Category BIO 120 GC Osmosis & the Rate of Diffusion Along a Concentration Gradient Lab Report

The close of a report should
include new data for one last, meaningful impact.
tell the reader what will happen if they don’t implement what was discussed in the paper.
bring all action items together and give details about who should do what, when, where, and how.
explain why you are passionate about making the proposed changes.
end with an insightful quote, fact or statistic.: Free Business Quiz Answers

The close of a report should
include new data for one last, meaningful impact.
tell the reader what will happen if they don't implement what was discussed in the paper.
bring all action items together and give details about who should do what, when, where, and how.
explain why you are passionate about making the proposed changes.
end with an insightful quote, fact or statistic.: Free Business Quiz Answers

an impact lead answers the who, what, when, where, and how of a news story: Free Communications Quiz Answer

an impact lead answers the who, what, when, where, and how of a news story: Free Communications Quiz Answer

An impact lead answers the who, what, when, where and how of a news story.
A. True
B. False: Free Communications Quiz Answer

An impact lead answers the who, what, when, where and how of a news story.
A. True
B. False: Free Communications Quiz Answer

account planner
the individual at an advertising agency primarily responsible for account planning
marketing research
the systematic gathering, recording, and analysis of information to help managers make marketing decisions
advertising research
the systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns
advertising strategy research
used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles
media research
the systematic gathering and analysis of information on the reach and effectiveness of media vehicles
pretesting
testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups
posttesting
testing the effectiveness of an advertisement after it has been run
marketing information systems
a set of procedures for generating an orderly flow of pertinent information for is in making marketing decisions
secondary research
the second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share
primary data
research information gained directly from the marketplace
secondary data
information that has previously been collected or published
qualitative research
research that uses in-depth studies of small, non-random samples to explore the behavior, perceptions, needs, and motivations of a target audience
Quantitative research
research that uses larger, representative samples and surveys to quantify hypotheses and measure specific market variables
projective techniques
In marketing research, asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product. The purpose is to get an understanding of people’s underlying or subconscious feelings, attitudes, opinions, needs, and motives.
intensive techniques
Qualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning. Typical methods include in-depth interviews and focus groups.
in-depth interview (IDI)
An intensive interview technique that uses carefully planned but loosely structured questions to probe respondents’ deeper feelings.
focus group
a qualitative method of research in which six or more people, typical of the target market, are invited to a group session to discuss the product, the service, or the marketing situation for an hour or more
ethnographic research (ethnography)
An intensive research technique that has been gaining in popularity among advertisers. It involves trying to understand behavior and culture by going out and talking to people wherever they are, while they’re doing whatever it is they do.
observation method
a method of research used when researchers actually monitor people’s actions
Universal Product Code (UPC)
An identifying series of vertical bars with a 12-digit number that adorns every consumer packaged
experimental method
A method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus.
test market
an isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, prior to a national rollout
survey
A basic method of quantitative research. To get people’s opinions, surveys may be conducted in person, by mail, on the telephone, or via the Internet.
direct questioning
a method designed to elicit a full range of responses to the advertising, effective for testing alternative advertisements in early stages of development
central location tests
A type of pretest in which videotapes of test commercials are shown to respondents on a one-to-one basis, usually in shopping center locations.
clutter tests
Method of pretesting in which commercials are grouped with noncompetitive control commercials and shown to prospective customers to measure their effectiveness in gaining attention, increasing brand awareness and comprehension, and causing attitude shifts.
attitude tests
a type of posttest that usually seeks to measure the effectiveness of an advertising campaign in creating a favorable image for a company, its brand, or its products
recall tests
Posttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched.
inquiry tests
A form of test in which consumer responses to an ad for information or free samples are tabulated.
sales tests
A useful measure of advertising effectiveness when advertising is the dominant element, or the only variable, in the company’s marketing plan. Sales tests are more suited for gauging the effectiveness of campaigns than of individual ads or components of ads.
validity
an important characteristic of a research test. For a test to be valid, it must reflect the true status of the market
Reliability
an important characteristic of research test results. For a test to be reliable, it must be repeatable, producing the same result each time it is administered
sample
a portion of the population selected by market researchers to represent the appropriate targeted population. A free trial of a product
universe
an entire target population
probability samples
a research sample in which all members of the target population have an equal and independent chance of being selected for the study
Non-probability samples
research samples that fo not provide every unit in the population with an equal chance of being included. As a result there is no guarantee that the sample will be representative
marketing plan
the plan that directs the company’s marketing effort
top-down marketing
the traditional planning process with four main elements: situation analysis, marketing objectives, marketing strategy, and tactics or action programs
situation analysis
a factual statement of the organization’s current situation and how it got there
SWOT analysis
after assessing a company’s situation, the writer of a marketing plan prepares an analysis that identifies the brand’s or product’s strengths, weaknesses, opportunities, and threats
corporate objectives
goals of the company stated in terms of profit or return on investment
marketing objectives
goals of the marketing effort that may be expressed in terms of the needs of specific target markets and specific sales objectives
need-satisfying objectives
a marketing objective that shifts management’s view of the organization from a producer of products or services to a satisfier of target market needs
sales-target objective
Marketing objectives that relate to a company’s sales. They may be expressed in terms of total sales volume; sales by product, market segment, or customer type; market share; growth rate of sales volume; or gross profit.
marketing strategy
the statement of how the company is going to accomplish its marketing objectives
positioning
The association of a brand’s features and benefits with a particular set of customer needs, clearly differentiating it from the competition in the mind of the customer.
product life cycle
Progressive stages in the life of a product—including introduction, growth, maturity, and decline—that affect the way a product is marketed and advertised.
tactics
the specific short-term actions that will be used to achieve marketing objectives
bottom-up marketing
The opposite of standard, top-down marketing planning, bottom-up marketing focuses on one specific tactic and develops it into an overall strategy.
relationship marketing
creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value
value
the ratio of perceived benefits to the price of the product
stakeholders
In relationship marketing, customers, employees, centers of influence, stockholders, the financial community, and the press. Different stakeholders require different types of relationships.
lifetime customer value (LCV)
the total sales or profit value of a customer to a marketer over the course of that customer’s lifetime
synergy
an effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components
endcap promotion
a merchandising method that uses special displays on shelving at the end of aisles in a store
integrated marketing communications (IMC)
The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to make constructive contact with the company/brand through a variety of media.
planned messages
Traditional marketing communications messages, including advertising, sales promotion, publicity, and personal selling. These messages have the least impact because they are seen as self-serving.
product messages
messages communicated by a product, its packaging, price, or distribution elements
service messages
Messages resulting from employee interactions with customers. These messages typically have greater impact than planned messages.
unplanned messages
Messages that emanate from gossip, unsought news stories, rumors, or major disasters. Companies have little control over unplanned messages, but the messages can dramatically affect customers’ attitudes.
advertising plan
The plan that directs the company’s advertising effort. A natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created.
advertising strategy
the advertising objective declares what the advertiser wants with respect to consumer awareness, attitude, and preference. Advertising strategy describes how to get there. It consists of 2 subcategories: the creative and media
creative strategy
a written statement that serves as the creative team’s guide for writing and producing an ad. It decides the most important issues that should be considered in the development of the ad (who what when where and why), including the objective of the advertising, a definition and description of the target audience, the key benefit to be promised, the product features that support the promise, the style, approach, or tone to the used and what the copy should communicate
media strategy
A document that helps media planners determine how messages will be delivered to consumers. It defines the target audience, the communication objectives that must be achieved, and the characteristics of the media that will be used for delivery of the messages.
percentage of sales method
A method of advertising budget allocation based on a percentage of the previous year’s sales, the anticipated sales for the next year, or a combination of the two.
share of market/share of voice method
A method of allocating advertising funds based on determining the firm’s goals for a certain share of the market and then applying a slightly higher percentage of industry advertising dollars to the firm’s budget.
objective/task method
A method of determining advertising allocations, also referred to as the budget-buildup method, that defines objectives and how advertising is to be used to accomplish them. It has three steps: defining the objectives, determining strategy, and estimating the cost.
media planning
the process that directs advertising messages to the right people in the right place at the right time
audience objectives
definitions of the specific types of people the advertiser wants to reach
media vehicles
particular media programs or publications
distribution objectives
where, when, and how advertising should appear
circulation
A statistical measure of a print medium’s audience; includes subscription and vendor sales and primary and secondary readership.
Opportunity to see (OTS)
a possible exposure of an advertising message to one audience member
gross impressions
The total of all the audiences delivered by a media plan.
rating
The percentage of homes or individuals exposed to an advertising medium.
television households (TVHH)
households with TV sets
gross rating points (GRPs)
the total audience delivery or weight of a specific media schedule. One rating points equals 1 percent of a particular market’s population.
readers per copy (RPC)
Variable used to determine the total reach of a given print medium. RPC is multiplied by the number of vendor and subscription sales to determine the total audience size.
pass-along rate
the number of people who read a magazine without actually buying it
message weight
the total size of the audience for a set of ads or an entire campaign
advertising impression
a possible exposure of the advertising message to one audience member
reach
The total number of different people or households exposed to an advertising schedule during a given time, usually four weeks. Reach measures the unduplicated extent of audience exposure to a media vehicle and may be expressed either as a percentage of the total market or as a raw number.
Frequency
the number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, this is calculated as the average number of times individuals or homes are exposed to the vehicle
continuity
the duration of an advertising message or campaign over a given period of time
effective reach
Term used to describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures for the message to truly be received.
effective frequency
the average number of times a person must see or hear a message before it becomes effective
wearout
the point at which an advertising message has been seen or heard so often that it starts to irritate consumers and therefore loses its effectiveness
advertising response curve
a graphical representation of the relationship between advertising levels and sales results
five M’s
The elements of the media mix that include markets, money, media, mechanics, and methodology.
methodology
The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives.
brand development index (BDI)
The percentage of a brand’s total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area.
category development index (CDI)
The percentage of a product category’s total U.S. sales in an area divided by the percentage of total U.S. population in the area.
markets
groups of potential customers who share a common interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price
money
in media planning, one of the five elements in the media mix
mechanics
one of the five M’s of the media mix, dealing creatively with the available advertising media options
audience
the total number of people exposed to a particular medium
exposure value
the value of a medium determined by how well it exposes an ad to the target audience
attention value
a consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them
motivation value
A consideration in selecting media based on the medium’s ability to motivate people to act. Positive factors include prestige, good quality reproduction, timeliness, and editorial relevance.
cost per thousand or CPM
a common term describing the cost of reaching 1,000 people in a medium’s audience
cost-effciency
the cost of reaching the target through a particular medium as opposed to the cost of reaching the medium’s total circulation
target CPM (TCPM)
the cost per thousand to expose a message to the target audience rather than to the total circulation
cost per point (CPP)
a simple computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience
mixed-media approach
using a combination of advertising media vehicles in a single advertising campaign
continous schedule
A method of scheduling media in which advertising runs steadily with little variation.
fighting
An intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all.
pulsing
mixing continuity and flighting strategies in media scheduling
bursting
A media scheduling method for promoting high-ticket items that require careful consideration, such as running the same commercial every half-hour on the same network in prime time.
roadblocking
Buying simultaneous airtime on all four television networks.
blinking
A scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads.
media buyer
Person responsible for negotiating and contracting the purchase of advertisement space and time in various media.
Design: Free Advertising Quiz Answers

account planner
the individual at an advertising agency primarily responsible for account planning
marketing research
the systematic gathering, recording, and analysis of information to help managers make marketing decisions
advertising research
the systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns
advertising strategy research
used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles
media research
the systematic gathering and analysis of information on the reach and effectiveness of media vehicles
pretesting
testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups
posttesting
testing the effectiveness of an advertisement after it has been run
marketing information systems
a set of procedures for generating an orderly flow of pertinent information for is in making marketing decisions
secondary research
the second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share
primary data
research information gained directly from the marketplace
secondary data
information that has previously been collected or published
qualitative research
research that uses in-depth studies of small, non-random samples to explore the behavior, perceptions, needs, and motivations of a target audience
Quantitative research
research that uses larger, representative samples and surveys to quantify hypotheses and measure specific market variables
projective techniques
In marketing research, asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product. The purpose is to get an understanding of people's underlying or subconscious feelings, attitudes, opinions, needs, and motives.
intensive techniques
Qualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning. Typical methods include in-depth interviews and focus groups.
in-depth interview (IDI)
An intensive interview technique that uses carefully planned but loosely structured questions to probe respondents' deeper feelings.
focus group
a qualitative method of research in which six or more people, typical of the target market, are invited to a group session to discuss the product, the service, or the marketing situation for an hour or more
ethnographic research (ethnography)
An intensive research technique that has been gaining in popularity among advertisers. It involves trying to understand behavior and culture by going out and talking to people wherever they are, while they're doing whatever it is they do.
observation method
a method of research used when researchers actually monitor people's actions
Universal Product Code (UPC)
An identifying series of vertical bars with a 12-digit number that adorns every consumer packaged
experimental method
A method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus.
test market
an isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, prior to a national rollout
survey
A basic method of quantitative research. To get people's opinions, surveys may be conducted in person, by mail, on the telephone, or via the Internet.
direct questioning
a method designed to elicit a full range of responses to the advertising, effective for testing alternative advertisements in early stages of development
central location tests
A type of pretest in which videotapes of test commercials are shown to respondents on a one-to-one basis, usually in shopping center locations.
clutter tests
Method of pretesting in which commercials are grouped with noncompetitive control commercials and shown to prospective customers to measure their effectiveness in gaining attention, increasing brand awareness and comprehension, and causing attitude shifts.
attitude tests
a type of posttest that usually seeks to measure the effectiveness of an advertising campaign in creating a favorable image for a company, its brand, or its products
recall tests
Posttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched.
inquiry tests
A form of test in which consumer responses to an ad for information or free samples are tabulated.
sales tests
A useful measure of advertising effectiveness when advertising is the dominant element, or the only variable, in the company's marketing plan. Sales tests are more suited for gauging the effectiveness of campaigns than of individual ads or components of ads.
validity
an important characteristic of a research test. For a test to be valid, it must reflect the true status of the market
Reliability
an important characteristic of research test results. For a test to be reliable, it must be repeatable, producing the same result each time it is administered
sample
a portion of the population selected by market researchers to represent the appropriate targeted population. A free trial of a product
universe
an entire target population
probability samples
a research sample in which all members of the target population have an equal and independent chance of being selected for the study
Non-probability samples
research samples that fo not provide every unit in the population with an equal chance of being included. As a result there is no guarantee that the sample will be representative
marketing plan
the plan that directs the company's marketing effort
top-down marketing
the traditional planning process with four main elements: situation analysis, marketing objectives, marketing strategy, and tactics or action programs
situation analysis
a factual statement of the organization's current situation and how it got there
SWOT analysis
after assessing a company's situation, the writer of a marketing plan prepares an analysis that identifies the brand's or product's strengths, weaknesses, opportunities, and threats
corporate objectives
goals of the company stated in terms of profit or return on investment
marketing objectives
goals of the marketing effort that may be expressed in terms of the needs of specific target markets and specific sales objectives
need-satisfying objectives
a marketing objective that shifts management's view of the organization from a producer of products or services to a satisfier of target market needs
sales-target objective
Marketing objectives that relate to a company's sales. They may be expressed in terms of total sales volume; sales by product, market segment, or customer type; market share; growth rate of sales volume; or gross profit.
marketing strategy
the statement of how the company is going to accomplish its marketing objectives
positioning
The association of a brand's features and benefits with a particular set of customer needs, clearly differentiating it from the competition in the mind of the customer.
product life cycle
Progressive stages in the life of a product—including introduction, growth, maturity, and decline—that affect the way a product is marketed and advertised.
tactics
the specific short-term actions that will be used to achieve marketing objectives
bottom-up marketing
The opposite of standard, top-down marketing planning, bottom-up marketing focuses on one specific tactic and develops it into an overall strategy.
relationship marketing
creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value
value
the ratio of perceived benefits to the price of the product
stakeholders
In relationship marketing, customers, employees, centers of influence, stockholders, the financial community, and the press. Different stakeholders require different types of relationships.
lifetime customer value (LCV)
the total sales or profit value of a customer to a marketer over the course of that customer's lifetime
synergy
an effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components
endcap promotion
a merchandising method that uses special displays on shelving at the end of aisles in a store
integrated marketing communications (IMC)
The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to make constructive contact with the company/brand through a variety of media.
planned messages
Traditional marketing communications messages, including advertising, sales promotion, publicity, and personal selling. These messages have the least impact because they are seen as self-serving.
product messages
messages communicated by a product, its packaging, price, or distribution elements
service messages
Messages resulting from employee interactions with customers. These messages typically have greater impact than planned messages.
unplanned messages
Messages that emanate from gossip, unsought news stories, rumors, or major disasters. Companies have little control over unplanned messages, but the messages can dramatically affect customers' attitudes.
advertising plan
The plan that directs the company's advertising effort. A natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created.
advertising strategy
the advertising objective declares what the advertiser wants with respect to consumer awareness, attitude, and preference. Advertising strategy describes how to get there. It consists of 2 subcategories: the creative and media
creative strategy
a written statement that serves as the creative team's guide for writing and producing an ad. It decides the most important issues that should be considered in the development of the ad (who what when where and why), including the objective of the advertising, a definition and description of the target audience, the key benefit to be promised, the product features that support the promise, the style, approach, or tone to the used and what the copy should communicate
media strategy
A document that helps media planners determine how messages will be delivered to consumers. It defines the target audience, the communication objectives that must be achieved, and the characteristics of the media that will be used for delivery of the messages.
percentage of sales method
A method of advertising budget allocation based on a percentage of the previous year's sales, the anticipated sales for the next year, or a combination of the two.
share of market/share of voice method
A method of allocating advertising funds based on determining the firm's goals for a certain share of the market and then applying a slightly higher percentage of industry advertising dollars to the firm's budget.
objective/task method
A method of determining advertising allocations, also referred to as the budget-buildup method, that defines objectives and how advertising is to be used to accomplish them. It has three steps: defining the objectives, determining strategy, and estimating the cost.
media planning
the process that directs advertising messages to the right people in the right place at the right time
audience objectives
definitions of the specific types of people the advertiser wants to reach
media vehicles
particular media programs or publications
distribution objectives
where, when, and how advertising should appear
circulation
A statistical measure of a print medium's audience; includes subscription and vendor sales and primary and secondary readership.
Opportunity to see (OTS)
a possible exposure of an advertising message to one audience member
gross impressions
The total of all the audiences delivered by a media plan.
rating
The percentage of homes or individuals exposed to an advertising medium.
television households (TVHH)
households with TV sets
gross rating points (GRPs)
the total audience delivery or weight of a specific media schedule. One rating points equals 1 percent of a particular market's population.
readers per copy (RPC)
Variable used to determine the total reach of a given print medium. RPC is multiplied by the number of vendor and subscription sales to determine the total audience size.
pass-along rate
the number of people who read a magazine without actually buying it
message weight
the total size of the audience for a set of ads or an entire campaign
advertising impression
a possible exposure of the advertising message to one audience member
reach
The total number of different people or households exposed to an advertising schedule during a given time, usually four weeks. Reach measures the unduplicated extent of audience exposure to a media vehicle and may be expressed either as a percentage of the total market or as a raw number.
Frequency
the number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, this is calculated as the average number of times individuals or homes are exposed to the vehicle
continuity
the duration of an advertising message or campaign over a given period of time
effective reach
Term used to describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures for the message to truly be received.
effective frequency
the average number of times a person must see or hear a message before it becomes effective
wearout
the point at which an advertising message has been seen or heard so often that it starts to irritate consumers and therefore loses its effectiveness
advertising response curve
a graphical representation of the relationship between advertising levels and sales results
five M's
The elements of the media mix that include markets, money, media, mechanics, and methodology.
methodology
The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives.
brand development index (BDI)
The percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area.
category development index (CDI)
The percentage of a product category's total U.S. sales in an area divided by the percentage of total U.S. population in the area.
markets
groups of potential customers who share a common interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price
money
in media planning, one of the five elements in the media mix
mechanics
one of the five M's of the media mix, dealing creatively with the available advertising media options
audience
the total number of people exposed to a particular medium
exposure value
the value of a medium determined by how well it exposes an ad to the target audience
attention value
a consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them
motivation value
A consideration in selecting media based on the medium's ability to motivate people to act. Positive factors include prestige, good quality reproduction, timeliness, and editorial relevance.
cost per thousand or CPM
a common term describing the cost of reaching 1,000 people in a medium's audience
cost-effciency
the cost of reaching the target through a particular medium as opposed to the cost of reaching the medium's total circulation
target CPM (TCPM)
the cost per thousand to expose a message to the target audience rather than to the total circulation
cost per point (CPP)
a simple computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience
mixed-media approach
using a combination of advertising media vehicles in a single advertising campaign
continous schedule
A method of scheduling media in which advertising runs steadily with little variation.
fighting
An intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all.
pulsing
mixing continuity and flighting strategies in media scheduling
bursting
A media scheduling method for promoting high-ticket items that require careful consideration, such as running the same commercial every half-hour on the same network in prime time.
roadblocking
Buying simultaneous airtime on all four television networks.
blinking
A scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads.
media buyer
Person responsible for negotiating and contracting the purchase of advertisement space and time in various media.
Design: Free Advertising Quiz Answers

Lead is the most important line in the story!

Function: Capture and hold attention of the listener, similar to the headline

Use the lead to “sell the soap”
Six basic questions listeners want answered: who, what, when, where, why, how
Most broadcast leads will emphasize: who, what, when, where: Free Broadcasting Quiz Answers

Lead is the most important line in the story!

Function: Capture and hold attention of the listener, similar to the headline

Use the lead to "sell the soap"
Six basic questions listeners want answered: who, what, when, where, why, how
Most broadcast leads will emphasize: who, what, when, where: Free Broadcasting Quiz Answers

-The event: Who, what, when
-Process/idea: Why, how
-“Broadcast” vs. “Electronic media”
-To communicate…objectively, accurately,
fairly, clearly, concisely, colorfully…ideas
& information…through written & spoken
word: Free Broadcasting Quiz Answers

-The event: Who, what, when
-Process/idea: Why, how
-"Broadcast" vs. "Electronic media"
-To communicate...objectively, accurately,
fairly, clearly, concisely, colorfully...ideas
& information...through written & spoken
word: Free Broadcasting Quiz Answers

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