STC 114 Study Guide - Final Guide: Media Planning, Vehicle Insurance, Federal Emergency Management Agency
6 Sep 2018
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Document Summary
Study the concepts on this list, and the related material in your notes and textbook. You should use this study guide to help you prepare for the exam but by no means should it cover all materials that can be included for the test. Duplicated audiences: gross impression and gross rating points. Grps ( gross rating points): multiply each media vehicle"s rating by the number of insertions, then add up the total of all the vehicles. Who (target audience), what (the media used), when (time frame), how long (duration), and how big (size) New product? etc) new product, reach complicated (aka car insurance), need education/demonstration, frequency. Well known, reach already known, just want to show a lot of people, don"t need to repeat the info. The cdi tells you where the category is strong and weak, and the bdi tells you where your brand is strong and weak. Seasonality, holidays, days of the week, time of day.
