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5 Written questions

5 Matching questions

  1. money
  2. media
  3. message weight
  4. mixed-media approach
  5. television households (TVHH)
  1. a households with tv sets
  2. b total 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. c a combination of media
  4. d second M of the 5 M's, deals with how much to budget and where to allocate it
  5. e includes all communications vehicles available to a marketer. radio, tv, magazines, outdoor, online, etc.

5 Multiple choice questions

  1. total number of people or households exposed to a medium
  2. advertising runs steadily and varies little oner the campaign period
  3. measures the number or percentage of the audience who receive enough exposures to truly receive the message
  4. you find this by dividing the cost by the rating points
  5. variety of ways an advertisement can be presented

5 True/False questions

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


  2. continuitythe duration of an advertising message or campaign over a given period of time


  3. 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


  4. flightingone way to stretch a slim budget, floods airways all at once for a short amount of time


  5. spillover medialocal media that many consumers in a neighboring country inadvertently receive


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