Imc Mid Semester Exam 7

Front 1

Media planning process

Back 1

design of a strategy that quantifies how investments in advertising dollars and time will contribute to achievement of marketing objectives

Front 2

Levels of strategy formulations

Back 2

marketing, advertising and media strategies

Front 3

Marketing strategy

Back 3

identifying the target market and selecting the appropriate marketing mix

Front 4

advertising strategy

Back 4

advertising objectives, budget and media strategies

Front 5

Media strategy

Back 5

1. target audience selection

2. objective specification: TARPs, GRPs, ERPs

3. media and buying vehicle selection

4. media buying based on optimisation criteria (maximising reach, effective reach, frequency)

Front 6

Media strategy: selecting target audience

Back 6

buyer behaviour

demographics

geographic

values and lifestyle

Front 7

Media strategy: specifying media objectives

Back 7

reach, frequency and weight

Front 8

specifying media objectives: reach

Back 8

percentage of target audience that is exposed, at least once during a specific time frame, to the vehicles in which the advertising message is inserted - opportunity to see (OTS)

Front 9

specifying media objectives: determinants of reach

Back 9

use multiple media rather than single medium

number and diversity of media vehicles used

increased by diversifying day/night time slots used to advertise a brand

Front 10

specifying media objectives: frequency

Back 10

the number of times, on average, during the planning period of four weeks that members of the target audience will be exposed to media vehicles that carry a brand's advertising message

Front 11

specifying media objectives: weight

Back 11

who much is required to accomplish objectives: gross rating points, target audience rating points, effective rating points

Front 12

weight: gross rating points (GRP)

Back 12

gross weight that a particular advertising schedule has delivered

GRP = Reach x Frequency

Front 13

weight: target audience rating points (TARPs)

Back 13

measure audience of a specific media vehicle at a given point in time and are expressed as a percentage of the potential population (target audience turned in to program)

Front 14

weight: effective rating points (ERPs)

Back 14

effective media schedule delivers sufficient but not excessive number of ads to target audience

effective reach: advertising schedule is effective only if it does not reach members of the target audience too few or too many itmes

Front 15

selecting media categories and vehicles: three exposure hypothesis

Back 15

minimum number of exposures needed to achieve advertising objectives

Front 16

selecting media categories and vehicles: efficiency index procedure (alternate to three exposure hypothesis)

Back 16

select media schedule that generates the most exposure value per GRP

1. estimate exposure utility for each level of vehicle exposure (ots)

2. calculate exposure distribution of various media schedules that are being considered

3. determine the value at each OTS level and then the total value across all OTS levels

4. develop an index of exposure efficiency by diving total value for each schedule by the number of GRPs produced by that schedule

Front 17

effective reach in practice

Back 17

fewer than 3 exposures in 4 week schedule is ineffective, more than 10 exposures in this schedule is excessive

Front 18

selecting media categories and vehicles: continuity

Back 18

how advertising is allocated during course of advertising campaign

continuous: relatively equal number of ad dollars is invested throughout the campaign

pulsing: advertising is used through schedule but amount varies from period to period

fighting: advertisers varies expenditures throughout campaign and allocates zero expenditure in some months

Front 19

selecting media categories and vehicles: regency planning

Back 19

built on three interrelated ideas:

1. consumers first exposure to brand is most powerful

2. advertisings primary role is to influence brand choice and advertising does indeed influence choice for subset of consumers who are in the market for the product category at the time a brand in that category advertises

3. achieving a high level of weekly reach for brand should be goal rather than acquiring heavy frequency

Front 20

selecting media categories and vehicles: cost considerations

Back 20

CPM: Cost per thousand is cost of reaching 1000 people (=cost of ad/number of total contacts)

CPM-TM: cost of reaching 1000 members of target audience, excluding those people who fall outside the target market (= cost of ad/number of target market contacts)

Front 21

cost considerations: CPM limitations

Back 21

1. measures of cost efficiency not advertising effectiveness

2. lack of comparability across media

3. data can be misused unless vehicles within particular medium are compared on same basis