Which of the following is true of program rating?

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

TV is a popular medium among companies selling mass-consumption products because 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?

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:

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: