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5 Written questions

5 Matching questions

  1. recency planning
  2. frequency
  3. brand development index (BDI)
  4. cost per point (CPP)
  5. effective reach
  1. a based on "the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy"
  2. b indicates the sales potential of a particular brand in a specific market area
  3. c you find this by dividing the cost by the rating points
  4. d the average number of exposures received by a member of the target market during the relevant time period.
  5. e measures the number or percentage of the audience who receive enough exposures to truly receive the message

5 Multiple choice questions

  1. total number of people or households exposed to a medium
  2. total effect is greater than the sum of its parts
  3. one way to stretch a slim budget, floods airways all at once for a short amount of time
  4. determines the potential of the whole product category
  5. particular magazines or shows- according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer

5 True/False questions

  1. 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

          

  2. reachincludes all communications vehicles available to a marketer. radio, tv, magazines, outdoor, online, etc.

          

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

          

  4. mixed-media approachparticular magazines or shows- according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer

          

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