Exam 14: Media Planning and Buying

Refer to the passage and chart below to answer the questions that follow. The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Below is one portion of their media plan. -Calculate the cost per point (CPP)for CSI, the Detroit News, and WJBR, respectively.

On Wednesday nights, a hit TV show commanded the highest advertising rates for the network TV season, charging advertisers $658,333 per 30 seconds. This ad cost was based on an average rating of 16.3 for this program during the previous TV season. The hit show reached an audience of almost 25 million viewers during one week in April. Calculate the CPP.

What concept refers to the production time needed to get the advertisement in to the medium?

When is NOT advisable to use radio in the media plan?

National television is an effective advertising outlet to reach a wide, mass audience.

As Janice developed a media plan for a client, she gathered ________ as part of her research from Claritas PRIZM system.

Which media scheduling decision relates to factors such as seasonality, holidays, and days of the week?

Media buyers must bargain for ________, the locations in magazines and other print media that offer readership advantage.

When developing a media plan, a planner considers ________, which include exposure to traditional mass media, word of mouth, place-based media, in-store brand exposures, and interactive media.

After the schedule has been worked out in terms of what media run when and for how long, these decisions are ________.

Which is a method of comparing media vehicles by estimating the cost of reaching 1 million households based on a program's rating points?

One study assessed consumers' regard for specific brands and related that score to the brand's advertising expenditures relative to competitors' expenditures. The study found that all of the top brands in a given product category also represented the largest percentage of total advertising spending in a product category relative to competitors. What was measured in this study?

Media buyers should be consulted early in planning, as they are a good source of information on changes in media.

Unbundling media services has allowed media groups to work for clients who may be competitors of those handled by the agency.

A designated marketing area (DMA)assignment is based on ________.

A valuable tool for media planners, ________ is provided by companies such as MRI and is usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

Media planners often use a decision criterion called weighting to help them decide how much to budget.

Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand?

The cost per point (CPP)is calculated by multiplying the cost of the ad by 1,000 and dividing that number by the readers in the target audience.

A client at an advertising agency is concerned about the mix of different media used in the campaign. The advertiser explains that the media plan will use many different outlets but will create a single, coherent brand message. What concept is the advertiser referring to?