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

The future of magazine advertising will be influenced not only by new digital and mobile media formats, but also by big advertisers creating their own media companies that will in turn create their own media formats.

The owners of Kelly & Kallihan Funeral Home want their ads to appear alongside the obituary notices in the newspaper.What kind of space should they buy?

Though it is limited to a one-dimensional presentation, radio is a medium with a setting for true creativity, often described as the theater of the mind.

A grocery chain delivers a pallet of ads that are ready to be tucked into the Sunday newspapers before delivery.The grocery chain is using

To get the rating for a new television show, a research firm takes the number of TV households watching the show and divides that by the number of total TV households in the market.

Creative options offered by the newspaper page do not match those of broadcast media, but there are still creative things that advertisers can do in newspapers.

Even with the rapid growth of new media, the majority of all advertising dollars in the U.S still go to traditional print, radio, and television media.

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's research suggests that besides being able to afford plants for their homes and gardens, the only thing most customers have in common is that they live within the immediate geographic area.In this case, which of the following would be the best media choice for advertising?

____ is a delivery system by which television and radio programs are sent directly into homes, giving households access to hundreds of different broadcast channels.