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Advertising Strategy: Media Planning, Consumer Decision Models and Promotional Scheduling

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Business - Advertising

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andrsonztdc Created by 10 mon ago

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Cards in this deck(26)
What is unique about the McKinsey Consumer Decision Making Process compared to traditional models?
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Who are the two major participants in the communication model?
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What are the two main communication tools in the communication model?
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In what order should the communication model be used?
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Who is responsible for writing the advertising creative brief?
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How did Nike disrupt the market?
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How did Coke and Pepsi both disrupt the beverage market?
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How did Apple disrupt the market with its advertising approach?
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What is promotional scheduling: continuity?
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What is promotional scheduling: flighting?
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What is promotional scheduling: pulsing?
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What does 'Reach' refer to in media metrics?
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What is 'Effective Reach' in media metrics?
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What does 'Coverage' mean in media metrics?
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What is 'Frequency' in media metrics?
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What are 'Gross Rating Points (GRPs)' in advertising?
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What are 'Target Rating Points (TRPs)' in advertising?
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How is 'Cost Per Thousand (CPM)' calculated in advertising?
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What is 'Native Advertising'?
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What are the objectives of direct marketing?
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What is the purpose of sales promotion?
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What are the objectives of sales promotion?
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What is a 'Push Tactic' in marketing?
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What is a 'Pull Tactic' in marketing?
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What is 'Franchise Building' in marketing?
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What is 'Non-Franchise Building' in marketing?
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