What are some of the criteria you might evaluate media performance against?
Media performance can be evaluated against the response rate of the target population. The introduction of media communication has liberated communication and made it efficient and cost-effective. Reflectively, the same has come with a series of benefits such as reliability, privacy, and personalized control. Through media advertisement, the thoughts of the target group are often well-articulated to create the desirable views independent from the societal conformity parameter. However, the interpretation of messages discussed is not inclusive of the interface between the audience, the message, and the existing culture. Thus, media performance can be evaluated against the response rate of the target group.
What are media guarantees, and how do they act as a risk reversal?
The main media guarantees are the extended period guarantee and the standard guarantee since media as a form of marketing is often very accessible and reliable. Media offers a cognitive perspective of product or service perception to influence the purchasing pattern of members of the target group at the individual level. In the product market, lifestyle defines the activities clients are involved in such, as beliefs, opinions, health aspects, and interests.
Media advertisements are very manipulative and use tactics that directly and involuntarily appeal to the mind of the target person. Despite the ignorance of some advertisements and disbelief in their effects, media advertisements remain complex and significant in the choice of products owned by an individual. Usually, media advertisements appeal to memory or emotional response. As a result, it creates an intrinsic motivation response that triggers the mind to activate affiliation, self-acceptance, and feign community feeling.
In the end, advertisements succeed in appealing to emotions through capitalization on biases and prejudices of people. Therefore, response to an advertisement will originate from the bandwagon technique, which heaps pressure on the mind to follow the perceived crowd. As a result, the response will form the risk reversal element.
List the main legal and ethical requirements associated with executing a media campaign?
- The Federal Trade Commission Act regulates the element of truth in media campaigns.
- Ethical and legal regulation on content in the Children Protection and Toy Safety Act.
- Regulation to curb advertisement of harmful products in the Consumer Product Safety Act.
- Control of advertisement tactics to promote ethical business relations in the Fair Packaging and Labelling Act.
- Copyright and trademark infringement laws to protect media campaign content.
Describe what is involved in the following stage of executing an advertising plan: Developing an implementation strategy
Developing an implementation strategy involves creating a high-level strategy. This involves increasing awareness, building community, and generating publicity. The advertisement tactics and keywords are derived at this stage to create the wanted image and optimize the integration with the target group. Therefore, through timely appeal to emotions and self prejudice, the advertisement plan will skew the human mind towards embracing the ‘perceived goodness’ and need to identify with ‘the ideal’ in the advertisement strategy. Interestingly, these aspects are integrated at this stage as perfect in the advertisement plan about the product and service through the use of bright and powerful communication themes such as the brand name.
The company must have a comprehensive understanding of the dynamics of the local market, technological competition, quality assurance, cultural compliance, effective marketing skills, and competitive pricing when reaching its target market through the advertisement plan. The language used in the intended market is critical. The fact that the participants of the trade activity share a common language will facilitate an easy entry and further penetration into the market when incorporated in the advertisement plan.
Describe what is involved in the following stage of executing an advertising plan: Negotiating media contracts
In the media contracts negotiation stage, the agents of the advertisement plan define the terms, prerequisites, and conditions of engagement to achieve the best possible deal. The aspects of compensation for breach of contract are discussed and acknowledgment arranged to cover the costing and scheduling of the advertisement. Besides, the liabilities and potential risks are explored against possible remedies. Besides, expectations and intentions are defined to minimize conflict of interest with the other party.
Describe what is involved in the following stage of executing an advertising plan: Monitoring the campaign
During the stage of monitoring the campaign, the advertisement plan agents endeavor to monitor the response rate and the duration or period of advertisement as stipulated in the contract. The effects of media on the marketing campaign are weighed against the suitability of marketing approaches. Therefore, realistic market assessment and creation of a unique market niche are the main prerequisites for successful advertisement campaign monitoring.
Chose 3 posters and do the following for each one.
Rate out of 10 (highest)
Poster A
- Storytelling: 7/10
- Style: 8/10
- Frequency: 7/10
- Reach: 9/10
- Target Demographic: 9/10
- The average score for poster A is 8 out of 10.
Poster B
- Storytelling: 6/10
- Style: 7/10
- Frequency: 6/10
- Reach: 9/10
- Target Demographic: 8/10
- The average score for poster B is 7/10.
Poster C
- Storytelling: 6/10
- Style: 7/10
- Frequency: 6/10
- Reach: 6/10
- Target Demographic: 7/10
- The average score for poster C is 6/10.