Introduction to Business

Section 2: Media Measurements and Rates

Self-Checks

1.
The process of selecting advertising media and deciding the time and space in which ads should appear is called ______ .
A)campaign development
B)media development
C)campaign planning
D)media planning
2.
A business that specializes in developing ads and ad campaigns for clients is called a(n) ______ .
A)advertising agency
B)message bureau
C)media partnership
D)production company
3.
A series of ad messages that share a single idea and theme is called an advertising ______ .
A)blitz
B)push
C)campaign
D)volley
4.
The number of homes or people exposed to an ad is call the ______ .
A)audience
B)target
C)market
D)viewer
5.
A single exposure to an advertising message is called a(n) ______ .
A)impression
B)spot
C)incident
D)view
6.
The number of times an audience sees or hears an ad is called the ______ .
A)accumulation
B)head count
C)frequency
D)rate
7.
The cost of exposing 1,000 readers to a television commercial is often stated as cost per thousand or ______ .
A)C/1000
B)CPM
C)C/K
D)CPT
8.
Ad rates for newspapers and magazines are based on ______ .
A)accumulation
B)concentration
C)circulation
D)saturation
9.
The time period when the audience for network TV is the largest is called ______ .
A)drive time
B)prime time
C)peak time
D)rate time
10.
Banner ads generally appear ______ .
A)at the beginning of a TV show
B)on the back cover of a magazine
C)in store windows
D)on the Internet
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