Exam 15: Media Planning and Negotiation

What is the first of the four basic steps in media planning?

During television sweeps,Nielsen collects extensive audience data from TV set meters and viewer diaries.

Recently a local breaking-news story ran on a television channel instead of a scheduled advertisement.The media buyer compensated by promising the client either an equally valuable spot to replace it or a reimbursement.What is this policy known as?

What concept refers to the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying?

Media buyers must bargain for ________,the locations in magazines and other print media that offer readership advantage.

Due to pass-along readership,circulation and readership are different numbers.

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 -Seventy percent of Magazine A's readers are part of the target market for a certain advertiser.This percentage represents Magazine A's ________ for this advertiser.

Wasted reach is the number of people in the vehicle's audience who are neither customers nor prospects.

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 -How many unduplicated readers are there for the three magazines?

For media planners,information provided by various media is more useful than independently gathered research because it better reflects the true value of the medium to advertisers.

________ describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience.

Other than timing,what are two important scheduling strategies?

Which of the following companies uses devices called portable people meters to gather information about audiences?

Magazines and newspapers have clearly set production deadlines called ________.

With the current trend toward using other forms of marketing communication in addition to advertising,buyers often demand additional promotional support;these activities are sometimes called ________.

A media kit provides information about the size and makeup of a media vehicle's audience.

Which principle refers to adding frequency to reach until reaching a level where people respond?

National television is an effective advertising outlet to reach a wide,mass audience.

Which of the following is an index which estimates the strength of a brand in various geographical areas?

The growth of media buying services as separate companies that specialize in media buying has shifted the way the media industry is organized.This is referred to as ________ media services.