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43 Cards in this Set
- Front
- Back
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Media Plan
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important means of communication that details the media actions taken on behalf of the brand
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Post Buy Analysis
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Compares the estimates to the actual ratings when they come out to see what was achieved
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Four Subcategories of TV
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Network, Spot, Cable and Syndication
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Three methods of purchasing TV
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upfront, scatter and opportunities buying
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4 day parts of network tv
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Early morning, 7-9am
Daytime 9am-4pm Prime time 7pm -10pm Late News- 10-10:30 pm |
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What is a network affiliate and an example
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A local spot station associated with a network. KOLN- CBS
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What Network TV daypart provides the highest ratings and why?
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Prime time, it has the highest viewing
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What network TV daypart is the least costly and most cost-efficient
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Network Daytime
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What products are typically advertised in Network Sports
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Alcohol and Automobiles
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Two types of local television
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Cable and Spot
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Spot Costs are judged on a ... basis
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CPP
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ROP?
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Run of Paper is display advertising in newspapers
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FSI?
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Free Standing Insert
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4 ways to buy newspaper advertising?
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ROP, supplements, classifieds and custom inserts
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2 benefits of cable advertising?
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cost-effective and niche audiences
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how do magazines and newspapers communicate their price structures to media planners?
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Rate cards
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2 magazine categories?
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General Interest and Women's Services
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How does a media planner compare two similar magazines and decide which is the better choice?
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CPM and Quality of Audience
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Estimates for adding color?
1 color plus black and 4 color process |
1 color plus black adds 10-15% to cost
4 color adds 20-40% to cost |
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What is a newspaper supplement and an example?
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Small magazine inside a newspaper, Parade of Ground Zero
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Give an example of a Network radio program?
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ABC News
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Difference between Network Radio and Spot Radio?
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Spot- local station with a local market
Network- Delivered to many stations |
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T or F, Out of home is the most local of all media?
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True
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3 standard sizes of poster panels
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30 sheet- 12x24
8 sheet- 6x11 3 sheet- transit |
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What does 100 showing mean and where do the numbers come from?
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It means it reaches 100% of the population and it comes from traffic counts
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What is a painted bulletin?
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A 14x48 billboard
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Two most common ways to purchase a painted bulletin?
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Perms- One location for a contracted time period, usually 1 year
Rotart- one location for 60-90 days and then it is moved |
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Which advertising options are considered to be transit?
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Buses and Taxis
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What does it mean when a magazine offers a demographic rate or breakout?
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Allows advertisers to reach a specific group of subscribers
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What benefits come from buying spot radio that are not true of network radio?
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Cost-efficient- many station groups make group discounts
Selectively purchase against designated target audiences |
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T or F, audiences of media and pricing of advertising time and space stay the same from month to month?
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False
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Internet Advertising Prices are often stated as ...... delivered to the user's browser,
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Cost per impressions
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4 common forms of internet advertising units?
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Full Banner, Button, 1/2 Banner and Skyscraper
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With the maturing of the internet, the ... of banners has fallen off sharply. Typically less than ...% of the people exposed to a banner will click through.
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effectiveness, 1%
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Name three forms of Rich media?
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1. Animated banners- flashing words
2. Streaming text/audio banners 3. Pop-ups |
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3 different methods of internet advertising?
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1. Site Sponsorships
2. Targeted Email 3. Search Advertising |
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3 approaches to setting media budgets?
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Percent of sales, Competitive Spending and Subjective Budgeting
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3 Factors a media planner should consider before setting a budget?
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What market will the brand compete in? The current marketing position, and Where will it be advertised?
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What does percent of sales mean when setting an advertising budget?
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Multipley the projected sales revenue for the year by a given percentage. As sales increase, so does the budget, as they decline, so does the budget.
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Explain Competitive Spending?
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It depends on setting the budgets in relation to the amount that competitors are spending.
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Explain Subjective budgeting?
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Decisions are based on the experience of the individual setting the budget
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What does Payout Planning mean to a media planner?
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A budget used in a new introduction where more money is budgeted than usual because of a launch.
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Why would a media planner suggest Test Marketing? What are 3 things we can learn from test marketing?
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To reduce the risk of failure. Spending levels, alternative schedules and alternative commercial lengths and ad sizes
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