Media's Role
Name the three major functions of the media
entertain, inform, socialize
___ play a vital role for determining the success of brand strategy
Awareness checks
According to our text, measurement is generally defined by ___ or ___.
dollars, units
Describe paid media and provide at least three examples.
media content that is promoted through paid placements
What is the role of media for consumers
constant connection & multiple touchpoints
What are the three most basics steps of the consumer decision process?
Think
Feel
Do
Marketing and media objectives should both be ____.
quantifiable
Describe owned media and provide at least three examples.
media property owned and controlled by a brand
List the four P's of marketing
Product
Place
Price
Promotion
What did Simon Sinek discover about the consumer decision process?
The consumer decision pattern overlaps with the fundamental biology of human decision-making.
When conducting a historical market analysis, which key areas should be the focus? Provide all three.
category trends
share of market
share of requirements
Describe earned media and provide at least three examples.
media published by an unpaid third party
Name the four tasks of advertising media
Planning
Buying
Selling
Analyzing
Reaching the consumer at the right place and time to help them better understand their choices in product and services is the __ step of the consumer decision process.
Awareness
Provide at least three questions that should be asked when conducting a historical analysis to better understand the marketplace
How long has the brand been available?
Has the brand been successful historically?
What is the past positioning of the brand?
What company information makes the brand?
___ is the third most used medium.
Radio
What is the role of media for advertisers
Inform, connect and entertain
What is the primary goal of marketing?
attract and retain consumers by offering products that meet their needs, which increases sales and profit
What does the PEST model stand for? Provide an example of each.
Political
Economic
Sociocultural
Technological
___ refers to the opportunity for companies to bid on keywords that consumers may use when typing in a search engine.
PPC