Exam 7: Media Planning Essentials

The relative importance of advertising, and the budget required for advertising, varies from one state in the product life cycle to another. Advertising is more important in the

Providing coverage in only key markets is often considered an option when budget constraints do not allow for much flexibility.

The advantage of a concentrated media strategy is that

What is national coverage and how can it be achieved?

Explain the principles of continuity and flighting.

Traditional wisdom suggests that reach is a more important variable than frequency.

Advertisers often wind up spending more money on advertising when the brand is in the growth stage of its product life cycle. Explain.

Why is it important that a well-defined target-market profile be provided to media planners?

GRPs = Reach x Frequency

In advertising, a "hiatus" is when

When time and space are purchased in urban markets that have been identified as priorities, the media plan is referred to as

When a target market can be narrowly defined by a common characteristic, advertisers use a selective coverage plan with

An even media schedule refers to the grouping of advertisements over intermittent lengths of time.

Frequency refers to

Describe the percentage-of-sales method of budgeting.

Explain how the degree of uniqueness of a product can have an influence on the amount of money that is spent on advertising.

CPM is defined as

One of the factors that can affect the advertising budget is the

A media planner recommends a particular medium within a class because that medium

Competitor's media usage and spending trends do not influence strategic media direction for a product.