term reach refers intensity media schedule based repeated exposures medium

The term reach refers to the intensity of a media schedule based on repeated exposures to a medium.

Chapter 15The purpose of media planning is to make sure the media objectives areconsistent with the advertising objectives.(1 point)TrueFalse1.Companies practicing integrated marketing communications should

be concerned about everything that carries a message to and/or fromcustomers and other stakeholders.(1 point)2.The cost of reaching target audiences is decreasing for all media.

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(1 point)3.The structure of the advertising industry has completed changed

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over the last few years.(1 point)

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4.Development of a media plan requires an entirely different processthan does the development of the marketing plan.(1 point)TrueFalse5.Media objectives translate the advertising strategy into goals that

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6.Dora, the Explorer cartoons on television,Sports Illustrated, and theRush Limbaugh show on radio are all examples of media vehicles.(1 point)7.GRPs are calculated by adding the ratings of several media vehicles.

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(1 point)8.The term reach refers to the intensity of a media schedule based on

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repeated exposures to a medium.(1 point)TrueFalse

9.Media planners refer to the duration of an advertising message orcampaign over a given period of time as continuity.(1 point)10.The advertising response curve is S-shaped.

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(1 point)11.The media plan is not influenced by the location and makeup of the

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12.Most marketers develop an international media by formulatingindividual national plans first.(1 point)TrueFalse13.A low BDI and a high CDI indicate a brand is selling unusually well

given the low demand for the product category.(1 point)

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14.Advertisers should use the same media vehicles that their primarycompetitors use.(1 point)15.Emotionally-oriented creative messages are best communicated with

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16.The media planner's first jobs are to review the nature of the product,the objectives and strategies, and the primary and secondary targetmarkets and audiences.(1 point)TrueFalse

17.Comparing the exposure value of different media vehicles is verydifficult.(1 point)18.If theElkton Monitorhas 5,000 subscribers, and a local shoe store

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pays $500 for a full-page ad in the newspaper, the CPM will equal$100 per thousand.(1 point)

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What measures the intensity of a media schedule based on repeated exposure to the medium or the program?

Media--------- is a primary goal of advertising media planning and media buying. ... .

What is an accurate description of reach?

- Reach: Total number of unique or different people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

What refers to number of times within a specific time period that an average person or household is exposed to the ad message?

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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