Exam 14: Media Planning and Negotiation

If a flighting strategy works,there will be a ________,which means that consumers will remember the product across the gap until the next advertising period begins.

A client has asked its agency "How much is enough and how much is too much?" when it comes to the number of exposures necessary.What should the agency tell the client?

Once the media purchases have been made,the media buyer is no longer involved with the advertising campaign.

Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent?

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -What are the total gross rating points (GRPs)for this media plan,assuming that each magazine carries a weekly ad insertion for a total of four weeks?

The growth of media buying services as separate companies that specialize in media buying has shifted the way the media industry is organized.This is referred to as ________ media services.

________ refers to the way the advertising is spread over the length of a campaign.

A pulsing strategy is the most severe type of continuity adjustment and is characterized by alternating periods of intense advertising activity and periods of no advertising.

What two figures are needed to calculate CPM?

________ media are chosen based on metrics such as GRPs and CPMs,while new media depend more on factors like brand experience,involvement,and personal impact.

If a local business wants to advertise extensively in a local market,wants to reach an upscale and well-educated audience,needs room for explanation,and is unconcerned with the quality of the image,what medium would best suit its advertising needs?

Which of the following is a function of a media buyer?

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -How many unduplicated readers are there for the three magazines?

What does CPM stand for?

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -Some members of a certain advertiser's target market subscribe to all three magazines,so they would likely see each ad placed in each magazine.Other members of the audience,however,may not see the ads at all.The media planner for this advertiser has divided the total target audience into five sections and estimated how often members of each section will be exposed to the ad.This is called ________ analysis.

A designated marketing area (DMA)assignment is based on ________.

Media companies that have brought the planning and buying functions back together offer ________ services rather than unbundled media services.

The number of people in the vehicle's audience who are neither customers nor prospects is called ________.

The newspaper in Panama City,Florida,The News Herald,charges national advertisers $45.00 per column inch.On Sunday,which is the day most national advertisers would want to advertise,this newspaper has a circulation of 70,000 households.Of these households,40,000 are in one advertiser's target audience.Calculate the TCPM for one column inch for this advertiser.

In radio,the percent of homes actually tuned in to a particular station is measured through ________.