12 Questions
Why does the text suggest that cutting advertising can improve a company's profitability?
To meet the company's objective of improving profitability
What is highlighted as the most important question to start the communications planning process?
Why to advertise in the first place
What is one of the biggest challenges to marketers according to the text?
Gaining support from chief executive officers and chief financial officers
What percentage of a company's expenses do marketing budgets generally range from?
1% to 10%
What does Joe Marchese suggest is forcing marketers and agencies to reevaluate their advertising practices?
The new social media reality
What are agencies good at?
Recommending and developing solutions and plans
What is one of the key foundations of Brand Media Strategy discussed in the text?
Setting communication goals based on outcomes
Why do communications planners tend to overuse certain media metrics according to the text?
Because they are easy to measure
How do overreliance on outputs such as reach and frequency impact budget approvals?
They risk chief marketing officers not approving budgets
What was the original purpose of most media metrics mentioned in the text?
To guide the effectiveness of trading or pricing terms
In today's media landscape, how many different media channels do media programs typically consist of?
Four to ten
Why is it important to focus on outcomes rather than outputs according to the text?
To explain how the communications strategy contributes to marketing ROI
Learn about setting communication goals based on outcomes, not outputs, in Brand Media Strategy. Understand how reach, frequency, impressions, GRPs, and cost per response are commonly used media metrics. Explore why it's important to use these metrics as checkpoints in campaign management rather than as the sole justification for recommendations.
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