3. Macrom class on agencies Flashcards
what does POSE/PESO stand for?
(P) paid
(O) owned
(S) shared
(E) earned
paid, owned, shared, earned media
what are cultural intermediaries
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
what are the 3 main account team roles?
- Planning
- management
- Creative
what do account management do
organize work and liaise with the client
(liaise means establish a working relationship)
what do account planners do?
form strategy and write creative brief
what do account creators do?
decide what the ad will look/sound like
what is involved in ancillary roles?
could include art production, traffic/production management, movie prod., market researchers, graphic designers, animators, script writing, digital services
what does the creative brief have?
key elements of the client brand, target audience, communication objectives, ad strategy, the media and the budget
what does the campaign entail?
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
what is media/audience planning?
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
media planning concepts: define reach
the size of the audience for commercial
media planning concepts: define frequency
the volume of ad exposure (same ad) for the target audience
media planning concepts: define penetration
the proportion of a target audience that sees ad exposure
media planning concepts: define share
share of the total audience that sees the commercial
define what the P stands for in POSE
paid/bought: slots bought in advance
define what the O stands for in POSE
owned: commercials aired on brand’s owned platforms
-ex. brand website r youtube etc
define what the S stands for in POSE
shared: social media content that features the brand and is shared by social media users
define what the E stands for in POSE
earned: describes the attention you receive from sources that you do not control
ie. websites, review outlets, blogs. etc
the 6 key tasks in media planning
- Set media strategy and objectives
- Define target audience
- select media channels
- schedule media exposures
- buy media space
- assess the media effectiveness
DABSSS
define target
assess the media effectiveness
buy media space
set
select
schedule
what is interruptive advertising?
ads that are placed in designated slots separated from editorial content
ie. ads in YouTube videos or TV shows
what is non interruptive advertising?
does not interrupt the audience’s experience of the media content
ie. product placement, native advertising, sponsored content
what is a media strategy designed to optimize and minimize
optimize reach and impact
minimize cost per target customer reached
what does a successful media strategy require
accurate target and audience segmentation
The choice of media channel is often based on criteria such as?
- coverage of target audience
- type of engagement
- communication context the medium provides for the brand
- cost in relation to the promotional budget
