Scenario 13-3
You are a media planner at a large advertising agency in Chicago.You are currently assigned to five accounts-a used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice, a quick grits hot breakfast cereal sold nationwide but with strongest sales in large Southern cities, and a ski equipment manufacturer.Each account has requested some type of information from you regarding next year's media buy.
-(Scenario 13-3) To keep costs down, the used car dealership decides that it doesn't care where the ads run in the local newspaper.It just wants to make sure that there are auto ads in the Wednesday and Sunday editions.You will be ordering ____ ads.

Question

Quizplus · Accepted Answer

Run-of-paper ads are the most cost-effective option as they allow the newspaper to place the ad wherever there is free space in the Wednesday and Sunday editions. This saves money on ad placement costs as the dealership is not concerned with where the ad appears in the paper. Free-standing, classified, and full position ads are more expensive options and are unnecessary for the dealership's request.

Scenario 13-3 You Are a Media Planner at a Large Advertising Agency