Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
-(Scenario 12-2)A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities.She decides to buy space in American Life editions that reach the top 10 metropolitan markets.This media strategy is referred to as:
A) geo-targeting.
B) flighting.
C) pulsing.
D) share of voice.

Question

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. 
-(Scenario 12-2)A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities.She decides to buy space in American Life editions that reach the top 10 metropolitan markets.This media strategy is referred to as: 
A) geo-targeting.  
B) flighting. 
C) pulsing. 
D) share of voice.

Quizplus · Accepted Answer

Geo-targeting is a media strategy where advertisers choose to reach a specific geographic area with their advertisements. In this scenario, the media planner decides to buy space in American Life editions that reach the top 10 metropolitan markets, which is an example of geo-targeting. Flighting refers to a media schedule where advertisements are run in spurts or flights, while pulsing is a media strategy where advertisements are run continuously but at varying levels of intensity. Share of voice refers to the percentage of advertising within a specific media category that is being run by one advertiser compared to its competitors. None of these definitions apply to the scenario given.

Scenario 12-2 When Advertisers Consider Running Ads in American Life Magazine, They