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5 Written questions

5 Matching questions

  1. Gross Impressions
  2. BDI
  3. independent stations
  4. CDI
  5. Radio Advantages
  1. a - locally based
    - can still use this for the national population
  2. b Brand Development Index; determines the sales potential for a specific brand in a particular market area. The higher the BDI number, the greater the potential that exists.

    BDI= (% of brand to total U.S. sales in market / % of total U.S. population in market)x100
  3. c = (rating/100) x universe
  4. d relatively inexpensive
    short time between media exposures and purchase
    builds frequency
    high summer exposure
    local appeal
  5. e category development index.

    Is based on the percentage of sales of a product category rather than a brand in a given market. It tells strengths and weaknesses of the category

    CDI = % of a category's sales in a market/ % of the US population in that same market

5 Multiple choice questions

  1. focus on communication
    sometimes called "indirect objectives"
  2. creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality
  3. big broadcasitng companies
  4. shows brand's strengts and weaknesses using individual media and overall position in themedia marketpalce

    defined as a brand's percentage of total advertsing dollars spent within a category

    = (brand medium expenditure/ category medium expenditure) x 100
  5. - clear statement of what you hope to achieve. all should:
    be concrete and measrueable
    clearly define the target audicence
    establish benchmarks and/or a degree of change
    specify a time perdiod
    start with an action verb

5 True/False questions

  1. brodcast coverage areathe geographic area within which a signal from an originating television sation can be received

          

  2. CPM= (cpp/ universe) x 1000

    = (total cost/ total gross impressions) x 1000

          

  3. Station Rep- represents one TV station per market and ussually multiple radio stations, but only on per format
    - they are only paid if they sell spots
    - National and regional advertisers buy through station reps who act as a middle person

          

  4. ShareBrand Development Index; determines the sales potential for a specific brand in a particular market area. The higher the BDI number, the greater the potential that exists.

    BDI= (% of brand to total U.S. sales in market / % of total U.S. population in market)x100

          

  5. TV advantageshigh absolute cost
    highl clutter
    viewer "tune out"
    lack of credibility