Midterm - Journalism 342 Mid-term Exam November 7 2007 Name...

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Unformatted text preview: Journalism 342 Mid-term Exam November 7, 2007 Name 1) Please briefly define the following terms in two sentences or less Reach : _____________________________———————-———-— ______’__________.___.__——————v——————— Frequency: ‘ Rating Point: _____________.___.________————————————-——— 2) Which of these is NOT considered a medium? Circle all that apply Radio Bus benches Coffee Cup Sporting Events Sonsorships Sleeves Text Messaging 1 Airport lounges ‘ Street Teams All of these are media! Cable TV [Viral Videos ~ Blogs None of these are media! 3) Roughly what percentage of homes in the United States have TiVo or a DVR? Please circle one a) Less than 5% b) 10% c) 20% d0 30% 4) Please circle one As Americans get older, they watch (a) more (b) less or (c) about the same hours of TV each week? 5) Please circle one As Americans get older, they spend (a) more (b) less or (c) about the same time with magazines each week? 6) Please circle one Americans overall time spent watching TV each year is (a) going up (b) going down or (0) about the same? 7) Please circle one TV is generally broken into Cable (MTV) and Broadcast (i.e. NBC). Compared to Broadcast, do Americans generalyl watch: - More Cable TV? ' Less Cable TV? - About the same amount of Cable TV? 8) Please put the following typical media planning steps in their proper order: Step : Analyze Competitive Seasonality Step : Create the Flowchart Step : Define the Target demographics Step : Define the Media Strategy Step : Establish Objectives Step : Analyze Competitive media spending trends Step : Understand the Target’s Media habits 9) What’s the single most important goal of of most media and advertising? Circle only ONE - Win advertising awards - Connect to cOnsumers - Sell more of our clients’ stuff - Make people like us 10) Please provide two strengths for each of the media below Magazine Outdoor 1_)________,____.___.__.__——————— 2i 11) Which is most important to the future of radio. Circle one: Good music Long commutes & time spent away from home FCC intervention Good creative 12) What four elements make for a good plan? Think back to four intersecting circle presented early in the semester... 13) Fill this out with at least 3 examples of each type of medium. Note: it is ok to put in accurate examples that were not part of the original lecture notes Out of Home m Audio/Music Video/ TV 14) In four sentencesor less, please explain why the concept of “multi- tasking” matters to'media planning and advertising. 15) In ten sentences or less, invent a medium to reach college students. Please also explain why it would be effective. It should be something that essentially does not exist right now as a typical advertising medium. , Pictures, diagrams and visuals are welcome, too, but not required. ...
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