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5 Written questions

5 Matching questions

  1. markets
  2. roadblocking
  3. blinking
  4. message weight
  5. methodology
  1. a 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
  2. b the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives
  3. c buying airtime on multiple networks to air them simultaneously
  4. d the various targets of a media plan
  5. e one way to stretch a slim budget, floods airways all at once for a short amount of time

5 Multiple choice questions

  1. count and verify the number of subscribers
  2. based on "the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy"
  3. common term used in media planning and buying
  4. households with tv sets
  5. possible exposure of the advertising message to one audience member

5 True/False questions

  1. attention valueconcerns the advertising message and copy, as well as the medium


  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. gross rating points (GRP)reach x frequency


  4. gross impressionspotential exposures possible in that medium


  5. mediaincludes all communications vehicles available to a marketer. radio, tv, magazines, outdoor, online, etc.