Exam 13: Media Planning: Newspapers, magazines, television, and Radio

The involuntary and frequent intrusion of commercials has made television advertising the most distrusted form of advertising among consumers.

Scenario 13-2 A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.​​ -(Scenario 13-2)A Midwest sports equipment retailer has its agency set up 60-second commercials on stations in Chicago,Indianapolis,St.Louis,and Milwaukee that regularly cover sports events.In this way,the retailer is buying: 

Though it is limited to a one-dimensional presentation,radio is a medium with a setting for true creativity,often described as the theater of the mind.

An advantage of magazines is that they are synergistic with digital media.

One of the versions of satellite transmission is direct transmission,which is also known as: 

What are two disadvantages of newspapers as an advertising medium? 

Digital media allows advertisers to make ________ in campaigns,whereas traditional media could not.

As artificial intelligence technology advances,advertisers gain the ability to identify and analyze multiple media for pinpoint targeting.

Traditionally,newspapers were known for advantages of geographic selectivity and timeliness.

AARP is a magazine that targets retiring-aged Americans.This indicates that the magazine uses audience selectivity based on: 

Scenario 13-2 A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.​​ -(Scenario 13-2)George,a participant at a convention,has recently taken over his grandfather's bakery in a Midwestern city.He wants to place a radio spot on one of the local stations.How can George best take advantage of his spot? 

What form of advertising appears as all-copy messages under categories such as sporting goods,employment,and automobiles,and is often taken out by individuals as well as businesses? 

With its multisensory stimulation,_________ and video present valuable opportunities to advertisers with the diversity of communication possibilities for creative expression of brand value.

A ratings point indicates that 1 percent of all the TV households in an area were tuned to the program measured.

Share of audience is based on: 

There are certain objectives advertising can achieve-particularly creative goals-only with traditional mass media that digital,social,and mobile media cannot match.

Advertisers invest about $8 billion annually in radio advertising to reach national and local audiences.

As a media class,one of the drawbacks of newspapers is ad clutter.Explain why.As a media class,do magazines face the same disadvantage?

A media planner needs to keep in mind that television: 

Scenario 13-2 A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.​​ -(Scenario 13-2)The long-time owner of an FM radio station in a mid-size West Coast city is closely monitoring the ups and downs of satellite radio companies.Traditional radio station owners like him,as well as their advertisers,are concerned about the rise of satellite radio mainly because it: