6 Written Questions
6 Multiple Choice Questions
- the product concept, target audience, advertising message, and communications media
- reach x frequency
- Deliver message to the right consumer, Maximize reach and frequency, Minimize cost, Be efficient and effective
- the average number of exposures received by a member of the target market during the relevant time period.
- total number of different households or people exposed at least once to an ad or campaign during a given time period (usually four weeks).
- 60 second spot
6 True/False Questions
Decisions and issues of Media Planning → which media, where, what time of year, how often, how to integrate
media subclass → electronic
variables that affect frequency decisions (creative factors) → Message complexity, Message uniqueness, New versus continued campaign, Image versus product sell, Size of message pool, Size of advertising unit
The media mix → 60 second spot
Challenges to increasing media options → more competitors, rising costs, media complexity, greater audience fragmentation, more media options
Methods for Scheduling Media → Continuous, Flighting, Pulsing, Bursting,Roadblocking, Blinking