1. What are the roles of media planners vs. media buyers?
2. What do the following advertising terms mean?

Reach

Frequency

Opportunities to see (OTS)

Gross rating points (GRPs)

Cost per thousand (CPM)

Ratings

Cost per rating point (CPRP)

Impressions

3. What are some different advertising campaign schedules (continuity)?

Continuous

Pulsating

Flighting (or discontinuous)

Seasonal

3b. When is each schedule more appropriate?

4. What is the Three Exposure Hypothesis?

5. What is Recency Theory?

6. What are effective reach and effective frequency?

7. How do the objectives of brand recognition vs. brand recall differ?

What are the implications for campaign effectiveness?

8. What are the advantages and disadvantages of the following advertising media?

TV

Radio

Social media

Outdoor

Magazines

Newspapers