Exam 12: Media Planning Essentials

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. -(Scenario 12-2) Based on the figures provided, what is the CPM of a single-page, full-color advertisement in American Life's national edition?

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) Though at first it seems unbelievable for this product category, Blackberry's new cutting-edge ad agency has come up with a series of sexy ads with suggestive copy -- humorous, tongue-in-cheek, but a little racy -- to run in several men's adult content magazines.Blackberry's CEO likes the ads but is having second thoughts.She's afraid this might create a negative impression of the brand among women who are offended by their favorite wholesome, homespun product appearing in "girly" magazines.The CEO is concerned about

The blend of different media that will be used to effectively reach the target audience is referred to as

The expansion of media placement beyond certain regions or national borders, and into diverse cultures and global markets, is called geo-targeting.

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. -(Scenario 12-2) A media planner working for a high-end clothing retailer looks at its figures and discovers that a vast majority of its sales are in large cities.So she decides to buy space in American Life editions that reach the top 10 metropolitan markets.This media strategy is referred to as

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) "Are smaller print ads okay? Or are you a firm believer of the ____, that is, increased size means increased recognition?"

A pulsing media-scheduling strategy is used when a client needs to run regular advertising over a significant period of time, with some increments carrying a much heavier schedule.

Overall, computer media-planning models

A media buyer places an ad for a California champagne in four magazines.The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each.The buyer now can inform the client at the California winery of the ____ expected for the ad, that is, 4,750,000 exposures.

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) "Did you have a rough figure in mind concerning your ____, that is, the number of people or households that you'd like to see exposed to the chosen media at least once during the campaign?"

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 the position will involve working with both measured and unmeasured media.Then she asks what you know about these two types of media.You should answer by saying,

A common problem in media planning-but one that gets little attention in textbooks and in the real world-is GIGO, otherwise known as the problem of poor scheduling.

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) What is the GRP of the media plan for Champion Chocolate?

Today, as more firms launch innovative new combinations of IBP and branded entertainment, media planners will be greatly impacted.For example, they will have to

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. -(Scenario 12-2) An oak furniture manufacturer is considering buying an ad in American Life.The brothers who own the firm want to know more about the number of people who will see the ad, beyond just circulation figures.Their media planner talks about the average number of times an individual or household within a target audience will be exposed to the ad in American Life in a given period of time, a concept called

E-commerce has revolutionized the way consumers shop, offering massive amounts of product details and pricing structures that have led to an increase in two widespread movements that have greatly affected both advertisers and ad agencies.What are they?

BBC, Al Jazeera and CNN are no longer considered global media.

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) "The calculation known as ____ compares the relative efficiency between media options by examining the ratio of an ad's placement costs on a program to the program's ratings."

The message weight of a media plan is used as a simple measure of the

Your agency is pressed for time, and you are suddenly called into a meeting to make a media recommendation.The account exec and the client are sure you can figure out how to reach their narrowly defined target audience.You are given electronic files and stacks of paperwork provided by Nielsen, Simmons, and MRI and are asked for an answer ASAP, based solely on these data.Your problem, seen industry wide, is that these research services