Marketing Final Exam

Schedule allows advertising to run steadily

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: p;E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 105. Budweiser uses reminder advertising that runs steadily all year. This is an example of a _____ media schedule. a. seasonal b. pulsed c. flighted d. consecutive e. continuous ANS: E A continuous media schedule allows advertising to run steadily throughout the advertising period. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 106. With a(n) _____ media schedule, the advertiser may schedule the ads heavily every other month to achieve a greater impact with an increased frequency and reach at those times. a. intermittent b. flighted c. periodic d. unremitting e. alternating ANS: B The goal of a flighted media schedule is to achieve a greater impact with an increased frequency and reach during the few months or weeks the schedule runs. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 107. The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first weekend of each month. This is a _____ scheduling plan. a. flighted b. continuous c. bursting d. seasonal e. replication ANS: A Flighted media scheduling schedules ads heavily for a period, then drops them, and then repeats them. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 108. A(n) _____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods. a. pulsing b. bursting c. unremitting d. rhythmic e. vibrating ANS: A A retail department might use a pulsing media schedule by advertising on a year-round basis but place more advertising during certain sale periods such as holidays. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 109. The Tween Scene is a retail store catering to 8- to 12-year-old boys and girls. It advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of each new school year, the store buys extra advertising space and time. This is an example of a(n) _____ scheduling plan. a. continuous b. replication c. interval d. seasonal e. pulsing ANS: E Pulsing combines continuous scheduling with an extra “pulse” during heavy sale periods. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 110. Which of the following products is most likely to use a pulsing media schedule? a. Romance novels b. Gasoline c. Band instruments d. Baking soda e. Ceiling fans ANS: C Band instruments would be most heavily advertised just prior to the opening of the new school year. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 111. Which of the following products is most likely to have a seasonal media schedule? a. Aromatherapy candles b. Maskin...
View Full Document

Ask a homework question - tutors are online