Advertising Exam 2, Ch. 13 Flashcards
1
Q
Media mix
A
Combo of media an advertiser uses to deliver its message to the target audience
2
Q
Strengths of network television
A
- broad reach
- cost effective
- combo of sight, sound, motion
3
Q
Weaknesses of network television
A
- expensive
- low involvement medium
- ad skipping
- time shifting
- clutter
4
Q
Reach/frequency of television
A
Reach=high
Frequency=low involvement medium calls for high frequency schedules
5
Q
Radio strengths
A
- audience segmentation (highly fragmented)
- low cost
- accessible
- local
- image transfer
- listener loyalty
6
Q
Radio weaknesses
A
- limited reach
- low involvement
- clutter
7
Q
Radio reach/frequency
A
Reach=fragmented due to audience selectivity
Frequency=high across narrow targets
8
Q
Cable television
A
- best of TV and radio
- low cost
- audience segmentation
-very low reach
9
Q
Broadcast cost variables
A
- usually negotiated
- more you buy, lower each unit costs
- limited supply of time
- Daypart
- geographic
- length of message
