Purpose of the Assignment: The primary purpose of this assignment is to encourage you to think independently & creatively while locating and reporting online & offline supplemental resources regarding some of the key concepts regarding media planning. This practice will make you feel beyond the textbook and lecture slides. This practice would help increase your vision and understanding of advertising media planning. The Assignment: Please use any typical Internet search engine like Yahoo, Google or Bing, or other appropriate resources, including your textbook, to elaborate on the following questions. Please do not just “Cut and Paste” the content from the online sites. You will be penalized for doing that in terms of grades. You can only put –n-paste any diagrams or graphs, but not the text. Most importantly, you must cite references indicating where you get the material or the content to support your response. PLEASE ATTEMPT ANY 5 QUESTIONS OF YOUR CHOICE. What do you understand by the term “universe”? How would you utilize this term while searching for your intended target audiences? Define the concept of “message weight.” How message weight is calculated? What do 400 GRPs indicate? What are the latest trends in media planning practice? Define a few. How can you calculate the rating(s) of any broadcast vehicle? Illustrate with an example. What is meant by “advertising problem”? Explain its significance in the media planning process. The media planning process is a coordinated effort. Please express your opinion on that statement. What is necessary to determine before initiating the media planning process? In other words, what are the pre-steps in the media planning process? What are lean backward and lean forward mediums? Please elaborate. Why media planning is typically referred to as a central activity in a marketing process? Explain. How OOH is different from a traditional media planning practice. Please comment. Instructions: Each answer MUST contain no less than 150, but not to exceed 300 words. Reference Example: 1) http://adage.com/mediaworks/article? article_id=136022 retrieved on 2/1/2010 2) Katz (2012, p. 31) One reference should be enough per each question/terminology.
