Exam 12: Media Planning Essentials

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)If Blackberry Valley uses below-the-line promotions to boost its sales,which of the following is it most likely using? 

In the context of audience exposure to a media vehicle,increasing the frequency of exposures results in an increased reach of the target audience.

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)"Are smaller print ads okay? Or are you a firm believer of the ______, that is,increased size means increased recognition?" 

The blend of different media that will be used to effectively reach the target audience is called the: 

CPM (cost per million)is a measure of the dollar cost of reaching a million audience members with a particular medium.

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 that the position will involve working with both measured and unmeasured media.Then she asks what you know about these two types of media.You should answer by saying: 

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)"Do you want to restrict your television buying to _______,meaning you'll pay premium pricing charged in advance of the fall season? Or are you willing to wait and see what is still available later in the season?" 

___________ is the total mass of advertising delivered.

If an advertisement placed on the network television program is watched at least once by 10 percent of the advertiser's target audience,then the _________ is said to be 10 percent.

Which of the following is true of geo-targeting? 

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)A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities.She decides to buy space in American Life editions that reach the top 10 metropolitan markets.This media strategy is referred to as: 

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)"Among advertising agencies,the client's agency of record is the one chosen by the client specifically to: 

Media buying has become more automatic,or programmatic.

Which of the following is most likely to be used for above-the-line promotion? 

How is an agency of record and a media-buying service similar to one another? Identify the differences between them.

What is programmatic media buying,and how is it an industry game changer in advertising and integrated brand promotion?

You are looking at figures and trying to understand the overall message weight for your client's shaving cream ads.You remind yourself that some people who watched the ad on a TV program may have also seen it in a magazine.This is called: 

Creating a visual representation of the media schedule or plan gives an advertiser tangible documentation of the overall media plan.

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)Share of voice of a company can be calculated to: 

A ___________ specifies which media will be utilized for advertising messages so that the desired target audience can be reached.