Exam 5: Media Planning and Strategy: Evaluating Efficiency and Effectiveness

Recency theory relies on having the first advertising exposure with the consumer rather than the one closest to the point of sale.

No audience member will be exposed to your advertisement every time it runs.

Ostrow's model relies on evaluating media, message, and market factors to determine optimum levels of frequency.

One of the primary advantages of using CPP as an evaluation point is that it is comparable across various media unlike CPM.

The rationale for each tactic should focus on the effectiveness and efficiency of each vehicle.

If demonstration is needed to communicate your message then print media is the most effective and broadcast media is not recommended.

The communication brief should clearly state the problem that media must solve for the campaign.

With online cost analysis, the first layer is the cost-per-click or CPC measurement while the second layer looks at the cost-per-thousand (CPM)

Your media and creative choices will vary depending on the level of familiarity your audience has with the product.

Budget allocations are driven by each brand's marketing and communication objectives.

The cost plus method of generating product costs estimates takes work and bills it at an hourly rate and applies that rate to a hypothetical plan.

Non-working dollars are those allocated to media that will imact the overall market.

C3 ratings have been developed by Nielsen to help determine ad exposure through DVRs.

The Big Idea is the key takeaway for the brand and should be conveyed in more than one sentence.

When TV advertising first became available, a 30-second commercial was standard whereas now 60-second commercials are the norm.

Based on effective frequency models, most consumers have to see advertising messages at least five times before they become motivating.

Media planners typically trade off between the amount of media weight in a given purchase cycle versus the number of purchase cycles covered by the campaign.

CPM can be used to evaluate media vehicles in a vacuum - you don't need to consider audience characteristics or levels of engagement.

Unlike TAIs, GRPs can be used to measure effectiveness regardless of the medium being measured.

Due to the increasingly complicated world of media, the creative brief has morphed into a communications brief that informs all teams.