Name:                                                                           SSN:_________________________

 

 

 

Quiz 3: Media Planning Concepts (ADV 4300, Lancaster, Fall 1999)

 

 

Briefly and concisely answer any six of the following ten questions.  Use the attached sheets.

 

1.                  Explain why it is important to consider the size of the cable television network subscriber base when comparing cable and broadcast network television ratings.

 

2.                  How can Super Bowl advertisers justify a CPM-MSG that is five times as large as regular prime time television announcements?

 

3.                  What can click-through rates tell an advertiser?

 

4.                  How does the growth rate of web/online advertising compare to other media?

 

5.                  How do web/online advertisers typically obtain demographic information about the users of their sites?

 

6.                  What is the difference between site- and audience-centric measurement?

 

7.                  What are several methods that web sites use to price themselves to potential advertisers?

 

8.                  Describe several basic concepts that naïve media planners fail to take into consideration.

 

9.                  Describe the most common definition of message effective reach used by major media directors.

 

10.              If you wanted to tell an advertiser the percent of his/her target audience that is likely to see his/her advertisement, what media evaluation factor would you report and why?