What is the total number of people exposed to an advertising schedule during a set time at least once?

20. The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

21. Who is responsible for answering such questions as “where should we advertise,” “which media vehicles should we use.” and “how often should we run the advertising?”

24. When engaged in media-planning activities, it is important to note that media objectives directly result from:

28. The X Games, MTV cable TV, and Teen magazine would all be suitable _____ for Red Bull energy drink.

29. To determine message-distribution objectives, a media planner would need to examine all of the following EXCEPT:

30. Media planners often define media objectives by the advertising schedule's _____, the total size of the audience for a set of ads or an entire campaign.

31. A(n) _____ is a possible exposure of the advertising message to one audience member.

32. An opportunity to see (OTS)is sometimes referred to as a(n):

33. The two ways to express _____ are gross impressions and gross rating points.

34. When the Hermitage House Restaurant purchased time on local television, the station sales rep promised a total exposure for the ad of 32,000. In other words, the _____ for the commercial would be 32,000.

35. Assume the audience for Wheel of Fortune on channel 11 is 115,000. During the months of February and March, a used car dealership ran 16 ads during the show. This is the only advertising the dealership did during those two months. Its _____ equals 1,840,000.

36. The _____ is simply the percentage of homes exposed to an advertising medium.

37. Sixty percent of the total target market heard the radio spots for a title-loan company, at least once during a four-week period. The average frequency of the advertisement was four. Calculate the gross rating points (GRPs).

38. _____ refers to the number of different people or households exposed at least once to a medium during a given period of time (usually four weeks).

40. _____ measures the intensity of a media schedule.

42. Hardcastle Furniture is a retailer of fine leather sofas, chairs, and ottomans. It bought advertising time on radio station WKDA. Four thousand different listeners heard its radio spots six times during a four-week period, and another 2,000 heard the commercial three times during the same four-week period. Calculate the average frequency.

43. Assume that 40 percent of television households had the opportunity to hear a commercial for a Miami resort spot five times over a four-week period. What would be the GRP (gross rating points) for the commercial?

44. _____ refers to the length of time (duration) an advertising message or campaign will run over a given period of time.

45. The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

47. The _____ describes how the advertiser will achieve its stated media objectives.

49. As an element of the media mix, the term _____ refers to not only the various targets for communication, but also to the targets' geographic location and segmentation considerations.

51. Assume the sale of Glory brand turnip greens in Mobile is 1.33 percent of the brand's total U.S. sales, and assume the population of Mobile is 1.57 percent of the total U.S. population. Calculate the BDI for Glory turnip greens in Mobile.

53. Assume 8.1 percent of the total sales of rock salt occur in Buffalo and assume that .78 percent of the entire population of the United States lives in Buffalo. Calculate the CDI.

55. A(n) _____ is the total number of people or households exposed to a medium

57. Which of the following factors does NOT positively affect the attention value of a medium.

58. The Rome Journal has 6,000 subscribers. Puppy Groomers pays $600 for a half-page ad in the newspaper. What is the cost per thousand (CPM)?

59. The media planner for a manufacturer of golf clubs is considering the cost efficiency of advertising on a talk radio station. During morning drive time, the average number of listeners age 30 and over is 40,000. Sixty percent are female, 25 percent earn over $35,000 per year, and 99 percent own automobiles. What is the cost per thousand of this media planner's target audience if a 30-second commercial costs $200?

60. Hardcastle Furniture sells fine leather chairs, ottomans, and sofas. To reach its target audience, the owner of the store has decided to advertise in several different media because he believes one medium will not reach all of his potential customers. The retailer is planning to use a(n) _____ approach.

62. Advertising that runs on a(n) _____ schedule runs steadily. The amount of advertising varies little over the campaign period.

63. Which of the following products would most likely advertise using a continuous scheduling pattern?

64. _____ is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising.

65. Which of the following products would most likely use a pulsing schedule for advertising?

66. Campbell's soups maintain a low-level of advertising during the entire year, but it advertises heavily during the winter months when people are cold and looking for something to help warm them up. What kind of advertising strategy is Campbell's using?

67. The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights.

68. Which of the following methods of scheduling media would be most effective for a new retailer with a slim advertising budget?

69. In media planning and scheduling, a(n) _____ is useful in evaluating individual vehicles' target audiences and cost efficiency.

70. In spite of the development of numerous software programs to help media planners, computers cannot:

What is the number of people exposed to an advertisement known as?

Is the measure of the number of times a person is exposed to an advertisement?

What is the term when the total number of people or households are exposed to a medium?

What term refers to the number of different people or households exposed at least once to a medium during a given period of time quizlet?