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33 Cards in this Set

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