Channel Planning Test 2

Front 1

demographic info

Back 1

mri+

Front 2

ad rates

Back 2

mostly SRDS (also can use MRI+)

Front 3

industry info

Back 3

IBISWorld or Mintel

Front 4

brand info

Back 4

hoovers online

Front 5

parts of a media plan (8)

Back 5

exec summary, situation analysis, objectives, strategy, media mix, budget and calendar, conclusion, references and appendices

Front 6

parts of a situation analysis

Back 6

history of company, current sales and competition, key brand issues, identification of spot markets, SWOT, timing, target audience, competitive analysis

Front 7

key components of media objectives

Back 7

reach, frequency, continuity and impact, demographic goals, geographic goals

Front 8

4 dimensions of communication goals

Back 8

reach, frequency, continuity and impact

Front 9

how to set reach goals

Back 9

consider buying cycle, brands want to reach as many consumers as possible during buying cycle, diminishing returns begins at 80%, goals are between 50-80%

Front 10

how to set frequency goals

Back 10

average frequency concept used, based on number of average times a consumer sees ad within given purchase cycle, things effect frequency (brand maturity, brand awareness, competitive category, ad campaign, type of campaign sought [long-term v short term])

Front 11

recency theory and implications of

Back 11

puts more emphasis on being constant (continuous pattern) in the market rather than effective frequency, cover as many purchase cycles as possible, reach may be lower, but advertising more weeks per year

Front 12

continuity v impact

Back 12

effective frequency v recency(continuous continuity pattern), use effective frequency for new brands, use recency for mature brands with constant buying cycles

Front 13

3 types of targets

Back 13

target markets- geographic cities and areas where the ad will run, target groups= the kinds of people the advertising will reach, target audience= the people that can actually be reached through advertising

Front 14

media plan killers

Back 14

inadequate research, poor organization, failure to cite sources, "fluff-heads" that say nothing, lazy writing, late work

Front 15

key factors to cover in media plan

Back 15

exec summary, situation analysis, objectives, targets, strategies, budget, contingency plan, schedule

Front 16

channel planning v media planning

Back 16

channel planning is a more integrated approach using traditional and non-traditional channels, media planning uses traditional tools

Front 17

what is IMC

Back 17

approaching media in a more integrated manner, it is not just about advertising in the traditional media. all portions of the advertising message are symbiotic and aligned with the key brand message

Front 18

2 basic reasons for a test market

Back 18

gain info abot new brand or product line before it rolls out on a national level, test marketing mix strategies for a brand

Front 19

guidelines for test marketing/test market standards

Back 19

2 or more test markets, 1 or more control markets, geographically dispersed, demographically representative of the US, test for at least 6 months, weight level tests at at least +/- 50%

Front 20

how to choose a test market

Back 20

demographics should represent US or target market you're trying to reach, consider size of market, don't want something too small or big

Front 21

media requirements for a test market

Back 21

variety of media outlets available, reflective of normal media market, cable penetration within 10% of national average, good range of radio stations, at least 4 television stations, prominent local newspaper with sunday edition

Front 22

marketing criteria for a test market

Back 22

solid distribution, relatively low market share, room for growth, CDI and BDI between 115 and 85, keep makrets as typical as possible to normalize testing environments

Front 23

tactical test market planning components

Back 23

be smart about markets, make small changes to see if monetary savings occur, online marketers should be in constant state of testing, helps continually add to your brand's knowledge base

Front 24

post-buy media factors

Back 24

evaluate actual media ratings v. projected, check print publications for ad placement, check online ad placement and click through levels, make sure commercials were not preempted by political ads, etc. if so, ask for a make good

Front 25

important info about new media trends

Back 25

tools and tips will change, basics of media planning (objectives, strategy and tactics) will remain the same

Front 26

elements of a communication matrix

Back 26

brand maturity, brand awareness, competitive category, ad campaign, type of response

Front 27

media types

Back 27

media are strategies rather than goals, you must describe why they were chosen and others were not

Front 28

contingency plan necessities

Back 28

contingency plans must be detailed enough to use if they are needed

Front 29

basic means to evaluate a media plan

Back 29

format, exec summary, situation analysis, objectives, targets, strategies, budget, contingency plan, schedule--clear, concise, easy to follow, carefully crafted

Front 30

changing factors in the trade

Back 30

power has shifted from manufacturers to retailers, you not only have to convince consumers, but category managers at retailers too

Front 31

trade feather

Back 31

increasing the amount of brand advertising in the trade headquarters area to prove to retailers that you are committed to growing their category

Front 32

up-front

Back 32

buying tv ads on a yearly or 2 year basis

Front 33

scatter market

Back 33

buying tv on a quarterly basis

Front 34

opportunistic

Back 34

buying at the last minute

Front 35

cross-platform deals

Back 35

ability to purchase multiple properties from a single large media company

Front 36

cross platform benefits

Back 36

1. cost concessions
2. synergy among properties

Front 37

broadcast tv trends

Back 37

commercial rating instead of program ratings

Front 38

radio trends

Back 38

electronic measurement (arbitron)

Front 39

changes in media accountability

Back 39

rise of internet
groeing sophistication of consumer databases
emergence of media auditing companies

Front 40

emerging media tips

Back 40

data fusion- merging consumer behavior data with media audience data
CHIAD- isolates demographic variables on how likely they are to be brand responders

Front 41

5 future media trends

Back 41

convergence, interactivity, angagement, commoditization (making items similar to eachother), cadence (way in which media are planned will grow in importance)

Front 42

what in media planning will remain the same

Back 42

objectives, strategies and tactics

Front 43

merchandising

Back 43

something above the actual media time or space that has some value for the plan