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33 Cards in this Set
- Front
- Back
Media Function
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1. Expose message
2. To the right person 3. In the right place 4. At the right time 5. With Impact and 6. Efficiency 7. Often Enough |
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Media Planning Question Areas
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1. Target Market Questions
2. Trade Considerations 3. Creative Strategy 4. Promotion Strategy 5. Business Conditions 6. Competitive Activity 7. Past Media Plans |
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Elements of Media Strategy
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1. Reach
2. Frequency 3. Cost Per Unit 4. Timing |
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Timing Considerations
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1. Introduction Needs
2. Sustaining Needs 3. Seasonal Factors 4. Competitive Schedules |
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Methods of Scheduling
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1. Continuity
2. Flighting 3. Pulsing |
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Advantages of Magazines
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1. Audience Selectivity
2. Audience Interest 3. Creative Opportunities 4. Long Life |
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Disadvantages of Magazines
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1. Reach/Frequency
2. Overall clutter 3. Long Lead Times 4. Cost |
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Categories of Magazines
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1. Consumer
2. Business 3. Farm |
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Advantages of Newspapers
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1. Geographic Selectivity
2. Timeliness 3. Creative Opportunities 4. Credibility 5. Audience Interest 6. Cost |
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Disadvantages of Newspapers
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1. Limited segmentation
2. Creative Constraints 3. Cluttered environment 4. Short Life |
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Categories of Newspapers
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1. Display Ads
2. Inserts 3. Classifieds |
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Advantages of Radio
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1. Cost
2. Reach/Frequency 3. Flexibility/Timeliness 4. Creative Opportunities |
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Disadvantages of Radio
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1. Audience attention
2. Creative limitations 3. Fragmented audience 4. Chaotic Buying |
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Categories of Radio
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1. Radio Networks
2. Radio Syndication 3. Band (AM/FM) |
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Advantages of TV
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1. Creative Opportunities
2. Coverage, reach, repetition 3. cost per contact 4. audience selectivity |
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Disadvantages of TV
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1. Fleeting Message
2. High absolute cost 3. Geographic Selectivity 4. Attitude and attention 5. Cluttered environment |
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Categories of TV
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1. Network
2. Cable 3. Syndicated 4. Local |
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Media Planning Challenges
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1. Proliferation of media options
2. Insufficient/Inaccurate Information 3. Escalating media costs 4. Interactive media 5. Media choice & IMC |
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Sales Promotion Themes
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1. Action focused
2. Marketing events 3. Direct Impact on behavior 4. Influence consumers/intermediaries |
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Types of Sales Promotions
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1. Consumer
2. Trade 3. Retailer |
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Objectives of Trade Deals
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1. Retailer merchandise
2. SPIFFS 3. Load retailer 4. Gain/Maintain distribution 5. Competitive tool 6. Brand switchers |
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Disadvantages of Trade Deals
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1. Heighten price sensitivity
2. Forward buying 3. Uneven production runs 4. Poor pass through 5. Diversion |
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Trade Deal Techniques
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1. Off invoice
2. Cumulative volume rebate 3. Floor planning 4. Free Goods 5. Cooperative advertising 6. SPIFFS 7. Contests 8. Quota incentives |
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Consumer Sales Promotion Objectives
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1. Trial purchase
2. Repeat purchase 3. Larger purchase 4. New brand 5. Combat competitors 6. Contribute to IMC |
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Consumer Sales Promotion Techniques
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1. Coupons
2. Price off deals 3. Premiums 4. Contests/Sweepstakes 5. Samples/Trial offers 6. Product placement 7. Rebates 8. Frequency programs |
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Coupon Types
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1. Media distributed
2. Direct mail 3. Packaging 4. Retailer Distributed 5. Online |
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Coupon Strategies
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1. Competitive
2. Cushion price increase 3. Specific group target 4. Trial of another product in brand |
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Coupon Problems
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1. Mis-redemption
2. Wrong SKU 3. Expiry 4. Extreme Couponing |
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Who needs to Advertise
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1. Manufacturers
2. Distribution Channel Resellers 3. Government & Social Organizations |
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Advertising Agency Types
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1. Full-serivce agencies
2. Creative boutiques 3. Media buying services 4. Interactive agencies 5. In-house agencies |
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What do Agencies Provide?
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1. Account Services
2. Marketing Expertise 3. Content & Production 4. Media Planning & Buying 5. Admin Skills |
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Industry Trends & Transformation
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1. Media fragmentation
2. Consumer apathy from clutter 3. Influence of retail channels 4. Increased spending on promotions 5. Marketing control from IS 6. Greater coordination of IMC 7. Internet Advertising |
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Creative Strategy
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1. Problem/Opportunity
2. What do we want people to do? 3. Who are we talking to? 4. What is key response we want? 5. What key information will help produce response? 6. What aspect of brand personality should be emphasized? 7. Media/Budget Constraints 8. Things that would be helpful |