Exam 11: Media Strategy, planning and Buying

A company that advertises mainly on television could reduce its carbon footprint by shifting its media strategy to a combination of radio and outdoor advertising.

CPI is an estimate of the cost to expose 1000 audience members.

One advantage of multimedia campaigns is that they have little impact on the environment,especially compared with a newspaper-only campaign.

Your friend is considering advertising on TV.How do you respond?

A ________ strategy can be applicable to products with a short or finite life span,such as movies,books,children's games and toys.

The planning approach favoured by media agencies is to ________.

Which of the following jobs is responsible for compiling audience measurement data,as well as data about media costs and availability?

Which continuity strategy is the most severe type of continuity adjustment,and is characterised by alternating periods of intense advertising activity and periods of no advertising (hiatus)?

Your friend is considering advertising on the internet.How do you respond?

________ specifies how the budget has finally been allocated in the plan,and takes into account factors such as seasonality,geography and audience segments.

Which of the following statements regarding average frequency and/or cumulative frequency distribution is FALSE?

It is the media buyer's responsibility to build the best possible argument to convince media planners to use the medium they represent.

Cost per ________ is a method of comparing media vehicles by relating the cost of the message to the audience rating.

Media planning means collecting data from different sources.The three main sources of information media planners access are:

Identify three kinds of sources of information for media planning,giving examples of the information available from each source.

Media buyers are important information sources for media planners.They are close enough to day-to-day changes in media popularity and pricing to be a constant source of inside information.

On Wednesday nights,Australian Idol commanded the highest advertising rates for the 2005-06 Network Ten season,costing advertisers $65 833 per 30 seconds.During its last show,suppose Australian Idol had almost 2.5 million viewers.Assuming all viewers represent your advertiser's target audience,calculate CPM.

Which plan specifically summarises the objectives and strategies pertinent to the placement of a company's advertising message?

The ________ effect suggests that the effect of advertising lingers across a time gap until the next advertising period begins.

Several full-service advertising agencies have made their media-buying functions available to advertisers who want one agency to purchase their media.What is this called,and what has been the impact of this practice?