IMC 304 ACTUAL FINALS ANSWERS AND
QUESTIONS SET A+
✔✔The % of people who may be exposed to a communication is __________________
- ✔✔reach
✔✔The number of times a communication is delivered to an audience is
___________________ - ✔✔average frequency
✔✔Assume you are a media planner evaluating two versions of a media plan, which
would you select to get the best impact? - ✔✔The one with the highest TRPs/GRPs
(reach)
✔✔Media Planning strategy development - ✔✔Who -> Where -> When -> What-> How
much?
✔✔DMA - ✔✔Designated Marketing Area - the geographic areas in the U.S. in which
local television viewing is measured by Neilsen
✔✔BDI (Brand Development Index) - ✔✔
✔✔CDI (Category Development Index) - ✔✔
✔✔Continuous scheduling - ✔✔an equal number of dollars are invested and scheduled
throughout all the periods of the campaign
✔✔Pulsing - ✔✔some advertising is used during every period of the campaign, but the
amount of advertising varies from period to period and can "heavy up" in periods
✔✔Flighting - ✔✔the advertiser varies expenditures throughout the campaign and
allocated zero expenditures in some months
, ✔✔Media mix - ✔✔the combination of communication channels selected to meet
campaign objectives
✔✔Paid media - ✔✔traditional advertising; a firm pays for the media space/time and to
create their message
✔✔Owned Media - ✔✔online content that an organization creates and controls
(business website/FB page)
✔✔Earned media - ✔✔word-of-mouth or buzz using social media
✔✔Mass media - ✔✔vehicles reaching the "masses" (large, diverse audience)
✔✔Niche media - ✔✔Vehicles focusing on a defined group who share a characteristic
✔✔CALCULATING GRPs/TRPs - ✔✔reach x frequency
✔✔Calcualating Frequency - ✔✔GRP's over reach
✔✔Calculating reach - ✔✔GRP's over frequency
✔✔IMC Approach to selecting the right strategy - ✔✔considerations:
-Creative aspect/mood
-Campaign message/tone
-Audience/content composition of the channel
-Brand "fit"
✔✔Flowchart/schedule - ✔✔shows what media should run when and for how much
✔✔Perceptual map - ✔✔example
✔✔Psychographic segmentation - ✔✔focuses on what makes individual consumers
tick—their attitudes, values, personalities, lifestyles, and communication
-Leo Burnett for Wilson Sporting Goods found they could classify consumers by
involvement in tennis as a sport -> 30% Beginners, 25% Socializers, 25% Competitors,
20% Buffs.
-Would each segment have a different sweet spot they would respond to in
advertising/communications?
✔✔Ways to segment the market - ✔✔geographic, demographic, psycho graphic,
behavioral, brand benefits, cultural background, generation, VALs
✔✔VALs - ✔✔values, attitudes, lifestyles
QUESTIONS SET A+
✔✔The % of people who may be exposed to a communication is __________________
- ✔✔reach
✔✔The number of times a communication is delivered to an audience is
___________________ - ✔✔average frequency
✔✔Assume you are a media planner evaluating two versions of a media plan, which
would you select to get the best impact? - ✔✔The one with the highest TRPs/GRPs
(reach)
✔✔Media Planning strategy development - ✔✔Who -> Where -> When -> What-> How
much?
✔✔DMA - ✔✔Designated Marketing Area - the geographic areas in the U.S. in which
local television viewing is measured by Neilsen
✔✔BDI (Brand Development Index) - ✔✔
✔✔CDI (Category Development Index) - ✔✔
✔✔Continuous scheduling - ✔✔an equal number of dollars are invested and scheduled
throughout all the periods of the campaign
✔✔Pulsing - ✔✔some advertising is used during every period of the campaign, but the
amount of advertising varies from period to period and can "heavy up" in periods
✔✔Flighting - ✔✔the advertiser varies expenditures throughout the campaign and
allocated zero expenditures in some months
, ✔✔Media mix - ✔✔the combination of communication channels selected to meet
campaign objectives
✔✔Paid media - ✔✔traditional advertising; a firm pays for the media space/time and to
create their message
✔✔Owned Media - ✔✔online content that an organization creates and controls
(business website/FB page)
✔✔Earned media - ✔✔word-of-mouth or buzz using social media
✔✔Mass media - ✔✔vehicles reaching the "masses" (large, diverse audience)
✔✔Niche media - ✔✔Vehicles focusing on a defined group who share a characteristic
✔✔CALCULATING GRPs/TRPs - ✔✔reach x frequency
✔✔Calcualating Frequency - ✔✔GRP's over reach
✔✔Calculating reach - ✔✔GRP's over frequency
✔✔IMC Approach to selecting the right strategy - ✔✔considerations:
-Creative aspect/mood
-Campaign message/tone
-Audience/content composition of the channel
-Brand "fit"
✔✔Flowchart/schedule - ✔✔shows what media should run when and for how much
✔✔Perceptual map - ✔✔example
✔✔Psychographic segmentation - ✔✔focuses on what makes individual consumers
tick—their attitudes, values, personalities, lifestyles, and communication
-Leo Burnett for Wilson Sporting Goods found they could classify consumers by
involvement in tennis as a sport -> 30% Beginners, 25% Socializers, 25% Competitors,
20% Buffs.
-Would each segment have a different sweet spot they would respond to in
advertising/communications?
✔✔Ways to segment the market - ✔✔geographic, demographic, psycho graphic,
behavioral, brand benefits, cultural background, generation, VALs
✔✔VALs - ✔✔values, attitudes, lifestyles
