2a. Glen asks Lisa about the people she thinks are most likely to purchase Chirp

Question

2a. Glen asks Lisa about the people she thinks are most likely to purchase Chirpee's Chips. Lisa says they are adults, aged 30–50, who live in urban areas of the Midwest. Glen is happy Lisa can be so specific, because this information will help him to better understand the ________ objectives.

Scheduling

audience

Reach

marketing

message-distribution

2b.

Glen suggests newspapers as an ideal medium for reaching this group. He suggests that there are 2 million individuals who fit the target audience. In addition, he notes that newspapers in the Midwest have a combined circulation of over 800,000. Lisa asks whether the difference between the circulation figures and the size of the target audience is too great. Glen points out that newspapers have a(n) _______ which implies they will reach most of the target.

High reliability

Missing readers

High frequency

A pass-along rate or secondary readership

High credibility

2c.

Lisa notes that Chirpee's Chips are not well known among many in the target audience. Glen suggests that for the campaign to be successful it will be important to repeat the message with individuals who are unfamiliar with the brand. This message-distribution objective is known as:

frequency

Selection bias

reach

Echo

OTS

2d.

Glen also recommends buying time on a popular TV show. He suggests that for a price of about $500,000 they can run ads in every episode of the program during the fall and spring. Lisa wonders whether Glen can quantify the benefits of purchasing time on that show versus others. Glen says that he can. After reviewing all of the options, Glen says that no other TV purchase will generate as many _______ as the one he has chosen.

gross rating points (GRPs)

Audience insights

Creative opportunities

distribution objectives

Links to other ads in the campaign

2e.

Lisa notes that Glen wants to buy a sports show favored by male viewers and a TV drama favored by female viewers. She asks how this makes sense. Glen responds that both men and women are in the target market. After purchasing ad time on the sports show, a purchase on the drama will help to increase the ______ of the campaign.

Focus

CPM

frequency

Economy

reach

Explanation / Answer

2a. Audience.

2b. pass along rate or secondary relationship.

2c. frequency

2d. Gross Rating Points (GRP)

2e. reach

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