Module 5: Comms Review Flashcards
What is media?
The collective means through which information or data is stored or delivered.
What is media planning?
The prioritisation, purchase and continuous optimisation of advertising messages within these means.
What is communications planning?
The placement of the most appropriate message in the most appropriate media in order to speak to the most appropriate audience.
What is marketing?
The activity and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
What is marketing strategy?
The application of limited resources to optimise the company’s 7 Ps.
What are the 4 key reason James Hankins gives for the media landscape becoming increasingly complex?
- Increase in data due to digitisation
- Proliferation of channels
- Fragmentation of audience
- Increase in our understanding of emotional and behavioural triggers