Questions from Advertising and Promotion

Q: Explain the differences between CPM and TCPM. Give examples of a

Explain the differences between CPM and TCPM. Give examples of a company or product that might select one of the methods versus the other.

Q: As noted in the chapter, there is a trade-off

As noted in the chapter, there is a trade-off between reach and frequency for advertisers with a limited budget. Explain what this means. Under which circumstances would a planner wish to emphasize re...

Q: Describe the three methods of promotional scheduling. Give examples of products

Describe the three methods of promotional scheduling. Give examples of products and/or services that might employ each method.

Q: Discuss the difference between a push and a pull strategy. What

Discuss the difference between a push and a pull strategy. What kinds of firms would be more likely to employ each strategy? Give examples.

Q: Television is often described as a mass medium that offers little selectivity

Television is often described as a mass medium that offers little selectivity to advertisers. Do you agree with this statement? What are some of the ways selectivity can be achieved through TV adverti...

Q: Discuss how the growth of Spanish-language television networks in the

Discuss how the growth of Spanish-language television networks in the United States such as Univision and Telemundo affects the media strategy of marketers targeting the Hispanic market.

Q: The text discusses the Extended Home study conducted by Nielsen Market Research

The text discusses the Extended Home study conducted by Nielsen Market Research to measure the television viewing patterns of college students living away from home. Discuss why the results of this st...

Q: Discuss how the concept of imagery transfer can be used in radio

Discuss how the concept of imagery transfer can be used in radio advertising. Find an example of a radio campaign that is using this concept and evaluate it.

Q: Discuss some of the factors that media buyers should take into consideration

Discuss some of the factors that media buyers should take into consideration when buying advertising time on radio.

Q: Discuss how advertisers deal with the clutter problem in both magazines and

Discuss how advertisers deal with the clutter problem in both magazines and newspapers. Explain why advertisers of products such as cosmetics or women’s clothing would choose to advertise in a publica...