chapter 14

The sales strength of a particular brand in a specific market area is indicated by the or BDI.

Blank 1: brand Blank 2: development Blank 3: index

_____ falls somewhere between a minimum level that achieves message awareness and a maximum level that results in overexposure.

Effective frequency

True or false: Computers are completely able to replace the functions of a media planner, effectively and resourcefully.

False

_____ are typically used by media planners to define their target audiences.

Geodemographic classifications

Identify an accurate statement about exposure value for media vehicles.

Higher involvement suggests greater ad exposure.

Identify the factors that help determine the exposure value of an advertisement. (Check all that apply.)

The nature of interaction it requires The nature of the audience The nature of the vehicle

Select the determinations a media planner must make when deciding on the best media vehicle for a campaign.

The percentage of the vehicle's audience that matches the product's target audience. The ability of the vehicle to offer attention, exposure, and motivation.

Identify an accurate statement about media buyers in very small agencies.

They negotiate and contract with all media.

True or false: Comparing different vehicles by CPM or CPP is important but does not take into account each vehicle's other advantages and disadvantages.

True

True or false: The brand development index compares the percentage of a brand's total U.S. sales in an area to the percentage of the total U.S. population in that area.

True

A possible exposure of an advertising message to a single audience member is referred to as _____.

advertising impression

An refers to the total number of individuals or households that are exposed to a medium.

audience

A continuous advertising schedule is used for products that _____.

consumers purchase regularly

The type of people in an audience is usually determined by the _____ of the medium.

content

The category development index is used to ______.

determine the strength of a whole product category

In the context of media objectives, where, when, and how often advertising should appear is defined by _____.

distribution objectives

The average number of times that a person needs to see or hear a message before it can become effective is known as _____.

effective frequency

The number or percentage of the people in an audience who receive enough exposures to truly receive the message is measured by _____.

effective reach

Unlike computers, media planners can _____.

evaluate the content of a media vehicle

Planners calculate _____ by multiplying a medium's total audience size by the number of times that an advertising message is used during the period.

gross impressions

Media planners calculate the total gross impressions for a schedule by summing the _____.

gross impressions for each medium used

Of the five factors (or five Ms) in a media strategy, ______ refer to the the various targets, or prospects, of a media plan.

markets

Which of the five Ms of the media strategy are affected by a customer's product purchasing behavior? (Select all that apply)

mechanics methodology media money markets

A(n) _____ is a person who is responsible for negotiating and contracting with the media.

media buyer

The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

media planning

The _____ describes a plan for reaching specific media objectives.

media strategy

Distribution objectives are directly related to _____.

message weight, reach, frequency, and continuity

A _____ approach to advertising uses a combination of media in order to increase reach.

mixed-media

An advertising impression is also referred to as a(n) _____.

opportunity to see

A brand development index under 100 and a category development index over 100 indicate that a _____.

product category has high potential, but the brand is not selling well

What category of products requires the most constant levels of advertising?

products with short purchase cycles

Media planners analyze markets to determine the reasons behind a prospect's _____ and then develop a media plan.

purchase patterns

The term effective reach is used to describe the _____.

quality of exposure to a medium

When determining the number of readers per copy of print media, firms take into account the pass-along rate, which is a measure of the number of people who _____.

read a copy at a newsstand without buying it

When a combination of media is used to achieve greater reach, it results in . This refers to the total effect being greater that the sum of the individual parts.

synergy

Which product would most likely use a continuous advertising schedule?

toilet bowl cleaner

The _____ of a print media vehicle is determined by multiplying the number of subscribers with the estimated number of readers per copy.

total audiencef

The media strategy describes which of the following? (Select all that apply)

which media will be used how often media will be used where media will be used