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Question
Scenario 13-3You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy.
The guitar retailer has never advertised much. The owner now wants a highly creative, cutting- edge campaign that shows the excitement of playing the guitar and gets the attention of both younger and older musicians. He asks for a quick overview of the creative opportunities offered by various major media. You tell him that, in general,:
a. newspapers offer the best visual reproductive qualities.
b. magazines have short lead times that can enhance creative ideas.
c. television has strong visual and audio components but has a high cost-per-contact.
d. radio offers creative avenues and is especially geared toward musical spots.
Answer
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