Outcome # 4

Question 1

5. Evaluate and select the media

Answer 1

media planning
The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience.

Question 2

Media mix

Answer 2

The combination of the media used and the frequency of advertising in each medium.

Question 3

media buy

Answer 3

The purchase of airtime or print pages.

Question 4

Mass media

Answer 4

Channels: newspapers, magazines, radio, and television, are ideal for reaching large numbers of anonymous audience members.

Question 5

niche media

Answer 5

Channels are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests.

Question 6

Paid media

Answer 6

Media such as TV, print, radio, or display ads used to reach mass markets.

Question 7

owned media

Answer 7

Media controlled by the advertiser, such as its website, Facebook fan page, or YouTube channel.

Question 8

earned media

Answer 8

Media that results from word-of-mouth, buzz, or publicity

Question 9

Mediums

Answer 9

Television
Radio 
Magazines
Newspapers
Digital Social mobile
Out of home
Direct marketing

Question 10

Advertising schedule

Answer 10

Specifies the timing and duration of advertising.

Question 11

continuous advertising schedule

Answer 11

Runs steadily throughout the year, products that are consumed continually that require a steady level of persuasive or reminder advertising.

Question 12

Flighting advertising schedule

Answer 12

Implemented in spurts, with periods of heavy advertising followed by periods of no advertising.

Question 13

pulsing advertising schedule

Answer 13

Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods.

Question 14

6. Create communication

Answer 14

Image: televisions and magazines
Price: newspaper andradio

Integrated marketing