Exam 15: Media Planning and Negotiation

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. -Calculate the total gross rating points (Total GRPs).

Planners typically make heavier advertising allocations in weak sales areas because these are the areas that promise the greatest growth.

The zero moment of truth refers to the first time a consumer ________.

Which of the following is the most important function of media buying?

Policies of compensating advertisers for errors,such as missed positions or errors in handling the message presentation,are known as ________.

Unbundling media services has allowed media groups to work for clients who may be competitors of those handled by the agency.

Explain the concept of the media mix and identify the Tigers' media mix in this case.

Which type of schedule is designed to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture opens again?

With effective frequency,you add frequency to reach until you get to the level where people respond.

Multichannel deals are a result of media convergence,and they allow advertisers to purchase media across all platforms with a single deal.

Compare and contrast cost per thousand (CPM)and cost per point (CPP).

A client has asked its agency "How much is enough and how much is too much?" when it comes to the number of exposures necessary.What should the agency tell the client?

________ media are chosen based on metrics such as gross rating points and cost per thousand,while new media depend more on factors like brand experience,involvement,and personal impact.

The tighter the focus on a target market,the harder it is to find appropriate media to deliver a relevant message.

The two basic media objectives are reach and frequency.

Using a ________ strategy,a media planner would most likely put more emphasis on consumer publications than professional journals.

To be more precise in determining the efficiency of a potential media buy,planners often look at the ________.

Program preemptions,missed closings,and/or technical problems caused by the media often lead to offers of make goods to the advertiser.

The majority of network television advertising inventory is sold in the ________ market.

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. -Calculate the cost per thousand (CPM)for CSI,the Detroit News,and WJBR,respectively.