Exam 12: Media Planning Essentials

The forgetting function is based on a well-known concept and compelling research showing that things that are remembered, including ad messages,

Today's expanding matrix of media options requires attention to detail, creativity, and strategic thinking if the result is to be a media plan that effectively specifies how the message will reach the target audience.

You are working on a new media plan.You remind yourself that the true power of a media plan rests on the ____, that is, knowing what you are trying to do with your media, and matching those objectives with your ultimate choices.

A manufacturer of high-end hiking boots, rugged walking sandals, and specialized athletic shoes has hired your agency to run a print campaign.You tell him that a full-page, black-and-white ad in Hiking and Biking magazine will cost him $1,650 to run once.You also remind him that the circulation of the magazine is 42,000.To give this client the cost per thousand for this media buy, which formula would you use?

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) The brothers who own the oak furniture company also want to understand more about consumer exposure to the ad.Which element should the media planner share with them-one that identifies the number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time?

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) A new line of Blackberry Valley jams is being launched soon.Its agency's media planner calls two companies-Mediamark Research and Information Resources' BehaviorScan-and orders data before placing ads for the new products.Surpassing the capabilities of Mediamark and most other consumer research firms, BehaviorScan will be able to furnish additional information on consumer data such as

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 arrive at this schedule, Champion Chocolate has to deal with the concept of effective frequency.This refers to the number of times

Madison & Vine is a term defining today's blending of entertainment media and advertising, but referring to a concept that has actually been around since the 1920s.

The measurement of how many times a person or household had an opportunity to see an advertisement, not how many times a person or someone in the household actually saw it, is called reach.

CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium, often used for widespread promotions in television and magazine advertising.

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) As part of its media planning process, Champion Chocolate is searching for data on the city's adult consumers regarding such issues as purchase frequency, brand loyalty, and media exposure, as well as standard demographics.This type of detailed information on consumer behavior can only be obtained from a(n)

Significant research has determined, to the relief of advertisers, that if consumers spend more time with interactive media, they do not necessarily spend less time watching TV or reading newspapers.

Computerization and modeling allow for the assessment of a wide range of possibilities before making costly media decisions, but they will never be a substitute for solid planning and judgment.

A retailer selling artificial Christmas trees runs its spots the first week of October, the first week of November, and Thanksgiving week.This retailer is using a between-vehicle media strategy.

Think about the major shifts that have taken place in the advertising industry overall and in the role of media planners in particular.The text discusses eight issues that continue to affect and reshape the world of brand media vehicles.List at least three of these, and discuss their implications for media planners.Then give a simple example of each.Examples do not have to be detailed.

The ____ specifies the media in which advertising messages will be placed to reach the desired target audience.

Murray & Murray is considered the agency of record for all the brewing products of a Wisconsin beer manufacturer.This means that Murray & Murray has been chosen by the client to

Many news outlets are willing to run news "stories" supplied by advertisers about their brands, which qualify as

A children's apparel manufacturer promotes its clothes on a regular basis, but needs a stronger message in August for back-to-school shopping, in December for holiday shopping, and in May for summer shopping.What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling?

The term message impressions refers to exposures to the ads themselves.