The number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time is
What is reach
100
The component of advertising strategy that defines the goals of the advertiser and how those goals will be achieved is known as ____.
What is Message Strategy
100
Because new forms of advertising have emerged, traditional forms of advertising have become extinct.
TRUE or FALSE
What is False
100
This technique for body copy attempts to highlight the urgency of acting immediately
What is Direct Response Copy
100
The advantage of magazines over every other medium is
What is audience selectivity.
200
Sports Illustrated is a media ____ within the magazine or ____.
What is vehicle and class (medium)
200
____ is a tried-and-true way of gaining easier retrieval of brand names from consumers memory.
What is repetition
200
The sum of exposures to the entire media placement in a media plan.
What is Gross impressions.
200
A good rule of thumb is ________, the less need for subheads.
What is shorter the body copy.
200
The widest exposure of any medium with over 90% of the population.
What is radio
300
The number of times a target audience needs to be exposed to a message before the objectives of the advertiser are met.
What is effective frequency
300
Comparison ads are best used to accomplish what advertising objectives?
What is pursuade the customer
300
Scheduling heavy advertising for a period of time, usually two weeks.
What is flighting
300
The fading from people’s memories at certain mathematically calculated points.
What is forgetting function.
300
Compute GRP
What is reach x frequency
400
An important measure for media planners that considers both reach and frequency is ____.
What is GRP
400
Creating emphasis on the supposedly unique quality of the brand
What is USP
400
When an advocacy position is take by a spokesperson in an advertisement
What is testimonial
400
_____ is the process of expressing the value and benefits a brand has to offer, via written and verbal descriptions.
What is Copywriting.
400
The multi sensory stimulation of ____ advertising makes it a very powerful medium
What is TV
500
Calculation of any one advertiser's brand expenditures to the overall spending in a category.
What is share of voice.
500
A slice-of-life ad is used to
What is situate a brand socially.
500
CPM (compute)
What is cost of media buy x 1,000 / total audience.
500
A shot-by-shot sketch depicting in sequence the visual scenes and copy of the ad.
What is storyboard
500
The development and delivery of specialized programming to well-defined audiences.