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Advertising and IMC Media Planning

Key Point 1: Media Planning Steps
  1. List and explain the four steps in media planning.
  2. What is the difference between media planning and media buying?
  3. What is the difference between a media objective and a media strategy? Which comes first?
Key Point 2: Media Objectives
  1. What information is included in a set of media objectives?
  2. Define reach and frequency. How do they differ?
  3. Explain why duplication and waste are problems for media planners.
  4. Marketers ask themselves, "How much reach is enough?" Explain what that question means and how you would answer it. How would you determine how much reach is enough?
  5. What is a GRP? How are GRPs computed?
  6. What is targeted reach? Why is it important to marketers?
  7. What is the difference between a GRP and a TRP?
  8. What is effective frequency? What is message wearout? What three factors affect the evaluation of effective frequency and wearout?
  9. What is frequency distribution analysis? How is it used in media planning?
  10. Find a news article that reports the rating of a recent television program. Is the figure cited in the story a high or a low rating?
Key Point 3: Media Mix
  1. Why is a media mix used in media planning?
  2. What are three decisions involved in determining the best media mix?
  3. What is the difference between a concentrated media mix and a broad media mix? Give an instance in which each approach would be appropriate.
  4. How does the media mix reflect the creative strategy?
  5. Explain how media weighting decisions affect the way the media budget is allocated.
  6. How do you compute a cost per thousand? What does CPM tell you about a medium's audience?
  7. What factors did Fallon consider when customizing the media mix for both the discovery and launch stages of the Buddy Lee campaign?
Key Point 4: Media Costs
  1. What is a CPM? Why do media planners use calculations such as CPMs in their media plans?
  2. Why do media planners compare the cost of a unit of time or space rather than just counting the audience?
  3. What is the difference between CPM and TCPM? Between CPP and CPR?
Key Point 5: Media Scheduling
  1. In a magazine or newspaper find a print ad that has an obvious seasonality factor. Explain how seasonality drives the media buy.
  2. In what ways do the flighting, continuous scheduling, and pulsing strategies differ? How is each used?
  3. Give an example of an integration factor that affects scheduling.







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