Understanding Media Strategies and Advertising Concepts in Marketing

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Business - Advertising

andrsonztdc Created by 10 mon ago

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What is the process of analyzing and choosing media for an advertising campaign called?

Who formulates a media program stating where and when to place ads?

Who is responsible for purchasing the space and negotiating rates, times, and schedules for ads?

What term describes the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks?

What is the term for cumulative exposures achieved in a given period?

What measure is used for comparing the effectiveness of different media vehicles, calculated as average reach multiplied by frequency?

What is a measure of the efficiency of a media vehicle relative to a firm's target market?

Which term refers to the scheduling of advertising campaigns, including continuous, pulsating, and discontinuous methods?

What is the term for the phenomenon where viewers pay attention to an ad even if they don't want to?

What term describes the number or percentage of consumers in the target audience that are exposed to an ad some minimum number of times?

What is the average number of times a person must see or hear a message before it becomes effective?

What is the goal of creating or strengthening mental linkages by increasing reach?

What is the goal of placing a brand in the evoked set by increasing frequency?

What rating calculates a rating for the actual commercial?

What type of advertising allows a company to obtain consumer information from marketing research firms and combine it with the company's data to send targeted ads?

What are short promotional messages on billboards, posters, signs, and transportation vehicles called?

What effect describes the combined impact of using two or more media being stronger than using either medium alone?

What measure is used to calculate whether an advertisement reached the target market effectively?

What research method allows a company to obtain consumer information from marketing research firms and combine it with the company's data to send targeted ads?

What theory suggests that consumer attention is selective and focuses on individual needs and wants, leading to selective attention to advertisements?

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