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40 Cards in this Set
- Front
- Back
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media planning
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the process that directs advertising messages to the right people in the right place at the right time
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the Challenge
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much more difficult then it was a few years ago
increase in media options increase in audience fragmentation increasing costs increased complexity in media buying & selling increasing competition |
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gross rating points GRPs
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the total audience delivery to weight of a specific media schedule. one rating point equals 1 percent of a particular market's population
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reach
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the total number of different people or households exposed to an advertising schedule during a given time, usually four weeks.
measures the unduplicated extent of an audience exposure to a media vehicle and may be expressed either as a percentage of the total market or as a raw number |
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frequency/ average frequency
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the number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, frequency is calculated as the average number of times individuals or homes are exposed to the vehicle.
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media/ medium
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plural form of medium referring to communications vehicles paid to present an advertisement to their target audience
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List of Advantages
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- Newspapers= Quick placement. Local targeting. Audience interest. Current.
- Magazines= High-quality graphics/reproduction. Prestige factor. Color. Selective targeting. - TV= Combines sight, sound, movement. A single message. Demonstration. Social dominance. - Radio= Intimacy. Loyal following. Ability to change message quickly. Repetition and frequency. - Internet= Immediate response. Interactive. Highly selective targeting. Global. Fastest growing medium. - Direct mail= Measurable. Graphics, color. 3-D. Highly personal. Adaptable message length. - Outdoor/transit= Local targeting. Graphics, color. Simple message. Larger than life. Repetition. |
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cost-per-thousand (CPM)
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a common term describing the cost of reaching 1,000 people in a medium’s audience
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cost efficiency
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media planners more interested in this
the cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium’s total circulation |
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media buyer
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person responsible for negotiating and contracting the purchase of advertisement space and time in various media
know market place, negotiate the buy, monitor performance |
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media mix
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the combination of media types that work together to most effectively deliver an advertiser’s message
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Pros of Magazine Advertising
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Flexibility, Color, Authority and believability, Performance, Prestige, Audience selectivity, Cost efficiency, Selling power, Reader loyalty, Extensive pass-along readership, Merchandising assistance
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Cons of Magazine Advertising
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Lack of immediacy, Shallow geographic coverage, Inability to deliver mass audiences at a low price, Inability to deliver high frequency, Long lead time, Heavy advertising competition, High cost per thousand, Declining circulations
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consumer magazines
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information-or-entertainment-oriented periodicals directed toward people who buy products for their own consumption
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farm publications
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magazines directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services. ; Farm Journal, Progressive Farmer, Prairie Farmer, Successful Farming
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business magazines/ trade magazines
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the largest category of magazines, which target business readers and include trade publications for retailers, wholesalers, and other distributors; industrial magazines for businesspeople involved in manufacturing and services; and professional journals for lawyers, physicians, architects, and other professionals
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rate base
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largely based on circulation
with magazines, the circulation figure on which the publisher bases its rates |
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guaranteed circulation
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the number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers
generally equivalent to rate base |
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Audit Bureau of Circulations (ABC)
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an organization supported by advertising agencies, advertisers, and publishers that verifies circulation and other marketing data on newspapers and magazines for the benefit of its members
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frequency discounts
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magazines and newspapers usually give these discounts based on the number of ad insertions, usually within a year; volume discounts are based on the total amount of space bought during a specific period
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volume discounts
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based on the total amount of print space or broadcast time bought in bulk qualities during a specific period
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geographic editions
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special editions of magazines that are distributed in specific geographical areas
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demographic editions
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special editions of magazines that are distributed to readers who share a demographic trait, such as age, income level, or professional status
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pros of newspaper advertising
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Mass medium, Local medium, Comprehensive in scope, Geographic selectivity, Timeliness, Credibility, Selective attention, Creative flexibility, An active medium, A permanent record, Reasonable cost
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cons of newspaper advertising
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Lack of selectivity, Short life span, Low production quality, Clutter, Lack of control, Overlapping circulation
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standard size newspaper
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measures approximately 22 inches deep and 13 inches wide and is divided into six columns
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tabloid newspaper
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newspaper generally about half the size of standard-sized newspaper; it is usually about 14 inches deep and 11 inches wide
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Standard advertising unit (SAU)
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system of standardized newspaper advertisement sizes that can be accepted by all standard sized newspapers without consideration of their precise formats or page size. This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of their format
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column inch
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the basic unit by which publishers bill for advertising. It is one vertical inch of a column. Today, most newspapers—and virtually all dailies—have converted to the SAU system. An SAU column inch is 2 1/16 inches wide by 1 inch deep
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display advertising
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newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components
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classified advertising
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newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy.
Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of classified advertising |
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classified display advertising
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ads that run in the classified section of the newspaper but have larger-size type, photos, art borders, abundant white space, and sometimes color
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broadcast tv
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television sent over airwaves as opposed to over cables
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cable tv
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television signals carried to households by cable and paid by subscription
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digital tv
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digital is much more effective than analog
offers several channels of programming at the same time, which means more program choices for viewers |
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pros of broadcast tv advertising
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Mass coverage, Relatively low cost, Some selectivity, Impact, Creativity, Prestige, Social dominance
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cons of broadcast tv advertising
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High production cost, High airtime cost, Limited selectivity, Brevity, Clutter, Zipping and zapping
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digital video recorder DVR
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a device (such as TiVo) that is similar to a VCR, but records programs on a hard drive in digital format, providing high-quality image and sound and the ability to “pause live TV”
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networks
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- any of the national television or radio broadcasting chains or companies such as ABC, CBS, NBC, or Fox
- offer the large advertiser convenience and efficiency because the message can be broadcast simultaneously throughout the country |
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pros of cable advertising
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Selectivity
Audience demographics Low cost Flexibility Testability |
