Exam 15: Media Planning and Negotiation

One study assessed consumers' regard for specific brands and related that score to the brand's advertising expenditures relative to competitors' expenditures.The study found that all of the top brands in a given product category also represented the largest percentage of total advertising spending in a product category relative to competitors.What was measured in this study?

Media companies that have brought the planning and buying functions back together offer ________ services rather than unbundled media services.

Jon is a media planner for an advertising agency,and he is considering consumption patterns for his client's product and brand.Name and describe two indices Jon will find useful when analyzing consumption patterns for products and brands and explain how they help planners.

In a flighting schedule,which term refers to the period during which there is no advertising?

Vertical advertising relies mainly on ________ to get its messages to potential customers.

Aperture is the point where a consumer has an opportunity to connect with a brand and respond in some way to a brand message.

Average frequency gives the planner the best picture of a media plan's performance.

Which term refers to the number of people in a vehicle's audience who are neither customers nor prospects?

Gross rating points (GRPs)indicate an approximate measure of the reach and frequency of a media plan,as well as the plan's efficiency.

A true global medium does not currently exist.

Explain the difference between circulation and readership.Why are they different?

Briefly describe why the MRI CrossTab format is useful and what an index of 199 means for the 18 to 34 demographic that drinks Red Bull soft drinks.

The measure of gross rating points (GRPs)excludes any waste coverage or audience members outside the target audience.

Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent?

A client at an advertising agency wants to know what reach means.Explain the concept.

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 -If there were one weekly insertion in all the magazines for a four-week period,what would the total insertions be for the plan?

Compare and contrast continuous,pulsing,and flighting strategies.

While print media audiences are measured in ________,television audiences are measured in ________.

The households using television (HUT)metric provides data on how many people are watching a specific program at a given time.

The term SoLoMo refers to the convergence of social,local,and mobile marketing.