Exam 11: Media Strategy, planning and Buying

A media ________ is a single program on TV,a magazine or newspaper title or a radio station or program.

Media buyers pay fixed prices for media from rate cards.

Products that have a distinct season spike (e.g.sunscreen,soups,cold and flu tablets)gain most benefit from adopting a ________ strategy.

A decade of research by Roy Morgan Research provides guidance on seven best practice principles for developing media plans that meet the brand or message objectives at the lowest possible cost to the advertiser/client.Discuss four of these.

Discuss continuous,pulsing and flighting scheduling strategies.

Which media scheduling decision relates to factors such as seasonality,holidays,days of the week,time of day,how often a product is bought,whether it is used more in some months than in others,the consumer's best aperture and competitors' advertising schedules?

Describe two basic ways in which advertisers measure the cost-efficiency of media vehicles.

When errors in scheduling or reproduction of the advertising message occur,these are often compensated for with:

Because the measures for various media are different,it is difficult for marketers to know ________.

An advantage of unbundled media services is that media companies can negotiate better rates for their clients.

When errors in scheduling or reproduction of the advertising message occur,these are often compensated for with what are known as 'make-overs'.

A television advertisement for life insurance uses the song 'Time' by The Alan Parsons Project and shows a family sharing tender moments together.They also use the same song in their radio ads in the hope that it will reinforce and re-create the message in the listener's mind.Which concept best describes this situation?

Advertising not only has instantaneous effects but also carryover effects.

Which continuity schedule is designed to intensify advertising before an open aperture and then to reduce advertising to much lower levels until the aperture opens again,and has peaks and valleys,also called bursts?

The most effective way to select the most appropriate media to deliver a relevant message is by having a tight focus on the:

Technically,media plans deal with placing ________ for print,________ for broadcast and ________ for outdoor.

Which is the first and most important media objective?

The return on investment (ROI)of ad campaigns is such a basic measurement that today most Australian executives track it.

Describe three situations in which an advertiser would seek a make-good.

Your aunt asks you about your studies,and you start to tell her about what you're learning in your advertising course.Because you are currently studying media planning and buying,that's mostly what you talk about.However,you're confusing your aunt,so she asks you to tell her the two most important concepts necessary for media planners to effectively do their job.Explain two concepts that are the basis for most media planning and are familiar to everyone who works in advertising.