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12 Questions

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Brand Media Strategy: Lesson 1 Goals

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Questions and Answers

Why does the text suggest that cutting advertising can improve a company's profitability?

To meet the company's objective of improving profitability (correct)

To align with the CFO's budgetary concerns

To reduce expenses on unnecessary campaigns

To increase efficiency in marketing strategies

What is highlighted as the most important question to start the communications planning process?

When to launch the advertising campaign

Who to target with the advertising

Why to advertise in the first place (correct)

How to develop advertising solutions

What is one of the biggest challenges to marketers according to the text?

Developing solutions and plans for advertising

Measuring the effectiveness of ad campaigns

Setting aside appropriate budgets for marketing

Gaining support from chief executive officers and chief financial officers (correct)

What percentage of a company's expenses do marketing budgets generally range from?

1% to 10% Signup and view all the answers

What does Joe Marchese suggest is forcing marketers and agencies to reevaluate their advertising practices?

The new social media reality Signup and view all the answers

What are agencies good at?

Recommending and developing solutions and plans Signup and view all the answers

What is one of the key foundations of Brand Media Strategy discussed in the text?

Setting communication goals based on outcomes Signup and view all the answers

Why do communications planners tend to overuse certain media metrics according to the text?

Because they are easy to measure Signup and view all the answers

How do overreliance on outputs such as reach and frequency impact budget approvals?

They risk chief marketing officers not approving budgets Signup and view all the answers

What was the original purpose of most media metrics mentioned in the text?

To guide the effectiveness of trading or pricing terms Signup and view all the answers

In today's media landscape, how many different media channels do media programs typically consist of?

Four to ten Signup and view all the answers

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 Signup and view all the answers