TEST BANK for Advertising Media Planning, 5th Edition. Larry Kelley, Kim Bartel Sheehan, Lisa Dobias

Advertising Media Planning, 5e Larry Kelley, Kim Bartel Sheehan, Lisa Dobias, David Koranda (Test Bank All Chapters, 100% Original Verified, A+ Grade) Chapter 1

Question What do the terms above the line, below the line, and through the line mean relative to brand communication planning?

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How does brand communication planning differ from traditional media planning?

What are the four characteristics that constitute big data?

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Answer Above the line and below the line which are terms used by accounting departments to categorize long term versus short term expenses. Above the line refers to paid media that is designed to reach a large audience which can be considered a long term investment in awareness and brand building. Television, which includes network, cable, syndication B Elow the line or btl encompassed activity that is not mass media related. This includes items such as direct mail, telemarketing, sales promotion, public relations, event sponsorship, and influencer marketing. Btl activities are considered a current expenditure and were largely executed by companies that were not advertising agencies (although many were owned by advertising agencies or advertising agency holding companies). Owned media such as a brand’s website or social media platforms also fall into the btl designation.

Integrated brand communications, is a through the line (ttl) activity.

In a brand communication plan, media planners are not restricted to above the line activities. Rather than approaching the communication from the perspective of media type, a brand communication plan looks at how the consumer engages with the brand and the brand with the consumer Media planning is the legacy term for planning and placing paid advertising media. Brand communication planning takes into account all communication touchpoints cutting across communication disciplines.

Big data contains information that must exhibit extremes of volume, velocity, variety, and veracity.

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Data in media can be both deterministic and probabilistic. What are these differences?

Deterministic data is information that can tell planners what is happening while probabilistic data is information that is predictive in nature.

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What is meant by the term media convergence?

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What is the paid, earned and owned model?

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What is paid media?

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What are key trends impacting paid media?

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What is an example of owned media?

Media convergence is when a media property is available in multiple channels; for example publication can be printed, in digital form, using a podcast and/or a streaming channel.

It describes different uses of media. Paid media pays to leverage a media channel. Owned media is when the brand controls the channel and earned is when the brand has consumers or others become the channel for the message.

Paid media is when a brand pays for time/space to leverage a media channel. It is associated with advertising.

Three key trends impact paid media. Consolidation of media companies. Consolidation of media buying companies. Digital revolution.

Owned media is when a brand controls the channel. Common examples are a brand’s website or social media. Or as in red bull, producing broadcast programming and events.

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What are the costs of owned media?

What is the original of earned media?

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Can you make something go viral?

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What are the key components of a strategic communication plan?

What is the difference between an objective and a strategy?

What are five broad types of brand goals?

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The costs for owned media are typically internal time and personnel costs.

Earned media historically has referred to public relations, who worked with the media to convey stories. It has morphed to include a variety of opportunities from social influencers to any digital nonpaid mention of a brand.

The short answer is no. Viral means that people willingly share content without an incentive. Can you make content that has the potential to go viral? The answer is yes.

While brands and agencies differ slightly in their approach, all plans contain key elements such as a situation analysis, objectives, strategies and tactics.

The easiest way to think about an objective is that you are going to do something. The strategy then is the method of accomplishing the objective or by doing this you will get that.

• To build awareness • To create an emotional connection • To differentiate your brand from comptetitors • To create credibility and trust • To motivate purchasing

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What is a quantifiable goal and why is it important?

It is easy to say that you wish to increase sales. It is more helpful to state quantifiable terms such as, “next year, we will increase our sales by 2.2 percent,” or “next year, we will increase sales by 60,000 units.” Then you will know for sure whether you have increased your sales, and you will know for sure whether you have met your goal.

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What are three basic roles that communications plays with a brand?

1. Communication can help to increase awareness of a brand. This might include raising brand awareness, informing consumers about “new news,” or informing consumers about what the brand has to offer.

2 communication can help to change the perception or overall attitude toward the brand. This typically involves persuading consumers to rethink their feelings about the brand.

3 communication can help to associate the brand with a specific image.

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What are paid, earned and owned media?

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What marketing elements should be considered in a swot?

Paid media: brand content that agencies create and brands pay to place in front of an audience, such as television commercials and digital billboards Owned media: brand content that the brand creates and controls, such as a brand website or facebook page Earned media: brand content that others create and control, such as reviews or instagram posts.

Marketing elements include distribution, pricing, and product comparisons between the brand and each of its competitors.

Marketing can also include factors such as how financially strong the company is, how experienced its management is, the quality of its customer service and whether or not the company has any patents or other proprietary items of value. Additionally, it takes

into account brand perceptions by the consumer and other perceptual items related to the brand.

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What communication elements should be considered in a swot

Communication elements include message, copy platforms, digital assets, and communication outlet comparisons between the brand and each of its competitors. Communication can also include perceptual elements such as how strong the creative message is and if there are any media or sponsorships associated with the brand. Cost and consumer trends in media consumption figure in this mix as well.

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What are different types of audiences for a brand?

brands have multiple external audiences, or audiences from outside your company. These can include consumers (people who might buy your brand), customers (people who have bought your brand) and advocates (people who spread your message.

Other external audiences include suppliers (such as those who provide the raw materials to make the brand) and regulatory authorities (such as the food and drug administration, who reviews prescription drug advertising in the united states). There can also be overlaps between these three groups: for example, an advocate can become an advocate because they bought your brand and liked it, and want to tell others about it. Someone who supplies the metal for an automobile may also be an owner of that automobile.

Brands also have internal audiences, which are people who work for the brand organizations. These include new employees who need to understand the nuances of the brand, sales representatives who need to understand competition and external threats, scientists who are involved in research and development, remote works, and a variety of other people. There is also likely to be overlap between internal and external groups. For example, many employees can be consumers of the brand.

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What is the pareto principle and how does it apply to target audience definitions?

The pareto principle states that 20 percent of any given audience represents 80 percent of the consumption. There is a heavy-user segment for nearly every brand. The heavy user may not represent 80 percent of consumption, but there is a strong ratio—typically in the 2-to-1 range—for usage-to-users ratios. The procedure of looking at the heavy, medium, and light users of a brand is an excellent analysis tool and a viable way to target (see tables 11.1 and 11.2).

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What is the difference between a bdi and a cdi?

Bdi stands for brand development index, which tells how strong a market’s sales are in relation to its population size. This index is the percentage of your brand’s sales compared to the percentage of the population in a certain market. Suppose you have 3.4 percent of your sales in dallas, a city that represents 1.7 percent of the population of the united states. The bdi would be 200 for your brand (3.4 ÷ 1.7 × 100).

An index of 100 means the brand sales in that market mirror the population. If the index is less than 100, then the brand is not

consumed up to the per capita level; if the bdi is over 100, consumption is greater than the per capita level.

Cdi stands for category development index. Just like a bdi, a cdi is the percentage of category sales compared to the percentage of the population. You use the cdi as a measure of potential, whereas the bdi is a measure of actual brand strength.

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How do you determine Wwith so many possible choices for geographic targeting, it may be whether to use national confusing to understand whether a local or national plan (or media or to use a number something in between) is warranted. One thing to look at is of different local market efficiencies. Depending on the number of local markets that are media? targeted, the cost of the local markets combined may be more expensive than purchasing national media for some types of media channels. In particular, it is likely to be more efficient to buy national or network television if you are going to spend money in two-thirds of the united states. These efficiencies will differ by media so investigating these costs relative to your geographic strategy is important.

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What are pre-need, atneed, and post need timing strategies? Give an example of each of these for hot dogs.

Pre-need: timing your communication to lead into the typical time when a consumer buys the brand. For hot dogs, this might start two weeks before the 4th of july or other key bar b que holidays.

• at-need: timing your communication to be at the time when the consumer needs the brand, such as having an in-store display close to a holiday where there might be a bar b que.

• post-need: timing your communication to be after the time a consumer buys the brand. For a hot dog brand, this might be immediately after a key holiday where someone might bar b que to reinforce the good time of the holiday and connect it with hot dogs.

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What is capturing demand and creating demand?

The timing of communication can either capture demand or help create demand. By timing your communication to coincide with when consumers are in the market for your product, you are attempting to capture demand. This is why so much advertising is done in november and december. Companies are using communication to help capture demand for holiday spending.

Another method of timing is to help create demand at times that are normally slow. For example, de beers, the world’s largest diamond trader and manufacturer, developed a spring/summer campaign to encourage women to “reward” themselves by purchasing a diamond. The goal of this campaign was to stimulate off-peak demand, since more than half of all diamonds are sold in november and december.

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What are share of voice and share of spending? In what situations might these be different?

Share of spending is just that—the percentage of total dollars you spend in the category. So sos uses absolute dollars as the measuring stick regardless of the medium. In sos, a dollar is a dollar whether it is spent on television, print, or outdoor advertising. For example, in 2010, subway was spending at an $80 million level in the fast-food category, which was 6 percent of the total spending

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What is an advertising to sales ratio and what is it used for?

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What media are best for products that need a demonstration?

What are the best media for a complex message, such as a message about health insurance?

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for its category. Share of voice, on the other hand, involves the actual impressions delivered as a percentage of the total category impressions. Sov then takes into account the delivery for each medium, so it draws a distinction between television and print. If subway is spending in expensive media, such as network tv, their sov will be less since the cost to achieve impressions is higher in network tv than other media.

Advertising-to-sales ratio is calculated by dividing the total advertising expenditur advertising-to-sales percentage is a senior management tool for determining overall budget allocation.

Management can use this analysis to determine if the company is being too aggressive or not aggressive enough in its allocation of overall marketing and communication resources. Es by the total amount of brand sales, or revenue.

While visual media are often used for product demonstrations, they can also work well using radio, if creative can tap into the idea of the ‘theatre of the mind’ A VERY LONG OR COMPLEX MESSAGE REQUIRES ADEQUATE SPACE .

SOMETIMES IT IS POSSIBLE TO READ THOSE EXPLANATIONS VERY RAPIDLY OVER BROADCAST MEDIA , ALTHOUGH NOBODY WILL REALLY HEAR THEM , OR TO SUPERIMPOSE PASSAGES IN SMALL TYPE AT THE BOTTOM OF THE SCREEN , ALTHOUGH THE AUDIENCE PROBABLY WILL NOT READ THEM OR UNDERSTAND THEM . BILLBOARDS DO NOT LEND THEMSELVES TO LONG PASSAGES OF BODY COPY, EITHER .

IN GENERAL, PRINT AND DIGITAL MEDIA IS BEST FOR LONG , COMPLEX MESSAGES , AS THE CONSUMER WILL HAVE AMPLE TIME TO READ AND UNDERSTAND THE INFORMATION .

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What are working and non-working dollars

WORKING DOLLARS ARE DOLLARS THAT ARE ALLOCATED TO PROGRAMS THAT WILL HAVE AN IMPACT ON THE MARKET . THEY CAN BE SPENT ON ALL TYPES OF PAID , EARNED AND OWNED MEDIA , INCLUDING PUBLIC RELATIONS AND DIGITAL INITIATIVES . A NY ACTIVITY THAT IS DIRECTED OUTWARD OR IS INFLUENCING THE MARKETPLACE IS A WORKING DOLLARS ACTIVITY .

NONWORKING DOLLARS These are dollars that are allocated to the creation of the programs. They can be spent on the production of the creative unit, or message; the talent cost for a spokesperson or celebrity; any digital hosting costs, or other items that facilitate the creation of the messages. The nonworking costs are necessary to activate programs, but without a program they will not have an impact on the marketplace.

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If a brand’s total sales were $10,000,000, and 5% of sales were allocated to the advertising budget, what would the advertising budget be?

10,000,000 x .05= $500,000.

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What is meant by the upper funnel of marketing communication?

This is the point at which your consumer first comes into contact with and develops a conscious understanding of your brand or of a particular offering you have in the market.

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What makes planning media using a kpi different?

Kpis help media planning focus beyond audience delivery goals to consider the marketplace impact, response, or desired outcome that a media plan has.

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What is a communication platform and why does it matter?

A comms platform is a simple phrase that bridges between the research insights stage of planning, and the recommendations and tactics stages. It sets the foundation for all objectives, strategies, and logistics that follow.

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What is a campaign brief and why does it matter?

Campaign brief is a short document written for all members of the team regardless of function that illustrates the information necessary to set the scope of work for a project as well as provide pertinent details needed by all for campaign development.

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What is the difference between a media strategy and media tactics?

Media strategy is the broad strategy of using media, whereas tactics are the specific media vehicles and the details of how they will be used.

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How are customer journeys and empathy maps used in media planning?

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What is a media flight and what are the general characteristics that make up a flight?

Using a customer journey allows planners to walk through the purchase process like a consumer which allows the planner to see which types of media may be important to consider in the strategic planning process. Using an empathy map to understand what the consumer is thinking, feeling, saying, and doing at each step on their journey keeps the focus of the planner on the consumer and their needs which results in a truly authentic outreach plan A media flight is a period of time when media is active. A media flight is centered around a single message, has its own delivery and impact goals, and is scheduled with a start- and end-date over a period that typically spans between one to four weeks total.

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What is recency in media?

Recency is the idea that an advertising exposure is most potent when it occurs close to a purchase occasion.

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What is the difference between an absolute cost and a relative cost?

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What are the differences between working dollars and non-working dollars in the media planning process?

Absolute costs refer to the out-of-pocket price you are going to pay for placement in a specific media vehicle. Relative costs is a ratio between the price we would pay for this placement compared to the audience it will deliver.

Working dollars is money spent on message placements that are actively “working” to reach consumers, where non-working dollars is money spent on creative asset production.

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How can an ‘apples to apples’ comparison of two different vehicles be made?

One way to make this comparison is by comparing the cost-perthousands (CPM) of two different vehicles.

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What does the 10 mean when looking at the 70/20/10 rule used in media planning?

No more than 10% of a brands budget should be considered for purely test-and-learn investments in media platforms and vehicles that the brand has not previously used.

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What is meant by saying a media strategist is using an omnichannel approach?

When using an omnichannel approach a media strategist plans and activates various media in combination with each other to reinforce one another while taking advantage of each channel’s strengths and compensating for each channel’s weaknesses.

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What is a cord-cutter and how is this group different than cordneverers?

A cord-cutter is a video audience member leaving behind their cable and satellite tv subscriptions. They are different than cord-neverers who is a video audience member that are never signs up for cable or satellite subscriptions once they leave home.

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What is a commercial pod within linear tv?

A commercial pod in linear tv is the commercial break when commercials are run and can consist of as few as two and as many as eight different commercials.

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What does ott stand for and what are the three main categories of ott audio?

Ott stands for over the top and describes streaming audio services such as music providers, podcasts, and audio book services.

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What is aqh as it relates to radio audience?

The aqh rating for radio is the number of people listening in a specific quarter hour or 15-minute period.

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What is an open rate within the newspaper category?

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What does the term circulation measure within the print media category?

An open rate indicates that discounts are available, although an open rate is not a discounted rate; it is the highest rate charged before discounts begin to be applied to the cost of an advertisement.

Circulation is the number of copies of the publication that are actually distributed and picked up by the community.

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What are the three biggest advantages of ooh media?

reaches potential customers close to the point of sale.

Communication can be quick and simple, repetition is easy in hightraffic areas.

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What is meant by the term dynamic media in the ooh space?

Out of home placements that use the addition of servers, cameras, and other digital technology to create messaging that moves or changes such as video screens

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What is the biggest difference between sem and seo?

Sem is paid advertising that shows in the form of inquiry results at the top or to the side of the page and are marked as paid ads. Seo is often considered unpaid advertising and is made up of natural search results that occur using search engine indexing algorithms.

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What is the google keyword planner and how

The google keyword planner is a free tool that allows a planner to identify potential keywords for a new sem campaign or expand on

does it help media strategists in the sem campaigns?

keywords for ongoing sem campaigns. The google keyword planner helps media strategists identify which keywords are very popular as well as provide them with assistance in advance targeting needs.

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What is a micro-moment?

Very short times during the day or night-an advertiser has less than half a second for a mobile ad to get attention.

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What are the 5Ps of mobile engagement?

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What are the three levels of brand involvement on a SNS? What are three unique pricing options on mobile?

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Presence- understand the channels the audience is accessing and when, and ideally, why so the message is delivered at the right time Personalization- compelling to the audience specifically by using their name or making the ad location based.

Presentation- The ad is developed for the smaller phone screen and the phone functionality.

Peer-to-Peer- Much of the use of phones is for socializing and sharing content with friends. Content that can be shared is more likely to attract interest.

Performance- Consistent and fast delivery plus easy to interact with and intuitive can help maintain consistent attention.

An SNS Presence SNS ads Social advertising Cost-per-install: With this option, which is similar to costper-click, the advertiser pays each time a user downloads and installs a widget or application on a computer or smartphone. While this guarantees distribution of content, it does not guarantee the user will interact with the content.

Cost-per-action: The advertiser pays each time a user takes a specific action, such as becoming a fan or friend, posting to a profile, looking at a video, or playing a game.

This works best when a single, specific action is desired.

Cost-per-engagement: The advertiser pays each time an engagement takes place over a given time period, such as submitting branded, user-generated content, interaction with such content, votes, and reviews and ratings.

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What is heider’s balance theory and how does it explain the power of influencers today?

This theory posits that if you like an influencer, and that influencer likes a brand, then you will like the brand as well. Social media is one way that you and other people can quickly know what brands that people you like also like. As a result, social media is the primary channel for influencer marketing, which now not only includes royalty, celebrities and sports stars, but also social media-savvy individuals who build a loyal following online.

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What are the 3rs of influence?

Relevance is the clear connection between a brand and the influencer. Reach is the number of individuals in the influencer’s follower base that could be reached through a partnership. While many brands want to partner with mega and macro influencers

with large bases, other brands find that a smaller, more focused base from a micro or a nano influencer might be more effective.

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What are three broad categories of instore messages? Give an example of each.

What are the benefits of using a digital message in store?

What is the value of a good database for direct marketing?

Resonance is the potential level of engagement that a sponsored message from an influencer can create among their audience.

Engagement can include likes, comments, and sharing of messages.

In general, nano and micro influencers have followers who are more likely to engage with messages.

Three broad categories of in-store advertising are mass messages, personal messages, and loyalty programs.

Digital out-of-home advertising provides messages targeted at specific locations in the store at specific times, optimizing efficiency and effectivenss.

A good database enables marketers to profile and segment their customers and prospects. It provides them with the knowledge of who their customers and prospects are, when they have purchased, how much they have purchased, and how to best communicate with them.

How does the measurement of effectiveness of direct response differ from the CPM measure of other media?

What are the strengths and weaknesses of static and dynamic ads in games?

Direct response media, on the other hand, is not based on CPM. It is based on a cost-per-response. That cost-per-response can be a costper-lead or it can be a cost-per-sale. The key concept, though, is that every media vehicle purchased is based on a behavioral cost.

What is an advergame?

These are games built to promote a brand or a product. The game is the ad and they build a strong connection with the brand. For example, Lexus has a racing game that involves their cars. This can help build a strong connection with people who align with the brand.

In terms of population, what is largest ethnic group in the US? What are some of the things to be cautious about when directing messages to this market?

Hispanics represent the largest multicultural audience with roughly 61 million. Like all ethnic markets, Hispanics are diverse as they may come from different Spanish speaking countries or be second or third generation and use English more than in the past. They also may be in very different age, income, and education demographics.

One size fits all does not work with ethnic nor global media.

A Static ad is similar to product placement in video content and is put in the game when it is being developed. Such ads can not be updated in real time and need to be more generic in nature. They can appear as, for example, a billboard in a road race game and look as they would in real life. Even if these ads are not clicked on, there is an exposure of the brand. Dynamic ads are more along the lines of web banners and can be different sizes, and can be updated. These are more flexible and are often seen and clicked on more often.

Why is radio a popular medium for reaching ethnic groups?

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What is the role of advertising in a B2B market?

It’s less expensive to operate a radio station than it is to run a television station. Top reasons are it requires fewer people and less equipment. As a result there are many more radio stations in the United States than there are television stations that broadcast in a foreign language. There are also radio networks that contain a number of different formats including stations that are in languages other than English, eg, Odessy and I heart radio.

Business to Business advertising is used to help influence a decision maker to choose a solution or product for their company over another solution or product. The media strategy can help influence the purchase decision before, during and after the sale has been made. The company, the end consumer, can be exposed to messages that help them decide, then feel good about the choice they have made.

What are some key media channels for B2B advertising?

Commonly used are paid trade media, social media, email marketing and sometimes earned media. Occasionally outdoor might be used but used in a different way than to reach consumers. Though outdoor is a high reach medium in might be used to reach only a handful of people who are the key decision makers. Events, large and small, might be important channels. The events might include a way to demonstrate a product, or they might simply open the door for a sales rep to visit the company.

What is the definition of sales promotion?

Sales promotion is a direct inducement that offers extra incentives anywhere along the marketing route to accelerate the product’s movement. There are two types of sales promotion: trade and consumer.

What is the role of media planning in sales promotion?

As sales promotion programs are developed, the media team must budget for media while simultaneously estimating the success rate of the promotion. Success for the promotion is usually measured by the number of consumers who take advantage of the offer. Future success of the promotion is based on those consumers who return to buy the brand without the offer.

Sales promotion costs include a number of items outside that of traditional paid media. We have just mentioned that one big aspect is the actual redemption rate or consumer response. Other costs that may be included are talent charges if the plan uses a celebrity from the media. And there can be legal charges for developing the rules of a contest to ensure that it meets federal guidelines, along with a myriad of processing and handling or logistics charges.

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What is the difference between Global and International media advertising?

International advertising strategies are tailored to reflect regional, national, and local market cultural differences and preferences. For example, Pepsi used the phrase “The Pepsi Generation” in the United States and “The Pepsi Revolution” in Brazil, selected words that best express the idea of a “movement” in each place. Global advertising strategy includes several different regions around the

world with the intent of coordinating the messaging across each country involved. The brand is positioned the same way and has the same audience. Microsoft , Coca-Cola and McDonald’s are companies using a global strategy.

What is the concept of ‘Glocal’?

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What are the three types of objectives the planner needs to address when developing a media plan?

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What is the purpose of the Executive Summary?

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Many multinational marketers embrace a compromise between global and international advertising, known as glocal advertising, where brands “think global and act local.” Glocal marketers standardize certain core elements of the advertising strategy while incorporating local cultural influences into advertising executions.

The strategy combines a global appeal that recognizes a consistent audience motivation—but with tactics that take local nuances into account.

Overall marketing objectives, advertising objectives, and media objectives.

The executive summary is an overview, in which major recommendations are summarized. This summary should not be used to rehash things that are already known about a company or a brand. Instead, this section should be a summary of the media recommendations that are contained in the body of the report.

Use the executive summary to preview what is to come. With this advance knowledge, you can read and make more sense of the actual proposed communication plan. Some top executives may read only this summary, but the brand manager needs to read and study the entire proposal, using the overview to provide background information and expectations before getting into the heart of the communications plan.

What questions are addressed in a postanalysis?

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Did the media run as planned? Did the actual media units run as they were ordered?

Did the media reach its intended audience? Was the level of the projected audience in the media plan or purchase actually achieved?

Was the media on budget?

What are three consumer behaviors that are part of media measurement?

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Coupon redemption Request for information Leads generated Traffic generated • Sales

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What is typically measured in a campaign?

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How does big data play a role in measurement?

There are business, brand and communication components to measure in a campaign. Business are items such as sales or market share or purchase frequency. Brand items include awareness and perception. Media items include delivery, engagement and action.

Big data offers the brand the opportunity to correlate a number of variables with brand and marketing measures.

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What makes presenting a plan difficult?

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How does the audience impact your presentation?

What do you look for in a test market?

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What is an a/b test?

Presenting a brand communication is a difficult task. You have to present an overall theme that ties to the content and then give very detailed explanations of tactics. It combines inspiration and analytical aspects of presenting.

If you present to a ceo, they may just want a very high level view of the plan while a brand manager or advertising manager may want you to dig into the details.

When testing a different media approach, it is important to select a test market that is reflective of the entire brand’s footprint.

By ensuring that the market is neutral, that eliminates bias in the test.

It is typically a message test where you compare the outcome of one message compared to another.