Scenario 15-6
You are a media planner at an advertising agency in Dallas.Since it is Friday, you take a long lunch with a sales associate at the Dallas Morning News followed by a walk through a nearby park, returning to the office around 2:30 p.m.When you get to your desk, you find a number of new emails from account execs waiting for you, all with subject lines suggesting pressing client issues.You need to answer them before the weekend hits.
-(Scenario 15-6) An urgent email from another exec says that a local client insists that his billboard campaign is "not working at all" because "no one" is seeing his billboards.Road construction has rerouted downtown Dallas traffic away from the main thoroughfares featuring his three billboards.Before you head home, you drive out to all three locations.That evening you can email the exec that this is actually the case in only one instance, and that you got this information by

Question

Quizplus · Accepted Answer

The best choice is A) "riding the boards" yourself as it involves physically visiting the billboard locations to assess the situation firsthand. This allows for the most accurate and reliable information to be obtained, which can then be communicated to the client and appropriate action can be taken. Option B) doing your own "geo-fence" may not provide complete information, as it relies on tracking data rather than firsthand observation. Option C) measuring the "impact zone" of each location may provide some useful information, but it doesn't fully address the issue of whether the billboards are visible or not. Option D) sorting through the media "clutter" is not relevant to the situation at hand.

Scenario 15-6 You Are a Media Planner at an Advertising Agency in Agency