A company’s goal to reach 50 percent of the target audience at least three times over a period of one year in order to create awareness is an example of:

An ad for a van shows how easily a small boy and his grandfather can get in and out of the vehicle. It also emphasizes the positioning of handles at appropriate places that make transit easier for older people. Which ad execution technique is being used in this ad?

Messages on the interior and exterior of buses, subway cars, light rail cars, and taxis are referred to as

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

Which of the following statements is true about program ratings and share of audience measures?

Straight-sell message executions are commonly used with _____ advertising appeals.

The sole source of network television and local audience information in the United States is:

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. Which of the following is likely to be true of the product class and the product?

The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed as a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to feel great sympathy for the child dressed in the ridiculous costume. The tag line at the end of the ad reads, “Your kids need a carefree Colorado vacation as much as you do.” This is an example of a:

Which of the following situations offers an advertiser the least attractive marketing opportunity?