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19 Cards in this Set
- Front
- Back
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media planning
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the series of decisions involved in delivering the promotional mssg to the prospective customers
GOAL: find the combo of media that comm most effectively to the largest # of pot customers at the lowest cost |
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medium
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gen category of comm vehicle (TV, billboard, etc)
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media vehicle
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specific medium (Newsweek)
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media plan
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details how you will get your mssg to the customer
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media objective
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goals of the media plan
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media strategies
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plan of action to fulfill objs
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media plan
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mkt analysis and target mkt id
establishment of media objs development and implementation of media strategy evaluation and follow up |
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media planning considerations
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media mix
target mkt coverage geog coverage scheduling reach vs. frequency creative aspects and mood flexibility budget consideration |
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problems in media planning
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lack of info
inconsistent terms time pressure measurement problems |
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target mkt selection
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look at simmons and mediamark
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index #
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= %users in a demographic segment/%of pop in same segment x100
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3 kinds of indexing
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survey of buying power index
brand development index category development index |
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BDI
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%of brand to total sales in the mkt/% of us pop in that mkt x100
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CDI
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%of category to total sales in the mkt/% of us pop in that mkt x100
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High BDI, High CDI
H B, L C |
good mkt for both
brand good, category weak. Keep advertising to maintain brand strength |
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L BDI, H CDI
L B, L C |
Good category, weak brand. Dist? Ads? Mkt potential
Both weak - poss product not good fit |
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reach
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exposing pot buyers to the ad mssg
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frequency
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how many times the potential buyer is exposed to the media vehicle, not necc to the ad itself
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Gross Ratings Points
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Reach x Frequency
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