Media Exam 3

Front 1

when to use continuous advertising

Back 1

for frequently purchased products
consumer goods/services are most common
highly defined and narrow target markets
expanding markets characterized by high CDI & BDI

Front 2

when to use flighted advertising

Back 2

Funding is somewhat limited
Long purchase cycle
Seasonal sales periods
Image is campaign objective
Market share building & stealing

Front 3

when to use pulsed advertising

Back 3

A healthy budget.

You want to keep your brand name top of mind.

A merchandising event or other special effort supports your general ad message.

Heavy competition dictates not going “off air”.

Anytime purchase cycle calls for greater emphasis.

Front 4

In a nutshell, an efficient media plan is one that does the following:

Back 4

•reaches the right customers
•an adequate number of times
•with minimum waste

Front 5

cost per point

Back 5

is the cost of one rating point, or one percent of HH of a target demographic segment or a geographical area.

cost of ad
__________
target rating points

Front 6

cost per thousand

Back 6

(CPM)- is the cost of reaching 1,000 people of HH of a target demographic segment or geographical area.

cost of ad
___________ x 1000
impressions

Front 7

category development index

Back 7

(CDI)- ratio of sales of a product category relative to the population of a specific area.

% Category sales in market A
__________________________ x 100
% US pop in market A

Front 8

brand development index

Back 8

(BDI)- percentage of a brand’s sales in a particular area to the percentage of the country’s population in that area.

% Brand sales in market A
_______________________ x 100
% US population in market A