STUVIA?_APPROVED??
, STUVIA?_APPROVED??
Table of Contents
Advertising Media Planning, 3rd Edition
Chapter 1: The Role of Communication in Advertising and Marketing: Why Media Are Important
Chapter 2: Outlining the Components of a Communication Plan
Chapter 3: How Marketing Objectives Impact Communication Planning
Chapter 4: Working with a Situation Analysis
Chapter 5: Defining the Target Audience
Chapter 6: Geography’s Role in Planning
Chapter 7: Seasonality and Timing
Chapter 8: Competitive Analysis: Implications in Planning
Chapter 9: Creative Strategy: Implications in Planning
Chapter 10: Working with a Communication Budget
Chapter 11: Setting Communications Objectives
Chapter 12: Establishing Media Objectives and Tactics
Chapter 13: Learning the Language of Media Planning
Chapter 14: Learning about Media Costs
Chapter 15: General Characteristics of Media
Chapter 16: Broadcast Media
Chapter 17: Print Media
Chapter 18: Out-of-Home Media
Chapter 19: Digital Media
Chapter 20: Social Media
Chapter 21: In-Store Media
Chapter 22: Direct Response
Chapter 23: Alternative Media
Chapter 24: Ethnic Media
Chapter 25: Sponsorships
Chapter 26: Sales Promotion
Chapter 27: Publicity
Chapter 28: Preparing an Advertising Media Plan
Chapter 29: Evaluating an Advertising Media Plan
, STUVIA?_APPROVED??
Chapter 30: Impact of Media Ownership on Advertising Execution
Chapter 31: Developing Test Plans
Chapter 32: Agency Compensation Structures
, Instructor Manual (Sample Questions with Answers) Advertising Media Planning 3rd
STUVIA?_APPROVED??
Edition By Larry Kelley, Kim Bartel Sheehan, Lisa Dobias, David Koranda, Donald
Jugenheimer
Instructor’s Manual
Advertising Media Planning: A Brand Management Approach, 3rd edition
Chapter 1. The Role of Communication in Advertising and Marketing
• Advertising is part of the Marketing Communications. Marketers break up the Marketing
mix into the four Cs (Commodity, Cost, Channel, and Communication). These four
elements are analogous to the four Ps
• Reasons advertising media are critical to the success of your advertising
— Advertising makes up most of the advertising budget (80–85 percent).
— A good media plan can ensure that the message reaches the right people at the
right time and in the right mood.
— The message may be the most interesting part, but the media plan ensures the
message’s success.
— Media are critical to the success of the brand.
— Executives do not understand media, but want to see their advertising running in
the media.
— Media support product positioning; the positioning is meaningless without
advertising media support.
— Media are changing. Dialogue-based messaging is replacing push-based
messaging. As media outlets are consolidated, user-generated media is a collective
response to perceived media control.
• Media effectiveness is increasingly judged by how consumers use media, and how
susceptible they are to a message.
• Media are also judged based on return on investment, and the lift that each medium and
vehicle gives to incremental brand sales.
• Media inefficiency can result from excessive media overlap, frequency, and waste. Media
planning can help advertising media planners avoid these inefficiencies by achieving the
correct levels of exposure.
• Advertising media planners need to navigate an evolving media environment in which
print media shares have been shrinking and digital, social media growing.
Sample Questions
1. True or False: The message (including the theme, headlines, visuals, and copy)
determines the success of an advertising campaign.
2. True or False: The difference between the executive’s perspective of the advertising plan
and the advertising media planner’s perspective of the advertising plan is that the
executive may not understand media, but wants to see the ad running.
, STUVIA?_APPROVED??
Table of Contents
Advertising Media Planning, 3rd Edition
Chapter 1: The Role of Communication in Advertising and Marketing: Why Media Are Important
Chapter 2: Outlining the Components of a Communication Plan
Chapter 3: How Marketing Objectives Impact Communication Planning
Chapter 4: Working with a Situation Analysis
Chapter 5: Defining the Target Audience
Chapter 6: Geography’s Role in Planning
Chapter 7: Seasonality and Timing
Chapter 8: Competitive Analysis: Implications in Planning
Chapter 9: Creative Strategy: Implications in Planning
Chapter 10: Working with a Communication Budget
Chapter 11: Setting Communications Objectives
Chapter 12: Establishing Media Objectives and Tactics
Chapter 13: Learning the Language of Media Planning
Chapter 14: Learning about Media Costs
Chapter 15: General Characteristics of Media
Chapter 16: Broadcast Media
Chapter 17: Print Media
Chapter 18: Out-of-Home Media
Chapter 19: Digital Media
Chapter 20: Social Media
Chapter 21: In-Store Media
Chapter 22: Direct Response
Chapter 23: Alternative Media
Chapter 24: Ethnic Media
Chapter 25: Sponsorships
Chapter 26: Sales Promotion
Chapter 27: Publicity
Chapter 28: Preparing an Advertising Media Plan
Chapter 29: Evaluating an Advertising Media Plan
, STUVIA?_APPROVED??
Chapter 30: Impact of Media Ownership on Advertising Execution
Chapter 31: Developing Test Plans
Chapter 32: Agency Compensation Structures
, Instructor Manual (Sample Questions with Answers) Advertising Media Planning 3rd
STUVIA?_APPROVED??
Edition By Larry Kelley, Kim Bartel Sheehan, Lisa Dobias, David Koranda, Donald
Jugenheimer
Instructor’s Manual
Advertising Media Planning: A Brand Management Approach, 3rd edition
Chapter 1. The Role of Communication in Advertising and Marketing
• Advertising is part of the Marketing Communications. Marketers break up the Marketing
mix into the four Cs (Commodity, Cost, Channel, and Communication). These four
elements are analogous to the four Ps
• Reasons advertising media are critical to the success of your advertising
— Advertising makes up most of the advertising budget (80–85 percent).
— A good media plan can ensure that the message reaches the right people at the
right time and in the right mood.
— The message may be the most interesting part, but the media plan ensures the
message’s success.
— Media are critical to the success of the brand.
— Executives do not understand media, but want to see their advertising running in
the media.
— Media support product positioning; the positioning is meaningless without
advertising media support.
— Media are changing. Dialogue-based messaging is replacing push-based
messaging. As media outlets are consolidated, user-generated media is a collective
response to perceived media control.
• Media effectiveness is increasingly judged by how consumers use media, and how
susceptible they are to a message.
• Media are also judged based on return on investment, and the lift that each medium and
vehicle gives to incremental brand sales.
• Media inefficiency can result from excessive media overlap, frequency, and waste. Media
planning can help advertising media planners avoid these inefficiencies by achieving the
correct levels of exposure.
• Advertising media planners need to navigate an evolving media environment in which
print media shares have been shrinking and digital, social media growing.
Sample Questions
1. True or False: The message (including the theme, headlines, visuals, and copy)
determines the success of an advertising campaign.
2. True or False: The difference between the executive’s perspective of the advertising plan
and the advertising media planner’s perspective of the advertising plan is that the
executive may not understand media, but wants to see the ad running.
