Lecture 7

Question 1

Media Planning

Answer 1

series of decisions involved in delivering the promotional message to the prospective users of the product or brand

Question 2

Media Objective

Answer 2

objectives formulated to organise a media plan

Question 3

Media Strategies

Answer 3

plans of action designed to attain the media objectives

Question 4

Medium

Answer 4

general category of available delivery systems

Question 5

Media vehicle

Answer 5

specific carrier within a medium category

Question 6

Reach

Answer 6

measure of the number of different audience members exposed at least once to a media vehicle in a given time period

Question 7

Coverage

Answer 7

potential audience that might receive the message through a vehicle

Question 8

Frequency

Answer 8

number of times the receiver is exposed to the media vehicle in a specified period

Question 9

Media Plan

Answer 9

guides the media selection and aims to find a combination of media to communicate a message in the most effective manner, to the largest number of potential customers at the lowest cost

Question 10

Budget considerations ( in media planning

Answer 10

Absolute cost - total coast required to place the message

Relative Cost - Relationship between price paid for advertising time or space and the size of audience delivered