marketing/advertising homework!

Part 1:  Answer these questions:

How has the fragmentation of media audiences affected media planning?

In what significant ways has the responsibility of media planners changed during the last decade? 

Briefly define reach, frequency, and continuity. 

What is BDI?  Discuss the applications of the brand development index.  How is it used?

Part 2 assignment

   Consider a product that you commonly purchase from one of  the following categories: athletic shoes, sodas, ice cream, music, and restaurant food.  For one of these products, evaluate:

a. Who is the target audience? Define the target audience with as much specificity as possible.

b. Based on their current advertising, what creative and communication considerations are reflected in their media plan? (For example, is there need for product demonstration? Are there daypart and/or seasonal requirements?)

c. What traditional media would you select, based on finding the target audience, leveraging the appropriate qualitative factors of the media, and considering the appropriate characteristics and functions of the media? Why?

d. What nontraditional media would you select and why?

e. How would you schedule the advertising, considering the purchase cycle of the product?