Exam 7: Media Strategy

The part of a media plan that addresses product benefits and differentiating characteristics is the:

At many agencies, the job titles media planner and media buyer now more accurately reflect the job function and expectations of the advertising media executive. They more likely are called:

The media-scheduling phase of a media plan would include which of the following?

________ is the length of time a campaign runs or the length of time that reach and frequency are measured.

In their attempt to fine-tune cost efficiencies compared to more useful and targeted client prospects, researchers have tried to add:

A ________ encompasses various aspects of marketing strategy and advertising tactics.

In dealing with specialized media, media planners must now factor in which of the following?

While determining the exact contribution advertising makes to total sales is difficult, some software programs are attempting to make this link.

Said to be limited only by the collective imagination, advertisers might be enticed by media with a product placement opportunity or a cross-media promotion with tickets to special events. Those are examples of ________ opportunities.

Demands by clients for creativity go beyond the advertising message itself and are required of media planners specifically in their evaluation of new and different media options to build additional consumer exposure.

Claritas's PRIZM looks at income and lifestyle of people in specific ZIP code areas in order to help media planners construct an effective and efficient media strategy.

The overriding motive for media planners is:

In recent years, which of the following media have NOT influenced new ways to view the media function and media buying?

Media planning is so key to effective advertising planning because agencies are realizing that even the most creative messages delivered to the wrong audiences can be catastrophic.

________ refers to the ability of an advertisement to deliver a receptive audience to the advertiser.

A planner could consider which of the following weighted CPM adjustments to take into account communication factors?

Those who execute the media plan, select specific media, and monitor the execution of the media schedule developed by media planners are called:

By 2015 a media planner will likely be dealing with:

The allocation of media dollars is by far the largest portion of the advertising budget so the media planner is expected to gain the greatest cost efficiencies.

What more than anything else is forcing the fading distinctions among media?