Questions: Answers: Explanation:

Advertising Media Workbook and Sourcebook, Third Edition – 1

UNIT 1

Questions:Answers:Explanation:

• What is the significance of

net or gross in m edia budget section of the media workplan?Gross numbers refer to a total amount, like including commission in an advertising budget for a client. Net refers to an amount remaining after all activity is finished, like taking out the agency commission to reveal the true cost. Standard is 15%.

• Discuss what target audience information you’d like to see in

development a media plan for Cheerios cereal.Relevant information, like; Age, Sex, Race, Income, Marital Status, Location, Shopping Habits, Coupon use, etc.

• How do different sales channels impact a m

edia plan?Discuss how you might approach a media plan for Dell computers where the brand is bought online, through a catalog, and in kiosks in malls.The different sales channels influence the media vehicles used to best reach the consumer. Customers looking to purchase products online would be best reached through online advertising, while traditional advertising might be more effective for catalog and kiosk customers.

• Discuss what might be different on the m

edia workplan for a business-to- business product such as a copier compared to a consumer product such as an automobile.The format would be the same but the lingo would change. For instances, the consumer would target the customer and the B2B would target Industry, Titles and Job functions.Advertising Media Workbook and So urcebook 3e Kim Bartel Sheehan, J ugenheimer, Kelley (Answer Key All Chapters, 100% Original Verified, A+ Gra de) 1 / 4

Advertising Media Workbook and Sourcebook, Third Edition – 2

UNIT 2

Questions:Answers:Explanation:

• What is the difference

between a media plan and a communications plan?A media plan provides a recommendation for advertising only while a communications plan provides a communication neutral plan.It may include promotions, publicity, sponsorships or any form of communication.

• Why is it important to tie the communications plan to the m

arketing plan?

A marketing plan contains strategies that involve the 4Ps:

price, product, place (distribution) and promotion. The latter is communication. Communication objectives come directly from marketing strategies. It is paramount that the communication plan ties directly to the marketing plan.

• Give an example of a test program

?A test program can be support for a specific target market or the use of a special media program. For example, testing higher support for Reno, Nevada or testing support for teens is an example of a specific target market. Testing the use of Facebook, Twitter, or other social media would be an example of a media test.

• Find an example of a communications plan on Slideshare.com and discuss its differences and similarities to the outline in Exercise 2.1.

If you go to Slideshare.com, there are a number of media plans and communication plans posted. You can direct your students to a specific plan or you can let them find a plan on their own to discuss. 2 / 4

Advertising Media Workbook and Sourcebook, Third Edition – 3

UNIT 3

Questions:Answers: Explanation:

• You have an advertising budget of

$2,350,000. If your CPM goal is $17.50, how m any times could you spend that $17.50 CPM within your advertising budget? Show your calculations. You may need to round your answer to a workable figure.134 times $2350 / $17.50

• Each time you spend the CPM amount, you will be purchasing 1,000 audience im

pressions (because the M in CPM stands for thousand).

134,000 TAI 134 × 1,000

• Reach (as number, not as a percent) multiplied b

y frequency will produce the TAI (total audience impressions) figure (R# × F = TAI).19,143 Reach (TAI) 134,000 / (Freq) 7

• Again using the answer to question 2 and the information in question 3, calculate the frequency that is possible if

the size of your target audience is 15 million (that is, a numerical reach of 15 million). Show your work. You may wish to round off your answer.

8.9 or 9 (TAI) 134,000 / 15,000 (Reach)

• Like the TAI equations above, we can use our GRP to calculate other figures. Reach as a p

ercentage multiplied by frequency gives GRP, or R% × F = GRP.

32.5%325/10

• Using the same relationships as in question 5 above, what frequency could we hope to achieve if we can afford to purchase a total of 280 GRP and we have a goal of reaching 27 percent of our target group?

10.37280/27 3 / 4

Advertising Media Workbook and Sourcebook, Third Edition – 4

UNIT 4

Questions: Answers: Explanation:

• How would you describe

the differences between each element of a SWOT analysis?Strengths and weaknesses are internal forces while opportunities and threats are external forces on the brand. A strength and opportunity are helpful to the brand while a weakness and a threat are harmful to the brand.

• Why is it important to

develop a SWOT analysis within the context of the brand’s objective?

Without a context, the SWOT analysis becomes a listing exercise rather than a strategic exercise.

• What is the difference

between a marketing and a communication element?Marketing deals with the 4Ps of the brand and with perceptions of the brand compared to the competition while communication deals with the communication of the brand compared to the competition.

• If you were marketing the

NIKE brand of athletic shoes, what are some external influences you might look at to develop your SWOT analysis?You would look at consumer trends in terms of buying athletic shoes, population growth for young adults and teens, competitive companies and their new technologies, rise or fall in popularity of different sports.

• Develop a SWOT

analysis for NIKE to enter the geriatric shoe category.What makes this challenging, compared to introducing a new athletic shoe?A SWOT analysis could look like

this:

a. Strength: NIKE brand is well

known among target.

b. Weakness: NIKE brand is not

perceived as being durable or for older adults.

c. Opportunities: Aging baby

boomer population is growing.

d. Threats: Brands like Dr. Scholl’s

are others who are senior friendly.This is different than just another shoe since it is a new demographic as well as a new market where the NIKE brand may not have a track record or a perception of strength.

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