MKT 441 Exam 3 – Study Guide, Practice Questions & Exam Review
Media Planning - ANS ✔✔Series of decisions involved in delivering the promotional message to
the prospective users of the product or brand.
Media Objectives - ANS ✔✔Objectives formulated to organize a media plan
- Goal for media
Media Strategies - ANS ✔✔Plans of action designed to attain the media objectives
- How to decide on the approach to achieve goals
Medium - ANS ✔✔- General category of available delivery systems
- Examples: TV, Radio, Newspaper, Direct Marketing, Digital Marketing, etc.
Media Vehicle - ANS ✔✔- Specific carrier within a medium category
- This is Us vs NCIS
- The Plain Dealer vs. The Wall Street Journal
Reach - ANS ✔✔Measure of the number of different audience members exposed at least once
to a media vehicle in a given period of time
- % of target audience that ad hits at least once
Frequency - ANS ✔✔Number of times the receiver is exposed to a media vehicle in a specified
period
-Number of times a person sees the ad, Usually at least 3.
Media Plan - ANS ✔✔- Guides media selection
,- How we're spending our money
- Aims to find a combination of media to communicate a message:
-- In the most effective manner
-- To the largest number of potential customers
-- At the lowest cost
Developing the media plan - ANS ✔✔1. Market Analysis: to whom and where will we advertise?
2. Media Objectives: goals that can be accomplished through media
3. Media Strategies: scheduling, reach vs. frequency, budget and more
4. Evaluation & Follow-up: did strategies achieve objectives.
Market Analysis - ANS ✔✔-To whom and where will we advertise
-- Target market identification
--- Use primary research and/or secondary sources
-- Where to promote?
--- Promote where there is opportunity AND
---- Where tour brand is strong (First)
---- Where your brand is weak (Second)
---- Consider competitors market share per market.
--- National, Regional, Local.
Media Objectives - ANS ✔✔- Goals for media program
- Designed to lead to the attainment of communications and marketing objectives.
- Media objectives need to support your communication objectives
,Media Objective Examples - ANS ✔✔- Reach 60% of the target audience at least 3 times over a
6-month period
- Reach 30% of target audience 5 times where they have an opportunity to interact with the
brand
- Reach influencers to motivate them to initiate WOM and other positive brand messages
- Reach college students in an unexpected manner so they will engage with the brand and share
brand experience with peers.
Media Objectives: Reach & Frequency - ANS ✔✔- When you do not have reach/frequency
numbers:
-- High reach objectives (low frequency)
--- Use to deliver reminders for well-known brands
--- Used to launch new, easy-to-understand products.
--- Strategies would involve creating brand exposure across many media vehicles
-- High frequency objectives (low reach)
--- Used with more complex products that require repetition
--- Used to build excitement about a new product or event
--- Used to counter competition
--- Strategies focus on a more limited list of media vehicles.
Media Strategies step - ANS ✔✔- Media mix
- Target market coverage
-Geographic coverage
, -Scheduling
- Reach vs. frequency
- Recency
- Creative aspects and mood
- Flexibility
- Budget
Media Mix - ANS ✔✔- Variety of media and media vehicles available
- A number of alternatives are typically used
-- Increases reach and frequency levels
-- Improves likelihood of achieving goals
- Factors that determine media uses:
-- Objectives
-- Characteristics of product/service
-- Size of budget
-- Individual preferences
-- And more
Target Market Coverage - ANS ✔✔- Matches the most appropriate media to a market
- Goal-- Extend media coverage to members of the target audience while minimizing waste
coverage
-- Waste Coverage: media coverage that reaches people who are not potential buyers and/or
users
Media Scheduling - ANS ✔✔- Timing promotional efforts such that they coincide with the
highest potential buying times
- Methods
Media Planning - ANS ✔✔Series of decisions involved in delivering the promotional message to
the prospective users of the product or brand.
Media Objectives - ANS ✔✔Objectives formulated to organize a media plan
- Goal for media
Media Strategies - ANS ✔✔Plans of action designed to attain the media objectives
- How to decide on the approach to achieve goals
Medium - ANS ✔✔- General category of available delivery systems
- Examples: TV, Radio, Newspaper, Direct Marketing, Digital Marketing, etc.
Media Vehicle - ANS ✔✔- Specific carrier within a medium category
- This is Us vs NCIS
- The Plain Dealer vs. The Wall Street Journal
Reach - ANS ✔✔Measure of the number of different audience members exposed at least once
to a media vehicle in a given period of time
- % of target audience that ad hits at least once
Frequency - ANS ✔✔Number of times the receiver is exposed to a media vehicle in a specified
period
-Number of times a person sees the ad, Usually at least 3.
Media Plan - ANS ✔✔- Guides media selection
,- How we're spending our money
- Aims to find a combination of media to communicate a message:
-- In the most effective manner
-- To the largest number of potential customers
-- At the lowest cost
Developing the media plan - ANS ✔✔1. Market Analysis: to whom and where will we advertise?
2. Media Objectives: goals that can be accomplished through media
3. Media Strategies: scheduling, reach vs. frequency, budget and more
4. Evaluation & Follow-up: did strategies achieve objectives.
Market Analysis - ANS ✔✔-To whom and where will we advertise
-- Target market identification
--- Use primary research and/or secondary sources
-- Where to promote?
--- Promote where there is opportunity AND
---- Where tour brand is strong (First)
---- Where your brand is weak (Second)
---- Consider competitors market share per market.
--- National, Regional, Local.
Media Objectives - ANS ✔✔- Goals for media program
- Designed to lead to the attainment of communications and marketing objectives.
- Media objectives need to support your communication objectives
,Media Objective Examples - ANS ✔✔- Reach 60% of the target audience at least 3 times over a
6-month period
- Reach 30% of target audience 5 times where they have an opportunity to interact with the
brand
- Reach influencers to motivate them to initiate WOM and other positive brand messages
- Reach college students in an unexpected manner so they will engage with the brand and share
brand experience with peers.
Media Objectives: Reach & Frequency - ANS ✔✔- When you do not have reach/frequency
numbers:
-- High reach objectives (low frequency)
--- Use to deliver reminders for well-known brands
--- Used to launch new, easy-to-understand products.
--- Strategies would involve creating brand exposure across many media vehicles
-- High frequency objectives (low reach)
--- Used with more complex products that require repetition
--- Used to build excitement about a new product or event
--- Used to counter competition
--- Strategies focus on a more limited list of media vehicles.
Media Strategies step - ANS ✔✔- Media mix
- Target market coverage
-Geographic coverage
, -Scheduling
- Reach vs. frequency
- Recency
- Creative aspects and mood
- Flexibility
- Budget
Media Mix - ANS ✔✔- Variety of media and media vehicles available
- A number of alternatives are typically used
-- Increases reach and frequency levels
-- Improves likelihood of achieving goals
- Factors that determine media uses:
-- Objectives
-- Characteristics of product/service
-- Size of budget
-- Individual preferences
-- And more
Target Market Coverage - ANS ✔✔- Matches the most appropriate media to a market
- Goal-- Extend media coverage to members of the target audience while minimizing waste
coverage
-- Waste Coverage: media coverage that reaches people who are not potential buyers and/or
users
Media Scheduling - ANS ✔✔- Timing promotional efforts such that they coincide with the
highest potential buying times
- Methods
