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Integrated Advertising, Promotion, and Marketing Communications

Kenneth E. Clow, Donald E. Baack

Chapter 7

Traditional Media Channels - all with Video Answers

Educators

Chapter Questions

Problem 1

What is a media strategy? How does it relate to the creative brief and the overall IMC program?

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Problem 2

What is a spot ad?

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Problem 3

What is the role of a media planner, and who do they work with?

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Problem 4

What determines the success or failure of an ad campaign?

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Problem 5

What is OTS? How is it used as a tool in advertising campaign planning?

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Problem 6

In advertising campaign terms, what does cost measure?

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01:03

Problem 7

What is the formula for weighted or demographic CPM?

Evelyn Cunningham
Evelyn Cunningham
Numerade Educator
00:42

Problem 8

What is a discontinuous campaign?

AG
Ankit Gupta
Numerade Educator
01:10

Problem 9

Describe the three-exposure hypothesis.

David Collins
David Collins
Numerade Educator
00:29

Problem 10

How does recency theory differ from the three-exposure hypothesis?

David Collins
David Collins
Numerade Educator
View

Problem 11

What is effective frequency? Effective reach?

Suzanne W.
Suzanne W.
Numerade Educator

Problem 12

What are the major advantages and disadvantages of television advertising?

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Problem 13

What are the major advantages and disadvantages of radio advertising?

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Problem 14

What are the major advantages and disadvantages of out-of-home advertising?

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Problem 15

What are the major advantages and disadvantages of magazine advertising?

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Problem 16

What are the major advantages and disadvantages of newspaper advertising?

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02:36

Problem 17

Is the strong intrusion value of television an advantage? Why or why not?

Md.Daniyal Arshad
Md.Daniyal Arshad
Numerade Educator

Problem 18

What special challenges does media selection present for businesses? What roles do gatekeepers play in creating those challenges?

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Problem 19

What special challenges does media selection present for international advertising campaigns? What differences and similarities exist with U.S. media selection processes?

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02:39

Problem 20

To be effective, multiple media should be chosen and integrated carefully. Individuals exposed to advertisements in combinations of media selected from television, radio, magazines, newspapers, and outdoor are more inclined to process the information than when a message appears in only a solitary medium. For each of the media, what is the probability of you being exposed to an advertisement? The percentages should add up to 100 percent. Which media are most effective in reaching you? Explain why.

Aayush Gupta
Aayush Gupta
Numerade Educator
05:34

Problem 21

Across the Gulf States, there are a wide variety of different outdoor advertising sites, from small indoor placements to huge outdoor advertising hoardings, and from static billboards to massive digital billboards. Increasingly common in Dubai, Abu Dhabi, and Riyadh are wide overpass billboards. In the role of a marketing agency, how would you select sites in the Gulf to advertise a new retail mall?

Linda Hand
Linda Hand
Numerade Educator
01:26

Problem 22

The Super Bowl is the most-watched program on television. Many tune in just to watch the ads. Discuss the concepts of effective reach, effective frequency, ratings, gross rating points, brand recognition, brand recall, and opportunities to see as it relates to Super Bowl advertising. What are the advantages for a brand to advertise on television during the Super Bowl? What are the disadvantages?

Geovanni Arellano
Geovanni Arellano
Numerade Educator
01:56

Problem 23

Xerox offers a color printer that sells for $$\$ 1,200$$. The goal is to market it to business buyers. What media mix would you suggest for a $$\$ 5$$ million advertising campaign? Justify your answer.

Sheryl Ezze
Sheryl Ezze
Numerade Educator
04:42

Problem 24

Complete the following table by calculating the missing values. Based on the values you calculated, identify two magazines and two television shows for advertising sports equipment. Support your answer with specific data from the table.

NR
Noah Robinson
Numerade Educator

Problem 25

Using a TV guide or the Internet, compile a comprehensive list of TV stations that are broadcast in your own country. How many of them are commercial stations in the sense that they carry advertising? What are these TV stations' key target markets? How is this reflected in both the programming and the type of advertisers that feature on the station?

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Problem 26

As you drive to school (or home) make a list of all of the billboards and outdoor advertising you see. Which are the most effective? Why? Which are the least effective? Why? How effective are billboards at reaching you with an advertising message?

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03:45

Problem 27

Pick three different magazines on a wide range of topics. For each, describe the types of ads and the number of ads in the issue. Did you see any businessto-business ads? What similarities did you see in the ads across the three magazines? What differences did you notice? Which would be most effective at reaching people in your demographic?

Jennifer Stoner
Jennifer Stoner
Numerade Educator

Problem 28

Explain the concepts of recency theory and threeexposure hypothesis in your own words. Discuss an example of an advertisement that was a catalyst to a purchase you made. How many times did you see the ad before you made the purchase? How did the ad impact your action to make the purchase? Think of an ad you recently saw or heard that made no impact on your purchase behavior. Explain why in the context of recency theory.

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Problem 29

Define brand recognition and brand recall. Explain the difference between the two concepts? Suppose a home furniture store wants to increase its brand recognition. Explain the process and media that should be used. Instead of brand recognition, suppose the furniture store wanted to increase brand recall. How would the media and message be different? Be specific.

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02:19

Problem 30

Use the Internet to determine the top ten TV shows on commercial TV in your country. How would you determine the characteristics of the audience and the probable costs for a 30 -second TV ad?

Harsh Gadhiya
Harsh Gadhiya
Numerade Educator
02:19

Problem 31

Using the data from 7-30, identify the top five TV shows. Monitor the ad breaks in these shows and list the advertisers and frequency of ads. What does the ad mix suggest to you?

Harsh Gadhiya
Harsh Gadhiya
Numerade Educator
10:37

Problem 32

The Middle East region's TV industry was worth more than $$\$ 3.37$$ billion in advertising revenues in 2015. Using www.mideastmedia.org, discover the most popular forms of programming and the likely ad income from Pay TV.

Anas Venkitta
Anas Venkitta
Numerade Educator
02:12

Problem 33

In 2016, magazine ad spending in Malaysia stood at around $$\$ 32$$ billion. In the role of the brand manager for a new perfume, research Malaysian magazines and ascertain the likely cost of full-page advertisements.

Jake Zanazzi
Jake Zanazzi
Numerade Educator
03:41

Problem 34

Two websites that are important for radio advertising are the Radio Advertising Bureau (www.rab.com) and the top 100 radio sites (www.100topradiosites .com). Access both sites. What information is available on each? Discuss how the information can be used to develop an advertising plan using radio.

Jennifer Stoner
Jennifer Stoner
Numerade Educator

Problem 35

Some agencies specialize in outdoor advertising. Using the Internet, find a local or regional agency that provides this service. Using their website and links, locate the rates for your area or another area of interest to you. What type of outdoor advertising is available? What services does the agency offer? Write a short report on what types of advertising the agency can provide for a company.

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Problem 36

Harrison and Hedley's Marketing and Selling to Chinese Businesses (www.b2binternational.com/publications/ chinese-marketing-selling/) outlines the key differences in B2B advertising and sales communication in the Chinese market. Read the material and then prepare a short briefing document for a global client wanting to do business in China. How does it differ from other markets? What are your suggested methods to maximize success and potential profits?

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05:34

Problem 37

Singapore Nautilus is a quarterly corporate magazine published by the Maritime and Port Authority of Singapore (www.sphmagazines.com.sg/magazines/singapore-nautilus). In the role of an agency contracted to double their advertising revenue, profile the types of businesses that should be targeted.

Linda Hand
Linda Hand
Numerade Educator

Problem 38

Go to the authors' website at www.clowbaack.net/ video/ads.html and watch the two television ads for NOLA The Times-Picayune, which is the New Orleans newspaper. Which TV ad did you like the best? Why? Why would a newspaper, such as The Times-Picayune, need to advertise on television?

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02:15

Problem 39

Go to the authors' website at www.clowbaack.net/ video/ads.html and watch the TV ad for JD Bank. Locate the print ad in the "Media Planning" section of the chapter. Explain the concepts of media multiplier effect and recency theory as it relates to the TV and print ads. Would the media plan for the TV ad and print ad be different? Why or why not? Could JD Bank use dynamic advertising and retargeting with the TV ad? Explain how they could use it, or why they couldn't use it.

Eric Mockensturm
Eric Mockensturm
Numerade Educator
01:00

Problem 40

Access the authors’ blog for this textbook at the URLs provided to complete these exercises. Answer the questions that are posed on the blog.
Duracell Batteries blogclowbaack.net/2014/05/08/ duracell-chapter-7/

Heather Duong
Heather Duong
Numerade Educator
05:52

Problem 41

Access the authors’ blog for this textbook at the URLs provided to complete these exercises. Answer the questions that are posed on the blog.
Geico Insurance blogclowbaack.net/2014/05/08/ geico-chapter-7/

Haggai Liu
Haggai Liu
Numerade Educator
02:51

Problem 42

Access the authors’ blog for this textbook at the URLs provided to complete these exercises. Answer the questions that are posed on the blog.
Media blogclowbaack.net/2014/05/08/mediachapter-7/

Elizabeth Wiggins
Elizabeth Wiggins
Numerade Educator

Problem 43

Discuss the pros and cons for Cindy's Auto Body Repair Shop of each of the media presented in this chapter. If you were the media planner assigned to this account, which of the media would you recommend, and why?

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Problem 44

Describe the roles that reach, frequency, effective reach, and effective frequency should play in the campaign designed to acquaint customers with this new business.

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00:27

Problem 45

Which theory best applies to Cindy's situation, recency theory or the three-exposure hypothesis? Explain your answer.

David Collins
David Collins
Numerade Educator
02:12

Problem 46

Create an effective media mix and describe the campaign you would create for the grand opening and subsequent months for Cindy's Auto Body Repair Shop.

Prashant Bana
Prashant Bana
Numerade Educator
03:50

Problem 47

Create the ad for Cindy's Auto Body Repair Shop that will be placed in the local newspaper.

Tanner Fonjweng
Tanner Fonjweng
Numerade Educator

Problem 48

Define the marketing goals for the second phase of the Running Free Dog Park promotional efforts.

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Problem 49

How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?

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Problem 50

Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Running Free Dog Park campaign and the desire to stimulate trial usage.

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Problem 51

How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?

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05:34

Problem 52

Design a newspaper ad and an out-of-home ad that will be placed at Little League baseball parks in the area. Explain why having these two ads in different media is better than having two ads within the same media.

Linda Hand
Linda Hand
Numerade Educator
01:26

Problem 53

The Super Bowl is the most watched program on television. Many tune in just to watch the ads. Discuss the concepts of brand recognition versus brand recall for the Super Bowl. Which is more appropriate? Why?

Geovanni Arellano
Geovanni Arellano
Numerade Educator

Problem 54

Identify the primary advantage of each of the media discussed in the chapter (television, radio, out-of-home, magazines, and newspapers). Explain why you think it is the primary advantage. For each medium, identify the primary disadvantage. Explain why. Consider an advertising campaign for a $35 \mathrm{~mm}$ camera targeted towards individuals your age, your gender, and your ethnicity. If the company is limited to only two media, which two should it be? Explain why.

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