Media Planning

141. The advertising industry is passing through a transition phase with the emergence of the _________ media.

1. television
2. online
3. interactive
4. information

142. What is ABC?

1. American business circle
2. American business corporation
3. Audit Bureau of circulation
4. None

143. The advertising response curve indicates that:

1. Incremental response to advertising diminishes with repeated exposures.
2. Audience fragmentation increases effective reach.
3. Repeated exposures to ads increase advertising success.
4. Probable exposures increase with audience fragmentation.

144. The average magazine draws half of its revenue from _________ and half from circulation.

1. marketing
2. audience
3. subscribers
4. advertising

145. The challenge of media planning is becoming greater because the number of ways to send brand messages is _________.

1. decreasing
2. complicated
3. increasing
4. competitive

146. The communication based on purchased time or space is called:

1. Propaganda
2. Publicity
3. Advertising
4. None of these

147. The cost of an advertisement or a schedule of ads is often based on _________.

1. CPP
2. CPR
3. CPI
4. CPM

148. The demerits of magazine advertising are

1. Selectivity
2. Loyalty and prestige
3. Inflexibility
4. Visual display

149. The estimated number of people an advertisement reaches is called

1. Impressions
2. Subscriptions
3. Metrics
4. Newsstand Purchases

150. The famous communication Model SMCRE was devised by:

1. Schramm
2. Roger
3. Lasswell
4. Osgood