MKTG 455 EXAM 3 Questions with Verified Correct
Answers| Latest Update 2024/2025
6 mediums of advertising - ✔✔TV, radio, newspaper, magazines, social/online, outdoor,
direct mail
TV strengths and weaknesses - ✔✔good story telling, highest reach, entertains.
high production and placement costs
Radio strengths and weaknesses - ✔✔highly targetable (time, who listens to the type of
music, its local), short lead times
cluttered, no visuals
Newspaper strengths and weaknesses - ✔✔flexible (geographically you can reach, where
you but the ad in the paper).
Bad production quality, clutter, declining readership, short shelf life
Magazines strengths and weaknesses - ✔✔target based on hobbies and interests, long shelf
life (you leave it out for a while), good quality of paper and images.
Expensive, clutter, long lead time
Social and Online strengths and weaknesses - ✔✔immediacy (measure and post and change
immediately), interactive (blessing and a curse), target down to the individual, can have large
reach.
, Invasion of privacy, disruptive, you can block ads, impossible to measure ROI on JUST social
(likes and shares cant measure how that really relates to sales)
Direct mail strengths and weaknesses - ✔✔personalization, target geographically, highly
measurable bc you have the emails the phone numbers etc.
can be considered invasive, waste of paper and time
how do brands become sponsored links in search results? - ✔✔bids on googles ad words
steps in the media planning process (what media planners use to optimize clients advertising
objectives) - ✔✔1. Select your target audience: it influences the next three steps, you need
to know who they are
2. Set MEDIA objectives
a. Reach: % of your identified target audience that sees your message at least one time during
your period (4 weeks)
b. Frequency: avg # of times over the measurement period your audience sees your message (3
is the minimum frequency)
c. Weight: Reach X Frequency. % of our audience that sees the spot whatever f is. How we
allocate our money. Cost is calculated by the R X F
d. Continuity: Same weight throughout the year
i. Pulsing: always on the market but at different weights (holidays etc) seasonality
ii. Flighting: have off periods (dark periods) where you're not on at all. Influenced by budget the
most, seasonality
iii. Recency: all about timing and the timing of the reach
iv. Cost: completely budget driven, least strategic model
3. Select media and vehicles
Answers| Latest Update 2024/2025
6 mediums of advertising - ✔✔TV, radio, newspaper, magazines, social/online, outdoor,
direct mail
TV strengths and weaknesses - ✔✔good story telling, highest reach, entertains.
high production and placement costs
Radio strengths and weaknesses - ✔✔highly targetable (time, who listens to the type of
music, its local), short lead times
cluttered, no visuals
Newspaper strengths and weaknesses - ✔✔flexible (geographically you can reach, where
you but the ad in the paper).
Bad production quality, clutter, declining readership, short shelf life
Magazines strengths and weaknesses - ✔✔target based on hobbies and interests, long shelf
life (you leave it out for a while), good quality of paper and images.
Expensive, clutter, long lead time
Social and Online strengths and weaknesses - ✔✔immediacy (measure and post and change
immediately), interactive (blessing and a curse), target down to the individual, can have large
reach.
, Invasion of privacy, disruptive, you can block ads, impossible to measure ROI on JUST social
(likes and shares cant measure how that really relates to sales)
Direct mail strengths and weaknesses - ✔✔personalization, target geographically, highly
measurable bc you have the emails the phone numbers etc.
can be considered invasive, waste of paper and time
how do brands become sponsored links in search results? - ✔✔bids on googles ad words
steps in the media planning process (what media planners use to optimize clients advertising
objectives) - ✔✔1. Select your target audience: it influences the next three steps, you need
to know who they are
2. Set MEDIA objectives
a. Reach: % of your identified target audience that sees your message at least one time during
your period (4 weeks)
b. Frequency: avg # of times over the measurement period your audience sees your message (3
is the minimum frequency)
c. Weight: Reach X Frequency. % of our audience that sees the spot whatever f is. How we
allocate our money. Cost is calculated by the R X F
d. Continuity: Same weight throughout the year
i. Pulsing: always on the market but at different weights (holidays etc) seasonality
ii. Flighting: have off periods (dark periods) where you're not on at all. Influenced by budget the
most, seasonality
iii. Recency: all about timing and the timing of the reach
iv. Cost: completely budget driven, least strategic model
3. Select media and vehicles
