Exam 12: Media Planning Essentials

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.  -(Scenario 12-2)Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs.In other words,an advertiser might select American Life because it delivers messages to the largest target audiences at the lowest cost.Which of the following helps measure this? 

Scenario 12-3 Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of850,000. The entire adult population of the city is considered Champion Chocolate's target market. Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products. Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.  -(Scenario 12-3)To calculate the reach of their product,the company's media planners begin calculating gross impressions.To do so,they would calculate: 

Scenario 12-4 You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.  -(Scenario 12-4)The interviewer welcomes you,allows for initial introductions,and then starts the interview."We have a client that manufactures ebony furniture.Recently,it has launched a new line of furniture and we plan to promote its new line through a media vehicle.According to you,which should we use to promote the line?" 

In the world of advertising and promotion,CPM is one measure of media efficiency.What does the "M" in CPM stand for? 

Scenario 12-3 Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of850,000. The entire adult population of the city is considered Champion Chocolate's target market. Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products. Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.  -(Scenario 12-3)As part of its media planning process,Champion Chocolate is searching information about its target market that cover details such as their purchase frequency,brand loyalty,and media exposure.This type of detailed information on consumer behavior can only be obtained from a(n): 

A media class refers to a broader category of media than a media vehicle.

Scenario 12-4 You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.  -(Scenario 12-5)"Which media __________,such as television,radio,newspaper,magazine,or Internet,do you think would best communicate with your potential customers?" 

How is the concept of message weight associated with gross impressions? Why are media planners interested in the message weight of a media plan?

__________ of an ad is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time.

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.  -(Scenario 12-2)The owners of the oak furniture company are now considering buying an ad in American Life.However,before they go ahead with their decision,they want to know the approximate number of times an individual within a target audience will be exposed to an ad in American Life in a given period of time.Which of the following are they referring to? 

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.  -(Scenario 12-2)Based on the figures provided,what is the CPM of a single-page,full-color advertisement in American Life's national edition? 

Scenario 12-6 Taylor, Fern, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter.  -(Scenario 12-6)"Which media delivers the largest audiences at the lowest cost? This is determined by calculating the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000.This is known as: 

Scenario 12-1 Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its2008 sales. Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads. Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending thanAppleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to$1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media. Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $1,553,000Blackberry Valley Jam $972,000Total for product category $3,714,000 Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $39,466,000Blackberry Valley Jam $16,301,000Total for product category $81,732,000  -(Scenario 12-1)Blackberry Valley's ad agency has come up with a series of ideas through which they are planning to target people who are health-conscious and are looking for organic options.The agency has decided to use the social media to find out detailed behavioral information about customers.The agency also plans to turn these individuals into advocates of their brand.Which of the following is the company using? 

Scenario 12-3 Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of850,000. The entire adult population of the city is considered Champion Chocolate's target market. Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products. Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.  -(Scenario 12-3)Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays.Thus,its advertising schedule is reflective of a _________ strategy.

A media planner is making placement decisions for a new line of cosmetics.She focuses on ten different cities in the country where the purchase size of the products is high.This is an example of: 

Scenario 12-6 Taylor, Fern, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter.  -(Scenario 12-6)"When a firm compares its brand advertising expenditures in a medium to the total product category advertising expenditures in a medium,it is able to determine the: 

In a real world scenario,the overall development of the advertising plan takes place before the media planning process.

A 30-second television ad is an example of pull media.

Scenario 12-1 Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its2008 sales. Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads. Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending thanAppleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to$1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media. Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $1,553,000Blackberry Valley Jam $972,000Total for product category $3,714,000 Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $39,466,000Blackberry Valley Jam $16,301,000Total for product category $81,732,000  -(Scenario 12-1)Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams.Which of the following is the company calculating? 

Below-the-line promotion is also referred to as ___________.