Question 1
4 out of 4 points
Correct
Business-to-business advertising is:
Answer
Selected Answer: looking more like consumer ads
Correct Answer: looking more like consumer ads
Question 2
4 out of 4 points
Correct
Using media time in a steady stream throughout an entire year is which type of media budget schedule?
Answer
Selected Answer: continuous Correct Answer: continuous Question 3
4 out of 4 points
Correct
In determining the optimal media mix for an advertising campaign, the best sources of information would be:
Answer
Selected Answer: media planners and media buyers
Correct Answer: media planners and media buyers
Question 4
4 out of 4 points
Correct
Effective frequency refers to the:
Answer
Selected Answer: number of times a target audience must be exposed to an ad for it to be effective
Correct Answer: number of times a target audience must be exposed to an ad for it to be effective
Question 5
4 out of 4 points
Correct
An advertisement on television will have the biggest impact:
Answer
Selected Answer: at the beginning or end of a set of ads
Correct Answer: at the beginning or end of a set of ads
Question 6
4 out of 4 points
Correct
Which of the following is a relative measure of the efficiency of a media vehicle relative to a firm's target market?
Answer
Selected Answer: cost per rating point (CPRP)
Correct Answer: cost per rating point (CPRP)
Question 7
4 out of 4 points
Correct
Gross impressions are:
Answer
Selected Answer: the total exposures of an audience to an advertisement
Correct Answer: the total exposures of an audience to an advertisement
Question 8
4 out of 4 points
Correct
The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is: