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IMC 304 Final

Terms in this set (35)

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What is media planning?
basically finding the right matches of media for your audience. You have to understand where your audience is going to be receiving media.
What does an account planner focus on, their deliverable, and their audience compared to a media planner?
focus for AP- what the message will say
Deliverable for AP- creative brief
Audience for AP- creative team

Focus for MP- where the message will be distributed or placed
Deliverable for MP- media plan
Audience for MP- media buyer
What is the sweet spot?
consumer insight+ brand insight= sweet spot
account planners are known as?
voice of consumer
How do you know you found the the right insight?
It reveals a truth and evidence supports it
Branding is important AP (water ex.)
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What should a creative brief include?
single minded proposition
what is single minded proposition?
What we need to say- planners job
In a creative brief, what type of language should a planner use?
creative/enticing language
How long should a creative brief be?
1 page
What is the creative brief used for?
to inspire the creative team
what are the 3 categories that are most important in a creative brief that a planner writes?
1. SMP, 2. vivid target audience (one that goes beyond demographics), 3. description of what you are here to do
what is the creative briefing process?
presentation explaining the brief. could be taking people somewhere for a brief
What does an AP do after the brief and briefing?
stat maybe testing the ideas with consumers, help present creative to client for approval, but most importantly make sure the design is on brief.
Paid, earned, owned media? and their audiences
paid- anything I pay money for. or paid for by marketer. Target audience is mass.

earned media-communication that is not managed by marketer- ex. word of mouth. fans

Owned media- coupons, email- customers are target audience
Media, medium, media vehicle
media- multiple forms. plural. blogs, tv, people, journals, news, web.

medium- tv, magazine

media vehicle- garden and gun, The Voice,
What drives your decision making?
Media research
- "Half my advertising is wasted. I just dont know which half."- ?
John Wanamaker. We have to make sure we are sending out effective media.
impression definition
One opportunity for one individual to see an advertisement
are GRP's and TRP's the same thing?
yes (in this class)
What are GRP's?
The impact from delivering media
What number are GRP's usually over?
100
What is reach?
% of the people in target market you want to expose your message to. NEVER OVER 100.
Average Frequency-
How many times are they going to be exposed to your message
GRPs =
Reach X Frequency
Frequency=?
GRP's/reach
Reach=?
GRP's/frequency
Coverage
you get your message out to a lot of people
composition
you match your audience to your info. dog ad in dog magazine.
When reading index, what is the number you are looking for?
120
Continuous schedule:
an equal number of dollars are invested and scheduled throughout all the periods of the campaign
Pulsing:
some advertising is used during every period of the campaign, but the amount of advertising varies from period to period and can "heavy up" in periods
Flighting:
the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.
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