Question 1

An ad agency has just won a new account that wants to begin by focusing on television commercials, and then later possibly branch into print and Internet ads.The agency's account executive, media planner, and account planner meet with the advertisers' team to review advertising options offered by various television formats.What are the four categories of basic television (excluding new and emerging formats such as Web TV and interactive TV)? What kinds of options does each offer an advertiser?

Accepted Answer

The answer of An ad agency has just won a...

Question 2

Scenario 13-4
Considering the slow economy and the new focus on simple home decor, a greenhouse located in a central business district, Gretta's Garden, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories.Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lushly landscaped courtyard.Gretta has ordered some basic market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle types, as is seen in this community.It also supports her observation that her customer base is not strongly female, as one might expect, but is about 40 percent male.
-(Scenario 13-4) After she places her first simple ad in the local paper, Gretta realizes she didn't ask a couple of questions.She calls the sales department and asks how many people can be expected to view the new ad and what figure the paper uses to determine its advertising rate.What number does she need?

Accepted Answer

The answer of Scenario 13-4
Considering the slow economy and the...

Question 3

Describe the options available to a media planner trying to achieve a high level of geographic selectivity.Consider each of the four major areas of media that make up print and broadcast media.

Accepted Answer

The answer of Describe the options available to a media...

Question 4

As a newly hired media planner with a list of clients who benefit from timely local advertising, you need to become very familiar with the advertising format options that your metropolitan and suburban newspapers offer.Name and briefly define the three broad types of newspaper ads, and any sub-types if possible.Then identify the three types of positions offered to advertisers as they decide where they want their ads to appear within the paper.

Accepted Answer

The answer of As a newly hired media planner with...

Question 5

Scenario 13-4
Considering the slow economy and the new focus on simple home decor, a greenhouse located in a central business district, Gretta's Garden, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories.Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lushly landscaped courtyard.Gretta has ordered some basic market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle types, as is seen in this community.It also supports her observation that her customer base is not strongly female, as one might expect, but is about 40 percent male.
-(Scenario 13-4) Gretta decides to run a more sophisticated ad in an issue of a regional publication, City Garden magazine.The ad includes a fold out with photo showing a wide view of Gretta's Garden, including the beautiful courtyard.What type of ad did she choose?

Accepted Answer

Gretta chose a gatefold ad, as it includes a fold out with a photo showing a wide view of Gretta's Garden, which is mentioned in the scenario. A gatefold ad is a type of ad that has a folded piece that opens up to reveal a larger image or message.

Question 6

What are the four major classes or broad types of traditional media? Select two of these classes and describe both the advantages and disadvantages for creative advertising work associated with each.

Accepted Answer

The answer of What are the four major classes or...

Question 7

How do media organizations measure their audiences to obtain an accurate account of their readers or viewers? Choose two of the major classes of traditional media, then list and briefly explain at least two methods of audience measurement used for each format.If you can, note the companies that provide these measurement services.

Accepted Answer

The answer of How do media organizations measure their audiences...

Question 8

Scenario 13-4
Considering the slow economy and the new focus on simple home decor, a greenhouse located in a central business district, Gretta's Garden, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories.Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lushly landscaped courtyard.Gretta has ordered some basic market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle types, as is seen in this community.It also supports her observation that her customer base is not strongly female, as one might expect, but is about 40 percent male.
-(Scenario 13-4) Gretta also consults with a media outlet about advertising Gretta's and the Holland brand.The salesperson with this firm tells her that considering her growing/planting season, she will need to decide soon, because ads must be submitted 60 days before they run.Which media type is this salesperson most likely talking about?

Accepted Answer

Magazines typically require a longer lead time for ad submissions, often around 60 days before the issue is published.

Question 9

You are selling advertising space for a local radio station.However, many of your potential advertisers use television extensively because of its creative opportunities.What advantages would your radio station offer potential advertisers that television advertising cannot match?

Accepted Answer

The answer of You are selling advertising space for a...

Quiz 13: Media Planning: Newspapers, Magazines, Television, and Radio

Describe the options available to a media planner trying to achieve a high level of geographic selectivity.Consider each of the four major areas of media that make up print and broadcast media.

What are the four major classes or broad types of traditional media? Select two of these classes and describe both the advantages and disadvantages for creative advertising work associated with each.

You are selling advertising space for a local radio station.However, many of your potential advertisers use television extensively because of its creative opportunities.What advantages would your radio station offer potential advertisers that television advertising cannot match?