Exam 14: Media Planning and Buying

The period of time during which there is no advertising during a flighting schedule is called a ________.

Multichannel deals are a result of media convergence that allow advertisers to purchase media across all platforms with a single deal.

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. -If the data given is for one week, for a four week period what would the total insertions be for the plan?

A pulsing strategy is the most severe type of continuity adjustment and is characterized by alternating periods of intense advertising activity and periods of no advertising.

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 total gross rating points (Total GRPs).

The frequency distribution method is more revealing, and thus more valuable, than the average frequency method.

The measure of gross rating points (GRPs)doesn't include any waste coverage or audience members outside the target audience.

________ refers to the way the advertising is spread over the length of a campaign.

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. -Explain the concept of the media mix and identify the Tigers' media mix in this case.

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 -Some members of a certain advertiser's target market subscribe to all three magazines, so they would likely see each ad placed in each magazine. Other members of the audience, however, may not see the ads at all. The media planner for this advertiser has divided the total target audience into five sections and estimated how often members of each section will be exposed to the ad. This is called ________.