IMC Ethics, Regulation, and Evaluation

8 important questions on IMC Ethics, Regulation, and Evaluation

What is a media strategy?

Process of analyzing and choosing media for advertising and promotional campaigns.

It involves matching a target audience to the media audience or specific programs.

What are the 5 components of a media plan?

- Marketing Programm analysis (How does advertising fit in total marketing program)
- Advertising analysis (primary strategy and budget)
- Media strategy
- Media schedule
- Justification and summary

What is guerialla marketing?

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What is experientional marketing?

A program that combines direct marketing, field marketing, and sales promotions into a single consumer experience.

What is branded entertainment?

Storytelling branding

What is POP Point of purchase displays?

Any form of special display that advertisers merchandise.

What are media buyers?

Media buyers actually purchase the space and negotiate rates for ads. Placement is important and is part of the media buyer’s responsibility to ensure a good location for ads.

What is the three-exposure hypothesis?

The hypothesis states that it takes at least 3 exposures to an ad for it to have an affect. It also is based on the idea that advertising has intrusion value, that is viewers will pay attention to an ad even if they don’t want to. (herbert krugman)

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