Exam 15: Media Planning and Negotiation

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

Vertical advertising relies heavily on end users passing information along as part of the communication plan.

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?

On behalf of clients,media buyers negotiate rates,preferred positions,and extra support offers.

Media planners examine client information,market research,competitive advertising expenditures,media kits,media coverage area,and consumer behavior reports before media decision making begins.

Which of the following refers to information such as demographic profiles of current customers,responses to previous promotions,product sales and distribution patterns,and the budget of how much can be spent on media?

What concept refers to the production time needed to get the advertisement into the medium?

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?

Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?

Which media scheduling decision relates to factors such as seasonality,holidays,and days of the week?

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

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.

Several full-service advertising agencies have made their media buying functions available to advertisers who want one agency to purchase their media.What is this called and why is it becoming more common?

Kyle,a media planner at an advertising agency,has just been assigned to develop a media plan for a new client of the agency.What critical client information will Kyle find useful in developing the media plan?

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

What is a general rule of thumb regarding the number of exposures needed for a message to sink in?

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

One advertising agency's client wanted to use only television commercials,primarily because the client thought it would impress its customers and business colleagues.The advertiser's agency is having a difficult time convincing the client to use a media mix,not just television.Explain why it's better to use a media mix than to rely on just one medium.

Rates for ________ advertisements are based on a guaranteed circulation.