Exam 1: Media Planning and Advertising Strategies

The Audit Bureau of Circulation measures the actual circulation of magazines in order for companies to compare it to the purchased circulation.

Midland, Texas, Cedar Rapids, Iowa, and Los Angeles, California are all examples of good test markets to use for any product.

BRIM countries - Brazil, Russia, India, and Malaysia - currently have the largest growth in media consumption worldwide.

In today's over-communicated world, having a strong owned media program can set the brand apart from its competition.

When doing test markets, you want to make sure that each market is as unique as possible.

Earned media should attract audiences to the brand, and should complement, not replace or compete, with traditional messages.

When developing global advertising you don't need to consider the unique aspects of the culture since it treats the world as one entity.

If a media firm has what are known as multiplatform operations they may have radio and television networks and stations, cable systems, magazine publishers, Internet operators, advertising agencies, newspaper publishers, outdoor companies, and even more-all under the same corporate umbrella.

Local buys are always more efficient than national buys for any type of media.

To better understand if your media plan reached its intended audience you should look at campaign measurements, not media measurements.

The media strategies portion of the plan contains media types and targets.

Like most other media, owned media allows you to control the message completely all of the time.

BehaviorScan uses a household panel in discrete DMAs to measure actual product movement.

The media landscape is controlled by two large companies who represent the conglomeration of all media outlets.

Common questions to ask when planning out your media timing are: ""Do you know the fiscal year?"", ""Is there a specific date?"", and ""What are the competitive activity versus sales numbers?""

All of the following are considered strengths of owned media: timely, lasting, personal, cost efficient, and time consuming.

Company websites are often considered a form of earned media.

Pull marketing focuses on the retailer while push marketing focuses on the consumer.

A media agency aligns the marketing and advertising functions within a brand's organization instead of outsourcing to agencies with lots of clients.

In New York City alone, there are more than 400 community and ethnic media outlets in 36 different languages.