Media Concepts & Planning Exam 1
Content vs Connect - ANS-What to communicate to the intended audience vs How to
connect a message to the intended audience
Above the Line (ATL) - ANS--Major mass media
-TV, radio, print (magazine/newspaper), outdoor, Internet, cinema ads
-Wide-spread brand building - awareness/goodwill
Magazine ad, superbowl commercial
Below the Line (BTL) - ANS--Other IMC activities , not mass media related
-Sales promotion, PR, sponsorship, telemarketing, sampling, direct mails, etc.
-Highly targeted direct marketing
-Direct consumer response expected
-Sprite shower, Thanksgiving day parade
Through the Line (TTL) - ANS--Integration of ATL and BTL
-A wide reach and focus on conversion
-How to promote consumer engagement
-Aims to generate consumer response
-Facebook ad, 1-800 number
Measuring Media Effectiveness - ANS--Reach - how many people/homes?
-Frequency - how often should it be exposed?
-Efficiency - ratio of cost?
-Influence - consumer media use, impacts of creative content, susceptibility, etc.
Primacy vs Recency Effect - ANS-first brand message (long term memory, stronger) or
last impression (short term memory, second strongest), middle memory (worst)
Media Framework - POE - ANS--Paid
This is the history of media planning
Brand is directly paying media company
-Owned
Brand's own channels - website, social network pages, etc.
-Earned
From consumers and/or other companies
Lots of brand exposure for no money
, Paid Media - Advertising-supported consumer content - ANS--Media that provides
content to consumers with a revenue model that is primarily advertising based
-"Traditional" media: TV, radio, magazines, etc.
-"Non-traditional" media: Facebook, Spotify, etc.
Paid Media - Advertising Connections - ANS--Media outlets which are supported
structures with no consumer content other than the advertising itself
-Examples:
-Out-of-Home Advertising - digital billboards, coffee sleeves, and escalators
-Guerilla Advertising - flash mobs, pop-up events, etc.
-Ads on items - coffee sleeves, escalators, shopping carts, etc.
Owned Media - Advantages - ANS-Control: May control the message
Timely: Can be very timely, topical, and relevant
Lasting: Can maintain the same message for a long period of time.
Personal: Can be very personal and flexible; may deliver different messages to different
targets
Cost Efficient : Can be highly cost efficient
Owned Media - Disadvantages - ANS-Not trusted : Higher consumer skepticism
Time Consuming: Developing continuous content takes time and dedicated people to do
it
Lack of Consistency: Can have many owners; a lack of consistency in the brand's voice
Earned Media - Advantages - ANS-Free : Clients are not "billed"
Transparency : Not need to rely on ratings services to measure the impact
Trust : Stronger believability from consumers
Earned Media - Disadvantages - ANS-No guarantee : Not sure that all consumers will
love your brand all the time
Hidden costs: Time and efforts, investment in social media content and development
Earned Media - Measuring Quality vs Quantity - ANS-Quantity : # of fans, shares,
"Like", followers, or postings with a brand name
Quality: Getting fans and followers to share the content
- Influencers, valuable customers to the brand
Communication Plan vs. Media Plan - ANS-Communication plan
- Advertising is one of alternatives.
Media plan
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