Chap15

Question 1

advertising impression

Answer 1

A possible exposure of the advertising message to one audience member

Question 2

a graphical representation of the relationship between advertising levels and sales results.

Answer 2

Advertising response curve

Question 3

Consideration in selecting media based on the degree of attention paid to as in particular media by those exposed to them. This relates to the advertising message in the copy just as much as to the medium.

Answer 3

Attention value

Question 4

audience

Answer 4

The total number of people exposed to a particular medium.

Question 5

audience objectives

Answer 5

Definitions of specific types of people the advertiser wants to reach

Question 6

A scheduling technique in which the advertiser floods the airwaves for one day on both cable network channels to make sure it’s virtually impossible to miss the ad.

Answer 6

Blinking

Question 7

The percentage of a brand’s total sales in the area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area.

Answer 7

Brand development index ( BDI)

Question 8

bursting

Answer 8

Immediate scheduling method for providing high ticket items that require close consideration, such as running the same commercial every half hour on the same network in primetime.

Question 9

category development index (CDI)

Answer 9

The percentage of a product categories total US sales in an area divided by the percentage of US population in the area.

Question 10

circulation

Answer 10

A statistical measurement of a print mediums audience. Includes subscription and vendor sales and primary and secondary readership.

Question 11

continuity

Answer 11

The duration of an advertising message or campaign over a given period of time.

Question 12

continuous schedule

Answer 12

A method of scheduling media in which advertising runs steadily with little variation.

Question 13

cost efficiency

Answer 13

The cost of reaching the target audience through particular medium as opposed to the cost of reaching the mediums total circulation.

Question 14

cost per point (CPP)

Answer 14

A simple computation used by media buyers to determine which broadcast programs are most effective in relation to target audience.

Question 15

cost per thousand (CPM)

Answer 15

Hey common used to describe the cost of reaching 1000 people in the mediums audience.

Question 16

distribution objectives

Answer 16

Where, when, and how advertising should appear.

Question 17

Term used to describe the quality of exposure. It measures the number of percentage of the audience who received enough exposure for the message to truly be received.

Answer 17

Effective reach

Question 18

effective frequency

Answer 18

The average number of times a person much must see or hear a message before it becomes effective.

Question 19

exposure value

Answer 19

The value of a medium determined by how well it exposes and ad to the target audience.

Question 20

five Ms

Answer 20

Markets

Money

Me

Mechanics

methodology

Question 21

flighting

Answer 21

An intermediate media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all

Question 22

frequency

Answer 22

The number of times the same person or household is exposed to a vehicle in a specified time span.

Question 23

gross impressions

Answer 23

The total of all the audiences delivered by a media plan.

Question 24

gross rating points (GRPs)

Answer 24

The total audience delivery or weight of a specific media schedule.

Question 25

mechanics

Answer 25

Deals creatively with the available advertising media options

Question 26

media buyer

Answer 26

Person responsible for negotiating contracting the purchase of advertising space and time in various media.

Question 27

media planning

Answer 27

The process that directs advertising messages to the right people in the right place at the right time.

Question 28

media vehicles

Answer 28

Particular media programs or publications.

Question 29

message weight

Answer 29

The total size of the audience for a set of ads or an entire campaign.

Question 30

methodology

Answer 30

The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives.

Question 31

mixed-media approach

Answer 31

Using a combination of advertising media vehicles in a single advertising campaign.

Question 32

motivation value

Answer 32

A consideration in selecting media based on the medium's ability to motivate people to act.

Question 33

opportunity to see (OTS) and what is its alternate name?

Answer 33

A possible exposure of an advertising message to one audience member. Also called an ad impression.

Question 34

pass-along rate

Answer 34

The number of people who read a magazine without actually buying it.

Question 35

pulsing

Answer 35

Mixing continually and fighting strategies in media scheduling.

Question 36

rating

Answer 36

The percentage of homes or individuals exposed to an advertising medium.

Question 37

reach

Answer 37

The total number of different people or household exposed to an advertising schedule during a given time, usually four weeks.

Question 38

readers per copy (RPC) and how is it determined?

Answer 38

Variable used to determine the total reach of a given print medium.

Question 39

roadblocking

Answer 39

Buying the simultaneous airtime on all four television networks.

Question 40

An effect achieved when the sum of parts is greater than the expected from simply adding together the individual components

Answer 40

Synergy

Question 41

What equation equals the total audience size?

Answer 41

RPC x the number of vendor and subscription sale

Question 42

Name three positive factors included in motivation value.

Answer 42

Prestige, good quality reproduction, timeliness, an editorial relevance.

Question 43

target CPM (TCPM)

Answer 43

The cost per thousand to expose a message to a target audience rather than to the total circulation.

Question 44

television households (TVHH)

Answer 44

Households with TV set

Question 45

wearout

Answer 45

The point at which an advertising message has been seen or heard so often that it starts to hear take consumers and therefore loses its effectiveness.

Question 46

What is the first stage in the media process?

Answer 46

Planning

Question 47

What are three skills the most successful media buyers have?

Answer 47

Knowing the market Negotiating the buy monitoring performance

Question 48

Media planning begins with what tasks?

Answer 48

Defining media objectives and setting communication goals.

Question 49

What methods are usually used to determine target audience?

Answer 49

Marketers past experiences, through special research studies, or secondary research sources