Topic 8: Media Strategy

Question 1

Media Planning

Answer 1

A series of decisions involving the delivery of messages to audiences.

Question 2

Media Objective

Answer 2

Specific goals to be attained by the media strategy and program.

Question 3

Media Strategy

Answer 3

Decisions on how the media objectives can be attained.

Question 4

Media

Answer 4

The various categories of delivery systems, including broadcast and print media.

Question 5

Media Vehicle

Answer 5

The specific carrier within a medium category.

Question 6

Reach

Answer 6

Number of different audiences members exposed at least once in a given time period.

Question 7

Coverage

Answer 7

The potential audience that might receive the message through the vehicle.

Question 8

Frequency

Answer 8

The number of time the receiver is exposed to the media vehicle in a specific time period.

Question 9

Media Plan

Answer 9

The media plan determines the best way to get the message to the audience. Its goal is “the combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost”.

Question 10

Challenges in Media Planning:

Answer 10

• Multi-tasking & mutli-screens
• Time pressure
• Effectiveness measurement

Question 11

Developing the Media Plan:

Answer 11

Market analysis
Establishment of media objectives
Media strategy development and implementation
Evaluation and follow-up

Question 12

Reach vs. Frequency

Answer 12

Multiple objectives and budget constraints necessitates a trade-off between reach and frequency. Decision is whether to have the message seen or heard by more people (reach) or by fewer people more often (frequency).

Question 13

Effective vs. Average Frequency

Answer 13

Effective Frequency: desired level of frequency (media objective).
Average Frequency: observed frequency for an actual or planned campaign.

By comparing effective frequency with average frequency, planners are able to fine-tune campaigns.

Question 14

Scheduling

Answer 14

CONTINULTY:

• serves as a constant reminder to the consumer
• covers the entire buying cycle
• allows for media priorities
• higher costs
• potential for overexposure
• limited media allocation possible

FLIGHTING:

• cost efficiency of advertising only during purchase cycles
• may allow multiple mediums due to budget abilities
• weighting may offer more exposure and advantage over competitors
• increased likelihood of wear out
• lack of awareness, interest, retention or promotional message during non-scheduled times
• vulnerable to competitive efforts during non-scheduled periods.

PULSING

• all of the same as the pervious two methods
• not required for seasonal products (or other cyclical products)

Question 15

Developing & Implementing Media Strategy

Answer 15

Media mix
Target market coverage, including geographical coverage
Creative aspects and mood 
Flexibility 
Budget considerations

Question 16

Creative Aspects & Mood

Answer 16

CONTEXT: the medium itself influences audience perceptions.
CREATIVE ASPECTS: strong creative is effective but the medium must support the creativity.
MOOD: individual media vehicles enhance the creativity of a message because they create a mood that carries over the communication.