Exam 6: Media Planning and Strategy: Key Concepts and Considerations

Your ________ will always dictate the scope of your campaign.

All of the following are categories of communication dollars EXCEPT:

Using a _______ strategy allows you to force a product or service through the distribution channel.

According to the book, ""Media tactics are the ___________ of the media plan.""

When it comes to media planning, all of the following are components of scheduling EXCEPT:

While there is not right or wrong way to determine your budget, you should always take into account your:

Which of the following parts of a media plan does not require a rationale / justification?

Characteristics such as age, gender, income, education level and employment status would be classified as:

All of the following are types of TV commercials EXCEPT:

The ____________ is the percent of total media dollars spent in each category.

Which is one of the common pricing methods used to purchase Internet advertising?

When it comes to weighing media and creative decisions, planners face the age old trade-off between efficiency and ________.

When it comes to communication goals, ________ refers to how many people you want to see your ads.

When thinking about the purchase funnel, it is important that you look at the experience through the eyes of the ________________.

Which of these combinations is most likely to cause audience irritation?

Common media mandatories include budget, geography, timing and creative implications, media already purchased, and _______________.

The formula for Cost Per Point (CPP) takes the price of the ad and divides it by the ____________________.

When it comes to integrating coupons into the campaign, the most obvious media choices for creatives are:

_____________ planning allows the media team and client to understand the trade-offs of different media channel alternatives.

This scenario is an example of what media attribute: ""daytime television dramas and talk shows do a good job of covering women who are heads of households, but a relatively poor job of reaching teenage boys who are employed full time.""