Media Planning21. _________ measures the intensity of a media schedule, based on repeated exposures to the medium or the program. Show
Correct answer:
(A) 22. _________ refers to a method for scheduling media in which the airwaves (both cable and network TV channels) are flooded to make it virtually impossible to miss the ads.
Correct answer: (A) 23. _________ refers to the average number of times an individual within target audience is exposed to a media vehicle during a given period of time.
Correct answer: (A) 24. _________ refers to the number of people that will be exposed to a media vehicle at least once during a given period of time.
Correct answer: (B) 25. _________ services are agencies that specialize in buying time and space.
Correct answer: (C) 26. _________ technology is changing the way consumers relate to products and markets.
Correct answer: (C) 27. _________ the appropriate market segment has become ever more imp ort ant when carrying out e-branding campaigns.
Correct answer: (C) 28. _________ the appropriate market segment has become ever more important when carrying out e-branding campaigns.
Correct answer: (C) 29. _________, in advertising, is a series of decisions involving the delivery of message to the targeted audience.
Correct answer: (C) 30. _________is now a significant part of every global corporations marketing arsenal.
Correct answer: (D)
Summary
Once your campaign’s target audience is defined and the media mix is chosen, it’s time to think about frequency. In the context of advertising, frequency can be defined as the number of times a person is exposed to an advertisement or the number of times an advertisement is repeated through a specific medium over a specific time period.1 The key to deciding on frequency within shared mail or newspaper advertising rests in the following:
The role of frequency is to drive curiosity, recognition, and decision. For decades, marketers have relied on the belief that a frequency of three is all that is needed to get to the decision. But is it really that simple? This belief is based on the definition, by Herbert E. Krugman2, of consumer’s reactions to each exposure, in an essay about effective frequency. Krugman never actually stated that a 3x frequency is required in media advertising. Rather he spoke of a 3x exposure in terms of psychological response: The third and subsequent exposures act as a reminder of the “What is it?” and “What of it?” It will position the consumer as being able to quickly react when the time comes to make a decision. Marketers should also remember that exposure is not equal to frequency. Frequency is the number of times a message/advertisement is paid to be placed in a medium. Exposure, however, only occurs when the message is read, viewed, or heard by the consumer. Due to today’s crowded media landscape, consumers’ evolving media habits, and scattered media engagement, an ad may need more than three times and via a variety of media to expose a consumer to a message and move them through the psychological response laid out by Krugman. Following are several reasons for increasing frequency:
Your campaign’s target audience is defined, the media mix chosen; now it’s time to think about frequency.Frequency is the necessary tactic to drive customers’ exposure to a message, product, or service. Repeat exposure leads to a decision, which in turn, leads to action. Ultimately, frequency is essential to achieving your advertising campaign goal: driving consumers to action. 1 investorwords.com [accessed 12.20.2016]2 Krugman, Herbert, “Why Three Exposures May Be Enough”, Journal of Advertising Research, December 19723 Ekstein, Summers, Ambruster & Co., September 2013You May Also Be Interested InWhat refers to the average number of times an individual within target audience is exposed to a media vehicle during a given period of time?Correct answer: (A) Frequency. 24. _________ refers to the number of people that will be exposed to a media vehicle at least once during a given period of time. Frequency.
What refers to the number of times within the specified time period an average person is exposed to the media?Reach refers to the number of times within the specified time period that an average person or household is exposed to the message.
What in advertising is a series of decisions involving the delivery of messages to targeted audience?refers to a specific methods of media used by companies to deliver advertising messages to targeted customers.
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. What is audience exposure?An Exposure Analysis is typically a frequency distribution that is produced to quantify the percent of the total target audience exposed to an advertising message one or more times (1+), two or more times (2+), three or more times (3+), etc.
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