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Promotions Chapter 7 Quiz Essay

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Which of the following is true about media​ strategies?
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Network​ prime-time ratings are steadily declining.
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In the development of a media​ plan, which of the following is​ true?
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Demographics do not explain the media habits of consumers.
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Which of the following is something considered in the comprehensive review of the marketing program
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Prime prospects to be solicited are included in the marketing plan review.
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Which of the following roles take part in media​ planning?
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Account​ executives, account​ planners, creatives, media​ planners, and media buyers
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Media planners and media buyers​ _____
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are sometimes the same person
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In​ advertising, the word frequency refers to​ _____.
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how often the advertisement is run
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Gross rating points measure​ _____.
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the impact of intensity of a media plan
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In order to compare media​ costs, the measure CPRP may be used. CPRP is an abbreviation for​ _____.
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cost per rating point
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An alternative to using CPRP is to use weighted CPM. CPM is an abbreviation for​ _____.
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cost per thousand
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Which of the following are the three types of continuity​ patterns?
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Continuous, pulsating, and discontinuous
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Media planners believe that ad advertisement requires a minimum of​ _____ exposures to be effective.
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three
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Some advertisers believe that repetition alone is not sufficient to break through the advertising clutter. Which of the following describes the recency​ theory?
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A consumer exhibits selective attention and focuses on personal needs and wants when he considers advertisements.
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Brand​ _____ requires an emphasis on the visual presentation of the product​ and/or logo.
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recognition
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Advertising repetition helps build brand​ _____.
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recall
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According to Deloitte Research​ _____ is the medium favored by the majority of Americans.
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television
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There are several advantages to using television for advertising. Which of the following is not an​ advantage?
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The popularity of DVR players is allowing more users to skip commercials.
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Which of the following statements about social media and television is​ true?
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Social media users watch television in order to add to their social chatter.
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Which of the following facts about Super Bowl advertising is​ correct?
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Almost​ 75% of viewers consider the commercials to be entertainment.
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Which of the following statements about radio advertising is​ true?
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It is possible to develop recall for a product through repeat radio advertising.
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Which of the following is a form of​ out-of-home advertising?
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Park benches
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Print media is​ _____.
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also available in digital form
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The blend of media outlets is called the​ _____
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media mix
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More than half of all business advertising dollars are spent in​ _____.
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non-business environments
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Advertising media types for​ business-to-business markets have changed. Which of the following statements is​ true?
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Approximately​ 25% of​ business-to-business advertising is in traditional business journals.
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According to a Forrester Research study of teenagers in​ Europe, which of the following is​ true?
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European teens spend more time watching television than any other medium.