Instructors Manual - Advertising Media Planning: A Brand Management ...

Instructor’s Manual

Advertising Media Planning: A Brand Management Approach, 3rd edition

Chapter 1. The Role of Communication in Advertising and Marketing • Advertising is part of the Marketing Communications. Marketers break up the Marketing mix into the four Cs (Commodity, Cost, Channel, and Communication). These four elements are analogous to the four Ps • Reasons advertising media are critical to the success of your advertising — Advertising makes up most of the advertising budget (80–85 percent).— A good media plan can ensure that the message reaches the right people at the right time and in the right mood.— The message may be the most interesting part, but the media plan ensures the message’s success.— Media are critical to the success of the brand.— Executives do not understand media, but want to see their advertising running in the media.— Media support product positioning; the positioning is meaningless without advertising media support.— Media are changing. Dialogue-based messaging is replacing push-based messaging. As media outlets are consolidated, user-generated media is a collective response to perceived media control.• Media effectiveness is increasingly judged by how consumers use media, and how susceptible they are to a message.• Media are also judged based on return on investment, and the lift that each medium and vehicle gives to incremental brand sales.• Media inefficiency can result from excessive media overlap, frequency, and waste. Media planning can help advertising media planners avoid these inefficiencies by achieving the correct levels of exposure.• Advertising media planners need to navigate an evolving media environment in which print media shares have been shrinking and digital, social media growing.Sample Questions 1.True or False: The message (including the theme, headlines, visuals, and copy) determines the success of an advertising campaign.

2.True or False: The difference between the executive’s perspective of the advertising plan and the advertising media planner’s perspective of the advertising plan is that the executive may not understand media, but wants to see the ad running.Advertising Media Planning A Brand Management Approach, 3e Larry Kelley, Donald Jugenheimer, Kim Bartel Sheehan (Instructor Manual All Chapters, 100% Original Verified, A+ Grade) 1 / 4

3.True or False: Advertising support is superfluous to product positioning; a product is positioned by consumer response regardless of an advertisement.

4.How has the consolidation of media outlets led to the rise of consumer-generated media?

5.True or False: Twitter, Facebook, and blogs, whereby consumers provide feedback to advertisers, represent push-based media.

6.True or False: Media efficiency is primarily determined by getting the best price for your advertising.Answers 1.False 2.True 3.False 4.As media outlets are consolidated, user-generated media is a collective response to perceived media control.

5.False 6.False Chapter 2. Outlining the Components of a Communication Plan • The difference between a communication plan and a media plan is the approach to solving the marketing problem. In the latter, the advertising is the solution, in the former, the advertising media is one of many alternatives to solve the problem. A communication plan considers the array of communication mix options.• A communication plan should be strategy neutral—it doesn’t assume one communication method is better than another when planning.

• A communication plan features the following elements:

— Executive Summary: How communication is tied to the business goals of a brand.

— Situation Analysis: The context for the plan, including a SWOT analysis.

— Marketing Objectives/Strategies, including business and brand objectives.

— Role of Communication: How communication will solve the problem.

— Communication Objectives: Target market, geography, season/timing,

reach/frequency/continuity.— Communication strategies, including the communication mix and scheduling.

— Communication tactics: Address each media vehicle.

— Communication Budget: Recap of the dollars by channel and by month.

— Communication Flowchart.— Testing and Evaluation to show how the increase in media pressure might impact the market and solve the problem. 2 / 4

Sample Questions

• What is the difference between an advertising media plan and a communication plan?
• In a communication plan, advertising is the solution.
• In a media plan, the advertising media is one of the many alternatives.
• It depends on the marketing problem.

2. True or False: All communication plans derive from a marketing strategy.

• Is setting objectives around the number of customers and sales an example of business

objectives or brand objectives?

• What are the “Big Four” communication objectives?
• Name three communication components you would analyze against competing brands in

the situation analysis section.

Answers

• C
• False
• Business objectives
• (1) Target market, (2) geography, (3) season/timing, (4) reach/frequency/continuity
• Pricing, distribution, resources, and product differentiation.

Chapter 3. How Marketing Objectives Impact Communication Planning

• An advertising media plan does not begin until you have first established objectives.• Objectives may be divided into marketing, communication, advertising, and media categories, and should be developed in that order.• A contingency plan should be developed after the media plan has been completed, and is an alternative plan and allows for transfers among media choices.• Media planning should answer questions on what types of people to target or the best locations in which to market.• In media planning, you start with your point of origin, your situation analysis, and then you set up your objectives. Afterwards, you work backward from your objectives to identify what is needed to meet your goals.• The stages in media planning include objectives and goals first, then strategies (or how to achieve your goals), and finally, tactics by which you implement your plans.• Advertising media are strategies, or ways for reaching media goals. Do not establish goals to use certain media.• Good objectives determine where you want to go with your efforts. Good objectives use the infinitive form of a verb, are quantifiable, and are consistent with other goals. 3 / 4

• In the best-case scenario, both the advertising message and the advertising media will be developed concurrently, so that each can draw on the capabilities of the other.

Sample Questions

• Gordon’s Gumbo, a start-up company in the Gulf Coast region, is looking to gain brand

recognition as a unique alternative to soup. Which of the following should Gordon’s

Gumbo do first in their planning efforts:

• Identify primary locations for billboards;
• Choose between using a street-team guerrilla marketing approach or exposure in

local broadcast media;

• Identify the market entry point and establish marketing objectives for brand

recognition and sales goals.

• Which should come first, development of the advertising message or selection of the

advertising media?

• What is the difference between a contingency plan and a reserve fund?
• True or False: In the research phase of your communication planning, you should include

such questions as what advertising media should we use in the upcoming campaign?

• Matador Media has decided to use Hulu as an outlet for raising awareness for its clients’

campaigns. This is an example of:

• An objective
• A strategy
• A tactic

Answers

• C
• Neither, both should be developed together.
• A contingency plan is an alternative to the plan; a reserve fund is part of the advertising

budget set aside for emergencies.

• False
• B

Chapter 4. Working with a Situation Analysis

• A SWOT analysis is an assessment of the Strengths, Weaknesses, Opportunities, and Threats facing a brand. Strengths and weaknesses are internal. Opportunities and threats are external.

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