Exam 12: Media Planning Essentials

Scenario 12-4 You scan the ads for Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at established advertising agency.Must have general knowledge of media and be aware of current and future challenges facing media buyers.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and the reply sets you up for an interview next week. -(Scenario 12-4) The interviewer says, "Around here, for most classes we generally use cost per thousand to determine which media deliver the largest audience at the lowest cost.And of course with television, we use a very similar calculation." If you're smart, you will smile knowingly and respond,

A young media planner has been hired by your agency, and you are asked to review with him the current state of affairs in the industry and the way these issues affect your clients.You can name a number of major changes in recent years that continue to challenge today's media planners, but which of the following issues would not be on your list?

Which of the following is projected in the text concerning the future of traditional advertising?

Internet media, cross-promotions, product placements, buzz and viral marketing, and movies as feature-length commercials are all forms of new media.

The acronym BRIC stands for the massive emerging consumer markets of

A global corporation has manufactured chocolate chips for more than 60 years.Sales for 12-oz.packages of both milk chocolate and dark chocolate are strong in the U.S.throughout the year, but peak from Thanksgiving through New Years, with November and December often producing sales almost four times that of the "average" month.Describe the three choices concerning media continuity that the corporation would consider when deciding on advertising scheduling.Recommend the option most appropriate for the company to adopt.

Like CPM, the CPRP calculation

Scenario 12-3 Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000.The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.The media classes selected are local television, magazine, and newspaper.Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show.The show has a rating of 30.Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40. -(Scenario 12-3) To figure the accurate reach of this media plan over a year, a media planner begins with gross impressions, and needs to

Back in the old days of advertising, agencies made their money by keeping the 5 percent discount at which they purchased media, after charging clients full price.

If between-vehicle duplication and within-vehicle duplication are added to gross impressions, the total is the measure known as reach.

You are a media planner for a growing ad agency.The marketing manager for a peanut butter manufacturer wants more information on ad placement costs and the state of the national market before she commits.You begin by calculating share of voice, which allows you to compare the

Despite the new types of advertising that have emerged, traditional forms of advertising are not dead.

What is probably the most obvious media objective?

A media planner is making placement decisions for a new line of wildly colored lipsticks, neon eye shadows, and glittered nail polishes.She focuses on certain regions of the country as well as certain urban areas where young women are known to favor these types of products.In this way, her media buys will be

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) Although Blackberry Valley is gaining share on Appleberry Farm, it still must continue to answer the same fundamental question concerning its media decisions.What is that question?

A retailer decides to use newspaper ads to support the marketing effort behind its selection of men's and women's swimwear.In the media planning process, newspaper is referred to as a(n)

An established electronics business has reinvented itself and come up with some novel new products.The owners want to go beyond the same old ads and commercials to promote these innovations.As a well-informed media planner, you suggest a merger of advertising and entertainment, including promotions in video games, on cell phones, in malls and retail stores, and at movie theaters.This mix is known in the industry as

Scenario 12-4 You scan the ads for Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at established advertising agency.Must have general knowledge of media and be aware of current and future challenges facing media buyers.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and the reply sets you up for an interview next week. -(Scenario 12-4) The interviewer says that it's nice to interview people straight out of school because they seem to have knowledge of the current advertising world.She asks you whether the CPRP is a good indicator of advertising effectiveness for a campaign, since clients often press them for some indicator of ROI.What should you reply?

Scenario 12-4 You scan the ads for Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at established advertising agency.Must have general knowledge of media and be aware of current and future challenges facing media buyers.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and the reply sets you up for an interview next week. -(Scenario 12-4) The interviewer welcomes you and allows for initial introductions, then starts the interview."I'd like to begin by getting your opinion on something.What do you think is the most important challenge facing media planners today?" You realize you can come up with a number of valid replies, but which answer should you not give?

Scenario 12-4 You scan the ads for Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at established advertising agency.Must have general knowledge of media and be aware of current and future challenges facing media buyers.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and the reply sets you up for an interview next week. -(Scenario 12-4) The interviewer says one job duty will be to provide audience measures of every local TV vehicle in a market, so clients can be informed as to which television programs will reach the largest numbers in their target markets.You think to yourself,