ADVERTISING MEDIA PLANNING

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Multiple Choices:


1. Advertising done once a month is called_______
a. Continuity
b. Flighting
c. Pulsing
d. All of the above

2. Classification of geographic areas includes:

a. Regions
b. TV market delineation such as DMA’S
c. Age
d. Both a & b

3. The data set contains the boundaries for metropolitan & micropolitan statistical areas in united states is known as______

a. Designated market areas
b. Metropolitan & micropolitan statistical areas
c. Core-based statistical areas
d. None of these

4. Which of the following is the general media planning sites:-

a. Advertising media internet center
b. Media post
c. Both a & b
d. Media mark research & intelligence

5. Arrange the following into classic Engel/kollat model of the buying process.

a. Search for alternatives to solve the problem
b. Alternative evaluation
c. Post purchasing evaluation
d. Problem recognition
a. i, ii, iii, iv
b. ii, I, iv, iii
c. iv, I, ii, iii
d. iii, iv, ii, i

6. Which of the following are the top five perennial questions that media research cannot answer?

a. How much is enough
b. Which medium is most effective
c. Which is better: flighting or continuity
d. All of the above


7. DMA stands for___________

8. GRPs stands for___________

9. What is the full form of BDIa.

a. Broad development index
b. Brand development index
c. Brand display index
d. Balanced dynamic index

10. Which of the following are the elements of media strategy?

a. Media target
b. Creative strategy
c. Reach & frequency
d. All of the above

Part Two:

1. What are the principles for selecting media vehicles?


2. What are the important reasons for using a media mix?


3. List the strategies used by media planner to create the awareness.


4. Write short note on GRPs?

Caselet 1


Mr. Deepak Mathur founded a small radio manufacturing plant in Noida in the 1980s. From this small start came one of the nation’s largest radios, television, and allied products companies. By 1995, its sales approached Rs. 150 crores annually, with 15,000 employees and 10 manufacturing locations. Throughout its growth, Mr. Mathur remained the active, imaginative, and driving force of this company. In earlier days every manager and worker knew him, and he was able to call most of them by their first names, so even after the company grew fairly large, people felt that they knew the founder and chief executive, and their strong feeling of personal loyalty had much to do with the fact that the company was never unionized.

However, as the company prospered and grew, Mr. Mathur worried that it was losing its “small lcompany” spirit. He also felt that communications were suffering, that his objectives and philosophy were not being understood in the company, that much wasteful duplication was occurring through poor knowledge of what others in the company were doing, and that new-product development and marketing were suffering as a result. Likewise, he was concerned that he had lost with the people. In order to solve the communication problem, he ensured that several communication devices were installed. He put into effect communication device he found other companies using: bulletin boards in every office and manufacturing plant throughout the country; a revitalized company newspaper carrying much company and personal news affecting all locations;”Company Facts Books” for every employee, giving significant information about their company; regular profit-sharing letters; monthly one-day meetings at headquarters for the top 100 executives; annual three-day meetings of 1200 managers of all levels at a resort area; and a large number of special committees to discuss company matters. After much time, effort and expense, Mr. Mathur was disappointed to find that the problem of communication and of the “small-company” feeling still existed and that the results of his programs did not seem to be significant.

Questions:

1. What do you see as the company’s real communication problem?


2. What would you suggest to improve communication in the company?

Caselet 2

The latest trends have resulted in new innovative ways of promotion through the mobile phones. The latest addition to the numerous ways of marketing and designing effective ads in mobile phones is ecouping. E-Couping has become a rage among the advertisers as well as the users. Here, wireless users are provided with, for example, a 20 percent off-coupon offer on a DVD player. And the results are very encouraging. US Mobile Message Markets report says that this industry segment generated revenues of $571 million in 2000 and is projected to surpass $5 billion by 2007. Almost 86 percent of the people surveyed favored a trade-off for receiving advertisements on their mobile phones in markets across UK, Europe and the US. More than 88 percent of the people expressed their enthusiasm to e-couping, which could be reimbursed at the stores nearby. The four key factors important to consumers’ acceptance:

Choice – being able to decide whether or not to receive messages; control-being able to bypass sale messages easily; customization-being able to filter the types of messages received; and mutual benefit getting something back in return a reduction in the cost of services for example

Spending on mobile Content

Europe, 2001-2006

Year Spending

2001 $590

2002 $860

2003 $1,407

2004 $2,233

2005 $2,2915

2006 $3,280

A study by Forrester Research in conjunction with the Federation of European Direct Marketing (FEDMA) found that SMS can reach two-thirds of 250 million European mobile phone owners. According to the Forrester study, 21 percent of the 250 direct marketers surveyed online use SMS at least occasionally, 12 percent have tried it and 5 percent plan regular SMS use in 2003. The advantage of SMS marketing is that, unlike e-mail marketing, it offers three types of campaigns-one off push campaigns for awareness building; one-off pull campaigns for promotion; and continued dialogue for customer retention. One-time pull campaigns average 13 percent response rates, which outperform phone and mail alternatives, according to Forrester.

According to Jupiter MMXI, European consumers will spend €3.3 billion for content on their mobile phones by 2006 compared to €1.7 billion for content on their PCs. Mobile phones offer a much better billing platform than the PC. In 2001, €590 million was spent by Europeans for content on their mobile phones, such as ring tones, logos, sports scores and stock prices. This is almost twice the €252 million spent on the PC. “Increasing use of Short Messaging Service on mobile phones is good news for the media industry. Newspapers and magazines struggling to generate direct consumer revenues from their websites have more opportunity to charge for content on mobile phones, “said Jupiter MMXI’s Olivier Beau villain. “They should use their Web presence as a way to promote mobile content with which they will be able to generate more revenues.”

Question:

1. On the basis of above case explain how to advertise and market your Product through SMS?

2. Give the detailed advantages of advertising & marketing the products through Short Messaging Services (SMS).

 Section C: Applied Theory

1. Define Media planning. Explain the objective of marketing in media planning?

2. What is the creative media strategy? List the guidelines for a creative media strategy.