One well known media planner has noted that media buying is a combination of art and science with a definite bias toward art. Explain what this means and give examples of circumstances or situations in which this might be the case.
Answer to relevant QuestionsGfK MRI and Experian Simmons both provide indexes to describe profiles of product users. Using the index provided in Figure 10-5, describe the profile of the energy drink user. Who is least likely to drink this product?The chapter opener discusses how intercollegiate athletic programs have become very dependent on revenue from broadcast right to football and basketball games. Discuss the impact this is having on colleges and their athletic ...Discuss the reasons for the growing popularity of sports programming on television. What are some of the ways advertisers can capitalize on the popularity of sports programs as a media vehicle?Discuss the role of magazines as part of an advertiser’s media strategy. What are the advantages are and limitations of magazines?Explain why marketers have increased their use of product placements and integrations. Do you think that product placements and integrations are effective? Explain your answer.
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