Exam 12: Media Planning Essentials

Programmatic media buying refers to automatic buying of ads based on data such as online consumer behavior.

A retailer selling books runs its print ads in a newspaper during the first week of October,the first week of November,and the week of Thanksgiving.The retailer is using a between-vehicle media strategy.

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)A new line of Blackberry Valley jams is being launched.Its agency's media planner calls two consumer research companies-Mediamark Consumer Research and BehaviorScan-and asks for data before placing ads for the new products.Mediamark Research and Information Resources will be furnishing information on: 

What is a media strategy and why is it needed to prepare a media plan? Why is media planning essential before media buying? What are the different components of a media plan?

Message impressions are the opposite of exposures to the ads themselves.

The true power of a media plan rests on the ____________,that is,knowing what you are trying to do with your media and matching those objectives with your media choices.

Net promoter scores measure: 

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 says,"Around here,for most media classes,we generally use cost per thousand to determine which media delivers the largest audience at the lowest cost.And of course with the Internet,we use another measure to calculate how people mention the brands." If you're smart,you will respond by saying: 

The forgetting function is based on research showing that things that are remembered,including ad messages: 

An ad agency is an expert in placing advertisement messages in different media,like television,radio,magazines,and digital/social media.It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience.It is also an expert in creating the schedule in which these messages will appear.This ad agency is working effectively as a: 

What is meant by the term Madison & Vine? Describe the source of this term and the nature of this phenomenon in the world of advertising.

Television and digital media overall have good reach.

In pull media,the consumer goes looking for the advertiser or advertising.

Media vehicles with broad reach are ideal for consumer convenience goods,such as toothpaste and cold remedies.

You are working with a client on their print media.You tell the client that a full-page,black-and-white ad will cost them $1,650 to run once.You also remind the client that the circulation of the magazine is 50,000.To give the client the cost per thousand for this media buy,which formula would you use? 

Which of the following refers to the sum of the exposures to the entire media placement in a media plan? 

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)"The metric known as _______ measures how much conversation about a brand occurs on the Web in a given period." 

Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets.

The forgetting function explains that people's forgetting is fairly predictable.

Which of the following is true of unmeasured media?