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18 Cards in this Set
- Front
- Back
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what is strategic planning
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it is the process of identifying a problem that can be solved with marketing communication
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what are objectives
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what you want to be accomplished
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what are strategies
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how to accomplish the objectives
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What are tactics?
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actions that make the plan come to life
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advantages and limitations
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things that are good about certain advertising and the negatives as well
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what is the media plan
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a document that states the objectives and the strategies of the brands message
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what is the goal of media planning
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to find the most effective way to deliver messages to a target audience
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what is measured media
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evaluated using cost per thousand and different other data
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what are touch points
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they include all the ways people can come into contact with a brand and have an experience
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What do touch points include
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word of mouth, place-based media, in store, and interactive
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what are the 5 plans under marketing plan
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direct marketing, advertising, sales promo, marketing PR, others
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what is under advertising plan
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message planning and media planning
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media planning is made up of four things what are they?
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target and media research, media objectives, media mix, and scheduling and budgeting
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what makes up media buying
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media tactics, and monitoring
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What is traditional media measured by?
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GRP and CPM
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what is new media measured by?
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brand experience, involvement, and personal impact
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what is the basic design of media planning?
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targeting, setting media objectives, and designing a media mix
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what are the six functions of a media buyer?
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provide info to media planners
select the media negotiate monitor the media evaluate the media choices handle the billing |
