Chapter 15 – Media Planning and Buying
Chapter 15
Media Planning and Buying
True / False Questions
1. (p. 385) Fragmentation of television has led to increased difficulty to reach a big audience.
2. (p. 385) Cinema advertising and product placements are examples of non-traditional media.
Chapter 15 – Media Planning and Buying
Essay Questions
27. (p. 385) List five trends that have made media selection much more complicated than it used
to be.
28. (p. 388) What are the purposes of (a) the situation analysis, (b) the marketing plan and (c) the
advertising plan?
29. (p. 392) Explain the importance of continuity.
Chapter 15 – Media Planning and Buying
Short Answer Questions
38. (p. 389) What is the primary function of media objectives?
39. (p. 389) What are the two major components of media objectives?
40. (p. 390) Why do media planners often define media objectives by the schedule’s message
weight?
