Chapter Question Answer 1 What do the terms above the line, below the line, and through the line mean relative to brand communication planning? Above the line and below the line which are terms used by accounting departments to categorize long term versus short term expenses. Above the line refers to paid media that is designed to reach a large audience which can be considered a long term investment in awareness and brand building. Television, which includes network, cable, syndication B Elow the line or btl encompassed activity that is not mass media related. This includes items such as direct mail, telemarketing, sales promotion, public relations, event sponsorship, and influencer marketing. Btl activities are considered a current expenditure and were largely executed by companies that were not advertising agencies (although many were owned by advertising agencies or advertising agency holding companies). Owned media such as a brand’s website or social media platforms also fall into the btl designation. Integrated brand communications, is a through the line (ttl) activity. In a brand communication plan, media planners are not restricted to above the line activities. Rather than approaching the communication from the perspective of media type, a brand communication plan looks at how the consumer engages with the brand and the brand with the consumer 1 How does brand communication planning differ from traditional media planning? Media planning is the legacy term for planning and placing paid advertising media. Brand communication planning takes into account all communication touchpoints cutting across communication disciplines. 2 What are the four characteristics that constitute big data? Big data contains information that must exhibit extremes of volume, velocity, variety, and veracity. 2 Data in media can be both deterministic and probabilistic. What are these differences? Deterministic data is information that can tell planners what is happening while probabilistic data is information that is predictive in nature. 3 What is meant by the term media convergence? Media convergence is when a media property is available in multiple channels; for example publication can be printed, in digital form, using a podcast and/or a streaming channel. 3 What is the paid, earned and owned model? It describes different uses of media. Paid media pays to leverage a media channel. Owned media is when the brand controls the channel and earned is when the brand has consumers or others