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

An ad agency has just won a new account that wants to begin by focusing on television commercials, and then later possibly branch into print and Internet ads.The agency's account executive, media planner, and account planner meet with the advertisers' team to review advertising options offered by various television formats.What are the four categories of basic television (excluding new and emerging formats such as Web TV and interactive TV)? What kinds of options does each offer an advertiser?

What is one of the main disadvantages of magazines as a media choice for advertisers?

Despite recent troubles, newspaper is still an excellent medium for

Their expansion into digital media has led to a broader and more global audience for newspapers, but this still hasn't offset the overall decline of newspaper readership.

At one time, the Absolut vodka brand was on the verge of extinction, claiming less than a single percentage point of the U.S.market share.Then the TBWA advertising agency totally revamped the brand's image with print advertising alone.

A sophisticated fashion magazine is charging a premium for an extravagant, extra-wide ad being placed by a designer fragrance.This type of ad format is often located on the inside cover of upscale magazines.What is this called?

The last decade has known unprecedented change in advertising spending.Digital/interactive advertising is now a $ ____ industry, which is about ____ percent of U.S.spending on advertising and promotion.

A well-known producer of frozen turkeys wants to run ads in several monthly magazines for two issues prior to Thanksgiving.The rough layouts presented to the client are rejected, so the agency has to go back to square one and start all over.Even if everything goes well, the creative team may have a very tight schedule.That's because magazine deadlines for ads can be as much as ____ in advance of publication.

In many ways, what has been the "salvation" of AM radio?

New technologies are predicted to play large roles in revolutionizing the way television is transmitted and viewed in the future-including digital interactive, mobile, broadband, and other transmission-based processes.

What type of television transmission broadcasts programming over airwaves to affiliate stations under a contract agreement?

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 plans to use this advertising to announce a new addition-the full line from Holland Hothouse, including award-winning tulip bulbs and rose bushes.Holland and Gretta's will split the cost.What type of advertising are they considering?

In today's marketplace, annual spending for newspaper advertising is roughly the same as that for ____ advertising.

How do media organizations measure their audiences to obtain an accurate account of their readers or viewers? Choose two of the major classes of traditional media, then list and briefly explain at least two methods of audience measurement used for each format.If you can, note the companies that provide these measurement services.

A potential advertiser wants to understand a radio station's reach before committing to spot placements.The best way to do this is to look up the radio station's cume, or cumulative audience.

Public elementary schools in a Midwest city receive a stack of free copies of the city newspaper Monday through Friday.This distribution is based on run-of-press circulation, that is, the circulation measure indicating the number of copies given away free.

What are the four major classes or broad types of traditional media? Select two of these classes and describe both the advantages and disadvantages for creative advertising work associated with each.

A large computer hardware manufacturer has decided to advertise in several well-known digital technology magazines beginning next year.Each magazine has a different ____ in September or October, that is, the date when production-ready ads must be delivered to the publisher.

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 also consults with a media outlet about advertising Gretta's and the Holland brand.The salesperson with this firm tells her that considering her growing/planting season, she will need to decide soon, because ads must be submitted 60 days before they run.Which media type is this salesperson most likely talking about?

Since almost 90 percent of all U.S.households now own a television, the total number of television households is just a bit less than the total number of American households, about 11 million.