MKTG 4500 Exam 2 Study guide || with 100% Accurate Solutions.
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Course
MKTG 4500
Institution
MKTG 4500
Media Plan Development Process correct answers Market Analysis > Establishment of media objectives > Media strategy development and implementation > Evaluation and follow-up
Media Index number correct answers index number is considered a good indicator of the potential of the market. An...
MKTG 4500 Exam 2 Study guide || with 100% Accurate
Solutions.
Media Plan Development Process correct answers Market Analysis > Establishment of media
objectives > Media strategy development and implementation > Evaluation and follow-up
Media Index number correct answers index number is considered a good indicator of the
potential of the market. An index number over 100 means use of the product is proportionately
greater in that segment than in one that is average (100) or less than 100.
Media Index Formula correct answers (% of users in demographic/% of population in the same
demographic)*100
Media Channel: Television correct answers Advantages:
- Mass coverage
- Sight, sound, and motion
- Low cost per exposure
- Favorable image
Disadvantages:
- Low selectivity
- High overall cost
- short message life
- Clutter
- High production cost
Media Channel: Radio correct answers Advantages:
- Local Coverage (good segmentation)
- Low cost
- High frequency
- Flexibility
- low production cost
Disadvantages:
- Audio only
- Clutter
- Low attention getting
- Fleeting message
Media Channel: Magazines correct answers Advantages:
- Segmentation potential
- Quality reproduction
- High info content
- Longevity
Disadvantages:
- Long lead time for placement
- Visual only
, - Lack of flexibility
Media Channel: Newspapers correct answers Advantages:
- High coverage
- Low cost
- Short lead time
- Timely
- Reader controls exposure
Disadvantages:
- Short life
- Clutter
- Low attention getting
- Poor reproduction quality
- Selctvie reader exposure
Media Channel: Outdoor correct answers Advantages:
- Location Specific
- High repetition
- Easily noticed
Disadvantages:
- Short exposure time
- Poor image
- Local restrictions
Media Channel: Direct Mail correct answers Advantages:
- High selectivity
- Reader controls exposure
- High information content
- Opportunity for repeat exposure
Disadvantages:
- High cost per contact
- Poor image (junk mail)
- Clutter
Media Channel: Digital/Interactive correct answers Advantages:
- User selects product info
- User attention and involvement
- interactive relationship
- Direct selling potential
- Flexible message platform
Disadvantage:
- Privacy concerns
- Potential for deception
- Clutter
- Few valid measurement techniques.
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