Exam 12: Media Planning Essentials

You are working on a new media plan.You remind yourself that the true power of a media plan rests on the , that is, knowing what you are trying to do with your media, and matching those objectives with your media choices.

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) Share of voice of a company can be calculated 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 12­1) A new line of Blackberry Valley jams is being launched.Its agency's media planner calls two consumer research companies-Mediamark Consumer Research and BehaviorScan and asks for data before placing ads for the new products.Mediamark Research and Information Resources will be furnishing information on:

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 is assessing the effective frequency for its line of chocolates.This refers to the number of times:

A retailer selling books runs its print ads in a newspaper during the first week of October, the first week of November, and Thanksgiving week.The retailer is using a between-vehicle media strategy.

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 an oak furniture company want to know the approximate number of people who will be exposed to the ad if they decide to place an ad in the magazine.Which of the following are they referring to?

Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience.

What is meant by the term Madison & Vine? Describe the source of this term and the nature of this phenomenon in the world of advertising.

Which of the following is most likely to be used for above-the-line promotion?

How is the concept of message wight associated with gross impressions? Why are media planners interested in the message weight of a media plan?

How is an agency of record and a media-buying service similar to one another? Identify the differences between them.

An established electronics business has reinvented itself and come up with some novel new products.The owners want to go beyond the same old ads and commercials to promote these products.As a well-informed media planner, you suggest a merger of advertising and entertainment, including promotions in video games, cell phones, in malls and retail stores, and at movie theaters.This mix is known in the industry as: