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Question
(p.390)Assume the audience for Who Wants to Be a Millionaire' on a local cable channel is 115,000. During the months of January and February, a jewelry store ran 16 ads during the show. This is the only advertising the jeweler did during those two months. Its _____ equals 1,840,000.
A.message value
B.medium specificity
C.effective frequency
D.gross rating point
E.gross impression
Answer
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Related questions
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A.Its low cost
B.Its historically positive reputation
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A.Infomercials
B.Word-of-mouth
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(p.411)_____ is the oldest marketing method and it is growing incredibly fast today as a result of social and technological changes.
A.Direct marketing
B.Relationship marketing
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(p.411)_____ advertising is always aimed at stimulating some action or response from its recipient.
A.Radio
B.Viral
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(p.411)Which of the following statements about direct marketing is true?
A.Direct marketing is a measurable system of marketing.
B.Direct marketing is static.
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(p.414)What are the two basic strategy decisions faced by all direct marketers?
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(p.414)List and describe the two direct selling strategies.
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(p.431)Slippage is the term used to describe a phenomenon where customers buy a product because of a rebate offer and then never redeem the rebate because it is too much trouble.
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(p.418)Personal selling is very labor-intensive.
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(p.413)By providing a tangible response, direct marketing offers accountability.
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(p.392-393)To achieve greater reach on a limited budget, some frequency and/or continuity has to be sacrificed.
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(p.391)Whereas reach measures the breadth of the media schedule, frequency measures the length of the advertisement.
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(p.389)Development of a media plan requires an entirely different process than does the development of the marketing plan.
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(p.385)The cost of reaching target audiences is decreasing for all media.
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(p.390)What are the two ways to express message weight?
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(p.389)What are the two major components of media objectives?
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(p.402)List four reasons why media planners often use a mixed media approach.
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(p.398)Explain the purpose of media strategy.
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(p.394)What are the various factors that influence media strategy decisions?
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(p.392)Explain the importance of continuity.
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(p.403)Bursting is used for high-ticket items that are purchased with careful consideration.
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(p.396)Advertisers should use the same media vehicles that their primary competitors use.
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A.loyalty premium
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A.The normal commission that a list broker pays to a list renter is 20 percent.
B."Cleaning" occurs when two mailing lists are processed by a computer to remove the duplicate names, thereby ensuring that only one mailer goes to each name.
C.Mail-order advertisers cannot check the validity of a rented list.
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E.Mailing lists should be updated once in four years in order to maintain validity.
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(p.375)An advertiser might choose to use some other advertising medium instead of direct-mail advertising because direct-mail advertising:
A.cannot be used for testing prospects' reactions to new products.
B.has a negative image.
C.has the highest cost per exposure of any medium.
D.has intensive coverage and extensive reach.
E.achieves the highest response of any advertising medium.
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(p.370)_____ describes the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.
A.Entertainment advertising
B.Subliminal advertising
C.Surround advertising
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(p.370)When an advertiser buys total bus, he/she:
A.has bought the services of the transit system to create, manufacture and distribute its ad.
B.has bought all the inside space on a group of buses.
C.expects a 100 percent reach.
D.has bought all of the exterior space on a bus.
E.has bought a full showing.
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(p.368)One, two and three-sheet ______ are used as advertising media in many bus, subway and commuter train stations.
A.geographic bulletins
B.primary panels
C.terminal posters
D.mini-panels
E.transportation bulletins