COMM 148 FINAL EXAM GUIDE
COMPLETE WITH VERIFIED QUESTIONS
AND ANSWERS
\.C7: Define reach and frequency. - ANSWERS-Reach: the number of people,
households, or businesses in a target audience exposed to a media vehicle or
message scheduled at least once during a given time period (typically 4 weeks)
Frequency: the average number of times an individual, household, or business
within a particular market is exposed to a particular advertisement within a
specific time period.
\.C7: Define cost per thousand (CPM). - ANSWERS-Cost per thousand: the dollar
cost of reaching 1,000 members of the media vehicle's audience
CPM = (cost of media buy / total audience) x 1000
\.C7: Define the three types of continuity exposure patterns in a media schedule. -
ANSWERS-The exposure pattern or schedule used during a campaign signifies its
continuity.
1. continuous campaign: uses media time in a steady stream
2. pulsating schedule: placing ads in various media throughout the entire year, but
then increasing the number of ads in small, short bursts around holidays
, 3. flighting (or discontinuous) schedule: ads run at only certain times of the year
\.C7: Describe the three-exposure hypothesis. - ANSWERS-Three exposure
hypothesis: an advertisement requires a minimum of three exposures for the
advertisement to be effective.
\.C7: Describe the recency theory. - ANSWERS-recency theory notes that a
consumer exhibits selective attention and focuses on personal needs and wants as
he considers advertisement --> exposure to a commercial is closer to the purchase
decision and more powerful when viewer cares
Recency theory proposes that one ad exposure may actually be enough to affect a
person or business that needs the product being promoted.
\.C7: Describe the media multiplier effect. - ANSWERS-The media multiplier effect
suggests that the combined impact of using two or more media will be stronger
than using either medium alone.
\.C7: What does the media multiplier effect mean? - ANSWERS-Media multiplier
effect: the combined impact of using two or more media will be stronger than
using either medium alone.
\.C8: In terms of the internet evolution, describe Web 4.0. - ANSWERS--Contains
consumer engagement, cloud operations, and web participation.
-Consumer engagement: successful marketing programs utilize the web to
connect with consumers through various venues such as social media, blogs, and
Twitter.
COMPLETE WITH VERIFIED QUESTIONS
AND ANSWERS
\.C7: Define reach and frequency. - ANSWERS-Reach: the number of people,
households, or businesses in a target audience exposed to a media vehicle or
message scheduled at least once during a given time period (typically 4 weeks)
Frequency: the average number of times an individual, household, or business
within a particular market is exposed to a particular advertisement within a
specific time period.
\.C7: Define cost per thousand (CPM). - ANSWERS-Cost per thousand: the dollar
cost of reaching 1,000 members of the media vehicle's audience
CPM = (cost of media buy / total audience) x 1000
\.C7: Define the three types of continuity exposure patterns in a media schedule. -
ANSWERS-The exposure pattern or schedule used during a campaign signifies its
continuity.
1. continuous campaign: uses media time in a steady stream
2. pulsating schedule: placing ads in various media throughout the entire year, but
then increasing the number of ads in small, short bursts around holidays
, 3. flighting (or discontinuous) schedule: ads run at only certain times of the year
\.C7: Describe the three-exposure hypothesis. - ANSWERS-Three exposure
hypothesis: an advertisement requires a minimum of three exposures for the
advertisement to be effective.
\.C7: Describe the recency theory. - ANSWERS-recency theory notes that a
consumer exhibits selective attention and focuses on personal needs and wants as
he considers advertisement --> exposure to a commercial is closer to the purchase
decision and more powerful when viewer cares
Recency theory proposes that one ad exposure may actually be enough to affect a
person or business that needs the product being promoted.
\.C7: Describe the media multiplier effect. - ANSWERS-The media multiplier effect
suggests that the combined impact of using two or more media will be stronger
than using either medium alone.
\.C7: What does the media multiplier effect mean? - ANSWERS-Media multiplier
effect: the combined impact of using two or more media will be stronger than
using either medium alone.
\.C8: In terms of the internet evolution, describe Web 4.0. - ANSWERS--Contains
consumer engagement, cloud operations, and web participation.
-Consumer engagement: successful marketing programs utilize the web to
connect with consumers through various venues such as social media, blogs, and
Twitter.
