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UNIT 1 Questions: Answers: Explanation: 1. What is the significance of net or gross in media 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%. 2. 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. 3. How do different sales channels impact a media 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. 4. Discuss what might be different on the media workplan for a business-tobusiness 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,ÂÂ
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