Advertising Media Investment

What is the purpose of advertising media investment?

• To promote products/services, increase brand awareness, drive sales, and generate revenue.

• To ignore product promotion, decrease brand awareness, and reduce sales.

• To reduce brand visibility, limit sales, and decrease revenue.

• To confuse consumers, decrease brand recognition, and discourage purchases.

Name one traditional advertising media channel.

• Email

• Social Media

• Radio

• Internet

What is the difference between paid media and earned media?

• Paid media is purchased, while earned media is gained organically.

• Paid media is purchased, while earned media is paid for.

• Paid media is gained organically, while earned media is purchased.

• Paid media is earned, while earned media is purchased.

Explain the concept of Return on Ad Spend (ROAS).

• ROAS is the total number of ads displayed

• ROAS is calculated as (Revenue Generated from Ad Campaign / Cost of Ad Campaign)

• ROAS is calculated as (Impressions / Clicks)

• ROAS is the percentage of budget spent on ads

How can advertisers measure the effectiveness of their media investments?

• By flipping a coin and guessing

• By tracking KPIs such as ROI, CPA, CTR, conversion rate, and brand awareness metrics, using tools like Google Analytics and social media insights.

• By asking their friends and family for feedback

• By measuring the number of likes on social media posts

Discuss the role of social media in advertising media investment.

• Social media enables targeted advertising, real-time engagement, data analytics, and cost-effective reach.

• Social media is too expensive for advertising purposes

• Social media has no impact on advertising media investment

• Social media is only useful for personal communication, not advertising

What are the key factors to consider when choosing an advertising media channel?

• Social media popularity, color schemes, font styles

• Historical data, political climate, global economic trends

• Weather conditions, personal preferences, competitor strategies

• Target audience demographics, budget constraints, reach and frequency, message complexity, and overall marketing objectives.

What is the significance of target audience segmentation in media investment?

• Target audience segmentation has no impact on campaign performance or audience targeting.

• Target audience segmentation helps in personalizing messages, improving campaign effectiveness, increasing ROI, and reaching the right audience.

• Target audience segmentation leads to increased costs, reduced reach, and lower engagement rates.

• Target audience segmentation is only relevant for offline media investments.

How does the concept of reach and frequency impact media planning?

• Reach and frequency impact media planning by helping to optimize the selection of media channels and the frequency of ad exposure to effectively reach the target audience.

• Reach and frequency are only relevant for traditional media, not digital media

• Media planning is solely based on creativity and not reach and frequency

• Reach and frequency have no impact on media planning

Explain the term 'cost per mille' (CPM) in the context of media buying.

• Cost per acquisition (CPA) is the cost of 1,000 acquisitions from an advertisement.

• Cost per lead (CPL) is the cost of 1,000 leads generated from an advertisement.

• Cost per mille (CPM) is the cost of 1,000 impressions of an advertisement.

• Cost per click (CPC) is the cost of 1,000 clicks on an advertisement.