What information should be provided in a written rationale for a media strategy?
What will be an ideal response?
The strategy statement begins with a brief definition of target audiences and the priorities for weighting them. It explains the nature of the message and indicates which media types will be used and why. It outlines specific reach, frequency, and continuity goals and how they are to be achieved. It provides a budget for each medium. Finally, it states the intended size of message units, and any position or timing considerations.
You might also like to view...
Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?
A) brand novelty B) brand salience C) brand excitement D) brand surprise E) brand edginess
Which of the following statements about the preparation process is incorrect?
A. Preparation should occur before the negotiation begins. B. Good preparation means setting aspirations for negotiation outcomes that are high but achievable. C. No preparation is needed for the broader context of the negotiation, such as the presence of an audience. D. All of these statements are true.
Explain how omission of information and choice of words can affect the accuracy of a message
Answer the following statement(s) true (T) or false (F)
1. A defender strategy is one where an organization simply responds to environmental threats and opportunities rather than following a defined plan. 2. Typically, managers focus on three main levels of strategy during the strategic planning process: organizational, divisional, and functional. 3. To be a learning organization, the company must acquire, distribute, and retain knowledge. 4. Mimicry, vicarious learning, scanning and grafting are all ways to distribute knowledge. 5. Globalization is the integration of economy, trade, and finance on an international scale.