Media Planning and Buying
According to the Young book Brand Media Strategy, which two contemporary digital companies have caused a seismic change in the media landscape?
Facebook and Google
A brand can only be in one product category [TRUE OR FALSE]
False
If you want to reach as many different people as possible in your target audience, then you want to focus all your media budget on one vehicle [TRUE OR FALSE]
False
The primary goal of marketing is to increase consumer happiness and market share [TRUE OR FALSE]
False
The terms media and medium mean the same thing to everyone [TRUE OR FALSE]
False
When doing an historical analysis of a brand, there is no need to look at competitors [TRUE OR FALSE]
False
Frequency planning calls for [BLANK] GRPs a week, spread across more weeks
Fewer
To successfully integrate a brand into existing content, the key consideration is...
Fit
An advertising schedule with too many ads within a short timeframe causing an audience to ignore or tune out the message because they are tired of seeing them is known as...
Wearout
The results achieved from asking a consumer what they know about a brand with no prompts of assistance is known as [BLANK]
Unaided Awareness
Two good times to do market testing...
When deciding to change your market and media strategy and when making changes in media weight
The benefits of word-of-mouth advertising are...
1. Consumer-driven communications 2. Minimal cost
What are the 7 steps in the consumer pathway? (Know the order)
1. Know (Awareness) 2. Feel (Engagement) 3. Think (Active consideration) 4. Shop (Purchase) 5. Use (Consumption) 6. Bond (Relationship building) 7. Recommend (Advocacy)
The drawbacks of word-of-mouth advertising are...
1. Lack of control 2. Weak measurability
Name two great things about radio advertising and briefly explain why for each
1. Local appeal - Easy way to target certain geographic regions 2. Targeted audiences - Ads placed on specific stations
The drawbacks of social media for advertisers are...
1. Questionable ad effectiveness 2. Lack of room for creativity
About [BLANK] of the time people spend with apps on their mobile device is on social networks
1/4
Communication goals that the media planner builds from client expectations are known as KPI's. What does KPI stand for?
Key Performance Indicator
[BLANK]% of sponsorship spending goes towards sports-related events
70%
The media rates for direct response TV (DRTV) can be up to [BLANK] compared to the cost of buying regular commercial time
75% lower
According to recent research presented in class, what % of text messages are opened?
98%
[BLANK] enabled marketers to reach consumers the minute they are looking for a product or service
Adwords
As advertising media professionals, we are interested in looking at the media as a means of conveying a specific kind of information - [BLANK] - about a product or service to consumers
An advertising message
[BLANK] tells how a brand stacks up in comparison to other brands in the product category
BDI
When presenting your complete plan, remember to...
Be visual, be brief, remember the consumer
What does BDI stand for?
Brand Development Index
[BLANK] looks at product category sales in each potential region or market
CDI
What does CDI stand for?
Category Development Index
What planning strategy do media strategists use to ensure that all communications across multiple channels are message appropriate to the target audience, and strategic?
Central Communication Platform (CCP)
Advertising in the media performs the role(s) of...
Connecting, Entertaining, Informing
Dropping [BLANK] enables advertisers to trace the path consumers take as they browse the internet, serving them ads for products they have previously viewed
Cookies
The standard cost measurement used by media planners to compare the overall effectiveness of various media to reach 1,000 of your target audience is known as CPM - What does CPM stand for?
Cost Per Thousand
The [BLANK[ data are essential for any marketer, researcher, or organization seeking to utilize standardized geographic areas within their business
DMA
Number 1 firm: market domination
Defensive
The best [BLANK] strategy is the courage to attack yourself. Strengthen your position by introducing new products and services that obsolete your existing ones.
Defensive
Bond (Relationship building)
Demonstrate an understanding of "emotional contract" with consumer
Feel (Engagement)
Descriptive info to drive association and show relevance to consumers values
What does DMA stand for?
Designated Market Area
Which is considered the most important venue for word-of-mouth advertising?
Digital
[BLANK] helps to uncover and reach potential tribe members out the long tail
Digital media strategy
Two television scheduling tactics that are occasionally used among major advertisers are...
Double spotting and roadblocking
Know (Awareness)
Drive awareness of basic benefits of a brand (solution to a need, want, or problem)
[BLANK] media is mainly social media, where advertisers try to earn the trust and attention of the consumer
Earned
What are the four factors associated with sales trends?
Economic, social, political, cultural
Use (Consumption)
Ensure that consumer expectation is met. Help consumer maximize the experience.
An in-depth technique for understanding consumers in the marketing world is...
Ethnographies
An example of a [BLANK] attack is launching a product that is positioned differently from those of the larger firms because they are too small to sustain an offensive attack on a larger firm. This firm wants to avoid direct competition.
Flanking
Number 3 firm: profitable survival
Flanking
A group of 5-10 people who are interviewed together by a moderator to further understand their beliefs, attitudes, or feelings toward a given brand or product category is known as a [BLANK] group
Focus group
Number 4 firm: survival
Guerilla
According to Marketing Warfare lecture, a [BLANK] strategy is one that usually consists of small incremental attacks by using unconventional methods against a larger opposition
Guerrilla
[BLANK] attempts to unify all pieces of marketing communications, including, advertising, public relations, direct marketing, social media, and sales promotion. It is designed to create messaging that is consistent across all channels.
IMC
[BLANK] ensures that the customer receives a consistent, relevant, and powerful message
IMC
The planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to the person and consistent over time is known as...
IMC (Integrated Marketing Communications)
Who said "I know only half of my advertising works. The problem is, I don't know which half"?
John Wanamaker
The percentage of total category sales that your brand receives is..
Market share
According to Ries and Trout, Marketing is [BLANK] and the marketing concept's customer-oriented philosophy is inadequate. Rather, firms would do better by becoming competitor-oriented.
Marketing is war
One of the biggest challenges with brand integration is?
Measurement
Buying media space and time for the message is the job of the...
Media Buyer
The [BLANK] determines how best to use media to convey the advertising message to the target consumers
Media Planner
The [BLANK] analyzes the relationship between consumers, media, and the brands that advertise to them in those media
Media Researcher
Selling space and time to the advertiser is what the [BLANK] does
Media Seller
Most important two factors to consider in scheduling ads are...
Media objectives and sales patterns
A sound [BLANK] includes sound advertising and media objectives, who it is we wish to reach with our message, a clear idea of what different paid, earned, and owned media can offer
Media plan
Some basic questions a [BLANK] might ask during the planning process include: How long has this brand been available? How successful has it been throughout its history? How has it been positioned in the past?
Media specialist
Strictly speaking, a [BLANK] may be defined as a means by which something is accomplished, conveyed, or transferred
Medium
The two basic tasks of marketing communications are...
Message creation and message dissemination
The biggest shift in social network usage in the recent years has been from desktop to...
Mobile
One of the best brands at effective ambush marketing is?
Nike
Number 2 firm: increased market share
Offensive
[BLANK] includes segments of the media where brands own the content
Owned
[BLANK] media includes radio, TV, internet, magazines, mobile, newspapers, and outdoor advertising
Paid
Today, media can be thought of as three parts...
Paid, Earned, Owned
What are the four P's of marketing?
Product, Place, Price, Promotion
Advertising is a singular tactic focused on [BLANK] as a part of a broader integrated marketing plan
Promotion
Think (Active consideration)
Provide discriminating information to help the consumer choose between alternatives
Recommend (Advocacy)
Provide information and excuses for the consumer to advocate the brand
Shop (Purchase)
Push to action. Close the deal. Ensure that once the consumer has chosen, they are not switched.
The total number or percentage of people in the target audience who will be exposed to the medium where the message appears is known as...
Reach
Ad executives at TIDE changed their advertising strategy to focus on 'Point of Dirt' targeting relevant locations with tailored messages, which led to a 9% increase in sales of Tide detergent products. Chapter 8 in the Young book calls this strategy...
Receptivity planning
What does ROI stand for?
Return On Investment
What is the basic difference between SEO and SEM and how a website gets prioritized by Google's search engine 'spiders?
SEO = Search engine optimization and is based on naturalized search SEM = Search engine marketing and is based on paid placement
The notion of community is paramount to the explosive growth of what form of earned media...
Social networks
The easiest way to find out the degree to which consumers are aware of your brand is through...
Surveys
The [BLANK] is important because it is a tool to help evaluate and make decisions about brand media strategies
The consumer pathway
Products that are low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current best sellers and Blockbusters if the store or distribution channel is large enough. This is known as [BLANK]
The long tail
In the fast food industry, Ries and Trout use the "burger war" to illustrate a flanking attack. McDonald's was the leader, and Burger King tried offensive maneuvers. What did Burger King do to flank McDonald's?
They used the term "have it your way" so you can customize your burger. Burger King also flame broiled their burgers. McDonald's didn't allow you to customize their burger and their burger was fried.
A primary function of media is...
To encourage socialization
Almost any decision you make concerning media will have an impact on something else in the marketing mix [TRUE OR FALSE]
True
For many packaged goods manufacturers, frequency planning has become the norm [TRUE OR FALSE]
True
For the majority of goods and services, advertisers would ideally promote them continually [TRUE OR FALSE]
True
Is it your job as the media specialist to prove to the client how much more effective the media plan could be if there were more dollars available [TRUE OR FALSE]
True
Media help fulfill two basic needs - they inform and they entertain [TRUE OR FALSE]
True
One of the most important preplanning considerations for the media specialist is what is happening in your product category [TRUE OR FALSE]
True
Social media, such as Facebook and Twitter, are good examples of owned media [TRUE OR FALSE]
True
The 'halo' effect is easy to capture in statistical models [TRUE OR FALSE]
True
The goal of integrated media efforts is to surround the target audience with a holistic campaign that presents them with the same message about the brand in various creative ways [TRUE OR FALSE]
True
There is no point in advertising something unless you have something to say [TRUE OR FALSE]
True
Various media platforms in which advertisers PAY include radio, internet, television, mobile, newspaper, and outdoor [TRUE OR FALSE]
True
What we need to know as marketers and media specialists is how consumers decide which brands and products to buy, as well as the process they go through when purchasing [TRUE OR FALSE]
True