1. Unit 29 - Internet security Unit 33 - Media strategy
BUSINESS VOCABULARY IN USE
ADVANCED
Unit Internet security
PROFESSIONAL ENGLISH IN USE
MARKETING
Unit Media strategy

2. Media strategy  media strategy media planning media buying Any idea?2

3. Media strategy – explain the idea
I can still remember
quite well that... 3

4. Media strategy ... List the main tasks of a media strategy
recommends how to deliver brand messages
finds ways how to serve best the brand‘s communication objectives

5. Media strategy .... identifies the right target audience
finds out the best media mix – the ideal combination of media types, i.e. press, outdoor, the Internet

6. Media strategy  media strategy media planning media buying Any idea?18

7. Media planning r ...mm..ds communication channels recommends includes
MEDIA STRATEGY
Media planning
I can still remember
quite well that
the media plan ...
r ...mm..ds communication channels
recommends
includes
i ...ud media schedule
m ..t r..p..t the media budget
must respect
m ..t r..p..t the media objectives
must respect 19

8. the brand communicates
MEDIA STRATEGY
Flighting patterns
I can still remember
quite well that...
Flighting patterns are periods when:
the brand is active
the brand communicates 22

9. The brand communicates...
MEDIA STRATEGY
The brand communicates...
I have never seen anything like that... 23

10. Media strategy  media strategy media planning media buying Any idea?27

11. Define the roles of a media buyer
MEDIA STRATEGY
Define the roles of a media buyer
Heaven help me!
makes the media booking
reserves space in magazines
reserves airtime
uses software to optimise media plans 28

12. Study the differences between BrE and AmE
MEDIA STRATEGY
Study the differences
between BrE and AmE
optimise
optimize 29

13. Tricky plurals medium media sg. pl. It‘s not a problem! MEDIA STRATEGY30

14. What does the abbreviation stand for?
MEDIA STRATEGY
What does the abbreviation stand for?
CPM = is frequently used in advertising to represent cost per mille (thousand). When used in online advertising it relates to the Cost per (thousand) impressions.
CPM = Cost per thousand
CPM = ???
It must be a mistake!
... I had no
idea...
Cool expression!
...in the CR = CPT is used 31

15. How are media objective defined?
MEDIA STRATEGY
How are media objective defined?
impressions = the number of times an ad
is seen
reach (coverage) = the percentage of the target audience exposed to an advertisement in a given time period
time span (frequency) = the average number of times a member of the target audience is exposed to an ad in a given time period 32

16. MEDIA STRATEGY
Thank you! 

17. Write 100 words covering the topic:
MEDIA STRATEGY
Writing
Write 100 words covering the topic:
Think about advertising and communication campaigns you have seen recently and choose one ‚award-winning‘ commercial or campaign.
Give some reasons why. . 38

18. MEDIA STRATEGY
Home assignment
Page 73
Exercises 33.1 – 33.3 39