Exam 8: Media Planning and Targeting Strategies

In this type of media, the advertiser pays to leverage the channel.

The ____________ is a schematic of the media plan illustrated in one page.

In a ___________ plan, advertising is one of many solutions, whereas in a _________ plan, advertising is the only solution.

The ____________ is the percent of total media dollars spent in each category.

Nielsen's Ad Views is popular among packaged goods marketers because, in addition to tracking advertising, they also track:

A broadcast calendar is based on the number of __________ in a given month.

In this type of media, consumers or companies become the actual channel.

Measuring media effectiveness is done with all of the following variables EXCEPT:

In order to prepare a relevant SWOT analysis, you should always start with this in mind:

In the SWOT analysis, strengths are considered to be what type of factor:

All of the following are key tools for assessing target audience characteristics EXCEPT:

A type of spending that focuses on planning through the lens of the consumer is known as:

Based on there being 52 weeks in the year, most advertising is purchased in _______ week flights.

This type of targeting is very common in the digital world and focuses on how consumers are acting in the marketplace:

In this type of media, the brand controls the channel completely.

The ___________ takes into account actual impressions delivered as a percent of total impressions - i.e. the delivery is considered in additional to the amount spent.

Earned media is in high demand because it generates brand buzz for no ______.

In the SWOT analysis, threats are considered to be what type of factor:

When media planners consider the geographic location for their campaign, they are deciding on what ________ to focus on.

Two broad categories exist for paid media. In _____________ media, the media provide content to consumers with a revenue model that is primarily based on advertising.