A ________ is a media scheduling strategy in which ads are run heavily every other month or so to achieve a greater impact with an increased frequency and reach at those times.
a. flighted media schedule
b. seasonal media schedule
c. continuous media schedule
d. perennial media schedule
Answer: a. flighted media schedule
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Marketing Principles Chapter 16
- Which of the following magazines is likely to have the greatest audience selectivity?
- ______ is a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks.
- The logo of a sports and energy drink brand is splashed across the hood of a popular NASCAR driver's racing car. This is an example of ________ .
- Price reduction offered by manufacturers to intermediaries such as wholesalers and retailers are called ________ .
- A ________ is the best strategy for products such as sunscreen and bathing suits.
- For products in the later stages of the product life cycle, ________ is used.
- The main focus of the advertisements for home gym equipment is the benefits the audience gains from exercise. These advertisements are using the ________ appeal.
- _______ is intended to stimulate primary demand for a new product or product category.
- In the context of advertising, the Federal Trade Commission does not:
- When Rico turned on his TV at 3:00 this morning, he thought he'd stumbled onto a new talk show. But soon he realized that the "host" and "guest" were discussing only one topic: Super G Vitamins. The "guest" talked for almost 30 minutes about how the many benefits the vitamins offered, and frequently mentioned a 1-800 number where they could be ordered. Rico was most likely watching a(n) ________ .
- ______ is intended to stimulate primary demand for a new product or product category.
- Which of the following is a shared disadvantage of newspaper advertising and billboard advertising?
- Which of the following is an advantage of advertising using outdoor media?
- Which of the following magazines is likely to have the greatest audience selectivity?
- _______ is defined as the number of target customers who are exposed to a commercial at least once during a specific period.
- Placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue is known as ________ .
- The commercials for a new, innovative tablet computer demonstrate its capabilities and inform customers of the benefits of the product for adults as well as a toy for children. These commercials are using ________ .
- A crucial difference between advertising and sales promotion is that:
- ________ is defined as an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.
- A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign is called a(n) ________ .
- KwikPik Grocery has a video monitor at the checkout line that displays ads for candy and magazines, and these are frequently purchased by customers on an impulse. This is an example of ________ .