APR FINAL EXAM QUESTIONS WITH
CORRECT ANSWERS
developing the media plan: - CORRECT ANSWER✔✔-1. media objectives
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2. target audience
| |
3. media types to be used and allocation
| | | | | | |
4. media vehicles to be used and allocation
| | | | | | |
5. media scheduling
| |
media objectives= - CORRECT ANSWER✔✔-statements about what the
| | | | | | | |
media portion of your ad campaign will accomplish focusing on reach
| | | | | | | | | | |
and frequency
|
reach= - CORRECT ANSWER✔✔-the # of different people or households
| | | | | | | | | |
exposed to any advertising schedule during a given time period
| | | | | | | | |
frequency= - CORRECT ANSWER✔✔-the # of times an advertising
| | | | | | | | |
message reaches the same person or household
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gross rating points (GRPs) - CORRECT ANSWER✔✔-reach X frequency
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,the fight over $$$ is..... - CORRECT ANSWER✔✔-reach vs. frequency
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media types and media vehicles to be used and allocation have
| | | | | | | | | | |
consideration of = - CORRECT ANSWER✔✔-consideration of: | | | | | | |
- objective factors= message
| | |
- subjective factors= media vehicle
| | | |
media scheduling types= - CORRECT ANSWER✔✔-continuous= constant
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flow of messages
| | |
fighting= messages going out in some periods but not others
| | | | | | | | |
pulsing= continuos messages but times with heightened activity
| | | | | | |
cost per thousand formula: - CORRECT ANSWER✔✔-(cost/# of readers)
| | | | | | | | |
X 1000 |
advantages and limitation of print media: - CORRECT ANSWER✔✔-
| | | | | | | |
newspaper: |
local coverage |
short life |
community prestige |
quick turn around | |
poor reproduction | |
,magazine:
selectivity |
long life |
long lead time | |
high quality reproduction
| |
run of paper: - CORRECT ANSWER✔✔-paper gets to decide where the
| | | | | | | | | | |
ad will go
| |
premium position: - CORRECT ANSWER✔✔-you tell the paper where
| | | | | | | | |
you want your ad to go
| | | | |
flat rates: - CORRECT ANSWER✔✔-one rate no matter how much space
| | | | | | | | | | |
you buy |
open rates: - CORRECT ANSWER✔✔-the more space you take the lower
| | | | | | | | | | |
the rate
|
price per column inch: - CORRECT ANSWER✔✔-length X width
| | | | | | | | |
$400
, if column 4 inches wide and 5 inches long....
| | | | | | | | |
= 20 X 400 = $8000
| | | | |
primary circulation: - CORRECT ANSWER✔✔-the # of people who buy
| | | | | | | | | |
the publication
|
secondary readership: - CORRECT ANSWER✔✔-the # of people who
| | | | | | | | |
read someone else copy
| | |
advantages of tv advertising: - CORRECT ANSWER✔✔-1. potentional for
| | | | | | | | |
mass coverage |
2. flexibility
|
3. viewer empathy
| |
4. demonstration
|
limitations of Tv advertising: - CORRECT ANSWER✔✔-1. fleeting
| | | | | | | |
messages
2. cost= more expensive
| | |
3. less selectivity (can't control audience)
| | | | |
buying Tv= - CORRECT ANSWER✔✔-1. sponsor=
| | | | | |
-very expensive |
CORRECT ANSWERS
developing the media plan: - CORRECT ANSWER✔✔-1. media objectives
| | | | | | | |
2. target audience
| |
3. media types to be used and allocation
| | | | | | |
4. media vehicles to be used and allocation
| | | | | | |
5. media scheduling
| |
media objectives= - CORRECT ANSWER✔✔-statements about what the
| | | | | | | |
media portion of your ad campaign will accomplish focusing on reach
| | | | | | | | | | |
and frequency
|
reach= - CORRECT ANSWER✔✔-the # of different people or households
| | | | | | | | | |
exposed to any advertising schedule during a given time period
| | | | | | | | |
frequency= - CORRECT ANSWER✔✔-the # of times an advertising
| | | | | | | | |
message reaches the same person or household
| | | | | |
gross rating points (GRPs) - CORRECT ANSWER✔✔-reach X frequency
| | | | | | | |
,the fight over $$$ is..... - CORRECT ANSWER✔✔-reach vs. frequency
| | | | | | | | |
media types and media vehicles to be used and allocation have
| | | | | | | | | | |
consideration of = - CORRECT ANSWER✔✔-consideration of: | | | | | | |
- objective factors= message
| | |
- subjective factors= media vehicle
| | | |
media scheduling types= - CORRECT ANSWER✔✔-continuous= constant
| | | | | |
flow of messages
| | |
fighting= messages going out in some periods but not others
| | | | | | | | |
pulsing= continuos messages but times with heightened activity
| | | | | | |
cost per thousand formula: - CORRECT ANSWER✔✔-(cost/# of readers)
| | | | | | | | |
X 1000 |
advantages and limitation of print media: - CORRECT ANSWER✔✔-
| | | | | | | |
newspaper: |
local coverage |
short life |
community prestige |
quick turn around | |
poor reproduction | |
,magazine:
selectivity |
long life |
long lead time | |
high quality reproduction
| |
run of paper: - CORRECT ANSWER✔✔-paper gets to decide where the
| | | | | | | | | | |
ad will go
| |
premium position: - CORRECT ANSWER✔✔-you tell the paper where
| | | | | | | | |
you want your ad to go
| | | | |
flat rates: - CORRECT ANSWER✔✔-one rate no matter how much space
| | | | | | | | | | |
you buy |
open rates: - CORRECT ANSWER✔✔-the more space you take the lower
| | | | | | | | | | |
the rate
|
price per column inch: - CORRECT ANSWER✔✔-length X width
| | | | | | | | |
$400
, if column 4 inches wide and 5 inches long....
| | | | | | | | |
= 20 X 400 = $8000
| | | | |
primary circulation: - CORRECT ANSWER✔✔-the # of people who buy
| | | | | | | | | |
the publication
|
secondary readership: - CORRECT ANSWER✔✔-the # of people who
| | | | | | | | |
read someone else copy
| | |
advantages of tv advertising: - CORRECT ANSWER✔✔-1. potentional for
| | | | | | | | |
mass coverage |
2. flexibility
|
3. viewer empathy
| |
4. demonstration
|
limitations of Tv advertising: - CORRECT ANSWER✔✔-1. fleeting
| | | | | | | |
messages
2. cost= more expensive
| | |
3. less selectivity (can't control audience)
| | | | |
buying Tv= - CORRECT ANSWER✔✔-1. sponsor=
| | | | | |
-very expensive |
