Deck 9: Media-Type Selection and the Reach Pattern

Question 1

The primary medium has only to deliver brand awareness and brand attitude.

Answer 1

False

Question 2

Packaging and signage should not be used as a secondary medium.

Answer 2

False

Question 3

Small-audience local retail advertisers require a medium that can deliver store-brand recall as a communication objective.

Answer 3

True

Question 4

Double-duty ads are called "double duty" because they aim to achieve brand awareness and brand attitude.

Question 5

Point-of-decision (P-O-D) media are secondary media and cannot be used as primary media.

Question 6

The reach pattern controls the degree and timing of individual continuity of the messages in the marcoms campaign.

Question 7

The duration of advertising cycle is determined by the time needed to get enough insertions into the media vehicles selected so as to attain the desired amount of reach at the minimum effective frequency level (effective reach).

Question 8

The Blitz Pattern is both effective and inexpensive for new product launches.

Question 9

The Shifting Reach Pattern is quite easy to implement because you simply concentrate your advertising on one or two particular media vehicles for one advertising cycle, then change to another non-overlapping small set of vehicles for the next advertising cycle, and so forth.

Question 10

Pre-season advertising is not worth using because very few consumers have the category need at that time.

Question 11

The "media balloon" represents just the trade-off between reach and frequency.

Question 12

The primary medium has only to deliver brand awareness and brand attitude.

Question 13

Secondary media are usually chosen to boost a particular communication effect if that effect is an objective of the campaign.

Question 14

The rationale behind imagery transfer is that the two exposures across media count almost as three exposures because of the recall of the first during the second.

Question 15

Prime-time TV advertising is the best option for advertisers selling high-involvement/informational products or services.

Question 16

The Internet and magazines are not appropriate for brand recall or low-involvement/transformational brand attitude campaigns.

Question 17

There are two ways to select P-O-D media when the campaign's purpose is to stimulate immediate purchase.

Question 18

The Wedge Pattern occurs for the typical target audience individual as a succession of advertising cycles whereby each cycle has the same reach but successively declining frequency.

Question 19

Roberts' data suggest that the 1 day per 28 days advertising cycle is appropriate for an established FMCG brand-item.

Question 20

The Awareness Reach Pattern applies to consumer and industrial products and services that have both a long purchase cycle and a short decision time.