NAME: Part I: 4 point questions (5 QUESTIONS, 20 PTS TOTAL). Instructions: • Please use 300 words or less in all your answers. I want to see media strategy and application of media, where applicable. 1) You are asked to maximize visitors to a NY museum. You have identified tourists and NYers who do not live in the 5 boroughs as your target and can only use 1 medium (due to budget constraints). Please share a medium, including where, how and/or tactics that you would use for that medium. 2) Your client is a major insurance company and you have been tasked to identify consumers who are likely to have the potential need for multiple products (life, home, car, etc). Please recommend a medium and share why it would be ideal for communicating to this target to buy multiple insurance products. 3) Let’s assume a Broadway show has great buzz via social media and wants to drive sales using a complementary medium. Please share a medium that would be an ideal complement to drive to or leverage the strong social media. 4) Expedia wants to capture spring break search volume of their core audience of college students. Please provide 3 keywords/phrases that are broad match, 3 keywords/phrases that are action/sales and 3 keywords/phrases that are negative match. 5) Online radio is a medium being considered by iheartradio but some of their senior management thinks that because there is no DJ endorsement that the impact is lost. Please share 3 reasons why online radio is an important medium for this brand. NAME: Part II: 2 point questions (4 QUESTIONS, 8 PTS TOTAL). Instructions: • Please answer all questions in the blank space provided Which social media technographic individuals are most influential A. Joiners & Collectors B. Critics & Creators C. Critics & Inactives D. Collectors & Inactives Which of these is not true regarding the benefits of SEO: A. Highest placement on the page B. Inefficient to prioritize SEO over SEM C. Free Clicks D. High credibility Which of the following groupings can be categorized as Earned media? A. Advertising, Sponsorships B. DSPs and content marketing C. Your Website, LinkedIn Profile, Brand’s YouTube Channel D. Social Media, Blogs, Reviews, Tweets, Shares The Magazine selection process should be primarily judged based on the following? A. Composition, Context, Coverage and ROI based on modeling B. Composition, Coverage, Consumer journey and number of pages in magazine C. Context, Audience Growth, CPM and if you have TV advertising first D. Audience growth, consumer response rate, high percent subscription and if reader are a stay at home mom Part III: 1 point questions (9 QUESTIONS, 9 PTS TOTAL). Instructions: • Please write out the words True or False in the blank spaces provided True/False I. An increase in Quality Score may potentially have the same benefit as increasing your SEM bid (it could help you raise your paid listing on the page) II. Media Strategies outline how we are going to accomplish our goal. III. Social media is great for national efforts but is not effective for local market efforts IV. If a newspaper has a rate base of 50,000, that means they guarantee a circulation within 10% of that figure, or a minimum of 45,000 will be distributed V. Magazines are great for context but they do not provide opportunity for any creative execution or break-through VI. Retargeting (or remarketing) allows you to reach users that have already shown an interest in your product or service. VII. VIII. Paying the highest rate for a click guarantees first listing via SEM One way to enhance your OOH would be to incorporate a QR code, Bluetooth, SMS or Shortcode into your ad to incorporate mobile or app interaction IX. Augmented Reality, Mixed Reality are emerging tech in XR Part IV: 1 point questions (3 QUESTIONS, 3 PTS TOTAL). Instructions: • Please show all work • Provide answers alongside the questions below Media Math i. In a particular market, 11,000 people are adult women, 9,000 are adult men. Of these women, 5,000 are at least 50 years old. What is the composition of Women under the age of 50 in this market? ii. Across the US, 5% of families purchase your brand of computer. 4% of families in New York purchase your computer brand. In Philadelphia, 6.5% of families purchase your computer brand. What is the index for your computer sales in Philadelphia? iii. A media schedule includes TV (343 GRPs total), Radio (256 GRPs total) and Magazines (155 GRPs total). Your research department has calculated the Reach at 77. What is the frequency of this schedule (one decimal only please). NAME: Take Home Essay Final: In-Class Essay Portion – Part II of the Final The below portion of the test is an essay portion of your final exam. It is replacing the in-class. It has two (2) questions – each worth 20 points. Each of the 2 questions will ask you to answer a media strategy question. Each question will highlight a brand or service. Each question will identify 4 media factors (the “Media Criteria”) that have been identified by me as important to media selection. You have to show how your strategy and media selection solve these problems. So for example if one of the media criteria is mass reach, your strategy and at least one of the media solves that criteria This is something that needs to be done separately NOT with anyone else. As discussed this portion of the test has to be done with out your notes. You will be asked to: 1) Identify a Target (25%) a. Tell me why this is your target 2) Chose two types of media (50%) a. Discuss your first media type i. Why you would use it ii. How you would use it b. Discuss your second media type i. Why you would use it ii. How you would use it 3) Show how your media mix met the criteria (12.5%) a. So for example if one of the media criteria was “relevant content” – you would have to say why one (or both) of the media selected is relevant to the target and product 4) Story Telling (12.5%) These essays should flow like a story and not just be bullet points. They should tell me clearly why and how you are selecting media (strategy) and how you are using it.(tactics) They should illustrate how a target moves along the path to purchase – how they become aware, gain interest in the product and finally purchase Rules: • • • • • • Do NOT worry about budget – this is a strategic test You cannot use a medium more than ONCE across the questions Each question asks for 2 media choices Be clear to communicate the role of each medium o This is where you need to provide a rationale for why the media is included Address how the media selected addresses the 4 media criteria highlighted Be specific in your tactics – how the media is used for targeting, unit length, etc Media Choices are listed below (Note, local and national of the same medium does not qualify as different media). • TV/Cable • Radio • Digital • One-to-One (Direct Mail/E-Mail/CRM) • Search • Social • Magazines • Newspapers • Promotional Print / Couponing • OOH • Emerging / Gaming Your answers should be 3/4 to a full page in length. Name: Question #1 • Product – Big Gay Ice Cream Truck and Store • Media Criteria to include - Target, Geographic Focus, Complementary Content, Purchase Journey Big Gay Ice Cream has been a NYC favorite since its launch as an ice cream truck in 2009. Growth has been slow due to lack of media support but consistent. In 2011, it added 2 NYC city stores in the East and West Village. In 2012, the stores were named as one of the 10 Best Ice Cream Parlors in the United States. The following year it was named the #5 Best Ice Cream Parlor/Store in the world. – and the best in the United States. Currently Big Gay Ice Cream has a local NY fan base that tracks the location of the ice cream truck within the city, as well as visiting its locations. In 2017 they tested their truck in another market, Philadelphia, and saw equal success. Based on their history in NYC and the initial success in Philadelphia the 2 owners have secured significant Venture Capital funding to launch Trucks / Stores which will open in May 2019 in – 5 cities (Philadelphia, Washington DC, Los Angeles, Portland and San Francisco). It is critical to get people to the stores and trucks, at the beginning of Spring/Summer. Assignment Please recommend 2 media channels that will help drive launch the brand in these new markets, achieve brand trial and win new users on a large scale basis Name: Question #2 • Product – WordPress • Media Criteria to include - Target, Relevant Environment, Assets, Goal WordPress is the largest site development template / content management system for bloggers and website development. Launched in 2003, it has outlasted many competitors and survived the tech industries bursts. In terms of marketing they have done little to protect their share. Its software is the template behind many popular websites. While they are still #1 (27% of all existing sites are built with WordPress) - the new CEO and CMO have noted several facts that have them worried 1) Fewer new websites are being developed on WordPress than in the past. 2) An even smaller amount of start-up business web sites (15%) are being created using WordPress and 3) Most alarming - When consumer research was done, few people named WordPress as a company that helped build site templates and was a content management system. However, many named GoDaddy and SquareSpace, quickly. To make sure that the WordPress brand name is reestablished, the CEO has approved a large budget for a media effort. This is extremely important since the brand wants to win new users before they have to fight GoDaddy and SquareSpace to steal them. Assignment Please recommend 2 media channels that will help reestablish awareness and create brand credibility in as a website creator. CAMPAIGN II (FONTANA) – SAMPLY ESSAY In Class Final - Sample Essay Each of the 2 questions will ask you to answer a media strategy question. Each question will highlight a brand or service. Each question will identify 4 media factors that have been identified by me as important to media selection. You will be asked to: 1) Identify a Target (25%) a. Tell me why this is your target 2) Chose two types of media (50%) a. Discuss your first media type i. Why you would use it ii. How you would use it b. Discuss your second media type i. Why you would use it ii. How you would use it 3) Show how your media mix met the criteria (12.5%) a. So for example if one of the media criteria was “relevant content” – you would have to say why one (or both) of the media selected is relevant to the target 4) Story Telling (12.5%) These essays should flow like a story and not just be bullet points. They should tell me clearly why and how you are selecting media (strategy) and how you are using it.(tactics) They should illustrate how a target moves along the path to purchase – how they become aware, gain interest in the product and finally purchase Rules: • • • • • • Do NOT worry about budget – this is a strategic test You cannot use a medium more than once across the questions Each question asks for 2 media choices Be clear to communicate the role of each medium o This is where you need to provide a rationale for why the media is included Address how the media selected addresses the 4 media criteria highlighted Be specific in your tactics – how the media is used for targeting, unit length, etc Media Choices are listed below (Note, local and national of the same medium does not qualify as different media). • TV • Radio • Digital • One-to One • Search • Print • OOH • Emerging/Social/Gaming Your answers should be 3/4 to a full page in length. CAMPAIGN II (FONTANA) – SAMPLY ESSAY Product - Spiderman 2 Movie Media Criteria to include - Target, Break-through, Scale, Composition The Spiderman 2 movie will launch nationally on May 2 and you are asked to justify at least 2 media channels to the studio CMO. Please select 2 media and any specific tactics to make sure the movie is a success. Sample Answer While the launch of Spiderman 2 may appeal to a broad audience – this campaign will target only Men aged 16 – 24. We will focus efforts in areas in urban and suburban markets where movie theaters exist. Spiderman 2 is a specific type of movie – Action/Superhero – which are typically skewed to males. We have selected age 16-24 because they have seen the Spiderman movies, TV shows and comics. We also feel that there will be exposure to men outside of the target. We are calling our target “Peter” Peter is 17 years old, a junior in high school and lives in the suburbs of Denver. He takes the bus to school. Afterschool he stays for baseball practice then goes home or to his friend’s house where they hang out or do homework. On weekends, Peter works at the local mall as a server for a hot dog vendor. Often he and his friends meet up at the mall during work breaks. Peter communicates with his friends via mobile and social networks. They often “snap” (snapchats) rather than carrying out a text or IM conversation. The campaign will reach Peter his friends are in the evenings or on weekends via mobile/social and OOH. The use of social and OOH will be integrated. The OOH strategy would use larger than life units to “break thru” and be impactful. While Peter was working today he watched as a giant Spiderman billboard was placed on the theater in the mall. It was difficult to miss and made it look like Spiderman was crawling up the wall. Since he always has his phone with him, he took a picture of it with his phone and sent it to his friends, posted it on facebook and tweeted about it. He noticed that hundrends of people had commented and shared the picture. When he got home he noticed that his picture was trending and being shared by people all over the US. When he woke up the next day he saw that other people where posting pictures and sharing with him the other Spiderman units they were finding – a bus stop in Chicago with Spiderman on top, a building in Dallas and a hot dog cart in New York with a web on it. Each of these OOH units were unique and fun. The OOH units were extremely shareable between Peter, his friends and other people his age. All of the Outdoor units were very large and hard to miss. In the social space the strategy included all the “sharable” media – Facebook, Twitter, Instagram, Vine and SnapchatEach time it was shared, the audience was amplified in the social space – creating scale against the target. Peter and his friends shared all these pictures and texted about them as they keep appearing – leading up to the day of the Spiderman movie premiere – where Peter and his friends were first on line to get in.
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