6. Are segmentation and targeting the same? If not, how are they different?

7. Provide three examples of Demographic trait?

• Trait #1:
• Trait #2:
• Trait #3:

9. Provide three examples of Psychographic traits?

• Trait #1:
• Trait #2:
• Trait #3:

10. In the case of Lays Potato Chips, what is an example of a psychographic that inspired the creation of Baked Lays?

11. When Lays plans its media, what are three occasions/behaviors that they may prioritize?

• Occasion/Behavior #1:
• Occasion/Behavior #2:
• Occasion/Behavior #3:

12. Based on the above, please provide an example of a media channel or vehicle that you would use to reach people for this occasion?

14. Why is it important to understand the size of the universe you're trying to reach?

15. Are reach and frequency the same? If not, how are they different?

16. 15. As a benchmark, what are the minimum number of GRPs you want per week?

17. What is the CPM for the following publications (don't forget to convert to a cost-per-THOUSAND)?

a. Oprah: $21,000 for a full page that 5,000,000 readers?

b. Martha Stewart: $23,500 for a full page that delivers 7,500,000 readers?

18. If you bought a 30-second commercial on "Dateline" for $300,000, and it delivered a household rating of 20.0, what CPP is delivered?

19. Toyota is trying to increase awareness of their new sedan. They are targeting people who are between 35- 54 years old and have a budget of $20MM. Choose two channels (not vehicles) that will recommend to them?

• Channel #1:
• Why?

• Channel #2:
• Why?

20. A start-up company is launching a new product aimed at college students. They have a tight budget but want to use social media. What two social media platforms would you recommend and why?

• Platform #1:
• Why?

• Platforms #2:
• Why?

22. What is the role of the creative team and why does the media team partner with them?

• Role of Creative Team:

• Why media planners partner with the function:

23. From Marc's discussion, what are two characteristics of a great creative director?

• Characteristic #1:
• Characteristic #2:

24. From Michelangela's discussion, what are two characteristics of a great media planner?

• Characteristic #1:
• Characteristic #2:

25. What is the most surprising thing you have learned so far this semester?