Media Planning and Buying

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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


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