MKG420 Exam 3 With
Complete Solution
Media planning - ANSWER Decisions on message delivery
media objectives - ANSWER Goals to be attained by the media strategy and
program
media strategy - ANSWER •Plans of action to achieve media objectives
media - ANSWER general category of channels used to transmit the message
from the source to the receiver
Media Vehicles - ANSWER SPECIFIC carrier of the message
Reach - ANSWER # actual audience members
Coverage - ANSWER Potential audience
Frequency - ANSWER times exposed
Define the 4 steps in a Media Plan - ANSWER - Market Analysis
- Establishment of media objectives
- Media strategy development and implementation
-Evaluation and follow-up
BDI - ANSWER brand development index
CDI - ANSWER category development index
, How can marketers use the BDI/CDI matrix in media planning? - ANSWER By
knowing the market potential for certain products or brands
From what part of the media plan are media objectives derived - ANSWER
From media situation analysis
What are the components of a media objective? - ANSWER communication,
media, media measurement (such as coverage, reach, or frequency), and time
period components
Full Market Coverage - ANSWER reaching our entire target market using our
media.
Partial Market Coverage - ANSWER we are reaching some but not all of our
target market with our media
waste coverage - ANSWER we are reaching people outside of our target
market
Which type of coverage is undesirable? Why? - ANSWER Waste, it reaches
people outside of the target market that have no interest in the product
Complete Solution
Media planning - ANSWER Decisions on message delivery
media objectives - ANSWER Goals to be attained by the media strategy and
program
media strategy - ANSWER •Plans of action to achieve media objectives
media - ANSWER general category of channels used to transmit the message
from the source to the receiver
Media Vehicles - ANSWER SPECIFIC carrier of the message
Reach - ANSWER # actual audience members
Coverage - ANSWER Potential audience
Frequency - ANSWER times exposed
Define the 4 steps in a Media Plan - ANSWER - Market Analysis
- Establishment of media objectives
- Media strategy development and implementation
-Evaluation and follow-up
BDI - ANSWER brand development index
CDI - ANSWER category development index
, How can marketers use the BDI/CDI matrix in media planning? - ANSWER By
knowing the market potential for certain products or brands
From what part of the media plan are media objectives derived - ANSWER
From media situation analysis
What are the components of a media objective? - ANSWER communication,
media, media measurement (such as coverage, reach, or frequency), and time
period components
Full Market Coverage - ANSWER reaching our entire target market using our
media.
Partial Market Coverage - ANSWER we are reaching some but not all of our
target market with our media
waste coverage - ANSWER we are reaching people outside of our target
market
Which type of coverage is undesirable? Why? - ANSWER Waste, it reaches
people outside of the target market that have no interest in the product
