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

Advertisers are turning to digital media-particularly Internet ads-to reach target markets, though they are finding that they really aren't very different or very cost-effective.

A manufacturer of high-end fountain pens has consulted with its agency and decided to advertise on a television news program, This Week at the White House.This program is considered ____ because it was developed specifically for sale to individual stations.

The multisensory stimulation of ____ makes it a very powerful medium for advertising-in fact, for many people, it defines advertising.

On the basis of both per-contact cost as well as absolute cost, radio is less cost-effective for advertisers than most other forms of media.

Newspapers have been especially hard hit by the growth of digital media, and television is now feeling the pinch as well.

The main advantage of magazines as a media choice is their tremendous selectivity, which can be based on demographics, lifestyle, or special interests.

The term off-network syndication refers to television shows that have been developed specifically for sale to individual stations.

Some analysts feel that due to its unique format, television on the Internet will

A shoe manufacturer pays part of the media bill when a local shoe store features the manufacturer's brand in its advertising.What kind of advertising is this?

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 guitar retailer has never advertised much.The owner now wants a highly creative, cutting-edge campaign that shows the excitement of guitar playing and gets the attention of both younger and older musicians.He asks for a quick overview on the creative opportunities offered by various major media.You tell him that, in general,

Which statement most accurately summarizes the current status and future prospects of Internet radio?

After an extensive customer research effort, a nationwide real estate company finds that it needs to adjust its message by region.Apparently, in some markets its personal customer service is most appreciated, but in other markets its reputation for quick sales is valued.Due to this discrepancy, if the company is to advertise on network television, it should inquire about the availability of

When a Bahamas resort runs its exciting and exotic commercials on TV, it gets two extraordinary advantages that cannot be matched by radio or print.What are they?

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) Your orange juice client believes that the appeal of its product cuts across just about every demographic and psychographic breakdown imaginable.So, one objective for your media plan is to achieve the widest reach possible.This would suggest the use of

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 talks to her client about this possibility.The client is interested in placing an ad in the teen magazine, and cites several logical reasons as well as one that doesn't make sense (listed below).Which of the following would not be a good reason for this placement?

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) To keep costs down, the used car dealership decides that it doesn't care where the ads run in the local newspaper.It just wants to make sure that there are auto ads in the Wednesday and Sunday editions.You will be ordering ____ ads.

Television offers advertisers two extraordinary opportunities- outstanding creative expression, and amazing geographic selectivity.

Scenario 13-4 Considering the slow economy and the new focus on simple home decor, a greenhouse located in a central business district, Gretta's Garden, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories.Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lushly landscaped courtyard.Gretta has ordered some basic market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle types, as is seen in this community.It also supports her observation that her customer base is not strongly female, as one might expect, but is about 40 percent male. -(Scenario 13-4) After she places her first simple ad in the local paper, Gretta realizes she didn't ask a couple of questions.She calls the sales department and asks how many people can be expected to view the new ad and what figure the paper uses to determine its advertising rate.What number does she need?

A deep forest green makes up the background color of a magazine ad dominated by a photo of a lush forest.The green color runs to the edge of the page and replaces the standard white border for most ads.This is a

A ratings point indicates that 100 television households in a given area were tuned to the program being measured.