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37 Cards in this Set
- Front
- Back
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Media Planning
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study "viewing time" or the best times or places
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Reach
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number of people in a target audience exposed to media vehicle or message schedule atleast once during a given time period
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Frequency
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average number of times an individual is exposed to a particular advertisement within a specified time period
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Opportunities To See (OTS)
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cumulative exposures achieved in a given time period
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Gross Rating Points (GRP)
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-measure of the impact/intensity of a media plan
-number reached by vehicle/schedule -Reach x Frequency |
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Cost Per Thousand
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dollar cost of reaching 1,000 members of the media vehicle's audience
-Ad cost / Total Readership |
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Spillover Effect
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reach people you do not want to reach
(related to cost per thousand) |
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Target Rating Points (TRP)
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beyond gross; if reach is 30% but is only 40% of target market....150*0.4=60
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Cost Per Rating Point (CPRP)
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relative measure of the efficiency of a media vehicle relative to a firm's target market
-Ad cost / Rating |
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Ratings
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measure the percentage of a firm's target market that is exposed to a show on television or an article in a print medium
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Continuity
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exposure pattern or schedule used in the ad campaign
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Continuous Campaign
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steady; rotating different executions over a long period of time
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Pulsating Schedule
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minimal ads at all times with jumps at periodic intervals
(Ex: increase during holidays) |
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Flighting/Discontinuous Campaign Schedule
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ads at only specific intervals--not at all times
(Ex: ads for ski resort) |
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Gross Impressions
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total exposure of the audience to an advertisement
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Three-exposure Hypothesis
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takes minimum of 3 exposures for ad to be effective
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Effective Frequency
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number of times a target audience must be exposed to a message to achieve a particular objective
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Effective Reach
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percentage of an audience that must be exposed to a particular message to achieve a specific objective
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Recency Theory
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suggests a consumer's attention is selective and focused on his or her individual needs and wants
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Intrusion Value
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ability of media or an advertisement to intrude upon a viewer without his or her voluntary attention
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Media
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plural; all entertainment methods
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Medium
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type of media used
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Vehicle
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specific medium used; specific advertisement
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Newspapers
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Strenghts:
-Reader education and income -Credibility -Audience Interest (loyalty and invovement) -Flexibility (short lead time, lows costs, and volume discounts) -High one-time reach -Coupons |
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Newspapers
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Disadvantages:
-Poor reproduction, especially color -Decreasing readership/limited audience -Clutter -Media waste (mass audience) -Short life span |
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Magazines
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Advantages:
-High market segmentation -High-quality reproduction -Expertise environment (due to "focused" publication, high credibility) -Direct response techniques -Reader invovement, long life, high pass-along rate -Perform "split runs" (test market) |
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Magazines
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Disadvantages:
-Long lead time and costly -Little flexibility -Declining readership -Clutter -Low frequency (weekly, monthly, etc...) |
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Television
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Advantages:
-Quality creative -Reach, frequency, low cost per contact -High intrusion value -Segmentation through cable |
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Television
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Disadvantages:
-Broad audience--costly spillover -High costs per ad -Short amount of copy -DVR's (Tivo, channel surfing) -Clutter (high levels and results in low recall) |
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Outdoor
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Advantages:
-Localized, directional sinage -Large ads -Broad reach -Growing in popularity (guerilla marketing) -Commutes--higher frequency on commute routes and increase commute times |
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Outdoor
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Disadvantages:
-Legal limitations -Low attention, short exposure, brief messages -Little segmentation possible -Poor reputation (visual pollution), zoning restrictions |
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Radio
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Advantages:
-Lower cost (production and per spot vs. TV..so can build message frequency) -"Theater of Mind" image transfer -Flexibility (short lead time, modify ads for local conditions) -Segmentation -Mobile -Intimacy with DJs |
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Radio
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Disadvantages:
-Background medium (low attention) -Short exposure time and clutter -Low reach (not national) -Sound only -Target duplication when several stations use same format in same market -Satellite (commercial free options) |
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Internet
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Advantages:
-Creative possibilities -Short lead time to send ad -Simplicity of segmentation -High audience interest |
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Internet
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Disadvantages:
-Clutter and low intrusion value -Surfers -Difficult procedures to place ads and buy space -Reaches only computer owners |
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Direct Mail
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Advantages:
-Highly selective, can be personalized so creates intimacy -Measurable results (behavior driven, demands attention--in hands of target market) -Reinforces other communication -Cites as one of top 2 most persuasive strategies |
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Direct Mail
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Disadvantages:
-Clutter/junk-mail perception -Long lead time, high cost per message |
