ARE 136 CH 12 questions and answers verified and updated.

ARE 136 CH 12 questions and answers verified and updated. 1. Events are an example of measured media. a. True b. False - correct answers.b. False 2. With the merger of movies, music, gaming, and other entertainment, media planning no longer involves numbers, schedules, and deadlines. a. True b. False - correct answers.b. False 3. A media vehicle refers to a broader category of media than a media class. a. True b. False - correct answers.b. False 4. Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience. a. True b. False - correct answers.a. True 5. In a real world scenario, the overall development of the advertising plan takes place right after the media planning process. a. True b. False - correct answers.b. False 6. Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets. a. True b. False - correct answers.b. False 7. The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as frequency. a. True b. False - correct answers.b. False 8. Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and cold remedies. a. True b. False - correct answers.a. True 9. Broadcast television, cable television, and national magazines have the largest and broadest reach of any of the media. a. True b. False - correct answers.a. True 10. In the context of audience exposure to a media vehicle, increasing the frequency of exposures results in an increased reach of the target audience. a. True b. False - correct answers.b. False 11. Message impressions refer to exposures to the ads themselves. a. True b. False - correct answers.a. True 12. The message weight objective provides a very specific, detailed perspective for a media planner. a. True b. False - correct answers.b. False 13. A retailer selling books runs its print ads in a newspaper during the first week of October, the first week of November, and Thanksgiving week. The retailer is using a between-vehicle media strategy. a. True b. False - correct answers.b. False 14. The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks. a. True b. False - correct answers.a. True 15. The forgetting function is based on latest psychological research and explains the random and unique nature of each individual's memory. a. True b. False - correct answers.b. False 16. CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium. a. True b. False - correct answers.b. False 17. In push media, the consumer goes looking for the advertiser or advertising. a. True b. False - correct answers.b. False