Discussion. 1. What determines the type of execution an advertising idea will have?

1. What determines the type of execution an advertising idea will have? What are the major media?

2. Three examples of minor media are given. Can you think of others?

3. What is the principal object of media planning?

4. What factors does the selection of a media mix depend on?

5. Which media in your country are the more prestigious ones?

6. Give additional examples of how some media are more appropriate than others for certain products.

7. What are arguments for and against advertising in an area where a product isn't distributed?

8. How would rating points be used in outdoor advertising?

9. What does a television rating point equal? How is the percentage established?

10. Distinguish among ratings, audience share, and GRP's.

11. Distinguish among reach, frequency, and continuity.

12. Explain the significance of an average frequency of 12 in a four-week period.

13. Why is it so expensive to attempt to achieve both high reach and high frequency?

14. What are peak buying seasons in your country? Do you have a situation comparable to that before Christmas in the United States? Are there products such as soft drinks that have their own selling cycles?

15. Explain the wave theory in terms of reach, frequency, and continu­ity. Give an example of its application, from the text. Then, if possible, give an example that you have observed.

16. Do the same for the reach theory.

17. Do the same for the media concentration theory.

18. Do the same for the media dominance theory.

19. Give the CPM formula.

20. List three examples of general media objectives cited in the text.

21. What do ROP and ROS stand for? What do they mean?

22. What other possibilities for cutting media costs are mentioned in the text?

23. What possibilities are offered in your country?

24. Give further examples of media objectives.

25. Give further examples of media strategies.

Review

Mark T (True) or F (False) for each statement, according to the informa­tion in the text.

______ 1. The execution of the essential advertising idea depends upon the medium to be used.

______ 2. The principal broadcast media are radio and television.

______ 3. POP is a major medium.

______ 4. There is no formula for an ideal media mix.

______ 5. Wide media coverage may be necessary to introduce a product.

______ 6. There is no point in advertising where a product isn't distributed.

______ 7. Reach is expressed as a percentage of a target audience exposed to an advertising message.

______ 8. "Exposed" means that the message was seen or heard.

______ 9. Television households and HUT are the same.

______ 10. 500 GRP's = 500%.

______ 11. 5.0 is an expression of frequency distribution.

______ 12. Attempting to achieve both high reach and high frequency is expensive.

______ 13. Advertisers usually emphasize frequency when they intro­duce new products.

______ 14. Continuity refers to the timing of messages.

______ 15. Reach and frequency are more important than continuity during peak buying seasons.

______ 16. The wave theory sacrifices reach for continuity and fre­quency.

______ 17. The media concentration approach sacrifices frequency for reach and continuity.

______ 18. The media dominance theory combines reach, frequency, and continuity.

______ 19. The formula for CPM is rate x 1,000

number exposed.

______ 20. "Focus advertising on new users" is an example of a media objective.

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