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29 Cards in this Set
- Front
- Back
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What is Media Planning?
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series of decisions made to answer "what is best way to deliver advertising message to target audience?"
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Traditional Media (2 Examples)
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Newspaper, Magazine
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Interactive Advertising (2 Examples)
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Internet Banners, Mobile
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Reach
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number of prospects counted once
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Frequency
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number of times prospects see message
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Rating
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% of audience exposed to a message
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Gross Rating Points
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sum of all rating points
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Continuity Schedule
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continuous pattern, sometimes with short gap at regular intervals
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Flighting Schedule
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intermittent pattern with gaps of time when no advertising is done
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Pulsing
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continuous and flighting
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Effective Frequency
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# of people reaching at effective frequency level, usually 3+ frequency
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What do Index Numbers Measure (one word)
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tendency
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What kind of information does a media planner get from studying BDI and CDI reports
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Brand Development Index-sales potential
Category Development Index-% of sales of a product in given category |
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List one source for competitive spending research?
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trade press, Neilson's Monitor Plus, CMR
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What are the two methods of weighting?
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Dollar Allocation (more money to good markets)
Gross Impressions (same # gross impressions) |
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Keeping GRP's at a constant level, what is the relationship between reach and frequency? What is the importance of this relationship to a media planner?
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reach x frequency=gross rating points
inverse relationship |
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Briefly describe two reasons that a media planner would want to achieve high reach?
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generate awareness
introduce any new concept or product |
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Briefly list 2 media vehicles that a media planner would use as "reach builders."
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tv, outdoor
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List one media vehicle that a media planner would use as "frequency builder"
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radio
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Explain what happens to the reach curve when a program is telecast over a long period of time? What happens to the frequency?
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curve flattens out
frequency grows |
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2 Strengths
2 Weaknesses Newspaper |
local, geographically flexible
print quality varies, high cost |
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2 Strengths
2 Weaknesses Magazines |
Long Life, pass along audience
Lack of immediacy, Slow building reach |
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2 Strengths
2 Weaknesses Television |
sight and sound, broad nation
short lived messages, total cost |
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2 Strengths
2 Weaknesses Radio |
high frequency, niche audiences
many stations/markets, fleeting messages |
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What kind of information do we get from Simmons and MRI research?
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Target audience demographics and media usage information
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What kind of numbers do Media Planners use least often
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Raw numbers
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Define ADI
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area of dominant influence
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Define DMA
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designated market area
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Name the two companies that measuer broadcast media
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Neilson, Arbitron
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