Exam 1: Media Planning and Advertising Strategies

The media tactics portion of the plan usually includes media units, schedule, and types.

OOH advertising is often used in ethnic neighborhoods to engage with consumers in their native language.

Media postbuys are a combination of account planning and audience analysis.

Campaign measurement metrics include things like coupon redemption, leads generated, and traffic generated.

When marketers standardize most of the advertising message but infuse aspects of local culture it is known as ""glocal advertising.""

Costs to consider for sales promotions include coupons redeemed, talent charges and processing and handling fees - you don't ever have to worry about legal fees for contest rules.

""Are there any sacred cows?"" is a common question to ask when evaluting creative mandatories.

In general, you don't need to worry about matching the goals of your earned media placements to your media plan since you don't pay for them.

Incentives associated with pull marketing often include money, prizes, gifts, or special information.

When looking at social media costs, you must always include the manpower it takes to drive consumer engagement - social media isn't free.

Advertising allowances are based on a fee for in-store displays while display allowances are a percentage of gross costs.

Doing advertising at the global level demands that you consider differences in lifestyle as well as packaging needs.

Media agencies were formed by large ad agencies to create operational efficiencies.

Newspapers and magazines published in other countries are often imported to the United States to serve ethnic markets.

Agencies typically have a gross profit level of 50% or more.

The importation of magazines is more widespread than newspapers because they tend to have a longer shelf life.

Typically when doing test markets you have media weight test complete at 50% (+/-)

Because so many firms make use of integrated marketing, the integration of the advertising media plan into the overall marketing picture does not need to be disclosed.

There are three types of owned media: digital assets, social assets, and physical assets.

The overhead of the agency accounts for roughly 60% of total spending each month.