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 account executive has emailed saying that a client is quite pleased with the results of the network TV buy that you made last month.Now the client would like to use support media in the geographic areas that have shown the strongest results, as soon as possible.He wants something that targets adults who live and work in major metropolitan areas, has the potential for mass exposure, and can be set up pretty quickly.You recommend the use of

Question

Quizplus · Accepted Answer

Transit advertising, which includes ads on buses, trains, and subway stations, would be the best choice in this scenario because it targets adults who live and work in major metropolitan areas and has the potential for mass exposure. Additionally, transit ads can often be set up quickly and would allow for targeted placement in the areas that have shown the strongest results from the network TV buy. Billboard advertising could also be a good option, but transit advertising would likely provide a more direct and efficient way to reach the desired audience. Cinema advertising and directory advertising would not provide the same level of mass exposure or targeting capabilities.

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