ID: A 3. The blend of different media that will be used to effectively reach the target audience is a. plasterization b. blending c. route sorting d. media mix 4. A media-scheduling strategy that schedules advertisements continuously but also with periods of much heavier scheduling is known as: a. continuity b. pulsing c. flighting d. message weighting 5. A media planner needs to evaluate the relative intensity of three different media plans. The planner should compare a. effective frequencies. b. GRPs. c. effective reach. d. message weight. 6. Soldier of Fortune is a men's adventure publication that caters to people with an interest in the military. A full-page, black-and-white advertisement costs $2,160 to run once. The circulation of the magazine is 100,000. To figure out the cost per thousand (CPM) for this ad, you would use which of the following formulas? a. Take 100,000 divided by 2,160 times 1,000. b. Take 2,160 divided by 1,000 c. Take 2,160 times 100,000 divided by 1,000. d. Take 2,160 divided by 100,000 times 1,000. Share of voice is a measurement that allows you to a. compare the reach of different media plans. b. compare the gross rating points of one advertising plan with those of the competition. c. assess one advertiser's expenditures relative to its competition's. d. is an industry standard that can be obtained online 7. 8. Foote, Cone & Belding is consierd the ageny of record for several Coors Brewing products. This means that Foote, Cone & Belding must a. provide the account service for the account. b. handle the creative services for the account c. negotiate and contract media for the account. d. be an independent media-buying service. Computer modeling allows for the assessment of a wide range of possibilities before making costly media buys. It can, and does, save advertisers a lot of money. However, computerization and modeling does not a. substitute for planning and judgment by media strategists. b. become a media strategy model. c. offer taxation information on strategic plans. d. post-evaluate forensic modeling 9