EXAMS

BRAND MANAGEMENT & MEDIA PLANNING | LUMSA 2020-2021

Exams

In this section you'll find all the informations regarding the written test and the final exam.


EXAMS: INSTRUCTION

For attending students (the ones that participate in the teamworks) the final grade is calculated as the average of the written test’s mark (30’, 16 questions, max 30 points ), and the average of the 2 project works’s marks (max 30 points)

For non-attendant students the final grade is the average of the written test’s mark and the oral exams’ mark (3 or 4 questions on the course topics).

The written test is mandatory for everyone.

The written test will be held on the LUMSA eLearning platform

Students are requent to sign in using the first part of your lumsastud email:
Brand Management & Media Planning Course, mail @lumsastud, Password: bmmp2020

DO IT BEFORE THE EXAM DATE!

Program of the online exams


Assignments grades and Kahoot points

Kahoot esonero file

Please check if your grades are correct.


Kahoot points

Please check if your nickname was considered in the games and if the points are correct. The first 41 students in the ranking will receive an extra point to add to the written test.


Winter session 2020-21
DATE TEST ORALS
April, 17 2021 8.00 9.30 (following)

Some questions to check your preparation:

Click on the headings to open the slides of the specific topics' lesson

You can also practice with the Kahoot tests we did in class: look for "stellaromagnoli"

Brand definitions and Brand Building Process part 1

What is a brand
Understanding the structure of a brand: Kapferer’s Prism
The branding building process
Defining and positioning a brand
Mission, Vision, Values
Brand personality and the 5 J. Aakers dimensions

Brand Building Process part 2

Competitors Analysis, PODs and POPs
Brand Drivers
The Brand Value Proposition

Brand identification System

What is a Brand Identification System
Which are the permanent identity elements
How to choose a brand name
How to choose a web domain name
What’s a tagline
Definitions of logo (wordmark, monogram and icon) and sound logo
What is a Corporate Identity Manual (or Brand Book or Brand Style Guide) and its components

Brand Management

Brand architecture and brand portfolio
The brand/product matrix: width & depth of the brand portfolio
Brand hierarchy
Brand architecture strategies (monolithic, house of brands, endorsed and sub-branding and Hybrid)
Brand extension strategies (diversification and line extensions). Pros & cons.
Co-branding strategies (product-based, communication-based and licencing)

Brand Value and Brand audit

What is Brand Equity and what resources create value for the brand
Why successful brands are important
What to measure to assess Brand Equity
The Brand Audit process and some assessment methodologies: BrandZ Pyramid by Millward Brown (WPP Group), Lovemarks by Saatchi&Saatchi, Brand Asset Valuator

Brand Choreography and POE

Brand Choreography definition and process (5 steps)
Buyer personas
Customer Journey & Touchpoints
Net Promoter Score and Loyalty
Paid, Owned & Earned Media
How to "earn" media
Communication objects in the customer journey and the roles of media

Key media metrics

Media investments in Italy
Knowing each advertising media. What do we have to know about each media to plan them?
Impressions (gross and net contacts)
Reach and rating points
Frequency and wear-out effect
GRP’s (& TRP’s)
C/GRP’s
Online media metrics:
Impressions and viewability
Clicks and CTR
Conversion Rate
Internet pricing models

Internet advertising

Internet and Social media users worldwide and in Italy
Influencer Marketing
Audiweb
Display advertising and how to plan it
AdBlock
Native Advertising
Programmatic Advertising
Real Time Bidding
Programmatic platforms
Programmatic trading strategies: Programmatic Garanteed (or Automated Guaranteed) Preffered deal (or Unreserved Fixed Rate) Private Market Place (or Invitation-Only Auction) Open RTB (or Open Auction)

Facebook Business

Facebook Business dashboard
FB Business channels
FB Business ad types
Facebook campaign process
FB campaign objectives (classification: Awareness, Consideration, Conversion)
The FB campaign structure (ad set…)
The targeting options
FB pricing policy
How to create an ad

Google Ads

SEO and SEM (or SEA)
Google Search ads
Google Ads ad types
Quality score and the auction
Keywords matching options

Other media: TV, Press, Radio, OOH, Cinema

TV audience scenario
How Auditel works
TV media sellers in Italy
TV pricing scale for formats (30” Vs. other lengths)
TV scheduling patterns
Press circulation and audience measurements (ADS and Audipress)
Press characteristics as an advertising medium
Newspapers and Magazines media sellers in Italy
Radio audience measurement (Radio TER)
Radio audience and effectiveness in the media mix
Radio media sellers in Italy
Out Of Home: major categories of outdoor advertising
DOOH (Digital Out Of Home)
How to plan OOH
Cinema as an advertising medium
Audimovie sold tickets data
Cinema media sellers

Budget definition and media planning process

What is a communication budget
Empirical methods: what do we consider when preparing a Communication Budget?
Arbitrary allocation and inertia method
Affordability or Residual Amount method
Percentage of sales method
Objective and task method
Conversion funnel
Competitive parity budgeting
Allocation and scheduling of the communication costs

The 8 steps of the media planning process
The media briefing
What we want to know about the competitors’ planning strategies
Media goals setting
What it means to prepare a media strategy
Preparing the media plan
Media negotiation strategy
Post evaluation: what do we check?