Shared Flashcard Set

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Media Planning WMU
Karen Lancendorfer's class, Western Michigan University Media Planning
18
Marketing
Undergraduate 4
10/17/2011

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Cards

Term
midia plan includes:
Definition
Executive summary,
Situation Analysis,
Creative brief,
media objectives, rationales and strategies,
media schedule,
evaluation,
appendix
Term
Executive Summary
Definition
*one page in length
*Synopsis of your plan
*talk about strategy
Term
situation analysis guidelines
Definition
-at least 5 pages
-business style
-goal is to list facts
-NO Strategy
Term
situation analysis includes
Definition
-company and industry analysis
-product/brand analysis
-competitive analysis
-geographic market analysis
-consumer analysis
-1 page SWOT at end
Term
Company & Industry Analysis is...
Definition
-what does company represent, what are concerns?
-focus on problems and opportunities
-internal and external info
-mindset, past, future
->starts with brief history
Term
Company & Industry Analysis includes
Definition
-sales trends over past several years
-market size
-brand's current share of market
-sales and market share goals for product
Term
sources used for company& industry analysis
Definition
annual reports, business and company resource center, datamonitor, lexis/nexis, marketline, market share reporter, mergent, netadvantage and tablebase here.
Term
purpose of product/brand analysis
Definition
determine how the product characteristics match up with consumers wants, needs and interests
Term
product/brand analysis key focus on... in the ad business
Definition
-attributes
-functions
-image/brand personality
-reputation
Term
basic purpose of competitive analysis
Definition
understand what other companies and products are available in the market and how client's product compares
Term
competitive analysis should include
Definition
-competition & their sales/share of market
-competition spendings
-media and vehicles used by competition

-media and vehicles used by them.
Term
competitive analysis should use these reasearch resources.
Definition
TNS media intelligence, tablebase, advertising red book
Term
use reach when
Definition
long purchase cycle, high market share, brand loyal target, simple message, new product with mass appeal, dynamite creative, recognition
Term
use frequency when
Definition
short purchase cycle, low market share and loyalty, complex or boring message, high clutter, me-too brand, recall.
Term
media objectives rationales and strategies includes
Definition
budget objective (including why and how)
Term
media objectives rationales and strategies includes
Definition
budget objective (including why and how), geographic objective and media objectives.
Term
what sources should be used for media obejectives, rationales and strategies
Definition
SRDS and Local Market Audience Analyst... use media mark reporter for the scheduling/timing objective
Term
media schedule
Definition
includes media flight plan flowchart, recomendations should be reported in terms of mothly reach and frequency
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