Chapter 7 - Traditional Media Channels

_____ helps the marketing team design more effective campaigns by measuring the overall expenditures associated with an advertising program or campaign.

CPM - CPM helps the marketing team design more effective campaigns by measuring the overall expenditures associated with an advertising program or campaign. To be able to compare how cost effective one medium or ad placement is to another, the cost per thousand (CPM) can be calculated. CPM = (Cost of media buy/Total audience) × 1,000.

All of the following describe advertising terms that help the marketing team design effective campaigns EXCEPT ______.

Cost per social media follower - Reach, frequency, opportunities to see (OTS), gross rating points (GRP), cost per thousand (CPM), cost per rating point (CPRP), ratings continuity, and gross impressions are advertising terms that help the marketing team design effective campaigns.

Components of a media plan include all of the following EXCEPT ______.

Messaging strategy development - The components of a media plan include all of the following: marketing analysis, advertising analysis, media strategy, media schedule, and justification and summary. Messaging strategy is part of the creative development process.

What medium has changed the most in the last decade?

No medium has undergone more radical change than the television industry over the past decade. Many experts believe the internet and the corresponding venues it has created have reduced the impact of traditional television.

_____ notes that consumers exhibit selective attention and focus on personal needs and wants as they consider advertisements.

Recency theory - Recency theory notes that a consumer exhibits selective attention and focuses on personal needs and wants as he considers advertisements. When a consumer pays attention to messages that might meet his needs or wants, the closer an exposure to a commercial is to the purchase decision, the more powerful the ad becomes.

Which of the following is a disadvantage of radio advertising?

Short exposure time creates one problem for radio. Most commercials last 15 or 30 seconds. Listeners involved in other activities, such as driving or working on a computer, may not pay attention.

The ______ creates a program that identifies where and when to place ads.

The media buyer selects the media then negotiates, rates, times, schedules, and purchases the space.

_____ suggests that the combined impact of using two or more media will be stronger than using either medium alone.

The media multiplier effect - The media multiplier effect suggests that the combined impact of using two or more media will be stronger than using either medium alone.

A media strategy involves _____ for an advertising and marketing campaign.

analyzing & choosing media

After developing a​ _________________, other aspects of media selection can proceed.

media strategy

Marketers recognize that _____ for advertisements will be crucial.

selecting the proper blend of traditional media outlets- Marketers recognize that selecting the proper blend of traditional media outlets for advertisements will be crucial. As they prepare campaigns, advertisers make decisions regarding the appropriate mix of media.

Herbert Krugman suggests that an advertisement can make an impact on an audience regardless of individual needs or wants. He developed the _____.

three-exposure hypothesis - Most media planners believe an advertisement requires a minimum of three exposures for an advertisement to be effective. The three-exposure hypothesis, as developed by Herbert Krugman, suggests that an advertisement can make an impact on an audience regardless of individual needs or wants.