Chapter 10: Media Planning and Strategy

Question 1

media planning

Answer 1

the series of decisions involved in the delivery of an advertising masssage to prospective purchasers/users of the product

Question 2

media objectives

Answer 2

the specific goals an advertiser has for the media portion of the advertising program

Question 3

media strategies

Answer 3

plans of action for achieving stated media objectives such as which media will be used for reaching a target audience, how the media budget will be allocated, and how advertisements will be scheduled

Question 4

medium

Answer 4

the general category of communication vehicles that are available for communicating with a target audience such as broadcasting, print, direct mail, and outdoor

Question 5

media vehicle

Answer 5

the specific program, publication, or promotional piece used to carry an advertising message

Question 6

reach

Answer 6

the number of different audience members exposed at least once to a media vehicle(s) in a given period

Question 7

coverage

Answer 7

a measure of the potential audience that might receive an advertising message through a media vehicle

Question 8

frequency

Answer 8

the number of times a target audience is exposed to a media vehicle within a specific time period

Question 9

sweeps period

Answer 9

the times of year in which television audience measures are taken (Feb, May, July, Nov)

Question 10

waste coverage

Answer 10

overexposure

Question 11

(3) methods of promotional scheduling

Answer 11

(1) continuity- continuous pattern of advertising
(2) flighting- intermittant periods of advertising and nonadvertising
(3) pulsing- combination of the first two