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110 Cards in this Set
- Front
- Back
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reach
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number of different audience members at least once in a given time period *
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COverage
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the potential audience that might recieve the message thru the vehicle
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Frequency
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the number of times the receiver is exposed to the media vehicle in a specific time period
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Brand Development Index BDI
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Percentage of brand to total Us sales in market/ percentage of total us population in market X 100
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Higher the BDI
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more market saturation
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Catagory developmetn index
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(Percentage of total product category sales in market/ % of total population in market) X 100
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High CDI
High BDI |
High mkt share
Good Market potential The market usually represents good slaes potential for the product and for the brand |
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Low CDI
High BDI |
high mkt share
monitor for sales decline The category isn't selling well but the brand is, may be good market in which to advertise but should be monitored for sales decline |
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LOW BDI
High CDI |
low market share
good market potential the product category shows high potential but the brand isn't doing well the reason should be determined |
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LOW CDI
LOW BDI |
both the product category and the brand are doing poorly, not likely to be a good place to advertise
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cost per thousand
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[cost of ad space (absolute cost)/ circulation] X 1,000
mainly used with print media |
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cost per rating point
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cost of commercial time/ program rating
Advertisers use these numbers but cannot use them in isolation |
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Advantages of television
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creativity and impact
coverage and cost effectiveness captivity and attention selectivity and flexibilty |
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Julia
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Clarke
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needs
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a job
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televison disadvantages
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fleeting message-here and then gone
cost-high low selectivity clutter distrust-sceptism, esp. younger generation Negative evaluation limited attention-audience controls |
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Tv advertising works best when
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the budget us large enough to produce high quality commercials
the media budget is suffcient to generate and sustin the number of exposures needed The market is large enough and reachable effciently thru a specific network, station or program there's a genuine need for a medium w/high creative potential to exert a strong impact |
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network
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affiliated stations are linked, regardless of geography
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spot & local
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commercials shown on local stations
maybe local or "national spot" |
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Rating
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(house holds tuned to show/ total Us Households)
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Share
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(households tuned to show/ Us households using tv)
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tv and radio similarities
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are time oriented
are sold in time segments have network affiliates have some independents use the public airway are regulated by FCC are externally paced media are passive, low involvement |
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market coverage
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optimal goal of media
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partial market coverage
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coverage of the media does not allow for coverage of the entire market leaving some potential customers without exposure to the message
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coverage exceeding target market
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waste coverage- media coverage exceeds the targeted audience, media coverage reaches people who are not potential users and is wasted
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continuity
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a continuous pattern of advertising, which may mean every day, every week, every month
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flighting
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a less regular schedule with intermittent periods of advertisisng and nonadvertising
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pulsing
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continuity is maintained but at certain times promotional efforts are stepped up
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marketing factors determining frequency
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brand loyalty
brand share usage cycle brand history share of voice purchase cycle target group |
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brand loyalty
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an inverse relationship exists between loyalty and frequency. High BL lower the frequency level required
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brand share
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an inverse relationship exists between brand share and frequency
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usage cycle
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products used daily or more often need to be replaced quickly so a higher level of frequency is desired
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brand history
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new brands generally require higher frequency levels
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share of voice
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higher frequency levels are required when a lot of comptetitive noice exists and when the goal is to meet or beat competitors
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target group
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the ability of the target group to learn and to retain messages has a direct effect on frequency
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Message or creative factors
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message complexity
message uniqueness new vs. continuing image vs product sell message variation wearout advertising units |
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message complexity
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the simpler the message, the less frequency required
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message uniqueness
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the more unique the message, the lower the frequency level required
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new versus continuing campaigns
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new campaigns require higher levels of frequency to register the message
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image versus product sell
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creating an image requiew s higher levels of frequency than does a specific product sell
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message variation
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a single message requires less frequency, a variety of messages requires more
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Wearout
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higher frequency may lead to wearout
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advertising units
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larger units of advertising require less frequency than smaller ones to get the message across (length0
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media factors
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clutter
editorial environment attentiveness scheduling number of media used repeat exposures |
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clutter
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the more advertising that appears in the media used, the more frequency is needed to break through the clutter
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editorial environment
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the more consistent the ad is with the editorial environment the less frequency is needed
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attentiveness
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the higher the level of attention achieved by the media vehicle, the less frequency is required. low attention getting media requires more repetition
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scheduling
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continuous scheduling requires less frequency than does flighting or pulsing
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number of media used
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the fewer media used, the lower level of frequency required
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repeat exposures
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media that allow for more repeat exposures (i.e monthly magazines) require less frequency
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zipping
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occurs when customers fasst forward through commercials on a previously recorded program
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zapping
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changing the channel during commercials
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up-front market
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a buying period that occurs before the TV season begins
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scatter market
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runs through the tv season
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spot advertising
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commercials shown on local tv stations, with time negotiated and purchased directly from the individual stations
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national spot advertising
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all nonnetwork advertising done by a national advertiser
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local advertising
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airtime sold to local firms, limmited to geographic market in which they do business
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station reps
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individuals who act as sales representatives for a number of local stations in dealing with national advertisers
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syndicated program
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shows that are sold or distributed on a station-by-station market-by-market basis
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sponsership
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an advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that appears within it.
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radio and tv differences
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radio is more limmited communication
costs much less to produce costs much less to purchase has less status and prestige offers only and audio message |
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Advantages of radio
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cost and efficiency
selectivity flexibility-can change message up to the time it appears mental imagery-image of the tv commercials are implanted in listeners mind integrated marketing- djs popular figues, host community events |
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disadvantages of radio
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creative limitations
audience fragmentation chaotic buying process limmited research data limmited listener attention clutter |
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cume
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cumulative audience- the estimates total number of different people who listened to a station at least five minutes during any quarter hour period withing a reported daypart
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classfication of magazines by audience
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consumer magazines
farm magazines business magazines |
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classification of magazines by geography
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local
regional national |
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classfication of magazine by size
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large
standard small or pocket |
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advantages of magazines
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selectivity
reproduction quality creative flexibility permanence prestige receptivity, involvement- more receptive to ads in magazines than any other medium services-for advetisers |
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gatefolds
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enabel an advertiser to make a striking presentation by using a third page that folds out an gives the ad an extra large spread
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bleed page
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when an advertisment extends all the way to the end of the page
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split runs
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where two or more versions of an ad are printed in alternate copies of a particular issue of a magzine. this is a service can be used to conduct split-run test
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disadvantages of magazines
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costs
limited reach limited frequency long lead time- 30-90 days needed to place an ad clutter |
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primary circulation
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the number of copies distriubuted to these original suscribers or purchasers
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base rate
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average of primary circulation rate
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circulation verfication
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most major publications are audited by one of the circulation verification services
external companies |
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pass along readership
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how many other peopld will see the magazine
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total audience
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primary and pass-along
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Newspaper advantages
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extensive pentetration
flexibilty geographic selectivity involvement and acceptance services offered |
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newspaper disadvantages
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production quality may be low
short life span not demographically selective not psychographically selective heavy ad competition potentially poor placement may be overlapping circulation |
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Newspapers have a wide audience
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read by almost all consumers
read daily in an ordered way readers look over 3/4ths of pages |
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flexibility of newspapers
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few limitations on ad size
spot and full color available many shapes, sizes paper and printing |
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Support media
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alternative media
nonmeasured media-some are measurable nontraditional media |
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out-of-home advertising
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encompasses many advertising forms including outdoor, transit, skywriting and a variety of other media
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outdoor advertising- reach
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can reach a varity of aduiences very quickly
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outdoor advertising- frequency
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potential for high frequency of impressions
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outdoor advertising- flexibilty
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many options available to reach specific groups
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outdoor advertising- cost
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low cost per exposure, depending on medium used
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outdoor advertising- impact
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size, shape, lighting, motion and apecial impressions may lead to impact
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Advantages of outdoor advertising
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wide local coverage
frequency geographic flexibility-can be placed anywhere the law admitscreativity ability to create awareness efficiency effectiveness production capabilities |
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disadvantages of outdoor advertising
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wasted coverage
limmited message capability wearout high cost measurement problems-difficult to measure reach etc. image problems |
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aerial advertising
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sky banners
blimps sky writing |
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mobile billboards
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trucks, vans, trailers
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in-store media
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signs, videos, kiosks, point of purchase media
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miscellaneous outdoor media
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wall drawings
trucks car top signs ski lift poles gasoline pumps trash cans atm displays parking meters sidewalk signs |
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Transit advertising
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platform posters
terminal posters outside posters-taxis, buses, trains inside cards- buses station posters |
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transit advertising advantages
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exposure
frequency timeliness selectivity economy- least expensive |
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transit advertising disadvantages
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image factors
reach waste coverage copy limitations mood of audience |
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Promotional products marketing
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a medium of advertising, sales promotion and motivational communication employing imprinted, useful or decorative products called advertising specialties, a subset of promotional products
always distributed free |
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promotional products advantages
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selectivity
flexibility frequency-retained economy goodwill augmentation-can suppliment any other form of communication (reinforcing) |
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disadvantages of promotional products
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image
saturation- can only take so many ball point pens lead time- to put together |
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direct marketing
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the total of activites by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail or personal visit from a prospect or customer
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direct marketing includes
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catalog selling
diretc selling telemarketing tv selling direct mail direct action advertising |
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growth of direct marketing
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consumer credit cars
direct marketing syndicates-list development, sweepstakes, inserts, catalogs changing structure of the society-increased income and less time have made direcct purchasing more popular techcnological advanaces miscellaneous factors- image, values |
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direct response advertising
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all forms of advertising designed to obtian an imediate, direct response by mail, telephone, or personal visit from individual audience members
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outbound telemarketing
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telephone calling by the marketer or marketer's agent to individual prospects, seeking purchase, subscription, membership or participation by the call recipient
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inbound telemarketing
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marketers' invitation to prospects to call a central location or long distance # or toll free 800, fixed cost
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three forms of direct sellinig
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repetive person-to-person selling -avon
nonrepetive person-to-person selling party plans |
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direcct response advanatages
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advertisers aquire a data base of individual customers
customers are served with greater selection from central inventory response options enable audience to act right after exposure no store is required and consumers can buy from their own homes |
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direct response disadvantages
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customers can't handle or inspect the product before purchasing
merchandise returns and subscription cancellations may be numerous seller reputation and prestigue may be compromised by methods or poor image |
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You will
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make it through somehow
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