Exam 15: Media Planning and Negotiation

The cost per point (CPP)is calculated by multiplying the cost of the ad by 1,000 and dividing that number by the readers in the target audience.

In most cases,the media plan will identify special regions or cities to be emphasized with a heavy-up schedule,which means proportionately more of the budget is spent in those areas.

________ techniques enable marketers to determine the relative impact of a media mix on product sales by using computer models that calculate the weight of a media schedule and organize the schedule for the greatest impact.

A bleed-through is a technical problem most likely to occur in which of the following media?

Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message.This ideal point is called a(n)________.

Explain what is meant by the term effective frequency.

On Wednesday nights,one TV hit commanded the highest advertising rates for the network TV season,charging advertisers $658,333 per 30 seconds.During one Wednesday in April,the hit show had almost 25 million viewers.Calculate CPM for this Wednesday in April.

Anthony is in the planning stages for his media campaign.He is considering how he should spread out the advertising over the length of the campaign.What is an advantage of using a pulsing strategy?

Which two methods do media planners use to estimate the frequency of a schedule?

Insertions are the number of ads placed in each media vehicle or program within a given period.