Exam 15: Media Planning and Negotiation

Which of the following is a standard research display format that allows multiple variables of related data to be grouped together?

How can a media buyer evaluate the effectiveness of online advertising?

Media flowcharts are used to plot out what media will run when and for how long.

Which concept refers to the repetition of message exposure?

Traditionally,outdoor boards have been purchased and measured in terms of ________,which are estimates of the percentages of the population who had the opportunity to see the sign.

In the case of designated marketing areas (DMAs),weak markets may be given more than their share of media weight in the hopes of strengthening the brands in these markets,a practice known as ________.

As Janice developed a media plan for a client,she gathered ________ from Claritas PRIZM system as part of her research.

In television,the percent of viewers watching a particular show based on the number of television sets that are on during that particular time slot is measured through ________.

Henry is employed at an advertising agency and was approached by a company that recently became national.The company wanted to advertise exclusively on television.Henry suggested that the company's media plan instead use several media vehicles,known as ________.

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.Of these households,40,000 are in one advertiser's target audience.Calculate the TCPM for one column inch for this advertiser.

What does CPM stand for?

The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program.

If a company wants to increase the percent of people exposed to its message during its media campaign,then the company is most likely trying to increase its ________.

What type of schedule is used when proportionately more of the marketing budget is spent in special regions or DMAs?

Which metric is designed to estimate the impact of an integrated campaign that includes both digital and measured media?

What decision criterion do media planners use to determine how much to budget in each DMA or region and for each target audience?

List the six functions of a media buyer.

Which of the following is NOT a function of a media buyer?

Which of the following is an index of the relative consumption rate of a particular product category in a particular 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 point (CPP)for CSI,the Detroit News,and WJBR,respectively.