
5. This 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
   1. Total Survey Area
   2. Station Rep
   3. TV disadvantage
   4. TV advantages

5 True/False Questions

1. List broker → = # 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

   True        False

2. characterisitcs of an objective → - clear statement of what you hope to achieve. all should:
   be concrete and measrueable
   clearly define the target audicence
   establish benchmarks and/or a degree of change
   specify a time perdiod
   start with an action verb

   True        False

3. Gross Impressions → en interactive system of marketing wich uses one or more advertising media to effect a measrueable response and/or transatction at any location

   True        False

4. brodcast coverage area → This 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

   True        False

5. Off-network syndication → 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

   True        False