Ch.6 Media Planning

Question 1

Key principles of media planning

Answer 1

1. Understand client’s background, source of business and role of advertising
2. Understand characteristics of media types and media vehicles
3. Responsible for client ‘s money
   - > evaluate alternatives: logical and creative; qualitative and quantitative consideration

-> develop sound rationales

Question 2

Qualitative characteristics

Answer 2

1. Intrusiveness 滲透力
2. Demonstration power
   Story telling-> TVC, short movie
3. Permanence
   - > degree of fixation
   - > how long will it last for
4. Repetition
   - > ability to repeat the message within a time frame
5. Prestige and credibility
   e. g. HKEJ
6. Interactivity
   - > higher interactivity for social media

Question 3

Quantitative characteristics

Answer 3

1. Audience size
2. Cost
3. Cost per thousand/ CPM (million)

Question 4

Factors of Media decision

Answer 4

1. Which media and media vehicle(s)
   - > based on characteristics of media
   - > media coverage (audience size)
   - > audience profile
2. When to advertise
3. How much to spend

Question 5

Reasons of increasing use of unconventional media

Answer 5

1. Rapid development of technology
2. Changing lifestyle of audience
   e.g. Spend more time outdoor
   Media content on demand

Question 7

Reasons for using social media to promote

Answer 7

1. Consumers can experience the brand by involving in the interactive promotional activities in social media
2. The brand can be perceived as more human

Question 9

Examples of Advertising in unconventional media

Answer 9

1. Out-of-home media

2. Social media