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5 Written questions

5 Matching questions

  1. Total Survey Area
  2. radio disadvantage
  3. CDI
  4. brodcast coverage area
  5. TV advantages
  1. a sight and sounds
    cost efficient
    ability to buld high frequency
    flexible
    possible short lead time
  2. b 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
  3. c background medium
    sound nly
    short messge life
    fragmentation ( makes audience shares low)
  4. d the geographic area within which a signal from an originating television sation can be received
  5. e This term is used for radio. It is an area, but in the traditional sense not a market.
    It is composed of counties in which radio stations from an originating market have converage. for a county to be papart of a tsa people living in the ocunty must have established certain levels of listening tot he radio stations

5 Multiple choice questions

  1. audience delivery goals such as who we are talking to when, etc. in order to meet all other objectives.

    areas to set them is target audience, creative requirements, reach and frequency, timing, geo, promotions, budget, etc..
  2. big broadcasitng companies
  3. = # of HH wathing it/ US TV HH's

    =HUT/Share

    =cost per ad/ CPP

    = #persons exposed to vehicle/ #persons in universe x 100

    - percentage of HH or people exposed to an advertising medium or vehicle
  4. focus on communication
    sometimes called "indirect objectives"
  5. usually focus on sales

    typeically staed by research in marketing plan
    what is to be accomplished by the overal plan in a given time period
    they are sometiems called direct objectives

5 True/False questions

  1. BDIcategory 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

          

  2. characterisitcs of an objective- 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

          

  3. Gross Impressions= (rating/100) x universe

          

  4. share of voicehow much advertising is being done in camparison to competitors

    a calculation of any one advertiser's brand expenditures relative to the overall spending in a category.

    Share of Voice = one brand's advertising expenditures in a medium/total product category advertising expenditures in a medium

          

  5. coverage= # of HH watching it/ US TV HH's watching TV
    =Rating (HH)/ HUT x 100


    - always larger than rating
    - percentage of HUT tuned to a particular station
    - percentage of HH tuned into one of the networks out of all HH's with TV turned on
    -Cable share is growing, network share is eroding