Chapter 12 Part 2

Question 1

Television

Answer 1

Mass audience/flexibe/very expensive

Question 2

Radio

Answer 2

Very flexible/reacing specific consumer segments/difficult to buy radio time

Question 3

Newspaper

Answer 3

Excellent for local advertising and events/short life span/limited readers

Question 4

Magazines

Answer 4

Easy targeting/long life span/not flexible/expensive

Question 5

Out-of-home media (airships/transit ads)

Answer 5

Reach people in public places/low costs/only simple messages

Question 6

Place-based media

Answer 6

Target narrow audiences/high costs/lack of credibility

Question 7

Lobbying

Answer 7

talking to and providing information to government officials to persuade them

Question 8

Corporate identity

Answer 8

providing input on corporate identity materials: logos/brochures

Question 9

A campaing strategy must include:

Answer 9

• Statement of objectives
• Situation analysis
• Specification of target audiences, message to be communicated and specific program elements
• Timetable and budget
• Discussion of how the program will be evaluated

Question 10

Attitudinal measures

Answer 10

test consumers beliefs or feelings about a product before and after ad

Question 11

Unaided recall

Answer 11

tests by surveys/interview whether people remember ad without saying brand

Question 12

Cost per thousand (CPT)

Answer 12

compare relative cost effectiveness of different media

Question 13

Gross rating points (GRPs)

Answer 13

reach x frequency, compare effectiveness of different media