Media Side
This is the type of media our class is studying.
ROAS
What is return on ad spending?
Price, promotion, product, performance, place.
What are the 5 different kinds of marketing objectives?
The first of the five rights.
What is the right audience?
Reduce the bounce rate to below 20% by the end of the year.
What is an advertising objective? (Behavior)
This type of fragmentation means any target audience has many more choices on how to obtain information, communicate, and be entertained.
What is horizontal fragmentation?
ROI
What is return on investment?
When you create an objective, you will also create this snazzy acronym.
What is SMART?
Lifestyles, beliefs, and hobbies.
What are psychographics?
Achieve a 25% share of voice for all full page industry ads in national magazines.
What is a media objective? (cost & efficiency + strategic & tactical)
This type of fragmentation means that the audience members often multitask or engage with two media at the same time.
What is attention fragmentation?
PPC
What is pay-per-click?
Advertising objectives should change at least one of these three metrics.
What are knowledge, attitude, and behavior?
Using the location or IP address for a certain audience to deliver specific content.
What is geotargeting?
Introduce one new flavor and one new package size.
What is a marketing objective? (product)
Good with numbers, creative thinker, detail-oriented, analytical, self-motivated, accountable, team player, good negotiator, and a good communicator.
What are the 9 traits of a great media person?
What is cost per mille?
The number of scanned QR codes or visits to a website are examples of this.
What are KPIs.
A numerical indication of how good a metro market is for the sale of a specific product category.
What is the CDI or the category development index?
Schedule heavy advertising close to the super bowl.
What is media? (strategic & tactical)
Combining different/sometimes disparate databases to learn more about consumer's product and media usage.
What is data fusion? (p. 11)
KPI
What is a key performance indicator?
Reposition the brand and the potato chip category to resist the impact of the low-fat craze.
What is a marketing promotion objective?
This weighting model is used to analyze the potential of different target audiences beyond the simple use of indices.
Increase brand awareness among Gen X by 10%.
What is an advertising objective? (knowledge)