Module 5: Comms Review Flashcards

1
Q

What is media?

A

The collective means through which information or data is stored or delivered.

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2
Q

What is media planning?

A

The prioritisation, purchase and continuous optimisation of advertising messages within these means.

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3
Q

What is communications planning?

A

The placement of the most appropriate message in the most appropriate media in order to speak to the most appropriate audience.

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4
Q

What is marketing?

A

The activity and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.

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5
Q

What is marketing strategy?

A

The application of limited resources to optimise the company’s 7 Ps.

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6
Q

What are the 4 key reason James Hankins gives for the media landscape becoming increasingly complex?

A
  1. Increase in data due to digitisation
  2. Proliferation of channels
  3. Fragmentation of audience
  4. Increase in our understanding of emotional and behavioural triggers
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