Module 5: Comms Review

Question 1

What is media?

Answer 1

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

Question 2

What is media planning?

Answer 2

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

Question 3

What is communications planning?

Answer 3

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

Question 4

What is marketing?

Answer 4

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

Question 5

What is marketing strategy?

Answer 5

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

Question 6

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

Answer 6

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