Exam 14: Media Planning and Negotiation

On Wednesday nights,a hit TV show commanded the highest advertising rates for the network TV season,charging advertisers $658,333 per 30 seconds.This ad cost was based on an average rating of 16.3 for this program during the previous TV season.The hit show reached an audience of almost 25 million viewers during one week in April.Calculate the CPP.

The majority of network television advertising inventory is sold in the ________ market.

With the current trend toward using other forms of marketing communication in addition to advertising,buyers often demand additional promotional support; these activities are sometimes called ________.

Most brands use a variety of targeted media vehicles known as a ________.

Refer to the passage and chart below to answer the questions that follow. The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Below is one portion of their media plan. -Calculate the cost per thousand (CPM)for CSI,the Detroit News,and WJBR,respectively.

Vertical advertising relies mainly on ________ to get its messages to potential customers.

Explain the difference between circulation and readership.Why are they different?

Planners typically make heavier advertising allocations in weak sales areas because these are the areas that promise the greatest growth.

Which of the following is a standard research display format that allows multiple variables of related data to be grouped together?

Briefly describe why the MRI CrossTab format is useful and what an index of 199 means for the 18 to 34 demographic that drinks Red Bull soft drinks.

What is the goal of a media plan?

Which of the following is NOT a function of a media buyer?

Recently a local breaking-news story ran on a television channel instead of a scheduled advertisement.The media buyer compensated by promising the client an equally valuable spot to replace it or reimbursement.What is this policy known as?

Explain what is meant by the term effective frequency.

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

Refer to the passage and chart below to answer the questions that follow. The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Below is one portion of their media plan. -If the data given is for one week,what would the total insertions be for the plan for a four week period?

Aperture is the point where a consumer has an opportunity to connect with a brand and respond in some way to a brand message.

Online media vehicles now offer media buyers ________ buying that relies upon algorithms to target individual viewers based on their digital tracking data.

What decision criterion do media planners use to help decide how much to budget in each DMA or region and for each target audience?

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?