Quiz #4 Flashcards
Media is a delivery system, delivering news, entertainment and advertising.
True
There are two elements: media types and media vehicles
True
An example of a media vehicle is television.
False
Medium is the singular form and mediums is the plural form
False
Sustainability in a campaign means that the concept will work in more than one medium
True
An example of a media type is the internet.
True
CPM means cost per million
False (cost per thousand)
Cost per point is based on the rating points of a television program
True
Frequency is the most important measured objective in a media plan.
False (it’s reach)
Objectives are a series of actions media planners take to attain tactics
False (objectives are the goals for the advertising)
A roadblock means buying all available TV spots in all available media vehicles at the same time to prevent your competitors from advertising
True
Frequency is the repetition of consumer exposure to the message.
True
The aperture affect is a strategy that says
Prospective customers have one or more ideal times or places at which they are most receptive to receiving and remembering a brand message
Which or these will give you target audience information
MRI, SMRB, Neilsen [All the above]
Reach decreases as frequency increases means
You’re reaching basically the same audience with each exposure after the initial exposure
Which of these statements is true?
At a frequency of two, audience will not remember the message, At a frequency of two, the audience might remember the product name, At a frequency of three, the audience will remember the name and the message
[All the above]
Which of these statements regarding media strategies is true
They are most successful when the product has lower prices, better quality and good distribution.
Strategies based on higher reaches and frequencies, larger budgets and a more creative message are more likely to have an edge.
Small bits of media rarely accomplish anything.
[All the above are true]
Which of these are criteria for choosing the media for your media mix?
Flexibility, ability to target, production flexibility
[all the above]
If 20% of the population accounts for 80% of your product’s consumption…
If that 20% is within the reach of a single medium, it would be inefficient to try and reach a higher percentage with additional but different media
Cost per point and cost per thousand are important because
They measure the efficiency of your media buy
