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Marketing Final Exam

High noise level distracting audience see exhibit 173

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Unformatted text preview: ads, and (3) not all consumers have access to the Internet. OUTDOOR MEDIA. Advantages: (1) repetition, (2) moderate cost, (3) flexibility, and (4) geographic selectivity. Disadvantages: (1) short message, (2) lack of demographic selectivity, and (3) high “noise” level distracting audience. See Exhibit 17.3. PTS: 1 REF: 272-275 Communication KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB MSC: BLOOMS Synthesis 8. There are several criteria used in selecting media in an advertising campaign. Name and briefly discuss the impact of five of these criteria used to select media. ANS: COST PER CONTACT is the cost of reaching one member of the target market. Lower cost per contact may be appealing to advertisers, but total cost should be considered as well. REACH is the number of target consumers who are exposed to a commercial at least once during a specific period, usually four weeks. FREQUENCY is the number of times an individual is exposed to a given message during a specific period. TARGET MARKET. Media selection is a matching process whereby the medium is matched to the target market. Different target markets are exposed and pay attention to different media. Even when market profiles match media profiles, other factors such as reach and image must be considered. AUDIENCE SELECTIVITY is a medium’s ability to reach a precisely defined market. Some media vehicles, like newspapers and television, appeal to a wide cross section of the population. Other media can be chosen to reach very specific groups. FLEXIBILITY is how adaptable the medium is to changes. Magazines, for example, have poor flexibility as they require ad copy months before publication. Radio allows an ad to be changed in one day. NOISE LEVEL is the level of distraction to the target audience in a medium. Billboards may have high noise level, due to driver distraction, whereas direct mail has low noise level. LIFE SPAN is how long the advertising message lasts. A radio or television commercial lasts only for the duration the commercial is aired, whereas a magazine ad may viewed several times by several people. PTS: 1 REF: 276 Communication KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB MSC: BLOOMS Synthesis 9. List and briefly describe the four basic types of media scheduling. Give an example of a product that would be likely to use each of these types of scheduling. ANS: 1. CONTINUOUS MEDIA SCHEDULE. This schedule allows the advertising to run throughout the advertising period. Examples: milk, computers, mobile telephones, soda, bar soap, and detergent. 2. FLIGHTED MEDIA SCHEDULE. This schedule means the advertiser schedules ads heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times. Examples: new movies, department store sales. 3. PULSING MEDIA SCHEDULE. This schedule combines continuous scheduling with flighting. Continuous advertising is simply heavier during the best sale periods. Examples: sales periods...
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