Advertising Promotion Integrated Marketing Communications 8th Edition By Terence – Test Bank

Chapter 11—Advertising Media: Planning and Analysis

TRUE/FALSE

1. Advertising purchased on all network programs aired simultaneously so that all consumers viewing TV at this time will be exposed to the brand’s advertising is called a roadblock.

ANS: T PTS: 1

2. Vehicles are the general communication methods that carry advertising messages, and media are the specific broadcast or print choices in which advertisements are placed.

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3. For media planners, the choice of media and vehicles is, in many respects, the most straightforward of all marketing communications activities.

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4. A recent change that has occurred in the advertising industry is the “unbundling” of media planning from creative services.

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5. Media planning is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

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6. The advertising strategy consists of advertising objectives, budget, and message and media strategies.

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7. Geographic information generally provides the most meaningful basis for segmenting target audiences.

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8. The percentage of a target audience that is exposed, at least once, during a specified time frame to the vehicles in which an advertising message is inserted represents reach.

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9. The time frame used by the majority of media planners for measuring reach is usually two weeks.

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10. Generally speaking, more prospective customers are reached when a media schedule uses multiple media rather than a single medium.

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11. Frequency refers to the number of people who purchased a product as a result of an advertisement.

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12. Gross ratings points are calculated by dividing reach by frequency.

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13. If the media schedule for a brand yields 210 gross rating points and reaches 70 percent of the market, the frequency would be 3.

ANS: T PTS: 1