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5 Written questions

5 Matching questions

  1. synergy
  2. frequency
  3. five M's
  4. reach
  5. markets
  1. a total effect is greater than the sum of its parts
  2. b the various targets of a media plan
  3. c total number of different households or people exposed at least once to an ad or campaign during a given time period (usually four weeks).
  4. d the average number of exposures received by a member of the target market during the relevant time period.
  5. e markets, money, media, mechanics, and methodology

5 Multiple choice questions

  1. concerns the advertising message and copy, as well as the medium
  2. common term used in media planning and buying
  3. buying airtime on multiple networks to air them simultaneously
  4. reach x frequency
  5. count and verify the number of subscribers

5 True/False questions

  1. continuous schedulethe duration of an advertising message or campaign over a given period of time


  2. media planningto 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. mixed-media approacha combination of media


  4. television households (TVHH)households with tv sets


  5. audiencetotal number of people or households exposed to a medium


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