Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job.The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency.Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face.Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.
-(Scenario 12-4) The interviewer says that one one of your responsibilities at the job will be to gather details of audience members of every local TV vehicle, so clients can be informed about the key characteristics of their target markets.Which of the following would you need to do in order to perform this task?
A)Organize above-the-line promotions for your clients.
B)Use continuous scheduling for your media schedules.
C)Calculate the share of voice of your clients.
D)Contact a single-source tracking service like BehaviorScan.

Question

Quizplus · Accepted Answer

To gather details of audience members of every local TV vehicle, BehaviorScan or a similar single-source tracking service would need to be contacted. This would provide detailed information on the viewing habits of individuals, which would be essential to providing clients with specific information about their target markets. Options A, B, and C do not pertain to this specific task.

Scenario 12-4 You Scan Job Advertisements Available in Dallas on Craigslist.com and Craigslist.com