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

Cable television can be distinguished from network television in at least two ways-it is developing tracking systems to send different commercials to different viewers, and it is seeing the potential for high revenue from video on demand.

Probably more than any other form of media, magazines attract consumers because of

A new animated comedy show, American Family, is set in Houston.A potential advertiser wants to know how popular the show is in Houston, as well as across the U.S.Research indicates that the show is being watched by 16,400,000 nationwide.It also indicates the show is being watched by 759,000 households each week in Houston's big-city market, which has 3,300,000 households with televisions.What is the rating for American Family within the Houston market?

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) You recommend that the manufacturer of ski equipment place ads in several magazines devoted entirely to skiing.Your main reason for this is the strength of magazines regarding their

Unlike other media classes, except perhaps newspapers now and then, magazines carry ads that often benefit from an extended life due to a concept called

The new technology that is now transmitting television programs and ads on websites, digital tablets, and smartphones is dramatically changing our long-held ideas about TV viewing.This new category is referred to as

What are two of the main disadvantages of newspaper as an advertising medium?

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 young man takes over his grandfather's barbershop in a Midwest city.He is new to radio wants to know his local station's true reach before he places spots for the barbershop.What is the best estimate of his local radio station's reach?

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) Gretta decides to run a more sophisticated ad in an issue of a regional publication, City Garden magazine.The ad includes a fold out with photo showing a wide view of Gretta's Garden, including the beautiful courtyard.What type of ad did she choose?

The CEO of a nationwide amusement park chain has instructed his marketing director to finalize this season's radio advertising plan and report back to him.The marketing director still needs to decide between two types of radio advertising.What is the difference between local spot radio advertising and national spot radio advertising?

Since television supplies a far broader depth of news coverage than newspapers can nowadays, the percentage of adults reading daily newspapers has seen a slight decline.

A nationally distributed line of frozen dinners is to be promoted on radio.The client finds out, however, that the buying process for a national radio ad campaign is what the text calls "sheer chaos." This is because stations have no standard fees for various spot lengths.

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) An owner of a large restaurant/lounge wants to run a spot on a radio station that covers the Dallas/Ft.Worth metropolitan area and plays country-western music.FM stations will be the best choice because AM stations are more likely to

Compared to past decades, television is doing a better job at reaching people through ____, that is, the development and delivery of specialized programming for a particular audience.

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 cosmetics client is still concerned about paying a lot of money for an ad in a fairly new magazine that hasn't yet proven its popularity.The best way for the client to make sure that the advertisement will meet its minimum exposure goals is to ask about the magazine's

Zoned editions demonstrate one of newspaper's biggest advantages for advertisers.What is it?

Taken together, television's broad coverage, extraordinary reach, and opportunity for repetition offer advertisers a strong advantage virtually unmatched in other media.

Media research shows that there are 48,500,000 households watching TV during the time that the quasi-news show, Celebrity Newsertainment, is broadcast.The audience for this program averages 8,730,000 each week.This means that the share of audience measure for the program is a ____ share.

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) The long-time owner of an FM radio station in a mid-size West Coast city is closely monitoring the ups and downs of satellite radio companies.Traditional radio station owners like him, as well as their advertisers, are concerned about the rise of satellite radio mainly because it

To find accurate measures of radio audiences, media planners and clients often consult two published sources-Arbitron Ratings/Radio and Radio Usage and Network Radio Audiences.