Which of the following means consumers' frequent use of certain media classes and vehicles?
a. media selectivity c. seasonal usage
b. media habits d. None of the above.
Question 2Which of the following describes the targeting of select geographic areas, commonly used in media planning to help select media?
a. geographic selectivity c. targeting geographics
b. geographic flexibility d. targeting selectivity
Question 3Which of the following are types of criteria are used to select advertising media categories?
a. eliminating; selectivity c. discriminating; selectivity
b. eliminating; discriminating d. discriminating; flexibility
Question 4All of the following are discriminating criteria except
a. media habits c. ethical considerations
b. media selectivity d. geographic selectivity
Question 5All of the following are eliminating criteria except
a. attribute sensory modality c. absolute cost
b. legal requirements d. media habits
Question 6Which of the following refers to the total amount of money needed to purchase advertising in certain media?
a. total cost c. absolute cost
b. final cost d. None of the above.
Question 7Radio advertising is highly flexible; radio script can be easily modified, and changes can be easily made to within the last few days of the airing of the radio commercial. This is an example of which of the following?
a. production flexibility c. scheduling flexibility
b. profit flexibility d. None of the above.
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