Show Integrated Advertising, Promotion, and Marketing Communications 8e (Clow/Baack) Chapter 7 Traditional Media Channels 1) A media strategy is the process of: A) investigating the media usage of a product's target market. B) analyzing and choosing media for an advertising and promotions campaign. C) selecting the outlets of each media that will be used for an advertising campaign. D) choosing the proper appeal, message, strategy, and execution. 2) Successful marketing involves identifying target markets and the right media to reach the members of those markets. TRUE or FALSE 3) A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign. TRUE or FALSE 4) Client budgets for advertising have exceeded the increase in the costs of advertising time and space. TRUE or FALSE 5) Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising. TRUE or FALSE 6) Define a media strategy. 7) The part of the media plan that reviews the fundamental marketing program is a(n): A) marketing analysis. B) advertising analysis. C) media strategy. D) media mix. 8) The part of the media plan that spells out the media to be used and creative considerations is the: A) marketing analysis. B) advertising analysis. C) media strategy. D) media mix. 9) The part of the media plan that notes when and where ads will appear is the: A) marketing analysis. B) advertising analysis. C) media strategy. D) media schedule. Successfully reported this slideshow. Your SlideShare is downloading. × AdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAdAd
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What is frequency in media planning?Frequency refers to how many times the consumer will be exposed to the ad over the course of the campaign.
What is media selection scheduling?Media scheduling is the very next managerial task, once the media-mix is developed. A media schedule is a time-bound detail of advertisements with reference to the media selected. Media schedule portrays the total audience coverage, the message frequency and the continuity of the message.
What refers to the number of times that audience is exposed to the advertising?In the application of statistics to advertising and media analysis, reach refers to the total number of different people or households exposed, at least once, to a medium during a given period.
What does means number of times the target audience is exposed to the message within a specific period *?Reach is the number or percentage of people in your target audience reached by a single exposure – such as a radio spot, banner, or commercial – in a specified period of time.
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