Comms Review Flashcards
1
Q
Why is the Media Landscape increasingly complex?
A
- proliferation of channels
- fragmentation of audience
- increased understanding of emotional and behavioural triggers
- number of touch points increasing
2
Q
What is PWCs multi-stage huge
A
A pathway as a connection of of linked events
Purchase- Awareness- Comparison- peer reinforcement- research
3
Q
What is the McKinsey Loop
A
Includes a post purchase element
1) consideration
2) evaluation
3) consumer selects brand
4) ongoing exposure
4
Q
How do brands grow?
A
- increasing physical availability
- creating loyalty
- innovation around brand assets
- not to exclude people from the opp to purchase
5
Q
What is the key case study for segmentation?
A
Coca-cola
Variation allows for coke to be many things to make people
6
Q
What’s the difference between above the line and below the line adv?
A
- above the line: reach advocates and mass marketing
- Below the line- focus advocates and niche marketing
7
Q
What are the 3 types of media?
A
- paid
- owned
- earned
8
Q
What are the long term branding channels
A
- tv/broadcast VOD
- video
- cinema
- press
- magazines
- non-programmatic display
- radio
- digital radio
- outdoor
- mobile
- advertorial/native
9
Q
What are the short term branding channels?
A
- SEO
- PPC
- Affiliates
- Inserts
- direct mail
- sms
- social media
