chapt. 12

Question 1

T/F: Magazines effective reach is bigger than the potential reach

Answer 1

True

Question 2

T/F:TV and radio effective reach is less than the potential reach

Answer 2

True

Question 3

Despite size, agency profit margin are smaller. Fewer people working more hours. Publicly traded companies seek bottom line

Answer 3

Thinner Margins, Thinner SHops

Question 4

Specifies media in which advertising message will be place to reach a desired audience

Answer 4

Media Plan

Question 5

Broad category of media - TV radio newspaper

Answer 5

Media Class

Question 6

Specific option within a class

Answer 6

Media Vehicle

Question 7

Blend of different media to reach target audience

Answer 7

Media Mix

Question 8

Scheduling continuity that is spend through out the year

Answer 8

Continuous. Soft Drinks

Question 9

Continuity that is spend only seasonal and certain times

Answer 9

Flighting,. Flowers and taxes

Question 10

Continuity schedule that is a mix of flighting and continuous and there is a rise in certain time

Answer 10

Pulsing. Beer on superbowl

Question 11

Why is Mcdonald not advertised in News?

Answer 11

The Tone of media is not right