Exam 13: Media Planning: Newspapers, Magazines, Television, and Radio

Scenario 13-2 A national radio broadcasters association hosts an annual convention that attracts station owners and program managers as well as ad agencies and media planners.As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies.During one forum, a professor of broadcasting sparks discussion by posing a number of questions based on real-life situations that he has encountered over the years. -(Scenario 13-2) A Midwest sports equipment retailer has its agency set up 60-second commercials on stations in Chicago, Indianapolis, St.Louis, and Milwaukee that regularly cover sports events.In this way, the retailer is buying

Radio offers potential advertisers the ____ of all media.

A media planner is comparing the relative advantages and disadvantages of television versus magazines as advertising vehicles for her client.She needs to keep in mind that when comparing the two, television has a

In the midst of a nationwide scramble to get new media up and running as well as new media companies in place, traditional media

One example of dwindling ad sales for traditional media is seen in ____, which once claimed 23 percent of all U.S.ad spending but now account for only 16 percent, indicating a loss of billions of dollars.

As a newly hired media planner with a list of clients who benefit from timely local advertising, you need to become very familiar with the advertising format options that your metropolitan and suburban newspapers offer.Name and briefly define the three broad types of newspaper ads, and any sub-types if possible.Then identify the three types of positions offered to advertisers as they decide where they want their ads to appear within the paper.

Which independent service verifies the figures that indicate the reach for both newspapers and magazines?

What are the three broad categories of newspaper advertising?

You are selling advertising space for a local radio station.However, many of your potential advertisers use television extensively because of its creative opportunities.What advantages would your radio station offer potential advertisers that television advertising cannot match?

Scenario 13-1 A media buyer is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers.The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds girls.It invites media buyers to contact the sales department at the teen-oriented magazine for more information.She considers this, as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement. -(Scenario 13-1) The media planner explains that this teen-oriented magazine will have one big advantage that magazines have over other print media as well as broadcast media.It will offer this client

Scenario 13-1 A media buyer is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers.The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds girls.It invites media buyers to contact the sales department at the teen-oriented magazine for more information.She considers this, as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement. -(Scenario 13-1) The media buyer is trying to decide whether to run ads in the teen magazine or in special sections of newspapers attempting to target young people.What disadvantage of newspapers should prompt her to consider the teen magazine?

It's easy to think of television as a single medium, but for most viewers there are four basic categories.These include

Scenario 13-2 A national radio broadcasters association hosts an annual convention that attracts station owners and program managers as well as ad agencies and media planners.As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies.During one forum, a professor of broadcasting sparks discussion by posing a number of questions based on real-life situations that he has encountered over the years. -(Scenario 13-2) A nationwide fast-food chain is considering next year's media plan and is reviewing the pros and cons of various media options.Radio advertising has its disadvantages, and many are being addressed at this convention.Which of the following represents one of those disadvantages?

In the late 1990s, more than 250 magazines rushed to publish online.Despite the advantages they claimed to offer, the initial experience with these so-called "digizines" wasn't very successful.

Scenario 13-3 You are a media planner at a large advertising agency in Chicago.You are currently assigned to five accounts-a used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice, a quick grits hot breakfast cereal sold nationwide but with strongest sales in large Southern cities, and a ski equipment manufacturer.Each account has requested some type of information from you regarding next year's media buy. -(Scenario 13-3) The marketing director for the instant grits cereal wants to supplement the company's national media schedule with extra ads in his strongest markets, large Southern cities.However, he has a limited budget for this additional advertising, so you need to find the medium with the greatest potential for a low absolute cost and a low cost-per-contact.You should recommend

Clearly, the greatest advantage of television as an advertising medium has always been its ability to

A manufacturer of high-priced gourmet cookware is discussing media alternatives with his agency, and is strongly considering radio.The media planner at the agency reminds his client that a major limitation of radio involves its

The key issue concerning new forms of radio technology, such as satellite radio, is whether listeners will

Nielsen Media has had to contend with disputes over its rating data, primarily because numbers tuning into a program do not automatically translate to numbers viewing a commercial.

Local advertisers like car dealers or furniture stores still reach television audiences primarily through spot advertising, but national advertisers have been dropping this format in favor of other media options.