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Quiz 3 – Review Sheet
MKG 400 – Spring 2013

Study Suggestions
1. Read the extra reading (Ad Agency Organization, Media Planning, Communication Process, Objectives and Budgeting and Consumer Behavior)

2. Then, focus on the following quiz review topics and understand the concepts thoroughly (Use class notes: especially blank slides)

Questions for the third quiz will be asked about the following topics: Short Answers and Essays, 10 points in total

Ad Agency Organization:
1. The role of Advertising Agency and Advertising Agency’s Department : Refer to the class handouts

2. Agency compensation (Especially commission and fee)
a. _____ From Media
b. _____, Cost, and incentive based systems
c. _____ Charges

Media Planning:
1. Objective of Media Planning
a. Media planning – A series of decision involving the delivery of messages to audiences b. Media Objectives – Goals to be attained by the media strategy and program 2. Pros and Cons of Media Vehicle : Refer to the class handouts a.

3. Media Terminology (Reach, Frequency and GRP)
a. Reach - refers to the total number of different people or households exposed, at least once, to a medium during a given period b. Frequency – The number of times the receiver is exposed to the media vehicle in a specific time period c. GRP -

4. CPM vs. CPRP :refer to the class handouts
a. (cost of ad space (absolute cost) / _______ ) x1,000 = CPM (Cost per Thousand) b. cost of commercial time / _______ = CPRP (cost per rating point) 5. Media Scheduling Decision (Continuity, Flighting and Pulsing)

Communication Process:
1. FCB Planning Model

| |Thinking |Feeling | |HIGH...
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