Reach, Frequency...
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
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
Because new forms of advertising have emerged, traditional forms of advertising have become extinct. TRUE or FALSE
What is False
Using digital media makes it easier to make an advertising campaign global. TRUE or FALSE
What is True
The advantage of magazines over every other medium is
What is audience selectivity.
Sports Illustrated is a media ____ within the magazine ____.
What is vehicle and class
____ is a tried-and-true way of gaining easier retrieval of brand names from consumers memory.
What is repetition
List of brand names, typically five or fewer names, that come to mind when a product is mentioned
What is evoked set.
The three media types in social media
What is earned, owned,paid.
An advocacy position taken by a spokesperson in and advertisement
What is testimonial
A measure that considers both reach and frequency
What is GRP
Comparison ads are best at demonstrating the brand's what?
What are features against the competition
Scheduling heavy advertising for a period of time, usually two weeks.
What is flighting
The merging of Hollywood entertainment and advertising
What is Madison & Vine.
Placement of ads in geographic regions where higher purchase tendencies for a brand are evident.
What is geo-targeting.
Blend of different media used to effectively reach the target
What is Media Mix
Research has shown that ____________ levels of intensity tend not to work with the fear ad approach
What is at higher than middle levels of intensity
When an advocacy position is take by a spokesperson in an advertisement
What is testimonial
The most pressing concern facing social media
What is consumer privacy
The multi-sensory stimulation of ____ advertising makes it a very powerful medium
What is TV
Sum of all the exposures to the entire media plan
What is gross impressions
A slice-of-life ad is used to
What is situate a brand socially.
CPM (compute)
What is cost of media buy x 1,000 / total audience.
A ______ is a short phrase in part used to help establish an image, identity, or position for a brand or an organization, but mostly used to increase memorability.
What is Slogan
This medium has the ability to create hyper-localism
What is newspaper