Term
| Basic Purpose of media planning is to deliver what? |
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Definition
| a message efficiently and effectively |
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Term
| Basic decisions that media planning needs to make are: |
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Definition
| objectives, rationales, strategy, tactics |
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Term
| making decisions on quantitative cost efficiency and qualitative editorial or program content factors are basic purposes of what? |
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Definition
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Term
| The media plan outline includes what 7 sections? |
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Definition
Intro (sometimes)
objectives
rationale
strategy
tactics and costs
media budget
media flowchart |
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Term
| examples of tactics and costs (media plan outline) |
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Definition
| specific media vehicles networks, stations, shows, specific magazines and newspapers, search etc. |
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Term
| examples of tactics and costs (media plan outline) |
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Definition
| specific media vehicles networks, stations, shows, specific magazines and newspapers, search etc. |
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Term
| examples of tactics and costs (media plan outline) |
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Definition
| specific media vehicles networks, stations, shows, specific magazines and newspapers, search etc. |
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Term
| examples of tactics and costs (media plan outline) |
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Definition
| specific media vehicles networks, stations, shows, specific magazines and newspapers, search etc. |
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Term
| Elements of the media objectives include |
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Definition
| who (target aud objectives), where (geographic objectives), when (timing/scheduling and reach/frequency) |
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Term
| The media strategy must match what? |
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Definition
| the potential customers of a product with their specific media choices |
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Term
| What are the major attributes of newspapers? |
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Definition
| mass audience, short lead time, very current, segmented sections , short life span, poor reproduction quality |
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Term
| When should you use newspaper? |
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Definition
| local retailer, targeting a specific geographic market, temporary offering(i.e. sale), need information distributed quickly |
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Term
| Newspaper supplements are called |
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Definition
| newspaper-distributed magazines such as USA weekend, parade and sunday magazine network |
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Term
| what are the different types of newspaper formats and ads |
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Definition
daily, weekly, or national newspapers
special audience newspapers
newspaper supplements
display advertising
free standing inserts
multipage inserts |
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Term
| Good newspaper ads do what? |
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Definition
| exploit the page, use one dominant visual, stand out from the grey clutter of the page, have contrast, avoid clutter and chaos, entice(short body copy) |
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Term
| you should consider newspaper advertising if... |
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Definition
| you need to localize a national product, create traffic within a store, announce a new product launch |
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Term
| Major attributes of magazines |
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Definition
| segmented audience, long life span, pass along readership, excellent reproduction, long lead times, not immediate |
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Term
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Definition
| informational campaign, create awareness, rely on a "look " to create an image, want long lasting image, want image of editorial content to transfer to product |
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Term
| what are the types of Magazine formats and ads |
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Definition
consumer, farms, and business
cover pages
regular ads
black and white or color
special |
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Term
| what are options for cover pages |
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Definition
| 2nd 3rd and 4th cover (1st cover not often sold) |
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Term
| how are regular ads sold (magazine) |
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Definition
| by page or fraction of the page |
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Term
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Definition
be visually stimulating
be an informative experience for readers
have headlines and subheads designed around brand’s personality
have descriptive body copy
avoid clutter |
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Term
| when do you consider magazine advertising |
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Definition
You have a consumer based product where brand image, lifestyle or brand attitude is stressed
You want to show benefits of ownership
You want to generate interest in new or reinvented product |
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Term
| who should the plans book reflect? |
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Definition
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Term
| WHAT should the plans book reflect? |
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Definition
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Term
| The plans book should address HOW you are going to... |
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Definition
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Term
| Your plansbook should reflect why your plansbook is... |
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Definition
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Term
| what are five rules of approaching a plansbook? |
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Definition
-reflecct who the client is
-what the client's problem is
-how the client's problem will be solved
-why are your ideas the best
-no two plansbooks should be the same |
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Term
| what is the correct way to write a plans book? |
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Definition
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Term
| Plans books need to _____, ____ & _____ |
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Definition
| be strategic, well supported, & flow logically |
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Term
| should plansbooks stress solutions, or ideas? |
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Definition
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Term
| what 3 sections should wait until the end? |
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Definition
| Title/cover page, table of contents, executive summary |
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Term
| what does the cover page include |
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Definition
| agency name, team members, client id & campaign theme |
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Term
| what is the story set up? |
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Definition
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Term
| what research must break new ground? |
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Definition
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Term
| name the four E's that presentations do |
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Definition
| Excite, enthuse, energize and empower |
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Term
| in visual aids, where should the words be placed? |
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Definition
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Term
| In order, how is the plans book laid out? |
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Definition
| cover page, table of contents, executive summary, situation analysis, primary research, swot, target market profiles, marketing and communication objectives, creative brief and all creative, integrated marketing communications, media plan, budget, evaluation and recommendations, references, team info and acknowledgments, back cover page |
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Term
| name some nervous nellies |
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Definition
| rocking, hand wringing , hands in pockets |
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Term
| what two types of research are done for evaluating the campaign? |
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Definition
developmental-to develop strategic foundation of campaign
&
evaluative-to measure effectiveness of campaign |
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Term
| why should we measure success of campaign? (3 reasons) |
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Definition
| avoiding mistakes, evaluate alternative strategies, increase efficiency. |
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Term
| what are some reasons that a company would not measure their campaign? |
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Definition
| cost, research problems, disagreement over what to test, creativity, inhibitions, time |
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Term
| what type of evaluation is done at the beginning of the creative process? |
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Definition
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Term
| what type of evaluation is done in the middle or end of the creative process? |
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Definition
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Term
| what type of evaluation is done while ads are appearing in the media? |
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Definition
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Term
| what type of evaluation is used AFTER the ads have appeared in media? |
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Definition
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Term
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Definition
| testing product names, slogans, campaign themes, ad claims or promises, and basic product positioning. |
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Term
| focus groups, mall intercepts & one on one interviews are examples of _____ testing strategies. |
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Definition
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Term
| name some techniques of concept testing |
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Definition
| projective tests, laddering, attitude scales & surveys |
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Term
| what are the 6 marketing communication tools? |
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Definition
| advertising, public relations, sales promotion, direct marketing, personal selling, interactive/internet |
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Term
| broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders |
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Definition
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Term
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Definition
| marketing public relations (used to promote a brand) |
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Term
| ___ is able to grease the way for the rest of the promotional mix both internally and externally |
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Definition
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Term
| press releases, media kits, press conferences, appearances on TV, public service announcements ..... these are examples of |
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Definition
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Term
| participate in community or charity events or stage an event.... these are examples of |
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Definition
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Term
| diagnostic copy testing does what? |
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Definition
| finds strengths/weaknesses of ads |
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Term
| evaluative copy testing does what? |
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Definition
| tests awareness, likability, persuasion |
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Term
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Definition
| digitally delegating a task to a crowd of ppl that passionately participates in developing a solution. |
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Term
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Definition
| promo strategies that use unconventional locations and intensive word-of-mouth campaigns to push products. |
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Term
| objectives of consumer oriented promotions |
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Definition
| to increase consumption of an established brand, defend current customers, target specific segment, enhance imc efforts to build brand equity, obtain trial and purchase |
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Term
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Definition
| winners are determined by chance, no proof of purchase required, winners are random. |
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Term
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Definition
| compete for prizes on basis of skill or ability, judged ... not random. |
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Term
| direct marketing vehicles (8 of them) |
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Definition
| infomercials, print/catalogs, teleshopping, home shopping, telemarketing, broadcast, tv spots, direct mail |
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Term
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Definition
| completely automated public turning test to tell computers and humans apart. |
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