Week 2

Question 1

What is positioning?

Answer 1

To achieve and maintain a specific organisations brand/image

Question 2

What is differentiation?

Answer 2

What makes your product or service stand out

Question 3

What is repositioning?

Answer 3

Altering long-term perceptions of the public

Question 4

What is media planning?

Answer 4

The process of reaching your target audience at the appropriate time and place, using the appropriate channel

Question 4

What is “Audience” in media planning?

Answer 4

What audiences you want to reach and how many people you want to reach

Question 4

What is “Channels” in media planning?

Answer 4

How you will reach your audience. When and where.

Question 4

What is “Frequency” in media planning?

Answer 4

How often you will reach your audience

Question 5

What is “continuity” in media planning?

Answer 5

How long you launch your message for

Question 6

What does the mix of strat com tactics reflect?

Answer 6

1. The relationship between the size audience that each media can reach
2. The impact they can have on that audience

Question 7

Issues to consider with celebrity endorsement

Answer 7

• Is it ethical?
• What happens when problems with the celebrities image arise?
• The authenticity of social activism

Question 8

What is consumer culture?

Answer 8

Society based on consumption of products/media

Question 9

What is participatory culture?

Answer 9

Society based on coproduction of goods/media