IMC 304 MIDTERM EXAMS ANSWERS AND
QUESTIONS SET A+
✔✔continuous schedule - ✔✔equal number of dollars are invested and scheduled
throughout all periods of campaign
✔✔pulsing schedule - ✔✔some advertising is used during every period of the
campaign, but the amount of advertising varies from period to period
✔✔flighting schedule - ✔✔the advertiser varies expenditures throughout the campaign
and allocates zero expenditures in some months
✔✔media mix - ✔✔combination of communication channels your business can use to
meet its marketing objectives
✔✔connection planning - ✔✔media that goes where people are not, not where media is
found (man hole cover), makes people participate
✔✔reach - ✔✔% of target audience with opportunity for exposure to a media vehicle in
a given time frame
✔✔Frequency - ✔✔average number of times the target audience is likely to be exposed
to the ad in a given time frame
✔✔GRPs/ TRPs - ✔✔sum of the rating delivery or media impact (weight) for the plan
✔✔Equations for GRP - ✔✔GRP: reach x frequency
frequency= GRP / Reach
Reach= GRP / Frequency
✔✔ What is a brand? - ✔✔A brand is differentiated and owned within the mind of the
consumer.
✔✔What is account planning? - ✔✔Brand/campaign strategy.
, ✔✔What is the role of the account planner within an agency? - ✔✔Consumer advocate.
✔✔How do we get to insights? - ✔✔Data. Information. Insight. Inspiration.
✔✔What type of research do account planners use first? - ✔✔Secondary research.
✔✔What questioning techniques do account planners use? - ✔✔Projective questioning:
brand personality, laddering, etc.
✔✔What are the three insight organizing tools used by account planners? - ✔✔1.
Perceptual Mapping
2. Segmentation
3. Hypothesis Testing
✔✔What does perceptual mapping lead to? - ✔✔SMP
✔✔What does segmentation tell us? - ✔✔Who to target
✔✔What does hypothesis testing tell us? - ✔✔Will it work?
✔✔Who does the account planner interact with most within an agency? - ✔✔Account
managers (client advocate) & creatives.
✔✔What must be included in a planner's brief? - ✔✔1. Challenge
2. Target
3. SMP
4. Reasons to believe
5. Tone
✔✔What should the target audience be based off? - ✔✔Psychographics.
✔✔What does the account planner do after the briefing? - ✔✔Steward campaign,
present with creatives to client, concept testing, measure effectiveness.
✔✔What is media planning? - ✔✔Where, when, how many times, and within a budget
strategy.
✔✔What is a media plan? - ✔✔written document that summarizes objectives and
strategies of the placement of a company's message
✔✔Media - ✔✔plural. i.e., digital
✔✔Medium - ✔✔singular. i.e., tv, internet
QUESTIONS SET A+
✔✔continuous schedule - ✔✔equal number of dollars are invested and scheduled
throughout all periods of campaign
✔✔pulsing schedule - ✔✔some advertising is used during every period of the
campaign, but the amount of advertising varies from period to period
✔✔flighting schedule - ✔✔the advertiser varies expenditures throughout the campaign
and allocates zero expenditures in some months
✔✔media mix - ✔✔combination of communication channels your business can use to
meet its marketing objectives
✔✔connection planning - ✔✔media that goes where people are not, not where media is
found (man hole cover), makes people participate
✔✔reach - ✔✔% of target audience with opportunity for exposure to a media vehicle in
a given time frame
✔✔Frequency - ✔✔average number of times the target audience is likely to be exposed
to the ad in a given time frame
✔✔GRPs/ TRPs - ✔✔sum of the rating delivery or media impact (weight) for the plan
✔✔Equations for GRP - ✔✔GRP: reach x frequency
frequency= GRP / Reach
Reach= GRP / Frequency
✔✔ What is a brand? - ✔✔A brand is differentiated and owned within the mind of the
consumer.
✔✔What is account planning? - ✔✔Brand/campaign strategy.
, ✔✔What is the role of the account planner within an agency? - ✔✔Consumer advocate.
✔✔How do we get to insights? - ✔✔Data. Information. Insight. Inspiration.
✔✔What type of research do account planners use first? - ✔✔Secondary research.
✔✔What questioning techniques do account planners use? - ✔✔Projective questioning:
brand personality, laddering, etc.
✔✔What are the three insight organizing tools used by account planners? - ✔✔1.
Perceptual Mapping
2. Segmentation
3. Hypothesis Testing
✔✔What does perceptual mapping lead to? - ✔✔SMP
✔✔What does segmentation tell us? - ✔✔Who to target
✔✔What does hypothesis testing tell us? - ✔✔Will it work?
✔✔Who does the account planner interact with most within an agency? - ✔✔Account
managers (client advocate) & creatives.
✔✔What must be included in a planner's brief? - ✔✔1. Challenge
2. Target
3. SMP
4. Reasons to believe
5. Tone
✔✔What should the target audience be based off? - ✔✔Psychographics.
✔✔What does the account planner do after the briefing? - ✔✔Steward campaign,
present with creatives to client, concept testing, measure effectiveness.
✔✔What is media planning? - ✔✔Where, when, how many times, and within a budget
strategy.
✔✔What is a media plan? - ✔✔written document that summarizes objectives and
strategies of the placement of a company's message
✔✔Media - ✔✔plural. i.e., digital
✔✔Medium - ✔✔singular. i.e., tv, internet
