EXAMS

MEDIA PLANNING & BRAND MANAGEMENT | LUMSA 2019-2020

Exams

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

EXAMS ON VIDEO: INSTRUCTION

Due to the current situation, exams will be online and by videocall.
Non attending students (and those who didn't made any assignment) have to take the written test on the Lumsa Elearning platform plus some oral questions on Meet.
Students are requent to sign in using the lumsastud email:
Media Planning & Brand Management Course, mail @lumsastud, Password: mpbm20

DO IT BEFORE THE EXAM DATE!

Program of the online exams

For attending students 2019-20

HERE you can download the instructions for the exam, and how the final grade is calculated (for the attending students)

Remember that YOU HAVE TO SIGN IN FOR THE EXAM AND COME IN PERSON FOR THE VERBALIZATION. Otherwise the grades are NOT legitimate and not valid. In Yellow the students that have already formalized their grades.

Autumn session 2019-20
DATE TEST ORALS
September, 5 2020 10.30 11.00 (following)
September, 19 2020 10.30 11.00 (following)
November, 2 2020 10.30 11.00 (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 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 by Y&R)

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 Choreography and POE

Brand Choreography definition and process (5 steps)
Buyer personas
Customer Journey & Touchpoints
Paid, Owned & Earned Media
Media investments in Italy
Segmentation variables to select the media audience (offline and online media)

Key media metrics

Impressions (gross and net contacts)
Reach and rating points
Frequency
Effective Reach & Exposure Distribution
GRP’s (& TRP’s)
C/GRP’s
Online media metrics:
Impressions and viewability
Clicks and CTR
Visitors, page views, conversion, hits

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)

Google Ads

SEO and SEM (or SEA)
Google Search ads
Google Ads ad types
Quality score and the auction
Google ads planning process
Google campaign structure
Keywords matching options
How to create a Google search ad

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 (in ad set…)
The targeting options
FB pricing policy
How to create an ad

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

TV audience scenario
VOD Vs. SVOD
How Auditel works
Auditel data
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

Media planning process

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?

Communication Budget

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
Competitive parity budgeting
How to estimate competitors advertising investments
Objective and task method
Allocation and scheduling of the communication costs