ADV Final 2022 (questions with all answers 100% correct)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
Duri
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ADV Final 2022 (questions with all answers 100% correct)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, Julia'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.
Bob Lauterborn has suggested that the 4Ps should be changed to the 4Cs which
include consumer, cost, convenience, and - ✔✔Communication
Media planners refer to the duration of an advertising message or campaign over a
given period of time as continuity. - ✔✔True
Advertisers who want to reach an entire country would use a regional plan. - ✔✔False.
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