Deck 7: Media Planning and Strategy: A Comprehensive Guide

Question 1

Content is where the brand communicates while contact is where the brand connects with the audience.

Answer 1

True

Question 2

The Brand Opportunity Index (BOI) is calculated by dividing the BDI by the CDI.

Answer 2

False

Question 3

Behavioral targeting is most common in traditional media rather than digital media.

Answer 3

False

Question 4

Consumers connected through a generational cohort often have similar profiles with regard to demographics, history, and emotion.

Question 5

The Pareto Principle states that 80% of the audience represents 20% of the consumption.

Question 6

Audience fragmentation has made the channel planning manager's job of reaching large numbers of consumers quickly much easier.

Question 7

In order to create a relevant SWOT, you should always start with the marketing objective in mind.

Question 8

Insights for the SWOT analysis should be derived from the media objectives rather than the situation analysis.

Question 9

Strengths and weaknesses are considered external factors in a SWOT while threats and opportunities are considered internal factors.

Question 10

The sales per distribution point analysis is a common way to determine where your brand is performing well but might have distribution weaknesses.

Question 11

All media have the same break-even point when it comes to purchase media at the national or local level.

Question 12

Doing competitive media analysis allows you to come up with a strategy that copies your competition and makes media planning easy.

Question 13

Because competitive data is available for all brands it is easy to create this type of analysis regardless of the size of your client's business.

Question 14

Two common forms of online competitive analysis are CPM rate comparisons and search engine marketing (SEM) rank comparisons.

Question 15

The first quarter is always the most competitive when it comes to advertising while the fourth quarter usually sees a drop in advertising.

Question 16

Package goods benefit the most from weather changes at any time of year.

Question 17

Flexibility, consumer susceptibility, and the rate of advertising are all considerations for scheduling media.

Question 18

In media planning, a fiscal year and a calendar year are considered the same thing for each client.

Question 19

Media planners are fond of geo-targeting because it faciliates unique CRM opportunities.

Question 20

To create a relevant SWOT you can focus solely on marketing elements and do not yet need to consider communication elements.

Question 21

The media plan is most often tied in with the ""Product"" portion of the 4 Ps.

Question 22

Very simply put, the strategies outline HOW and the tactics outline WHY.

Question 23

Advertising connections are paid media outlets that provide no content to the consumers besides the advertising itself - for example, billboards and coffee sleeves.

Question 24

There are two categories of paid media - advertising connections and consumer-supported content.

Question 25

Paid media controls the channel while owned media pays to leverage the channel.

Question 26

Some media are shifting from a conduit for brands to tell their stories to being brands themselves.

Question 27

Recency refers to the brand exposure closest to the point of purchase.

Question 28

Primacy refers to the brand exposure closest to the point of purchase.

Question 29

Traditional measures of media planning include reach, influence, and frequency - while efficiency is a new measure.

Question 30

The SWOT analysis includes an in-depth look at the brand's strengths, weaknesses, opportunities, and turmoils.

Question 31

The two main components of the marketing objectives and strategies are business and brand aspects.

Question 32

Media planners have to have many skill sets including research, behavioral science, and negotiating.

Question 33

Media spending typically accounts for the smallest percentage of the budget at around 20%.

Question 34

Even though the media plan is part of a larger communication plan, it is often crafted in isoloation without input from other departments

Question 35

You should never begin an advertising plan without establishing your objectives.

Question 36

It is common industry practice to establish goals and objectives to use certain media.

Question 37

Awareness levels, creative, competition, and target market are all considerations for establishing media objectives.

Question 38

The objectives funnel starts with advertising objectives that lead to marketing objectives that lead to media objectives.

Question 39

Communication strategies should include both media mix and media scheduling components.

Question 40

Share of Spending (SOS) is the brand's percentage of total advertising dollars spent in the media.