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26 Cards in this Set
- Front
- Back
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What is media planning? |
the process that directs advertising messages to the right people in the right place at the right time |
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What are media vehicles? |
particular media programs or publications |
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What are the factors influencing media mix? |
– Scope of the Media Plan – Sales Potential of Different Markets – Competitive Strategies and Budget Decisions – Media Availability – Nature of Medium / Mood and Tone – Message Size, Length, and Position |
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Using various media all togetherfor a combined impact IS WHAT? |
Media mix |
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The total size of the audience for a set of ads or an entire campaign is what? |
message weight |
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________: number of different people exposed to the message. |
reach |
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______: the number of times exposure is expected |
frequency |
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________: duration of an advertising message over a period of time |
continuity |
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What is an alternate periods of advertising and “no” advertising |
flighting |
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What is mixing continuous (run steady with little variation) and flighting |
pulsing |
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What is a media roadblock? |
Buying simultaneous airtime on all three airtime tv networks |
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What is media waste? |
Media Waste: excessive overlap or too much frequency. |
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What is the point at which an advertising message has been seen or heard so often that is starts to irritate consumers and therefore loses it's effectiveness |
wear out |
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What is CPM |
compares media costs among vehicles with different circulations |
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What are 5 trends in advertising? |
1. Convergence – audience selects media to use2. Interactivity – permission marke;ng /two way communication 3. Engagement – word of mouth (WOM) 4. Commoditization – parity items and similari;es5. Cadence – lifestyle / multitasking! |
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What is CDI? |
Category development index |
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What is BDI? |
Brand development index |
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What is a media buyer |
Person responsible for negotiating and contracting the purchase of advertisement space and time in various media |
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What is synergy? |
AN effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components |
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What is direct marketing? |
A system of marketing in which companies build their own database of customers and use a variety of media to communicate with them directly such as through ads and catalogues |
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What are different types of direct marketing? |
- process of addressable communication – using one or more advertising media – to create a sale, lead, purchase or donation – utilizing a database to develop ongoing beneficial relationships |
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What is database marketing? |
tracking and analyzing the purchasing patterns of specific customers in a computer database and then targeting advertising to their needs |
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What us direct response advertising? |
An advertising message that asks the reader, listener to viewer to provide positive feedback straight to the sender. It can take the form of direct mail, or it can use a range of media. |
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A direct inducement offering extra incentives all along the marketing route--from manufacturers through distribution channels to accelerate the movement of the product from the producer to the consumer. This is an example of what? |
sales promotion |
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What are positive effects of sales promotion |
• Adds value to brand • maximizes sales & market volume • combats brand parity • SHORT TERM |
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What are negative effects of sales promotion |
• excessive promo;ons canreduce profitability • high sales promo;ons &low advertising efforts canaffect brand attitudes • can destroy brand equity can lead to a price war • LONG TIME •BECOMESEXPECTATION |
