COMM 148 FINAL STUDY GUIDE CH.
7-15 QUESTIONS WITH CORRECT
ANSWERS
\.reach - ANSWERS-The number of people, households, or businesses in a target
audience exposed to a media vehicle or message schedule at least once during a
given time period
\.media plan - ANSWERS-- written document that summarizes objectives and
strategies that guide how media dollars will be spent
- goal: to find the most efficient and effective ways to deliver messages to a
targeted audience
\.frequency - ANSWERS-The average number of times an individual, house- hold,
or business within a particular target market is exposed to a particular
advertisement within a specified time period
\.cost per mille (CPM) - ANSWERS-aka cost per thousand, the dollar cost of
reaching 1,000 members of the media vehicle's audience
(cost of media / total audience x 1,000)
\.three types of continuity exposure patterns in a media schedule - ANSWERS--
continuous
,- pulsating
- flighting
\.continuous - ANSWERS-steady stream of media
\.pulsating - ANSWERS-consistent, then increased at small bursts / holidays
\.flighting - ANSWERS-only run certain times of year / holidays
\.three-exposure hypothesis - ANSWERS-- an advertisement can make an impact
on an audience regardless of individual needs or wants
- takes 3 exposures (min) to capture audience attention
- intrusion value
\.recency theory - ANSWERS-- consumer attention is selective and focuses on
individual needs and wants and therefore has selective attention to
advertisements
- one ad exposure may be enough to affect an audience
- person/business may already want the item, so they are paying attention
\.media multiplier effect - ANSWERS-- the combined impact of using two or more
media will be stronger than using either medium alone
- integrated marketing approach
, \.Web 4.0 in terms of the internet evolution - ANSWERS-> Customer engagement
> Cloud operating systems
> Web participation a necessity
- engagement constitutes the primary business model
\.channel integration - ANSWERS-- occurs when one business owns the
organizations at other levels of the channel
- essential when the business sells through additional channels beyond the web
- the practice of creating consistent messaging and utility across all of these
channels
ex. a printed version of a catalog should match the web version
\.brand engagement strategy - ANSWERS-customers interacting with a website
ex. through reviews, blogs, feedback applications, "likes"
\.cyber-baits - ANSWERS-- any lure or attraction that brings people to a website
- e-commerce incentive
\.cyber-baits incentive types - ANSWERS-- financial incentives
- convenience incentives
- value-added incentives
7-15 QUESTIONS WITH CORRECT
ANSWERS
\.reach - ANSWERS-The number of people, households, or businesses in a target
audience exposed to a media vehicle or message schedule at least once during a
given time period
\.media plan - ANSWERS-- written document that summarizes objectives and
strategies that guide how media dollars will be spent
- goal: to find the most efficient and effective ways to deliver messages to a
targeted audience
\.frequency - ANSWERS-The average number of times an individual, house- hold,
or business within a particular target market is exposed to a particular
advertisement within a specified time period
\.cost per mille (CPM) - ANSWERS-aka cost per thousand, the dollar cost of
reaching 1,000 members of the media vehicle's audience
(cost of media / total audience x 1,000)
\.three types of continuity exposure patterns in a media schedule - ANSWERS--
continuous
,- pulsating
- flighting
\.continuous - ANSWERS-steady stream of media
\.pulsating - ANSWERS-consistent, then increased at small bursts / holidays
\.flighting - ANSWERS-only run certain times of year / holidays
\.three-exposure hypothesis - ANSWERS-- an advertisement can make an impact
on an audience regardless of individual needs or wants
- takes 3 exposures (min) to capture audience attention
- intrusion value
\.recency theory - ANSWERS-- consumer attention is selective and focuses on
individual needs and wants and therefore has selective attention to
advertisements
- one ad exposure may be enough to affect an audience
- person/business may already want the item, so they are paying attention
\.media multiplier effect - ANSWERS-- the combined impact of using two or more
media will be stronger than using either medium alone
- integrated marketing approach
, \.Web 4.0 in terms of the internet evolution - ANSWERS-> Customer engagement
> Cloud operating systems
> Web participation a necessity
- engagement constitutes the primary business model
\.channel integration - ANSWERS-- occurs when one business owns the
organizations at other levels of the channel
- essential when the business sells through additional channels beyond the web
- the practice of creating consistent messaging and utility across all of these
channels
ex. a printed version of a catalog should match the web version
\.brand engagement strategy - ANSWERS-customers interacting with a website
ex. through reviews, blogs, feedback applications, "likes"
\.cyber-baits - ANSWERS-- any lure or attraction that brings people to a website
- e-commerce incentive
\.cyber-baits incentive types - ANSWERS-- financial incentives
- convenience incentives
- value-added incentives
