chapter 17

Question 1

A specific communication task to be accomplished with a specific target audience during a specific period of time

Answer 1

Advertising objective

Question 2

Setting the promotion budget at the level the management thinks the company can afford

Answer 2

Affordable approach

Question 3

Setting the promotion budget to match the competitor’s outlays

Answer 3

Competitive party approach

Question 4

Developing the promotion budget by defining specific objectives, dtermining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget

Answer 4

Objective and task approach

Question 5

Media selection can be passed on the following criteria (3)

Answer 5

• Reach
• Frequency
• Impact

Question 6

Reach multiplied by frequency. GRPs may be
estimated for individual media vehicles. Media
planning is often based on ‘cost per 1000 GPR’

Answer 6

Gross rating points (GRPs)

Question 7

Calculated by dividing the cost of an ad placed in a particular advertisement vehicle by the number of people who are exposed to that vehicle

Answer 7

Cost per thousand (CMP)

Question 8

A business relationship between a provider of funds, resources or services and an individual, even, or organization which offers in return some rights and assocation that may be used for commercial advantages

Answer 8

Sponsorship

Question 9

The use of a famous spokesperson in marketing communications

Answer 9

celebrity endorsement

Question 10

The inclusion of a branded product in media, usually without explicit reference to the product.

Answer 10

Product placement