Exam 14: Media Planning and Buying

Information provided by various media is most useful for media planners because it best reflects the true value of the medium to advertisers.

Christie was gathering the information needed for the media plan for a client. She most likely found the ________ to be a good information source for demographic profiles of current customers, previous promotions, and the budget.

Sam is developing a media plan for a shoe company that just went national. What is his first step in developing the media plan?

One reason that organizations use a variety of ways to get their messages out to consumers is the fact that some people reject certain media.

Several full-service advertising agencies have made their media buying functions available to advertisers who want one agency to purchase their media. What is this called and why is it becoming more common?

It's best to use radio for advertising if you want to reach an upscale, well-educated audience and the product has a news element, such as new features or formulation.

In most cases, the media plan will identify special regions or cities to be emphasized with a heavy-up schedule, which means proportionately more of the budget is spent in those areas.

Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time?

Which of the following is NOT a media scheduling strategy media planners must consider?

________ describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience.

Gross rating points (GRPs)indicate an approximate measure of the reach and frequency of a media plan, as well as the plan's efficiency.

Media selection has little to do with the brand message.

Media planners determine the most cost-effective media mix that will reach the target audience and satisfy the media objectives through the ________.

A media strategy that involves high ________ would involve creating broad exposure using many media vehicles, while a strategy involving high ________ would be narrower in focus with a more limited list of media vehicles.

Which of the following is a standard research display format that allows multiple variables of related data to be grouped together?

Explain what is meant by the term effective frequency.

Henry is employed at an advertising agency and was approached by a company that recently became national. The company wanted to advertise exclusively on television. Henry suggested that the company's media plan instead use several media vehicles, known as a(n)________.

Which of the following is NOT a reason most organizations need a variety of ways to get their messages out to their customers?

What is a general rule of thumb regarding the number of exposures needed for a message to sink in?

Explain two concepts that are the basis for most media planning and are familiar to everyone who works in advertising.