Deck 1: Media Planning and Advertising Strategies

Question 1

A media agency aligns the marketing and advertising functions within a brand's organization instead of outsourcing to agencies with lots of clients.

Answer 1

False

Question 2

When doing test markets, you want to make sure that each market is as unique as possible.

Answer 2

False

Question 3

If a media firm has what are known as multiplatform operations they may have radio and television networks and stations, cable systems, magazine publishers, Internet operators, advertising agencies, newspaper publishers, outdoor companies, and even more-all under the same corporate umbrella.

Answer 3

True

Question 4

The media landscape is controlled by two large companies who represent the conglomeration of all media outlets.

Question 5

To better understand if your media plan reached its intended audience you should look at campaign measurements, not media measurements.

Question 6

Media postbuys are a combination of account planning and audience analysis.

Question 7

Campaign measurement metrics include things like coupon redemption, leads generated, and traffic generated.

Question 8

The Audit Bureau of Circulation measures the actual circulation of magazines in order for companies to compare it to the purchased circulation.

Question 9

The media strategies portion of the plan contains media types and targets.

Question 10

Typically when doing test markets you have media weight test complete at 50% (+/-)

Question 11

Midland, Texas, Cedar Rapids, Iowa, and Los Angeles, California are all examples of good test markets to use for any product.

Question 12

Media agencies were formed by large ad agencies to create operational efficiencies.

Question 13

""Are there any sacred cows?"" is a common question to ask when evaluting creative mandatories.

Question 14

Common questions to ask when planning out your media timing are: ""Do you know the fiscal year?"", ""Is there a specific date?"", and ""What are the competitive activity versus sales numbers?""

Question 15

Agencies typically have a gross profit level of 50% or more.

Question 16

When looking at social media costs, you must always include the manpower it takes to drive consumer engagement - social media isn't free.

Question 17

The overhead of the agency accounts for roughly 60% of total spending each month.

Question 18

Local buys are always more efficient than national buys for any type of media.

Question 19

BehaviorScan uses a household panel in discrete DMAs to measure actual product movement.

Question 20

The media tactics portion of the plan usually includes media units, schedule, and types.

Question 21

Because so many firms make use of integrated marketing, the integration of the advertising media plan into the overall marketing picture does not need to be disclosed.

Question 22

Doing advertising at the global level demands that you consider differences in lifestyle as well as packaging needs.

Question 23

In today's over-communicated world, having a strong owned media program can set the brand apart from its competition.

Question 24

Advertising allowances are based on a fee for in-store displays while display allowances are a percentage of gross costs.

Question 25

Incentives associated with pull marketing often include money, prizes, gifts, or special information.

Question 26

Pull marketing focuses on the retailer while push marketing focuses on the consumer.

Question 27

Costs to consider for sales promotions include coupons redeemed, talent charges and processing and handling fees - you don't ever have to worry about legal fees for contest rules.

Question 28

OOH advertising is often used in ethnic neighborhoods to engage with consumers in their native language.

Question 29

The importation of magazines is more widespread than newspapers because they tend to have a longer shelf life.

Question 30

In New York City alone, there are more than 400 community and ethnic media outlets in 36 different languages.

Question 31

Like most other media, owned media allows you to control the message completely all of the time.

Question 32

There are three types of owned media: digital assets, social assets, and physical assets.

Question 33

BRIM countries - Brazil, Russia, India, and Malaysia - currently have the largest growth in media consumption worldwide.

Question 34

When marketers standardize most of the advertising message but infuse aspects of local culture it is known as ""glocal advertising.""

Question 35

When developing global advertising you don't need to consider the unique aspects of the culture since it treats the world as one entity.

Question 36

Earned media should attract audiences to the brand, and should complement, not replace or compete, with traditional messages.

Question 37

In general, you don't need to worry about matching the goals of your earned media placements to your media plan since you don't pay for them.

Question 38

Company websites are often considered a form of earned media.

Question 39

Earned media relies on consumer participation so there are no guarantees that consumers will love your brand all of the time.

Question 40

All of the following are considered strengths of owned media: timely, lasting, personal, cost efficient, and time consuming.

Question 41

Newspapers and magazines published in other countries are often imported to the United States to serve ethnic markets.