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55 Cards in this Set
- Front
- Back
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What are the basic rules of media planning?
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- Optimize reach and frequency
- Minimize CPM - Avoid waste - Stay within the budget |
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medium
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a class of carriers, such as TV, magazines, newspapers, etc.
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vehicle
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an individual carrier within a medium (MTV, Women's Day, The NY Times)
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The American Mass Media System
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-TV
-Radio -Newspapers -Magazines -Outdoor |
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Broadcast system
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- Networks
- Affiliated stations - Independent stations |
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Network
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National coverage of network programming (ABC, CBS, NBC, FOX)
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Affiliated stations
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- Local stations affiliated with networks
- Affiliation brings better programming, transmission from nat'l news sources - 5 minutes of local adv. |
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Independent stations (Spot TV)
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- Local station w/ no affiliation
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Advantages of TV
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- Creativity for dynamic selling
- Coverage and cost effictiveness - Geographic selectivity - Audience measurement available |
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Limitations of TV
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- High total costs
- Lack of selectivity - Short-lived, fleeting message - Limited viewer attention |
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Advantages of radio
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- Cost and efficiency
- Selectivity - Flexibility - Supporting medium - Potential for mental imagery and emotional approach - Excellent for mobile populations |
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Limitations of radio
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- Creative limitations
- Audience fragmentation - Chaotic buying procedures - Limited research data - Limited listener attention (background effects) - Fleeting message - Declining listenership |
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Advantages of magazines
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- Selectivity (highly targeted)
- Good reproduction quality - Creative flexibility - Permancence - Consumer receptivity and involvement - Pass-along audience - 4.3 people read one issue - Favorable editorial environment- mag. companies are willing to give free ad insertions |
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Disadvantages of magazines
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- Costs
- Slow building of reach - Long lead time - Clutter and competition for readers' attention |
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Advantages of newspapers
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- Extensive penetration
- Timeliness - Flexibility - Halo effect of credible source - Geographic selectivity - Target selectivity by choosing section - Reader involvement and acceptance - Ethnic appeal |
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Limitations of newspapers
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- Poor reproduction quality
- Short life span/hasty reading - Lack of demographic selectivity - Small pass-along audience - Higher national advertising rates |
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Advantages of Internet
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- Flexibility of delivery
- Targeting - Interactivity - Creativity (rich media) - Tracking |
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Disadvantages of Internet
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- Consumer irritation
- Low click-through rate - Limited users - Lack of standardized measurement method |
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The product influences...
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- Product characteristic
- Product life cycle - Competition - Perceived value |
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In what stage of the life cycle should there be more emphasis on reach than frequency?
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Mature stage
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In what stage of the product life cycle should reach and frequency be equally emphasized?
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Introductory stage
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In what stage of the product life cycle should frequency be emphasized over reach?
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Growth stage
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Placement influences..
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- Range of distribution
- Distributor/salespeople's opinion - Characteristics of retail stores |
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Price influences...
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- Advertising budgeting
- Margins for sellers - Perceived value |
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Promotion influences...
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- Strategy: push (use company sales force to create consumer demand) vs. pull (spend money on promotions to build consumer demand and pull them to retailers)
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Why is IMC important?
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- Fragmentation of media markets
- Power shift from manufacturers to retailers - Growth of database marketing - Advertising agencies now provide IMC services - Explosion of new technologies - Emergence of global markets and competitions - Emergence of ethnic markets |
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4 C's
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- Consumer
- Cost - Convenience - Communication |
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Advantages of advertising
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- Cost-effective
- Large audiences - Brand equity - Ability to control the message |
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Disadvantages of advertising
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- High production costs
- Difficult to measure effectiveness - Clutter |
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Advantages of direct marketing
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- Highly targeted audience
- Customized messages - Easy to measure the results |
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Disadvatages of direct marketing
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- Junk mail, etc.
- Image problems - Clutter |
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Advantages of sales promotions
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- Good for price sensitive consumer
- Immediate results - Easy to measure the results |
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Disadvantages of sales promotions
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- Short-term
- Bad for long-term brand equity - Clutter |
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Advantages of public relations
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- Credibility
- Low cost way of communicating - Often has news value - General word-of-mouth discussion among customers |
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Disadvantages of public relations
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- Lack of control over what is said, when, how it's said
- Can be negative |
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Advantages of personal selling
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- Flexible
- Tailored messages - Immediate and direct feedback |
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Disadvantages of personal selling
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- High cost
- Not good for large audiences - Difficult to have consistent and uniform message delivered to all customers |
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Vehicle exposure
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Exposure to a vehicle
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Advertising exposure
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- Exposure to ads within a vehicle
- Number of ads exposed per issue or per TV program |
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Reach
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number of different persons who have been exposed to a vehicle at least once in a given period
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frequency
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average number of times an audience unit is exposed to a vehicle in a given period
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Audience measurement of print media
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- Circulation
- Vehicle exposure - Advertising exposure - Advertising perception - Advertising recall - Response function |
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Audience measurement of broadcast media
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- TV households
- HUT (Household Using Television) - Households or persons exposed to a program/vehicle/ads - Advertising perception - Response function |
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CPM
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Cost/total audience (or circulation) * 1000
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CPRP (Cost-per-rating point) or CPP
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Cost of Ad Unit/Rating Points
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Rating point
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Impressions (000)/Universe (000) * 100
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Standard Rate and Data Service
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- Vehicle circulation
- Advertising specs - Page and ad unit sizes - Rates - Copy deadlines or closing date - Sales info |
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Newspaper Cost Calculation
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- Calculate "column inches"
- Find out "cost-per-column inch" from SRDS - Cost per ad = (cost per col. inch) * (size of one ad in col. inches) - Total cost = (cost per. col. inch * total column inches) OR (cost per ad * # of insertions) - Color rate: surcharge per ad |
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coverage
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- Degree to which a media vehicle delivers a given target audience
- (Number of targets exposed to vehicle)/(number in target population) |
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penetration
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- # of households having a set/ # of households in the universe
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HUT formula
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- Percentage of homes using TV at a given time of day
- # of HH with sets on/total # of TV HHs |
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Rating formula
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# of HH tuned in to specific program/total # of TV HHs
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Share formula
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# of HHs watching a program/# of HHs using TV
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CUME
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percentage or # of different or unduplicated audience members accumulated over a specific time period
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Mathematical formula for rating
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HUT x Share
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