Kraft is introducing a new line of salad dressings that are made with hearty-health omega-3 oils and ...

Kraft is introducing a new line of salad dressings that are made with hearty-health omega-3 oils and wants to get the highest reach possible for the advertising of this product. What can Kraft to do increase reach?
 a. advertise in multiple media, such as television and magazines
  b. maximize the number of times consumers have an opportunity to see the ads for these products
  c. use media vehicles with the lowest CPMs
  d. use media vehicles with the highest CPMs
  e. advertising only during prime time television programs because that's when most consumers watch television

Question 2

In positioning their brands, marketing communicators draw meaning from the culturally constituted world and transfer that meaning to their brands.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

Which of the following factors can increase the reach that is achieved with a particular media schedule?
 a. use multiple media
  b. create a single ad for the campaign
  c. focus on network television
  d. focus on newspaper advertising
  e. use a single daypart for TV advertising

Question 4

Meaning is determined solely by the message source's choice of communication elements.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 5

Which of the following terms is interchangeable with unduplicated audience?
 a. net coverage
  b. gross coverage
  c. OTS
  d. 3+
  e. target audience

Question 6

A brand's positioning represents the key feature, benefit, or image that it stands for in the target audience's collective mind.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 7

The most common time frame for measuring _____ is generally four weeks.
 a. reach
  b. penetration
  c. effectiveness
  d. consistency
  e. efficiency