Media Planning quizzes ADV4300
Based on effective frequency models, most consumers have to see advertising messages at least five times before they become motivating.
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Because competitive data is available for all brands it is easy to create this type of analysis regardless of the size of your client's business.
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Behavioral targeting is most common in traditional media rather than digital media.
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Coupons are commonly used in outdoor advertising as they are easy to integrate into the creative execution.
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Doing competitive media analysis allows you to come up with a strategy that copies your competition and makes media planning easy.
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Even though the media plan is part of a larger communication plan, it is often crafted in isolation without input from other departments.
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In media planning, a fiscal year and a calendar year are considered the same thing for each client.
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Insights for the SWOT analysis should be derived from the media objectives rather than the situation analysis.
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It is common industry practice to establish goals and objectives to use certain media.
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Legal requirements must be considered when developing creative messages for prescription drugs and contests but not for financial companies.
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Media spending typically accounts for the smallest percentage of the budget at around 20%.
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Non-working dollars are those allocated to media that will imact the overall market.
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Recency theory relies on having the first advertising exposure with the consumer rather than the one closest to the point of sale.
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Strengths and weaknesses are considered external factors in a SWOT while threats and opportunities are considered internal factors
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The Brand Opportunity Index (BOI) is calculated by dividing the BDI by the CDI
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The Pareto Principle states that 80% of the audience represents 20% of the consumption.
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The SWOT analysis includes an in-depth look at the brand's strengths, weaknesses, opportunities, and turmoils.
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The first quarter is always the most competitive when it comes to advertising while the fourth quarter usually sees a drop in advertising.
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The objectives funnel starts with advertising objectives that lead to marketing objectives that lead to media objectives.
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The only way to determine a communications budget is to use the percent of sales method.
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To create a relevant SWOT you can focus solely on marketing elements and do not yet need to consider communication elements.
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Very simply put, the strategies outline HOW and the tactics outline WHY.
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Working dollars are those monies in the budget allocated to the creation of programs.
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All media have the same break-even point when it comes to purchase media at the national or local level.
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In order to create a relevant SWOT, you should always start with the marketing objective in mind.
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Media planners are fond of geo-targeting because it faciliates unique CRM opportunities.
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Media planners have to have many skill sets including research, behavioral science, and negotiating.
true
Media planners typically trade off between the amount of media weight in a given purchase cycle versus the number of purchase cycles covered by the campaign
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Package goods benefit the most from weather changes at any time of year.
true
Share of Spending (SOS) is the brand's percentage of total advertising dollars spent in the media.
true
The two main components of the marketing objectives and strategies are business and brand aspects.
true
Two common forms of online competitive analysis are CPM rate comparisons and search engine marketing (SEM) rank comparisons.
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You should never begin an advertising plan without establishing your objectives.
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your media and creative choices will vary depending on the level of familiarity your audience has with the product.
true
Awareness levels, creative, competition, and target market are all considerations for establishing media objectives.
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Audience fragmentation has made the channel planning manager's job of reaching large numbers of consumers quickly much easier
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Contingency dollars are those set aside for a variety of situations
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Flexibility, consumer susceptibility, and the rate of advertising are all considerations for scheduling media.
true