Exam 7: Media Planning and Strategy: A Comprehensive Guide

Traditional measures of media planning include reach, influence, and frequency - while efficiency is a new measure.

In order to create a relevant SWOT, you should always start with the marketing objective in mind.

Communication strategies should include both media mix and media scheduling components.

In media planning, a fiscal year and a calendar year are considered the same thing for each client.

Share of Spending (SOS) is the brand's percentage of total advertising dollars spent in the media.

Package goods benefit the most from weather changes at any time of year.

Media spending typically accounts for the smallest percentage of the budget at around 20%.

All media have the same break-even point when it comes to purchase media at the national or local level.

Very simply put, the strategies outline HOW and the tactics outline WHY.

Paid media controls the channel while owned media pays to leverage the channel.

Because competitive data is available for all brands it is easy to create this type of analysis regardless of the size of your client's business.

Advertising connections are paid media outlets that provide no content to the consumers besides the advertising itself - for example, billboards and coffee sleeves.

Behavioral targeting is most common in traditional media rather than digital media.

Insights for the SWOT analysis should be derived from the media objectives rather than the situation analysis.

Even though the media plan is part of a larger communication plan, it is often crafted in isoloation without input from other departments

The first quarter is always the most competitive when it comes to advertising while the fourth quarter usually sees a drop in advertising.

To create a relevant SWOT you can focus solely on marketing elements and do not yet need to consider communication elements.

The Pareto Principle states that 80% of the audience represents 20% of the consumption.

Flexibility, consumer susceptibility, and the rate of advertising are all considerations for scheduling media.

Two common forms of online competitive analysis are CPM rate comparisons and search engine marketing (SEM) rank comparisons.