Media Planning Exam 2 Ii

Front 1

What do media buyers buy TV spots from?

Back 1

DMA
Designated Marketing Area

Front 2

What do media buyers buy Radio spots from?

Back 2

MSA
Metropolitan Statistical Area

Front 3

How many DMA markets are there in U.S.?

Back 3

210

Front 4

Which is bigger, a DMA or a MSA?

Back 4

DMA

Front 5

What does TSA stand for?

Back 5

Total Statistical Area

Front 6

What does BDI stand for?CDI?BOI?

Back 6

BDI- Brand Development Index
CDI- Category Development Index
BOI- Brand Opportunity Analysis

Front 7

What are the characteristics of quadrant I?

Back 7

-both BDI & CDI are one
-any market in quadrant I is a good market to defend

Front 8

What are the characteristics of quadrant II?

Back 8

-CDI is high, & BDI is low
-market with most opportunity to gain

Front 9

What are the characteristics of quadrant III?

Back 9

-avoid this quadrant altogether
-both BDI & CDI are low

Front 10

What are the characteristics of quadrant IV?

Back 10

-CDI & BDI is high
-brand growth has limited growth in this quadrant

Front 11

What does ACV stand for? What does it mean?

Back 11

-all commodity volume
- term used for distribution for packaged goods products

Front 12

When are the four quareters of advertising?

Back 12

1st- Jan- March (winter)
2nd- April- June (spring)
3rd- July- Sept(summer)
4th- Oct- Dec (fall)

Front 13

What quater is the most expensive time of year to advertise?

Back 13

4th quarter- retail season

Front 14

What days of the week are retail items advertised?

Back 14

Thurs- Sun

Front 15

List the characteristics of daytime vs. nighttime advertising.

Back 15

-consumer products are advertised during the day (more women watch in the day)
-secondary education advertised during the day
-healthcare is advertised during news

Front 16

What does susceptability mean?

Back 16

are consumers receptive?

Front 17

What does flexibility mean?

Back 17

can changes be made in a timely manner?

Front 18

What does the rate of advertising mean?

Back 18

how much does it cost?

Front 19

What does advertising in waves mean?

Back 19

should we flight the schedule?

Front 20

When is the calendar budgeting cycle?

Back 20

Jan- Dec

Front 21

When is the fiscal year budgeting cycle?

Back 21

July- June

Front 22

What are the four dimensions to setting media communication goals?

Back 22

-reach
-frequency
-continuity
-impact

Front 23

List the factors of frequency when is comes to setting media communication goals.

Back 23

-brand maturity
-brand awareness
-competitiveness of category
-advertising campaign
-type of response

Front 24

What does "frequency is an average" mean?

Back 24

-half see it more
-half see it less

Front 25

What is the recency theory?

Back 25

buying impressions as close to time as purchase as possible.

Front 26

What is continuity?

Back 26

Longer campaign at lower exposure levels

Front 27

What is impact?

Back 27

shorter campaign at higher exposure levels

Front 28

List the characteristics of high frequency level ads.

Back 28

-new brand
-new/low brand awareness
-extremely competitive category
-new advertising campaign
- short-term promotion

Front 29

List the characteristics of average(medium) frequency level ads.

Back 29

-brand is 2-5 years old
-average brand awareness
-some competitive spending but not aggressive
-advertising campaign is in 2nd year
-mix of promotions and brand advertising

Front 30

List the characteristics of low freqency level ads.

Back 30

-brand is 5+ years
-strong brand awareness
-brand owns over 50% of market share
-campaign has run over 2 years
-long term brand advertising

Front 31

List the characterisitics of setting reach goals.

Back 31

-budget is always a consideration.
-you want to reach as many people as possible
-most companies use 2/3rds- 4/5ths as a benchmark (66-80%)
-it is very very hard to reach over 80%

Front 32

List the categories of magazines.

Back 32

-consumer magazines
-trade publications
-farm magazines

Front 33

What is the geography of magazines?

Back 33

-local
-national
-regional

Front 34

List consumer magazine advantages.

Back 34

-high reproduction quality
-highly targeted
-cost efficiency
-longer shelf life
-reader loyalty
-pass along readership

Front 35

List the disadvantages of consumer magazines.

Back 35

-ads are easily ignored
-long lead time for creative
-infrequent distribution
-clutter
-inability to deliver mass audience
-declining circulations

Front 36

List the business magazine advantages.

Back 36

-avid readership
-produce direct inqueries
-read where business decisions are made
-no distractions

Front 37

List the business magazines disadvantages.

Back 37

-lots of competition
-lack of creativity

Front 38

List the types of business magazines.

Back 38

-trade
-industrial
-management
-professional

Front 39

What are TRADE business magazines aimed at? INDUSTRIAL? MANAGEMENT? PROFESSIONAL??

Back 39

trade- resellers
industrial-manufactors
management-executives
professional- specific professions (doctors/lawyers)

Front 40

What are the dimensions of a regular magazine? Large? Pocket?

Back 40

regular- 8 by 10
large- 9 by 12
pocket- 4 1/2 by 6 1/2

Front 41

Who is part of the primary circulation?

Back 41

subscribers and newsstands

Front 42

What is the secondary circulation?

Back 42

pass-along readership (readers per copy)

Front 43

What is paid circulation?

Back 43

paid is subscriber based

Front 44

What is controlled circulation?

Back 44

controlled is qualification based

Front 45

What are the different types of magazine ad sizes?

Back 45

-cover posions
-full page
-1/2 page
-1/4 page
-gate folds
-inserts
-custom magazine

Front 46

What is the closing date of magazines?

Back 46

The date that space needs to be reserved.

Front 47

what is the materials date of magazines?

Back 47

the date that creative needs to arrive at publications

Front 48

List the advantages of direct mail.

Back 48

-targeting capabilities
-controlled timing
-creative flexibility
-inclusion of more information
-personalization
-exclusivity of message
-testability

Front 49

List the disadvantages of direct mail.

Back 49

-high cost per exposure
-customer resistance
-delivery problems
-lack of content support

Front 50

List the types of direct response.

Back 50

-direct mail/ marriage mail
-direct-response TV (infomercials)
-magazine business reply cards (BRC's)
-telemarketing

Front 51

What are the costs associated with direct mail.

Back 51

-list or database
-production of direct mail piece
-postage

Front 52

List the characteristics of marriage mail.

Back 52

-sent through third party carrier
-cheaper than direct mail
-based on geography and quantity

Front 53

List some examples of direct/marriage mail.

Back 53

-letters
-sweepstakes
-catalogs

Front 54

List some examples of telemarketing/

Back 54

-outbound (business makes contact)
-inbound (consumer makes contact)