Exam 12: Media Planning Essentials

An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in its target audience that will be exposed to the chosen media vehicle-in this case, the city newspaper -at least one time during the campaign period.The client has just been given a measure based on:

In a real world scenario, the overall development of the advertising plan takes place right after the media planning process.

Axel Corporation has been manufacturing chocolate chips for over 60 years.This year, the sales for 12-oz.packages of both milk chocolate chips and dark chocolate chips are strong in the U.S., but they peak from Thanksgiving through New Year's Eve, with November and December often producing sales that add up to four times that of the "average" month.Describe the three different media scheduling options that the company can consider when deciding on media scheduling.Recommend the scheduling option that would be most appropriate for the company to adopt.

You are looking at figures and trying to understand the overall message weight for your client's shaving cream ads. You remind yourself that some people who watched the ad on a TV program may have also seen it in a magazine.This is called:

With the merger of movies, music, gaming, and other entertainment, media planning no longer involves numbers, schedules, and deadlines.

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) To calculate the reach of their product, the company's media planners begin calculating gross impressions.To do so, they would calculate:

Net promoter scores measure:

Share of voice is a calculation of any one advertiser's brand expenditures relative to the:

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) Blackberry Valley's ad agency has come up with a series of ideas through which they are planning to target people who are health-conscious and are looking for organic options.The agency has decided to use the social media to find out detailed behavioral information about customers.The agency also plans to turn these individuals into advocates of their brand.Which of the following is the company using?

Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water, a media planner has to decide which broad categories to use-television, radio, magazines, newspapers, Internet sites, etc.When he zeroes in on using both television and the Internet, he has chosen his:

A children's apparel manufacturer promotes its clothes on a regular basis, but needs a stronger message in August, for back-to-school shopping; in December, for holiday shopping; and in May, for summer shopping.What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling?

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, "Around here, for most media classes, we generally use cost per thousand to determine which media delivers the largest audience at the lowest cost.And of course with the Internet, we use another measure to calculate how people mention the brands." If you're smart, you will respond by saying,

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) "When a firm compares its brand advertising expenditures in a medium to the total product category advertising expenditures in a medium, it is able to determine the:

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 the position will involve working with both measured and unmeasured media.Then she asks what you know about these two types of media.You should answer by saying:

A Los Angeles based ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and newspapers.It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience.It is also an expert in creating the schedule in which these messages will appear.This ad agency is working effectively as a:

In the context of audience exposure to a media vehicle, increasing the frequency of exposures results in an increased reach of the target audience.

A fast food company wants to launch a new advertising campaign to boost its sales.In order to target the right customer base, the company refers to their pages on social media sites.Through these sites, it collects details of people who could become prospective customers of the company.Which of the following is the company using to find prospective customers?

The message weight objective provides a very specific, detailed perspective for a media planner.

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) Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams.Which of the following is the company calculating?

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 one one of your responsibilities at the job will be to gather details of audience members of every local TV vehicle, so clients can be informed about the key characteristics of their target markets.Which of the following would you need to do in order to perform this task?