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5 Written questions

5 Matching questions

  1. media planning
  2. rating
  3. gross rating points (GRP)
  4. mechanics
  5. creative mix
  1. a the percentage of homes (or individuals) exposed to an advertising medium
  2. b to conceive, analyze, and select channels of communication that will direct advertising messages to the right people, in the right place, at the right time
  3. c variety of ways an advertisement can be presented
  4. d the product concept, target audience, advertising message, and communications media
  5. e reach x frequency

5 Multiple choice questions

  1. one way to stretch a slim budget, floods airways all at once for a short amount of time
  2. the average number of exposures received by a member of the target market during the relevant time period.
  3. defines the specific types of people the advertiser wants to reach
  4. markets, money, media, mechanics, and methodology
  5. another term for possible exposure of the advertising message to one audience member

5 True/False questions

  1. mixed-media approachmeasures the number or percentage of the audience who receive enough exposures to truly receive the message


  2. message weighttotal size of an audience for a set of ads or an entire campaign, because it gives some indication of the scope of the campaign in a given market


  3. pulsingrunning the same commercial every half hour on the same network during prime time


  4. media vehiclesvariety of ways an advertisement can be presented


  5. moneytotal effect is greater than the sum of its parts