Media Planning

81. Gross impressions means

1. The percentage of the target audience exposed to a message
2. All possible exposures to a given medium at a given time
3. Both a and b above
4. The standard for a communication message to have an impact on the consumer

82. Identify one reason media choices have become more difficult in recent years

1. Internet is used more frequently than any other medium
2. Segmentation
3. Satellite radio has come on the scene
4. Newspapers now use color

83. In general, newspapers offer _________ as a media choice.

1. Low Selectivity
2. High Selectivity
3. Low impact
4. Average impact

84. In India media buyers and advertisers go mostly by_________ data to gauge which websites to include in their media plan.

1. com score
2. URL
3. page views
4. click

85. In media studies "converging" refers to the coming together of

1. Two or more people, in public
2. Different professional ideas about media
3. Computer, telephone, and mass media technologies
4. Mass media and mass communication

86. In SWOT analysis, situations where organizations are able to convert weaknesses into strengths and threats into opportunities, these are called:

1. Strategic windows
2. Strategic leverage
3. Conversion strategies
4. Vulnerability

87. In terms of media planning, which of the following refers to effective reach?

1. The duration of an advertising message or campaign over a given period of time
2. The average number of times individuals or homes are exposed to the medium
3. The total size of the audience for a set of ads or an entire campaign
4. A measure of the number or percentage of the audience who receive enough exposures to truly receive the message

88. In terms of media/government relationships in the world today, the media in most countries are

1. Government owned and operated
2. Privately owned and government controlled
3. Privately owned and free from government control
4. Mixed in terms of government and private ownership and control

89. In terms of message-distribution objectives, which of the following is a definition of reach?

1. It refers to a measure of the intensity of a schedule based on repeated exposures to the medium.
2. It refers to total size of the audience for a set of ads or an entire campaign.
3. It refers to the total number of unique people exposed to a medium during a given period of time.
4. It refers to the duration of an advertising message or campaign over a given period of time

90. In terms of the increasing complexity in media buying and selling, _________ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

1. Mixed-media approaches
2. Recency planning
3. Pulsing
4. Value added packages