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Review Questions
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  1. What major factors contribute to the increased complexity of media planning?
  2. What must media planners consider before they begin?
  3. What secondary research sources are available to planners?
  4. How do audience objectives differ from message-distribution objectives?
  5. What is the "right" reach and frequency for a given message?
  6. How are GRP and CPM calculated?
  7. What are the 5Ms of the media mix, and how are they determined?
  8. What major factors influence the choice of individual media vehicles?
  9. Why might an advertiser use a mixed media approach?
  10. What are the principal methods used to schedule media?





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