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60 Cards in this Set
- Front
- Back
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What is a good media plan?
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Enables the marketers to communicate the message in the most effective manner possible at minimum cost
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Reach
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number or percentage of consumers
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Frequency
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Number of times
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GRP
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reach x frequency; Weaknesses- need to reach target market, waste coverage is not the best choice, but has the highest GRP
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TRP
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target reach x target frequency; Most likely get a combo of partial & waste coverage
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ERP
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effective ratings points; Effective frequency x effective reach
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Full coverage
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reach everyone in your target market, nothing else is wasted
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Partial coverage
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reach part of target in addition to some waste
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Waste coverage
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reach only those outside of target market
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Continuity
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advertise all year
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Flighty
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advertise once a year
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Pulsing
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Advertise more some months than other months
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CPM
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Cost per thousand- index for cost effectiveness used for print media; To reach every 1000 consumers, how much will this media be costing you
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CPM Equation
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(Cost of ad space/circulation) x 1,000
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CPRP
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cost effectiveness of media – used for broadcast media
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CPRP equation
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advertising cost/
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Advantages of TV ads
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High creativity potential, High coverage
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Disadvantages of TV ads
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Cluttering problem, 30 second message that is gone after 30 seconds, Consumers can use zipping or zapping
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Cost of TV ads
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Disadvantage- very expensive overall, Advantage- relative cost fairly reasonable
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TV advertising is appropriate
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for a large budget and to communicate to a lot of consumers
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Network advertising and spot advertising
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Buy advertising time from national or local networks, National advertising gets your message across throughout the country from one station
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Program rating
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among all the households in the area, how many households are watching this particular show
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Share of audience
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among the households watching tv in general how many are watching this particular show
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Advantages of Radio ads
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Low cost, High selectivity, Create mental imagery among consumers
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Disadvantages of radio ads
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Limit creative potential
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TV and radio dayparts
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Don’t memorize names for dayparts, TV- prime time, Radio- afternoon driving time
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What are the major rating services for TV programs?
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AC Nielson
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The three types of magazines
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Consumer magazine, Farm magazine, Business magazine
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Advantages of magazine ads
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High selectivity, Permanence, Prestige, Receptivity
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Disadvantages of magazine ads
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High cost, Low reach, Cluttering problem
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Primary circulation
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the number of consumers who will pay for your magazine
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Guaranteed circulation
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the number of consumers who will buy a particular issue of the magazine
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Pass-along readership
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number of consumers who do not pay for the magazine but get a copy from family or friends
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Factors that affect cost
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Circulation, Advertising space- back cover, Size of your advertisement, Color of your advertisement
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Cross-media deal
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Bundle deal if you purchase multiple types of media ads
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The importance of newspaper as an advertising medium
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Newspaper is most important traditional
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Advantages of newspaper ads
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Penetration, Flexibility, Involvement, Ideas- receptive
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Disadvantages of newspaper ads
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Low quality, Short life span, Cluttering problem
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Different forms of Internet advertising
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Banner ads, Pop-ups, Institutions, Blogs, Online commercials, Webisodes
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How to make banner ads more effective?
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Original, Interactive, Playful
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The role of social media in a marketing campaign?
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Create social media platforms to encourage consumers to interact among themselves
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Adwords and Adsense programs
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Google programs
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Adwords
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focus on advertisers- bid on keywords for searches
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Adsense
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for blogs that google will help you find advertisers for website
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Advantages of Internet ads
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Opportunities to target market the consumers you really care about, Tailor messages to particular audience, High interactivity capability
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Disadvantages of Internet ads
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Cluttering problem, Consumers have privacy concerns, Irritating to consumers
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CFB objectives
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Communicate distinctive brand attributes, Develop and reinforce brand identity, Build long-term brand preference
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CFB Techniques & Practices
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Contests and sweepstakes that increase involvement and help build equity, “Frequency” programs encourage repeat purchase
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Nonfanchise-Building Promotional objectives
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Generate an immediate sales increase; do not contribute to brand identity or image
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When does sampling work best?
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Products that meet three criteria: Low union price, The product can be divided into small quantities, Product has relatively short life cycle
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Advantages of coupons
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Provide low price to price sensitive buyers but charge full price for buyers who are not price sensitive, Induce product trial and attract new consumers
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Disadvantages of coupons
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Difficult to estimate cost for couponing program, Expensive program to run
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Distribution
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87% Free standing in newspapers
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Winner of contest
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selected based on abilities or skills
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Winner of sweepstakes
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determined purely by luck or chance
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Trade allowances
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Money provided by manufacturers to be trained by retailers to promote a certain product
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The sales promotion trap
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Sales promotion trap describes the scenario when one player in a market relies heavily on sales promotion, the other players will follow suit; No one can back out of it
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3 types of trade allowances
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Buying, promotional, and slotting
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Overestimation of efficiency (CPM)
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(Cost per page/mag circulation)*1000
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Underestimate (CPM)
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(Page cost/circulation+pass along rate)*1000
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