Exam 14: Media Planning and Negotiation

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.Calculate the approximate CPM for one column inch.

How can a media buyer evaluate the effectiveness of online advertising?

Developing a media strategy is the fourth and final step in developing a media plan.

Jamie is a media planner for an advertising agency.The guiding principle he uses to determine a client's media plan is that advertising is most effective when it reaches the right people at the right time with the right message.What concept is this principle based on?

The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

Which of the following companies uses devices called people meters to gather information about television audiences?

A media kit provides information about the size and makeup of a media vehicle's audience.

The measure of gross rating points (GRPs)excludes any waste coverage or audience members outside the target audience.

For media planners,information provided by various media is more useful than independently gathered research because it better reflects the true value of the medium to advertisers.

Which is a method of comparing media vehicles by estimating the cost of reaching 1 million households based on a program's rating points?

A true global medium does not currently exist.

Christie was gathering the information needed for the media plan for a client.Which of the following most likely provided Christie with demographic profiles of current customers,previous promotions,and the budget.

Describe the reach objective.Include an explanation of targeted reach and wasted reach.

________ describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience.

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 -70% of Magazine A's readers are part of the target market for a certain advertiser.This percentage represents Magazine A's ________ for this advertiser.

On Wednesday nights,one TV hit commanded the highest advertising rates for the network TV season,charging advertisers $658,333 per 30 seconds.During one Wednesday in April,the hit show had almost 25 million viewers.Calculate CPM for this Wednesday in April.

Traditionally,outdoor boards have been purchased and measured in terms of ________,which are estimates of the percentages of the population who had the opportunity to see the sign.

Which concept refers to the repetition of message exposure?

Name and describe the information sources media planners use in developing a media plan.

What concept refers to the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying?