Session 5

Question 1

Media planning -

Answer 1

is the process of determining how to use time and space to achieve marketing objectives.

Question 2

Media planners have two main roles:

Answer 2

1. Analyzing the market
2. Evaluating media channel effectiveness.

Question 3

Media Plan –

Answer 3

a written document that summarizes the recommended pbjectives, strategies, and tactics pertinent to the placement of a company’s advertising messages.

Question 4

Aperture concept in media planning -

Answer 4

prospective customers have one or more ideal times or places at which they are most receptive to receiving and paying attention to a brand message. This ideal time/place is called an aperture.

Question 5

Lead time -

Answer 5

the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying. Example: Back to school campaigns.

Question 6

Impression -

Answer 6

one person’s opportunity to be exposed one time to the advertising in a program.

Question 7

Circulation vs Impression

Answer 7

Circulation: Copies sold
Impression: Readership or the opportunity to be exposed

Question 8

CPM (cost per thousand (CPM; M = Mille)) -

Answer 8

the cost of getting 1,000 impressions.
= The cost of exposing each 1,000 members of the target audience to the advertising message.