Number of different audience members

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Reference no: EM13929166

Question 1: USA Today, Sports Illustrated, and Tonight Show with Jay Lenoare all examples of:

  • media strategies.
  • media that have sweeps periods.
  • media vehicles.
  • communications decoders.
  • physical distribution channels.

Question 2: _____ is the measure of the number of different audience members exposed at least once to a media vehicle.

  • Frequency
  • Reach
  • Viewer number
  • Coverage
  • Exposure

Question 3: _____ are plans of action designed to obtain specific media objectives.

  • Sweeps periods
  • Programs ratings
  • Media strategies
  • Media vehicles
  • Recency planning

Question 4: _____ is the number of times a receiver is exposed to a message in a given time period.

  • Potency
  • Reach
  • Coverage
  • Frequency
  • Mediatronics

Question 5: The media plan is a guide for:

  • development of specific creative objectives.
  • media selection.
  • sales and marketing forecasts and potentials.
  • marketing research activities.
  • observation studies.

Question 6: A commercial that places the strongest points at the end of the message assumes a ____, whereby the last arguments presented are the most persuasive.

  • recency effect
  • primacy effect
  • sleeper effect
  • credibility effect
  • compliance hierarchy

Question 7: A(n) _____ doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad.

  • direct source
  • indirect source
  • message shaper
  • source mirage
  • source echo

Question 8: The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as:

  • repetition.
  • the qualitative effect.
  • wearout.
  • commercial reactance.
  • frequency overexposure.

Question 9: Which of the following statements is true about the use of corporate leaders as advertising spokespersons?

  • Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service.
  • Only major Fortune 500 type companies use corporate leaders as spokespersons.
  • The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual.
  • Corporate spokespersons are ineffective for consumer products.
  • Corporate spokespersons improve the message source image but have no effect on its trustworthiness.

Question 10: The _____ score indicates the percentage of the people who have heard of the endorser or the performer.

  • Familiarity
  • attractiveness
  • Similarity
  • one of my favorites
  • Q rating

Reference no: EM13929166

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