ADV 206 QUIZ #3 – STUDY GUIDE APRIL
For Chapter 11, Media Basics:
• You should understand the media landscape, the basic media categories
and the media industry, and its evolution
• You should understand the fundamentals of media strategy, and the key
components of media strategy.
• You should know what a media plan is, what it does and its aim.
• You should have a command of impressions, gross impressions, ratings
• Dwell on pages 328 and 329. Focus on the media industry and
fundamentals starting on page 332 and ending on page 336. Dwell on the key points
within the fundamentals.
For Chapter 12, Traditional Media:
• You should understand the major categories of traditional m