3. Macrom class on agencies

Question 1

what does POSE/PESO stand for?

Answer 1

(P) paid
(O) owned
(S) shared
(E) earned

paid, owned, shared, earned media

Question 2

what are cultural intermediaries

Answer 2

groups that help bridge the gap between producers of cultural products (like brands) and consumers

ie. film critic whose reviews and analyses of movies shape audience perceptions and influence their decision to watch or avoid certain films

Question 3

what are the 3 main account team roles?

Answer 3

1. Planning
2. management
3. Creative

Question 4

what do account management do

Answer 4

organize work and liaise with the client

(liaise means establish a working relationship)

Question 5

what do account planners do?

Answer 5

form strategy and write creative brief

Question 6

what do account creators do?

Answer 6

decide what the ad will look/sound like

Question 7

what is involved in ancillary roles?

Answer 7

could include art production, traffic/production management, movie prod., market researchers, graphic designers, animators, script writing, digital services

Question 8

what does the creative brief have?

Answer 8

key elements of the client brand, target audience, communication objectives, ad strategy, the media and the budget

Question 9

what does the campaign entail?

Answer 9

integrated: the campaign will often take in several different media channels ad. or platforms

• pre-launch testing includes copy testing where creative execution is tested against audience panels
• if creative executions are passed through, the campaign will be launched

Question 10

what is media/audience planning?

Answer 10

the art and science of planning the exposure of the finished promotional material t. the maximum number of target audience members at optimum cost.

• can be planned and bought in advance
  - tv spots, print display, classified ads etc.
  -bought/paid and earned media

Question 11

media planning concepts: define reach

Answer 11

the size of the audience for commercial

Question 12

media planning concepts: define frequency

Answer 12

the volume of ad exposure (same ad) for the target audience

Question 13

media planning concepts: define penetration

Answer 13

the proportion of a target audience that sees ad exposure

Question 14

media planning concepts: define share

Answer 14

share of the total audience that sees the commercial

Question 15

define what the P stands for in POSE

Answer 15

paid/bought: slots bought in advance

Question 16

define what the O stands for in POSE

Answer 16

owned: commercials aired on brand’s owned platforms
-ex. brand website r youtube etc

Question 17

define what the S stands for in POSE

Answer 17

shared: social media content that features the brand and is shared by social media users

Question 18

define what the E stands for in POSE

Answer 18

earned: describes the attention you receive from sources that you do not control
ie. websites, review outlets, blogs. etc

Question 19

the 6 key tasks in media planning

Answer 19

1. Set media strategy and objectives
2. Define target audience
3. select media channels
4. schedule media exposures
5. buy media space
6. assess the media effectiveness

DABSSS
define target
assess the media effectiveness
buy media space
set
select
schedule

Question 20

what is interruptive advertising?

Answer 20

ads that are placed in designated slots separated from editorial content
ie. ads in YouTube videos or TV shows

Question 21

what is non interruptive advertising?

Answer 21

does not interrupt the audience’s experience of the media content

ie. product placement, native advertising, sponsored content

Question 22

what is a media strategy designed to optimize and minimize

Answer 22

optimize reach and impact
minimize cost per target customer reached

Question 23

what does a successful media strategy require

Answer 23

accurate target and audience segmentation

Question 24

The choice of media channel is often based on criteria such as?

Answer 24

• coverage of target audience
• type of engagement
• communication context the medium provides for the brand
• cost in relation to the promotional budget