Exam 12: Media Planning Essentials

Scenario 12-4 You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency.Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week. -(Scenario 12-4) The interviewer says that it's very important to calculate the effective reach of each ad in order to make it effective and then asks you, "Can you tell me how the effective reach of an ad can be calculated?" Which of the following should be your response?

Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and cold remedies.

is the gross number of advertising exposure opportunities delivered by the media vehicles in a schedule.

A manufacturer of a brand of high-end hiking boots and specialized athletic shoes has hired your agency to run a print campaign.You tell the client that a full-page, black-and-white ad in Hiking and Biking magazine will cost them $1,650 to run once.You also remind the client that the circulation of the magazine is 42,000.To give the client the cost per thousand for this media buy, which formula would you use?

Electronic data services provide standardized data, reports, and analyses that are comparable across media categories.

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. -(Scenario 12-2) Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs.In other words, an advertiser might select American Life because it delivers messages to the largest target audiences at the lowest cost.Which of the following helps measure this?

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. -(Scenario 12-2) A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities.She decides to buy space in American Life editions that reach the top 10 metropolitan markets.This media strategy is referred to as:

Scenario 12-3 Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000.The entire adult population of the city is considered Champion Chocolate's target market. Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.They decide to use local television, magazine, and newspapers to advertise the products. Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show.The show has a rating of 30. Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40. -(Scenario 12-3) Champion Chocolate used newspapers, local television, and magazines to promote their products. Which of the following did they use?

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. -(Scenario 12-2) The owners of the oak furniture company are now considering buying an ad in American Life. However, before they go ahead with their decision, they want to know the approximate number of times an individual within a target audience will be exposed to an ad in American Life in a given period of time.Which of the following are they referring to?

Scenario 12-1 Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years.Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales. Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads. Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 spent by Appleberry.Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media. Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $ 1,553,000 Blackberry Valley Jam $ 972,000 total for product category $ 3,714,000 Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $ 39,466,000 Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000 -(Scenario 12-1) If Blackberry Valley uses below-the-line promotions to boost its sales, which of the following is it most likely using?

The forgetting function is based on a well-known concept and compelling research showing that things that are remembered, including ad messages,:

Scenario 12-4 You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency.Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week. -(Scenario 12-4) The interviewer welcomes you, allows for initial introductions, and then starts the interview."We have a client that manufactures ebony furniture.Recently, it has launched a new line of furniture and we plan to promote its new line through a media vehicle.According to you, which should we use to promote the line?"

A 30-second television ad is an example of pull media.

Explain how the World Wide Web has changed the traditional brand-consumer relationship.

Which of the following is true of the square root law which states that the recognition of print ads increases with the square of the illustration?

A media planner is making placement decisions for a new line of cosmetics.She focuses on ten different cities in the country where the purchase size of the products is high.This is an example of:

Which of the following is true of upfronts?

Scenario 12-6 Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment.This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix.Included below are several short excerpts from the booklet.Please complete the missing part of each excerpt, based on your study of the chapter. -(Scenario 12­6) "Among advertising agencies, the client's agency of record is the one chosen by the client specifically to:

A media buyer places an ad for a new range of wines in four different magazines.The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each.The buyer now can inform the client at the winery of the ad, that is, 4,750,000 exposures.

Message impressions refer to exposures to the ads themselves.