Advertising Media Planning, 5e Larry Kelley, Kim Bartel Sheehan, Lisa Dobias, David Koranda (Test Bank All Chapters, 100% Original Verified, A+ Grade) Chapter 1
Question What do the terms above the line, below the line, and through the line mean relative to brand communication planning?
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How does brand communication planning differ from traditional media planning? What are the four characteristics that constitute big data?
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Answer Above the line and below the line which are terms used by accounting departments to categorize long term versus short term expenses. Above the line refers to paid media that is designed to reach a large audience which can be considered a long term investment in awareness and brand building. Television, which includes network, cable, syndication B Elow the line or btl encompassed activity that is not mass media related. This includes items such as direct mail, telemarketing, sales promotion, public relations, event sponsorship, and influencer marketing. Btl activities are considered a current expenditure and were largely executed by companies that were not advertising agencies (although many were owned by advertising agencies or advertising agency holding companies). Owned media such as a brand’s website or social media platforms also fall into the btl designation. Integrated brand communications, is a through the line (ttl) activity. In a brand communication plan, media planners are not restricted to above the line activities. Rather than approaching the communication from the perspective of media type, a brand communication plan looks at how the consumer engages with the brand and the brand with the consumer Media planning is the legacy term for planning and placing paid advertising media. Brand communication planning takes into account all communication touchpoints cutting across communication disciplines. Big data contains information that must exhibit extremes of volume, velocity, variety, and veracity.
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Data in media can be both deterministic and probabilistic. What are these differences?
Deterministic data is information that can tell planners what is happening while probabilistic data is information that is predictive in nature.
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What is meant by the term media convergence?
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What is the paid, earned and owned model?
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What is paid media?
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What are key trends impacting paid media?
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What is an example of owned media?
Media convergence is when a media property is available in multiple channels; for example publication can be printed, in digital form, using a podcast and/or a streaming channel. It describes different uses of media. Paid media pays to leverage a media channel. Owned media is when the brand controls the channel and earned is when the brand has consumers or others become the channel for the message. Paid media is when a brand pays for time/space to leverage a media channel. It is associated with advertising. Three key trends impact paid media. Consolidation of media companies. Consolidation of media buying companies. Digital revolution. Owned media is when a brand controls the channel. Common examples are a brand’s website or social media. Or as in red bull, producing broadcast programming and events.
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What are the costs of owned media? What is the original of earned media?
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Can you make something go viral?
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What are the key components of a strategic communication plan? What is the difference between an objective and a strategy? What are five broad types of brand goals?
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The costs for owned media are typically internal time and personnel costs. Earned media historically has referred to public relations, who worked with the media to convey stories. It has morphed to include a variety of opportunities from social influencers to any digital nonpaid mention of a brand. The short answer is no. Viral means that people willingly share content without an incentive. Can you make content that has the potential to go viral? The answer is yes. While brands and agencies differ slightly in their approach, all plans contain key elements such as a situation analysis, objectives, strategies and tactics. The easiest way to think about an objective is that you are going to do something. The strategy then is the method of accomplishing the objective or by doing this you will get that. • To build awareness • To create an emotional connection • To differentiate your brand from comptetitors • To create credibility and trust • To motivate purchasing
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What is a quantifiable goal and why is it important?
It is easy to say that you wish to increase sales. It is more helpful to state quantifiable terms such as, “next year, we will increase our sales by 2.2 percent,” or “next year, we will increase sales by 60,000 units.” Then you will know for sure whether you have increased your sales, and you will know for sure whether you have met your goal.
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What are three basic roles that communications plays with a brand?
1. Communication can help to increase awareness of a brand. This might include raising brand awareness, informing consumers about “new news,” or informing consumers about what the brand has to offer. 2 communication can help to change the perception or overall attitude toward the brand. This typically involves persuading consumers to rethink their feelings about the brand. 3 communication can help to associate the brand with a specific image.
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What are paid, earned and owned media?
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What marketing elements should be considered in a swot?
Paid media: brand content that agencies create and brands pay to place in front of an audience, such as television commercials and digital billboards Owned media: brand content that the brand creates and controls, such as a brand website or facebook page Earned media: brand content that others create and control, such as reviews or instagram posts.
Marketing elements include distribution, pricing, and product comparisons between the brand and each of its competitors. Marketing can also include factors such as how financially strong the company is, how experienced its management is, the quality of its customer service and whether or not the company has any patents or other proprietary items of value. Additionally, it takes
into account brand perceptions by the consumer and other perceptual items related to the brand. 10
What communication elements should be considered in a swot
Communication elements include message, copy platforms, digital assets, and communication outlet comparisons between the brand and each of its competitors. Communication can also include perceptual elements such as how strong the creative message is and if there are any media or sponsorships associated with the brand. Cost and consumer trends in media consumption figure in this mix as well.
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What are different types of audiences for a brand?
brands have multiple external audiences, or audiences from outside your company. These can include consumers (people who might buy your brand), customers (people who have bought your brand) and advocates (people who spread your message. Other external audiences include suppliers (such as those who provide the raw materials to make the brand) and regulatory authorities (such as the food and drug administration, who reviews prescription drug advertising in the united states). There can also be overlaps between these three groups: for example, an advocate can become an advocate because they bought your brand and liked it, and want to tell others about it. Someone who supplies the metal for an automobile may also be an owner of that automobile. Brands also have internal audiences, which are people who work for the brand organizations. These include new employees who need to understand the nuances of the brand, sales representatives who need to understand competition and external threats, scientists who are involved in research and development, remote works, and a variety of other people. There is also likely to be overlap between internal and external groups. For example, many employees can be consumers of the brand.
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What is the pareto principle and how does it apply to target audience definitions?
The pareto principle states that 20 percent of any given audience represents 80 percent of the consumption. There is a heavy-user segment for nearly every brand. The heavy user may not represent 80 percent of consumption, but there is a strong ratio—typically in the 2-to-1 range—for usage-to-users ratios. The procedure of looking at the heavy, medium, and light users of a brand is an excellent analysis tool and a viable way to target (see tables 11.1 and 11.2).
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What is the difference between a bdi and a cdi?
Bdi stands for brand development index, which tells how strong a market’s sales are in relation to its population size. This index is the percentage of your brand’s sales compared to the percentage of the population in a certain market. Suppose you have 3.4 percent of your sales in dallas, a city that represents 1.7 percent of the population of the united states. The bdi would be 200 for your brand (3.4 ÷ 1.7 × 100). An index of 100 means the brand sales in that market mirror the population. If the index is less than 100, then the brand is not
consumed up to the per capita level; if the bdi is over 100, consumption is greater than the per capita level. Cdi stands for category development index. Just like a bdi, a cdi is the percentage of category sales compared to the percentage of the population. You use the cdi as a measure of potential, whereas the bdi is a measure of actual brand strength. 12
How do you determine Wwith so many possible choices for geographic targeting, it may be whether to use national confusing to understand whether a local or national plan (or media or to use a number something in between) is warranted. One thing to look at is of different local market efficiencies. Depending on the number of local markets that are media? targeted, the cost of the local markets combined may be more expensive than purchasing national media for some types of media channels. In particular, it is likely to be more efficient to buy national or network television if you are going to spend money in two-thirds of the united states. These efficiencies will differ by media so investigating these costs relative to your geographic strategy is important.
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What are pre-need, atneed, and post need timing strategies? Give an example of each of these for hot dogs.
Pre-need: timing your communication to lead into the typical time when a consumer buys the brand. For hot dogs, this might start two weeks before the 4th of july or other key bar b que holidays. • at-need: timing your communication to be at the time when the consumer needs the brand, such as having an in-store display close to a holiday where there might be a bar b que. • post-need: timing your communication to be after the time a consumer buys the brand. For a hot dog brand, this might be immediately after a key holiday where someone might bar b que to reinforce the good time of the holiday and connect it with hot dogs.
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What is capturing demand and creating demand?
The timing of communication can either capture demand or help create demand. By timing your communication to coincide with when consumers are in the market for your product, you are attempting to capture demand. This is why so much advertising is done in november and december. Companies are using communication to help capture demand for holiday spending. Another method of timing is to help create demand at times that are normally slow. For example, de beers, the world’s largest diamond trader and manufacturer, developed a spring/summer campaign to encourage women to “reward” themselves by purchasing a diamond. The goal of this campaign was to stimulate off-peak demand, since more than half of all diamonds are sold in november and december.
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What are share of voice and share of spending? In what situations might these be different?
Share of spending is just that—the percentage of total dollars you spend in the category. So sos uses absolute dollars as the measuring stick regardless of the medium. In sos, a dollar is a dollar whether it is spent on television, print, or outdoor advertising. For example, in 2010, subway was spending at an $80 million level in the fast-food category, which was 6 percent of the total spending