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Match of the Following

Question 104

Matching

Match of the following

Premises:

Responses:

The core attributes of each medium to the target audience; they interact with advertising messages to enhance or diminish the advertising.

continuity

Allows buyers and sellers to deal on a one-to-one basis for communication and other products tailored to specific households and individuals.

unbundling

Includes product placements, event sponsorships, and tickets to sporting events.

CPM

Number of times an individual is exposed to an advertising vehicle within a given period.

value-added opportunities

This is a tool to compare media costs among various media vehicles with different circulations.

reach

A common approach to the media function characterized by establishing agency media departments as separate units apart from full-service agencies; it has become more important in the last decade.

convergence

A less extreme form of flighting in which advertising runs more or less continuously throughout the year, but with peaks during certain periods.

engagement

That aspect of the media plan where you must consider various creative and communication requirements.

flighting

Described as the "hand-off of attentive consumers from media content to advertising."

pulsing

Is limited when self-selected communication goes only to prospects.

qualitative factors of media

Also referred to as coverage, it is the number of different people exposed to a single medium, or in a multimedia campaign, the entire media schedule.

PRIZM

Advertising scheduling technique that alternates between periods of activity and periods of total or relative inactivity.

waste circulation

Length of time a campaign will run, or length of time reach and frequency will be measured by the greatest sales potential.

media strategy

The blending of distribution, content and/or hardware that creates a new or significantly expanded communication system.

interactivity

A system that divides the population into 14 social groups, ranging from Urban Uptown to Rustic Living.

frequency

media edge