ADV Final | 80 Questions with 100% Correct Answers
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A media schedule based on roadblocking buys airtime on all three networks at the same time to give the impression that the advertiser is everywhere. - ✔✔True During the media planning meeting, J... ulia's manager asked her to determine the percentage of the audience who received enough exposure to the new skin cream ad to truly receive the message. What does Julia need to find out? - ✔✔Effective reach What is a disadvantage of programmatic advertising? - ✔✔It can be expensive. In terms of the increasing complexity in media buying and selling, ________ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing. - ✔✔value-added packages Explanation: As the process of buying media has become more complex, so has the process of selling media. In the constant battle for additional sales, many print and broadcast media companies developed "value-added" programs to provide extra benefits. Value-added packages often employ communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing. The advertising response curve indicates - ✔✔incremental response to advertising diminishes with repeated exposures. Explanation: Cannon and Riordan would replace effective frequency with optimal frequency. Most studies of the advertising response curve indicate that incremental response to advertising actually diminishes, rather than builds, with repeated exposures. The optimal frequency concept moves the focus of media planning from exposure effectiveness to effective exposures per dollar. ________ measures the intensity of a media schedule, based on repeated exposures to the medium or the program. - ✔✔Frequency Explanation: Frequency measures the intensity of a media schedule, based on repeated exposures to the medium or the program. Frequency is important because repetition is the key to memory. [Show More]
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