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52 Cards in this Set
- Front
- Back
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media
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- The strategic process of determining target audience and delivering ad messages.
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marketing objectives
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business goals such as sales, profit, units, market share, etc.
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advertising objectives
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communication goals such as awareness, attitudes, etc. What you want people to think/feel about your brands, products or services, etc.
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media objectives
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audience delivery goals such as who we are talking to when and what specific measurement results we want to achieve.
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Core Group
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-Consumers who have opted in and want to receive regular, on-going communication from us.
-This highly loyal, high consumption group is best talked to via customized interactions via digital or other direct response media environments. |
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target group
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-Consumers who have been identified both demographically and psycho-graphically as likely purchasers of our product or users of our service.
-These consumers have not developed a close relationship with us yet, but are likely to do so in the near future if prompted correctly. -Using existing media in new ways and pushing consumers to interact with brands is the name of the game here |
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general audience
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-Consumers here are still at quite a distance from us and are very flaky in their loyalty.
-reached out to through any number of sponsorships, promotions, events or other PR, all of which attempt to illustrate our personality and value goal: engage consumer and provide a connection |
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todays media evolution
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empowers consumers
redefines junk mail minimizes waste creates consumer value ratings heightens ad measurement increases pressure to perform creates alternative revenue streams |
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effectiveness
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getting more results for the money that I’ve spent, but also probably spending more
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efficiency
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getting more audience for every penny I spend.
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primary research
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research that we conduct on the behalf of someone that has been commissioned
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secondary research
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gathered using syndicated resources (anyone can purchase them)
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three levels for getting comfortable with research
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identify
use interpret and employ |
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horizontal numbers
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composition numbers
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vertical numbers
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coverage
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index
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allows us to compare groups to the norm.
-100 means AVERAGE. -Strong segment: Above 100; more likely than average to do something -Weak segment: Below 100; less likely than average to do something -Looking for differences of 10 or more between numbers to determine what is valid or invalid index. When you go beyond 90-110, you revert back to 100 as the middle mark to determine how far it is from average. |
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share of voice
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-How much volume of advertising we purchased compared to someone else
-Not the same as expenditures |
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intuitive media
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media properties themselves start tracking your behavior and start making recommendations on your behavior.
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SMRB and MRI
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-They generate large databases of info about consumers. Mostly national level, some regional. Larger companies with national distribution will be more likely to use.
-Gather info on a regular basis with surveys -Based on a sample that represents the overall US population |
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Scarborough
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-Also arbatron?
-Same types of things as SMRB but more on a regional basis |
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Claritas/PRIZM
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-Cluster consumers into groups called prism groups, based mostly on BEHAVIORAL types of information
-Behavioral has to do with how you actually respond to something (what the web is all about) -Break down market places into microcosmic groups (break city into zip codes) |
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Nielsen
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Network and spot ratings across targets and markets
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Just as everything in the media industry, Nielsen’s data is evolving.
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-MSA (Metropolitan Statistical Area & DMA (Designated Market Area) are still the key measurement areas
-Spanish language TV viewership has been added -Audiences for both networks [national] and affiliates [local] are measured |
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Audit bureau of circulation
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known as the “print police”. They verify via affidavit that claimed audiences are up-to-date and valid at least every six months.
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Nielsen Netview
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. In summary, we can see who goes to what sites, how long they stay and how loyal they are. Answers too all of these questions help us make specific decisions as to which sites we might partner with or invest in.
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DoubleClick and Atlas
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-tell us a lot about our on-line ad choices how they are performing
-real-time audience segmentation insights, geographic analysis, scheduling and content analysis |
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Google and Core Metrics
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evaluating on-line conversions and other consumer response measurements
-Google Analytics is a set of tools aimed directly at marketers and is currently accepted as the industry’s default leader, especially for companies doing their own data analysis -Core Metrics is a data miner’s tool of choice |
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BuzzMetrics
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data to get a good idea of our company’s on-line pulse. Using buzz metrics we can gain really personal consumer insight by “listening in” on consumer conversations about us and compile detailed reports on content analysis
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IEG, Inc
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-Sponsorships and other PR events
-the qualitative benefits as well as the quantitative benefits of such efforts |
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Massive, Inc
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the leader in measuring advertising and PR options in games
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Nielsen mobile media
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the leader in measuring what we do with our media when we are on the go. From sites we access, to downloadable applications we use, to what we listen to and play, there are metrics being formed and measured.
-generates reports associated with texting |
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Who we want to talk with
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Target - Younger males, perhaps gamers, who are actively streaming music while working on their computers.
Data - NetView analysis would tell us which sites to go to with our message Strategy - Take over site and Pandora icon |
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Who we are talking with
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Target - Younger males who game and have an interest and moment to click on an ad and game with Pepto
Data - Double Click/Atlas would tell us which ads/messages they responded to most Strategy - Create a venue for interaction |
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Once they click and are led to our site
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Target - Those who fpllow through on the opportunity to game with Pepto
Data - Google Analytics/Core Metrics would tell us who stayed on our game site, what they did and how long they were with us. Strategy - Create a venue for interaction and enhance that experience to create stickiness and loyalty. Capture the audience for additional contact. |
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Standard Quality Advertising Data, otherwise known as SQAD
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provides a number of quarterly reports which provide a top line view of the media marketplace, especially in terms of costs
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SQAD Report [local]
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• Provides market-by-market average costs for all media across the United States
•A great tool for new advertisers with no benchmarks •Also good for established advertisers to use as a gauge. |
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SQAD NetCosts
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• Provides national average costs for TV/Cable and Syndication
•A great tool for new advertisers with no benchmarks •Also good for established advertisers to use as a gauge |
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CPPs
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are a basic measure of cost and/or cost efficiency in broadcast.
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SAUs
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simple in broadcast - :30 & :60, but sometimes :10 or :15
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ROS Rates:
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Buys an ad in a broad rotation = lower rate, or no rate.
- Risky, but promised a “fair rotation” - Requires monitoring and follow up. Use this as a last resort! |
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Standard Rate & Data Service
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: Helps media people identify and evaluate specific media vehicles they may want to consider. For many clients, this is a jumping off point in the specific planning process where tactical decisions are being made.
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Print listings in SRDS are much more comprehensive. They include information which allows planners to do the following:
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1. Begin Initial Contact - with media vehicle sales team.
2. Understand page/ad unit sizes - for various vehicles. - I.e., large format (Ad Age), vs. standard format (Ad Week), vs. tabloid (Journal of Ad Education) 3. Estimate Rates - various discount structures apply. 4. Evaluate Audiences (circulation -- distribution) - on a variety of criteria. 5. Gather Ad Specs - which is critical for creative and production teams - I.e., specific mechanical measurements and film/digital requirements. 6. Pin Point Two Major Deadlines: - Space and Materials. |
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Pick up rates
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The second time an ad runs within a 5 day period, the ad may qualify for a special pick up discount
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Circulation
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: Is a gross estimate of the number of copies of a publication actually in distribution, not an estimate of print publication’s true audience
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paid circulation
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- To consumer with out-of-pocket cost
- Either subscription or newsstand - Highest vested interest |
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Non-paid circulation
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- To consumer for free
- Sometimes requested, sometimes not - Lowest vested interest |
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Total circulation
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- Includes both paid and non-paid [not copies returned by vendors]
- Inflated audience estimate |
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Regional circulation
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- Most publications offer segmented geographic distribution.
- May or may not be important to a particular plan. |
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TNS
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-primarily known for measuring offline investments
-detailed media expenditure data -facilitates competitive analysis -empowers media investment decision makers |
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share of voice
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How much volume of advertising we purchased compared to someone else
Not the same as expenditures |
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TNS limitations
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inaccuracy of reporting
not nearly all clients or activity reported relying on the past to plan the future |
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AdRelevance
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The primary measure of competitive activities online (same type of measurement as TNS but online)
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