Exam 12: Media Planning Essentials

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) Based on the figures provided, what is the CPM of a single-page, full-color advertisement in American Life's national edition?

(Multiple Choice)

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Question 21

Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.

(True/False)

4.7/5

(78)

Question 22

The forgetting function is based on latest psychological research and explains the random and unique nature of each individual's memory.

(True/False)

4.9/5

(69)

Question 23

The only thing limiting the new media right now is that they:

(Multiple Choice)

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Question 24

Creating a visual representation of the media schedule gives an advertiser tangible documentation of the overall media plan.

(True/False)

4.9/5

(94)

Question 25

Which of the following is an example of unmeasured media?

(Multiple Choice)

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Question 26

In advertising, which of the following acts as a primary barrier for small companies?

(Multiple Choice)

5.0/5

(84)

Question 27

In push media, the consumer goes looking for the advertiser or advertising.

(True/False)

4.8/5

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Question 28

Which of the following best defines micro-targeting in the context of media strategies?

(Multiple Choice)

4.9/5

(81)

Question 29

Below-the-line promotion is also referred to as .

(Multiple Choice)

4.9/5

(83)

Question 30

Broadcast television, cable television, and national magazines have the largest and broadest reach of any of the media.

(True/False)

4.8/5

(87)

Question 31

Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.

(True/False)

4.9/5

(95)

Question 32

Which of the following refers to the sum of the exposures to the entire media placement in a media plan?

(Multiple Choice)

4.7/5

(69)

Question 33

A manufacturer of oakwood furniture decides to place half-page print ads in a newspaper every Sunday for a period of two months.This is called .

(Multiple Choice)

4.9/5

(71)

Question 34

of an ad is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time.

(Multiple Choice)

4.9/5

(94)

Question 35

Media buyers evaluate the audience reach, CPM, and timing of each buy.

(True/False)

4.9/5

(90)

Question 36

A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then again having a two-week period of heavy advertising.What kind of a media schedule is this?

(Multiple Choice)

4.9/5

(88)

Question 37

Events are an example of measured media.

(True/False)

4.9/5

(80)

Question 38

A retailer decides to use newspaper ads to promote its line of men's and women's swimwear.In the media planning process, the retailer has chosen a(n):

(Multiple Choice)

4.8/5

(71)

Question 39

A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser. The planner decides to multiply the reach of each promotion plan with the frequency, in order to compare:

(Multiple Choice)

4.9/5

(85)

Question 40

Showing 21 - 40 of 92

Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.

The forgetting function is based on latest psychological research and explains the random and unique nature of each individual's memory.

The only thing limiting the new media right now is that they:

Creating a visual representation of the media schedule gives an advertiser tangible documentation of the overall media plan.

Which of the following is an example of unmeasured media?

In advertising, which of the following acts as a primary barrier for small companies?

In push media, the consumer goes looking for the advertiser or advertising.

Which of the following best defines micro-targeting in the context of media strategies?

Below-the-line promotion is also referred to as .

Broadcast television, cable television, and national magazines have the largest and broadest reach of any of the media.

Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.

Which of the following refers to the sum of the exposures to the entire media placement in a media plan?

A manufacturer of oakwood furniture decides to place half-page print ads in a newspaper every Sunday for a period of two months.This is called .

of an ad is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time.

Media buyers evaluate the audience reach, CPM, and timing of each buy.

A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then again having a two-week period of heavy advertising.What kind of a media schedule is this?

Events are an example of measured media.

A retailer decides to use newspaper ads to promote its line of men's and women's swimwear.In the media planning process, the retailer has chosen a(n):

A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser. The planner decides to multiply the reach of each promotion plan with the frequency, in order to compare:

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

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