Exam 12: Media Planning Essentials

What concept refers to the measure of intensity of one media plan versus another, which takes into consideration both reach and frequency?

Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.

Scenario 12-6 Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment.This is a tool that advertising agencies and media planners can offer to clients so they can understand how to better determine their media mix.Included below are several short excerpts from the booklet.Please complete the missing part of each excerpt, based on your study of the chapter. -(Scenario 12-6) "Which media deliver the largest audiences at the lowest cost? This is determined by examining the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000.This is known as

-A media planner contacts both Simmons Market Research Bureau (SMRB) and Mediamark Research (MRI) to supply data that will assist her in placing ads for a new women's fragrance.What information will SMRB and MRI most likely furnish?

Scenario 12-1 Appleberry Farm Organic Jam has remained No.1 one in the jam and jelly food category for several years.Although still a distant No.2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry.Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.Approximate 2010 Jam and Jelly category advertising spending, by brand: Appleberry Farm Jam $ 1,553,000 Blackberry Valley Jam $ 972,000 total for product category $ 3,714,000 Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $ 39,466,000 Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000 -(Scenario 12-1) The Blackberry CEO needs to know her company's share of voice.What is Blackberry Valley's share of voice, based on the figures provided?

Discuss the differences among the following concepts: effective reach, message weight, gross impressions, and gross rating points.

What does GIGO stand for, and what is meant by this acronym as it pertains to the world of advertising media? How does it relate to the reality of exposure to ads? Discuss this problem within the realm of media measurement, and give a common example related to this issue.

An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in his target audience that will be exposed to the chosen media vehicle-in this case, the city newspaper-at least one time during the campaign period.The client has just been given a measure based on

In the world of advertising and promotion, what does the "M" in the acronym CPM represent?

The unique thing about Really Simple Syndication, or RSS, is that this type of channel or feed from blogs, podcasts, and other Internet content not only acts as interactive media, but does so based on the consumer's choice rather than the advertiser's.

Media planning has traditionally been a job of numbers, schedules, deadlines, and

The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as frequency.

The forgetting function, based on recent psychological research and cutting-edge technology, disputes past ideas about standard functions of memory and explains the random and unique nature of each individual's memory.

What are the three primary approaches often used in implementing branded entertainment? List, briefly define, and give an example of each.

Scenario 12-5 MidSouth Media Company (MMC) is a media placement firm serving small- and mid-sized firms in several Midwest and Southern states.It specializes in working with new businesses, many of which have owners and managers with little advertising media experience.MMC asks all new clients to complete a brief survey to better determine their exposure needs and their level of knowledge about media decisions.Some questions from the latest MMC survey are included below.Please complete the missing part of each item, based on your study of the chapter. -(Scenario 12-5) "Is there a national media ____, such as USA Today, Time, or the Wall Street Journal, that you would like to consider using to communicate with your customers?"

In the midst of an evolutionary explosion of media options and promotional techniques, which of the following statements does the text indicate is true?

Scenario 12-5 MidSouth Media Company (MMC) is a media placement firm serving small- and mid-sized firms in several Midwest and Southern states.It specializes in working with new businesses, many of which have owners and managers with little advertising media experience.MMC asks all new clients to complete a brief survey to better determine their exposure needs and their level of knowledge about media decisions.Some questions from the latest MMC survey are included below.Please complete the missing part of each item, based on your study of the chapter. -(Scenario 12-5) "Which media ____, such as television, radio, newspaper, magazine, or Internet, do you think would best communicate with your potential customers?"

The ____ refer to the sum of the exposures to the entire media placement in a media plan.

Perhaps the single biggest change in the media world is the high cost for consumers who purchase or use today's media.

What is meant by the term Madison & Vine? Describe the source of this term and the nature of this phenomenon in the world of advertising.