Defining Media Objectives Acme Advertising’s best client is Econo Foods, manufac

Question

Defining Media Objectives

Acme Advertising’s best client is Econo Foods, manufacturer of Chirpee’s Cheap Chips. Econo Foods is very interested in ensuring that media buying for the chips is strategic. In this case, you’ll examine how Acme helps its clients achieve its media objectives.

Media buys are determined by objectives, specifically audience objectives and message distribution objectives.

Review the text material about media planning objectives. Then, read the case below and answer the questions that follow.

Chirpee’s Cheap Chips are the best-selling product of Econo Foods, a regional distributor. Econo Foods wants to increase sales of Chirpee’s, and it contracts with Acme Advertising Agency to do both creative work and media. Econo Foods loves Acme’s creative work, but wants additional details on the media objectives. A meeting is set up between Lisa, advertising manager at Chirpee’s, and Glen, the media planner at Acme.

3b. Glen suggests newspapers as an ideal...

Glen suggests newspapers as an ideal medium for reaching this group. He suggests that there are 2 million individuals who fit the target audience. In addition, he notes that newspapers in the Midwest have a combined circulation of over 800,000. He then asks whether Lisa’s customers buy at the same rate year round or whether there are seasonal differences. Lisa answers that purchasing behaviors are highly seasonal; many sales in in fall and spring, nearly no sales at all in winter and summer. Based on that fact, Glen would likely recommend a ________ schedule for the ad campaign.

Multiple Choice

CPM

flighting

continuous

pulsing

Explanation / Answer

Glen would recommend Pulsing schedule for the ad campiagn.

In Pulsing schedule, a low level of media activity is maintained for a continuous period of time with seasonal or high activity during certain specific periods. This schedule is mostly used in case of seasonal behaviour.

Ads are usually scheduled before the buying period starts. So the ads will be displayed in full swing before and during fall and spring. Low level of activity during other times of year. This is done to maximise ROI in Ads.

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