Exam 14: Media Planning and Buying

Briefly describe why the MRI CrossTab format is useful and what an index of 199 means for the 18 to 34 demographic that drinks Red Bull soft drinks.

Jamie is a media planner for an advertising agency. The guiding principle he uses to determine a client's media plan is that advertising is most effective when it reaches the right people at the right time with the right message. What concept is this principle based on?

If an advertising period is too long, ads may suffer from ________, which means the audience gets tired of them and stops paying attention.

With the current trend toward using other forms of marketing communication in addition to advertising, buyers often demand additional promotional support; these activities are sometimes called ________.

Anthony is in the planning stages for his media campaign. He is considering how he should spread out the advertising over the length of the campaign. What strategies could he could use?

One type of media-related information about markets is the broadcast coverage area for television, which is called a(n)________ and is referred to by the name of the largest city in the area.

The growth of media buying services as separate companies that specialize in media buying has shifted the way the media industry is organized. This is referred to as ________.

Which schedule spreads the advertising evenly over the campaign?

In the case of designated marketing areas (DMAs), weak markets may be given more than their share of media weight in the hopes of strengthening the brands in these markets, a practice known as ________.

Which of the following is NOT a function of a media buyer?

To be more precise and determine the efficiency of a potential media buy, planners often look at the ________.

Media buyers negotiate rates, preferred positions, and extra support offers on behalf of their clients.

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -What are the total gross rating points (GRPs)for this media plan, assuming that each magazine carries a weekly ad insertion for a total of four weeks?

A client has asked its agency "How much is enough and how much is too much?" when it comes to the number of exposures necessary. What should the agency tell the client?

Magazines and newspapers have clearly set production deadlines called ________.

If a flighting strategy works, there will be a ________, which means that consumers will remember the product across the gap until the next advertising period begins.

Which of the following groups of people are NOT involved in the development of an advertiser's media plan?

When is it NOT advisable to use magazines in the media plan?

The number of people in the vehicle's audience who are neither customers nor prospects is called wasted reach.

Which of the following is typically the place to start when setting objectives for a media plan?