Chapter Questions
Compare media richness theory, social influence theory and the technology adoption model.
What are the main tasks facing media planners and how did Which? overcome them?
If the rate at which information decays within individuals is known, then the task of the media planner is simply to place messages at suitable intervals in the path of decay. Discuss.
Why is it important that a media planner knows whether reach or frequency is the main objective of a media plan?
Why are frequency levels so important? Explain the concept of effective frequency.
How does recency planning differ from effective frequency?
Why might reach and frequency be inappropriate when developing media plans today?
How does planning for digital media differ from that for conventional media?
Write a brief report outlining the principal characteristics of media source effects.
What is the block plan and why is it of less use today than it used to be?