Exam 15: Media Planning and Negotiation

If a flighting strategy works,there will be a ________,which means that consumers will remember the product across the gap until the next advertising period begins.

The newspaper in Panama City,Florida,The News Herald,charges national advertisers $45.00 per column inch.On Sunday,which is the day most national advertisers would want to advertise,this newspaper has a circulation of 70,000 households.Calculate the approximate CPM for one column inch.

Which of the following is a function of a media buyer?

Which of the following provides estimates of radio audiences?

Which schedule spreads the advertising evenly over the campaign?

Refer to the passage and chart below to answer the questions that follow. The Detroit Tigers' baseball season is about to kick off,and the owners want to advertise that fact in the Detroit metropolitan area.They will be using television,newspaper,and radio as part of their media mix.Below is one portion of their media plan. -If the data given is for one week,what would the total insertions be for the plan for a four-week period?

Online media vehicles now offer media buyers ________ buying that relies upon algorithms to target individual viewers based on their digital tracking data.

Describe the reach objective.Include an explanation of targeted reach and wasted reach.

Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

Once media purchases have been made,the media buyer is no longer involved with the advertising campaign.

A pulsing strategy is the most severe type of continuity adjustment and is characterized by alternating periods of intense advertising activity and periods of no advertising.

You've heard someone mention the "St.Louis Designated Marketing Area (DMA)." Explain what this means and why it is useful to media planners.

What two figures are needed to calculate CPM?

Which of the following statements is FALSE regarding frequency?

Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time?

If a local business wants to advertise extensively in a local market,wants to reach an upscale and well-educated audience,needs room for explanation,and is unconcerned with the quality of the image,what medium would best suit its advertising needs?

One type of media-related information about markets is the broadcast coverage area for television,which is called a(n)________,and is referred to by the name of the largest city in the area.

A valuable tool for media planners,________ is provided by companies such as MRI and is usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -What are the total gross rating points (GRPs)for this media plan,assuming that each magazine carries a weekly ad insertion for a total of four weeks?

Rachel is creating an international media plan for her client.Which of the following is NOT true concerning global media planning?