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

One advantage of magazines as a media choice is their audience selectivity,which can be based on demographics,lifestyle,or special interests.

Disadvantages of magazines include limited reach and frequency,and: 

If the consumer doesn't see the message,no matter how creative or brilliant,it is not an effective message.

What is a disadvantage of magazines as a media choice for advertisers? 

One of the fastest-growing TV options is _________,which is often subscription-based.

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 nationwide fast-food chain is developing next year's media plan and is reviewing the pros and cons of various media options.Radio advertising has its disadvantages,and many are being addressed at this convention.Which of the following is one of those disadvantages? 

Research has found that 65 percent of a surveyed group of consumers felt that they were "constantly bombarded with too much advertising." This example demonstrates the disadvantage of ____________ that televisions have. 

Advertising budgets in the U.S are shifting from traditional print,radio,and television media to include digital media.

Which of the following is true of IBP in the media environment today? 

Scenario 13-1 Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement.  -(Scenario 13-1)The client is concerned about paying a lot of money for an ad in a fairly new magazine that hasn't yet established itself.Which of the following is most likely to be a reason behind the client's concern? 

Television has a high absolute cost.

The categories of radio that an advertiser can choose from are: 

As a newly hired media planner with a list of clients who benefit from timely local advertising,you need to be familiar with the advertising options that your metropolitan and suburban newspapers offer.Briefly define the three broad types of newspaper ads,and their sub-types.

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)An owner of a large restaurant/lounge wants to run an ad on a radio station that covers the Dallas-Fort Worth metropolitan area and plays country western music.He should choose FM stations rather than AM stations because AM stations are more likely to: 

The web,tablets,and smartphones all can relate to the next evolution of television.

The future of television is likely to include greater viewer participation in programming.

One massive change in media relates with new media options.

Internet radio has a wide and enthusiastic following with sites like Pandora and Spotify.

An ad agency has just won a new account that wants to begin by focusing on television commercials,and then later,possibly branch into print and Internet ads.The agency's account executive,media planner,and account planner meet with the advertiser's team to review advertising options offered by various television formats.What are the four categories of basic television (excluding new and emerging formats such as Web TV and interactive TV)that they would consider?

The future of advertising relates with an issue of: