chapter 15

Question 1

Media sources

Answer 1

• where can media researchrs gather info to be used in engaging the audience
• client info
• Market research

Question 2

Media plan

Answer 2

• media plan s are desingned to answer
• who
  what
  where
  when
• how big
• at what cost

Question 3

seps in media planning

Answer 3

1 IMC planners tak into consideration contact pints including: traditional mass media, word of mouth
four steps inclu

Question 4

step 1 targeting

Answer 4

Identify target audience
- consumer insight research - identified and analyze target audience media use patterns.
- One problem is that most consumers don’t really know what influences them.

Question 5

Moment of truth

Answer 5

• ## the initial point of contact with a brand perhaps on a store shelf

Question 6

Step 2 Communication and media objectives

Answer 6

_Frequency objective - refers to repetition of message exposure
- Average frequency is misleading because people vary in the number of times they can be exposed to message

Question 7

The reach objective

Answer 7

• how many people in total saw the message
• targeted reach - percentage of vehicles audience that matches brand’s target
• wasted reach - the number of people in vehicles audience who a

Question 8

Effective frequency

Answer 8

• add frequency to reach until you get to the level where people respond
• media waste - when additional media weight ceases to increase response

Question 9

Writing media objectives

Answer 9

• objectives must be measurable with time frames
• ## you can seldom reach 100 percent of your target audience

Question 10

Step 3 media strategies

Answer 10

• Involve decision factors and tools that help identify the best way to deliver brand message