Why is it important to achieve balance between creative expression and media effectiveness and efficiency?•What are the various needs to consider when creating an ad? What things impact on creative decisions?•How does integration between creative and media happen? Why is it important?•Describe two approaches to budget setting:–% of Sales–Competitive Share of Voice•Describe the 4 categories of communication dollar
What are the 7 Communication Goals in Media Planning?•Define and describe the Product Purchase Cycle. –Identify a brand that is an example of a short purchase cycle–Identify a brand that is an example of a long purchase cycle –What would be the difference in the media plan approach for each?•What is a consideration when setting reach goals? –Provide an example of a brand/situation needing high reach.•What is a consideration when setting frequency goals? –Provide an example of a brand/situation needing high frequency.•What are the 5 factors affecting “how much/how often”?•Explain the recency approach
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