SMP2

Question 1 of 75

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A target audience is the and those to marketing communication.

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Two of the most common types of segmentation are and .

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Psychographics refer to about a particular person or group of people.

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The remaining four types of segmentation are:
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-
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-

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The type of person you could be in regards to purchase power is a decision or a decision .

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The three degrees of product usage are users, users, and .

Question 7 of 75

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A is a description of the target audience that the potential customer of a particular brand.

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B2B segmentation can be categorized by: , , location, and value.

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Global/worldwide, national, regional, DMA, metro area and retail area are all examples of .

Question 10 of 75

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Some brands strategize , while others strategize -by-.

Question 11 of 75

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The first three steps of the media plan are:
- and TA
-State
-Outline

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When stating media objectives, you want those that are both and .

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Aspects of media strategy include and , the , , and .

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When identifying the TA, the idea is to select media vehicles that are compatible with and whose best those of the brand's TA.

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The is the percentage of different people exposed to the .

Question 16 of 75

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The is the of message exposure.

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Two types of reach are reach and reach.

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The types of frequency are frequency, frequency, and frequency.

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Objectives must be measurable within a specific .

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You can seldom reach of your target audience.

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At times, is more important than .

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Regardless of the budget, the goal is to reach the right at the right with the right .

Question 23 of 75

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A schedule is advised in DMAs where the product is available or projected sales are higher.

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CDI stands for which is used to determine rates of for a product .

Question 25 of 75

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BDI stands for which is used to determine the strength of the in areas.

Question 26 of 75

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ARF stands for .

Question 27 of 75

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The ARF response model is:
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Question 28 of 75

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Effective reach refers to the of the that is exposed to the ad during a specific .

Question 29 of 75

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is the number of times an audience member is exposed to the message (before incurring waste).

Question 30 of 75

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Effective reach requires the media planner to know the effective frequency, then in order to expose the target audience the desired number of times.

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Effective frequency = minimum of exposures and no more than total exposures.

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The "mommy theory" refers to .

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theory focuses on those consumers who are for a , instead of thinking that advertising moves consumers through the purchase cycle.

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Recency maximizes during critical to serve as reminders.

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Recency theory uses schedules.

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is a scheduling process based on always advertising at consistent levels.

Question 37 of 75

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A schedule consists of periods of ads followed by absences of ads.

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A schedule consists of always advertising with periods of more intensity.

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Purchase Funnel:






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The purchase funnel theory is considered by many to be in the digital era.

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Most consumers nowadays use to research products before buying.

Question 42 of 75

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Engagement is turning on a to a brand enhanced by surrounding .

Question 43 of 75

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Engagement is a indicating the degree to which a consumer is likely to or has a communication.

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- and - data are key when measuring engagement.

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engagement is when media inspire and connect emotionally with consumers.

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engagement is when media are trusted and do not sensationalize.

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engagement is when media give consumers fodder for conversations with family and friends.

Question 48 of 75

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engagement is when consumers learn new things from the medium, which helps them make better decisions.

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engagement is when consumers say the time they spend with the medium is just for them and generally improves their mood.

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engagement is when ads that run in the medium are of interest and the consumer is more likely to purchase products advertised within.

Question 51 of 75

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scored highest across all six dimensions of media engagement.

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TV scored highest in engagement, but lower in and engagement.

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ranked highest in trustworthiness, but low in inspiration.

Question 54 of 75

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Perhaps media should be more concerned with and loss of audience.

Question 55 of 75

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-of- is your brand's percentage of total advertising or communications messages in your primary business category and geographic marketing are and time frame.

Question 56 of 75

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-of- refers to top of mind awareness in a particular category.

Question 57 of 75

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Saturation means that incremental in advertising produce progressively effects on increases.

Question 58 of 75

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The Model was responsible for asserting that media comparisons must be made on the basis of apples to apples.

Question 59 of 75

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is a measure of a media vehicle's delivery, and it is different for each medium.

Question 60 of 75

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is actual contact between vehicle and target consumer.

Question 61 of 75

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means actual exposure to the ad, not just the vehicle that carries it.

Question 62 of 75

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is a measure of how many persons exposed to the ad actually paid attention to it.

Question 63 of 75

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measures how well someone can retell the gist of the advertising message.

Question 64 of 75

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is a measure of how advertising influences those who see and remember it.

Question 65 of 75

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refers to action prompted by advertising.

Question 66 of 75

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is a measure of actual product or service purchase by an audience member because of an ad.

Question 67 of 75

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Ebbinghaus is responsible for the idea of in relation to effective frequency, which states that initial learning increases quickly and then decays exponentially and rapidly in a short period.

Question 68 of 75

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Zielske is responsible for the v. idea relating to effective frequency. As soon as stop, recall plummets.

Question 69 of 75

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Awareness v. recall has to do with the schedule.

Question 70 of 75

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- describes the prolonged or lagged effect of advertising on consumer purchase behavior.

Question 71 of 75

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According to adstock advocates, advertising tries to expand consumption by and .

Question 72 of 75

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refers to the idea that increasing the amount of advertising increases the percentage of the audience reached by the advertising. This increases demand.

Question 73 of 75

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In the recency model, is the most important parameter.

Question 74 of 75

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Measuring SOV is done through calculating your in relation to competitive media .

Question 75 of 75

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Familiarity is a lot like share of .

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Maren Myslinski
Quiz by , created about 1 year ago

Strategic Media Planning Test 2 Quiz

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Maren Myslinski
Created by Maren Myslinski about 1 year ago
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