Chap 9

Question 1

What are the Challenges in Media

Answer 1

Audience Fragmentation

Increasing cost

Increasing bying Complexity

Increasing Competition

Question 2

Marketing Objectives and Strategy

Answer 2

plan defines the market need and the company’s sales objectives and details strategies for attaining those objectives
Marketing situation (SWOT) 
Marketing Mix

Question 3

Advertising Objectives and strategy

Answer 3

The objectives and strategies of an advertising plan unfold from the marketing plan
advertising objectives focus on communication goals

Question 4

Media-Planning Framework

Answer 4

Know0, when, where, and under what conditions best to contact customers.
Development of a media plan involves the same process as marketing and advertising planning.

Question 5

The 5 M

Answer 5

Markets 
Money
media
Mechanics
Methodology

Question 6

Frequency

Answer 6

How many time we wish to reach our target

Question 7

Reach

Answer 7

The number or percentages of people in the target audience we wish to target.

Question 8

Reasons to use mixed media

Answer 8

Reach more people
Repeat exposure in less expensive media
Add intrinsic
Deliver print coupons
product synergy

Question 9

individuals are primarily motivated by one of three things

Answer 9

ideals (or basic principles)
achievement (tangible markers of success or accomplishment),
self-expression (a desire for experiences or to take risks)

Question 10

The purpose of VALS is to help marketers identify

Answer 10

whom to target, uncover what the target group buys and does, locate where concentrations of the target group live, identify how best to communicate with them, and gain insight into why the target group behaves the way it does.

Question 11

Media objectives translate

Answer 11

the advertising strategy into goals that media can accomplish

Question 12

Audience objectives

Answer 12

define the specific types of people the advertiser wants to reach

Question 13

effective reach

Answer 13

describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures to truly receive the messag

Question 14

Scope of the Media Plan

The location and makeup of the target audience strongly influence the breadth of the media plan

Answer 14

Domestic Markets A media planner normally limits advertising to areas where the product is availabl

International Markets Foreign media can be a challenge for U.S. advertisers