gku Flashcards
1
Q
Mood or image
A
no claim made,evocative
2
Q
Reach (R)
A
Number of different persons exposed to a particular media schedule at least once during a specific period.
3
Q
Frequency (F)
A
Number of times within the specific time period that an average person is exposed to the message.
4
Q
Impact (I)
A
Qualitative value of an exposure through a given medium.
5
Q
Total Number of Exposures (E)
A
Reach times the average frequency. E = R x F
6
Q
Gross Rating Points (GRPs)
A
A measure of the size of an advertising campaign or by a specific medium or schedule
7
Q
Media Scheduling (3x4)
A
Vertical: (top to bottom) -concentrated -continuous -intermittent Horizontal: (left to right) -level -rising -falling -alternating
8
Q
Advertising Objectives (3)
A
- to inform
- to persuade
- to remind
9
Q
Elaboration Likelihood Model (5)
A
- Exposure
- Involvement
- Attention
- Comprehension
- Persuasion
10
Q
Dumping
A
Combination of price discrimination and predatory pricing in international marketing situations
