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Exam 1: Media Planning and Advertising Strategies

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Question 1

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Newspapers and magazines published in other countries are often imported to the United States to serve ethnic markets.

A) True
B) False

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Question 2

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Advertising allowances are based on a fee for in-store displays while display allowances are a percentage of gross costs.

A) True
B) False

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The importation of magazines is more widespread than newspapers because they tend to have a longer shelf life.

When looking at social media costs, you must always include the manpower it takes to drive consumer engagement - social media isn't free.

Doing advertising at the global level demands that you consider differences in lifestyle as well as packaging needs.

Agencies typically have a gross profit level of 50% or more.

Media agencies were formed by large ad agencies to create operational efficiencies.

In general, you don't need to worry about matching the goals of your earned media placements to your media plan since you don't pay for them.

Typically when doing test markets you have media weight test complete at 50% (+/-)

Media postbuys are a combination of account planning and audience analysis.

OOH advertising is often used in ethnic neighborhoods to engage with consumers in their native language.

Because so many firms make use of integrated marketing, the integration of the advertising media plan into the overall marketing picture does not need to be disclosed.

When marketers standardize most of the advertising message but infuse aspects of local culture it is known as ""glocal advertising.""

Campaign measurement metrics include things like coupon redemption, leads generated, and traffic generated.

The media tactics portion of the plan usually includes media units, schedule, and types.

The overhead of the agency accounts for roughly 60% of total spending each month.

Costs to consider for sales promotions include coupons redeemed, talent charges and processing and handling fees - you don't ever have to worry about legal fees for contest rules.

Incentives associated with pull marketing often include money, prizes, gifts, or special information.

There are three types of owned media: digital assets, social assets, and physical assets.

""Are there any sacred cows?"" is a common question to ask when evaluting creative mandatories.