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62 Cards in this Set
- Front
- Back
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Media
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a message delivery system
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Media planning
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art of matching media to advertiser’s market needs
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How has media planning changed over the years?
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Moved towards digital advertising in 1995
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How has media planning stayed the same?
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Basics and fundamentals still practiced: understand target audience, reach them with media plan, translate marketing objectives into AD messages, and then into media objectives and strategies, then analyze. Tools are the same reach, frequency, and GRP
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Tools of media planning?
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Reach, frequency, and GRP
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Reach
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how many of your target has the opportunity to see your message
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Frequency
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how many times are your target and message exposed
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GRP
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gross rating point (aka “Building block”)
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Ratings
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portion of a demographic universe that is exposed to a specific media vehicle, as a percentage of a universe
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Gross
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a term that implies duplication of the measurement = impressions
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CCO
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chief commercial officer or chief compliance officer
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CMO
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chief marketing officer
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Elements of a career in media planning?
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1) Understanding of marketing and media date and analytics. The business world is driven by data today; data is the new creative in the media business. 2) An understanding of marketing strategy. 3) An understanding of the creative process and the knowledge of what works and what doesn’t. 4) Lessons on dealing with others; learning or negotiation experience. 5) How to prepare effective and persuasive written and oral presentations
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Traditional forms of media planning
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(4 listed)
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Value
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quick delivery to large audiences at relative low cost; targets attracted to each medium’s editorial and programming; tends to develop strong loyalties among audiences who return regularly
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Broadcast
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radio and TV (TV/Video); Nielsen’s “Three Screens” of video: conventional TV, streaming video on computer screens, and mobile that displays video content on a cell phone screen. Differences in measuring audiences and how advertising in planned and bought.
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Newspapers & billboards
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oldest form of traditional media
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Media planning is essential for several reasons
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media planning grows out of a marketing consideration/problem that needs to be solved; Media are tools for implementing the marketing strategy; Starting point for a media plan should be an analysis of the marketing situation
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What is nontraditional media?
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Anything that is not traditional, usually internet
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What is online media?
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internet
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What is specialized media
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media that uses research to place ads; ads in social media or SEO
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What are the principles for selecting media vehicles?
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planners tend to select one or more vehicles that effectively reach the target audience prospects: 1) with an optimum amount of frequency (repetition), 2) at the lowest cost per thousand impressions, 3) with a minimum of waste, and 4) within a specified budget
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What is a delivery system?
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the medium in which a message is delivered; media
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What is a sample of the population?
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a portion of the population that usually reached in surveys
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How important is research to media planning?
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very, they are spending a lot of money to place ads and should use marketing facts and stats to make good buys
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What is the importance of the Situation Analysis in media planning?
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it yields media intelligence; the media planner must become thoroughly familiar with available marketing facts that drive the media plan; all advertising decisions (creative, positioning, or media strategies) are more effective when firmly rooted in marketing intelligence.
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Which are the factors to consider in the plan’s Situation Analysis?
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marketing objectives and strategies (media decisions are subordinate)
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What is ‘marketing intelligence’ in media planning?
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Discovery and evaluation of all promotional and marketing facts related to the product, and fitting them to the media plan
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What is SWOT?
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SWOT
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SWOT/Statement
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ID, explain, and be able to know what its parts answer
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Analysis: Marketing Objectives and Strategies
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A media plan must be consistent with goals set for marketing; uncover as much relevant info about the 4Ps and what effect they have on media plan; What it answers: total size and share of market, how product is sold, what advertisement used (media mix), brand lifecycle & awareness & goals, budget and breakdown of sales
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Analysis: Competitive Considerations
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Research about marketing and media activities the competition use. Helps make strategic media decisions. What it answers: who the competitors are and their share of market; what kinds of media they use and how much they spend
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Analysis: creative history of the brand
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Questions about how the product is positioned. What it answers: copy theme, media used, benefits and qualities of the product, consumers opinions and brands attitudes and lifestyles, how the product is used and when, budget considerations
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Analysis: Target Audience
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Developing demographic and psychographic target profiles; assign value to each group; conduct primary research (qualitative: focus groups/surveys) to develop accurate target profile
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Analysis: Geography Strategy
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Planners look over marketing data to decide what kind of media to invest in (national, spot, or both). What it answers: Where and how much to spend on media; BID (Brand Development Index) and CDI (Category Development Index)
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Analysis: Timing and Purchase Cycle
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Planners figure out when to advertise for products and for how long (Seasonal/Consistent/Flighting/Pulsing)
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Data from MRI (Mediamark Research, Inc.)
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Consumer behavior and media usage. Demographics, geographics, psychographics
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TNS-MI (Competitive Media Reports)
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Gives what competition is spending regionally and annually
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SRDS
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Give demographic/lifestyle overview through sales and location
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Nielsen
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measures media audiences, ratings for mainly TV, radio, Theater films, newspapers
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Arbitron
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collects listener data and Ratings for radio
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What is BDI and how is it applied in media planning and strategies?
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Brand Development Index; compare the sales of a brand with the potential for sales based on the population in each market. Helps ID specific markets that account for heavy usage of brand to place ads in
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What is “flighting” and how is it applied in media plans/strategies?
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If demand is not continuous, it’s a way to place ads that are very specific and infrequent. For products that aren’t bought often (appliances, cars, TVs, etc).
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What is “pulsing” and how is it applied?
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Fairly continuous demange but heavier demand in key months
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What is “SOV” and what is it’s importance in media/planning strategies?
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A common tool for competitive analysis. Define: A brand’s percentage of total advertising dollar spent within a category. Brand medium expenditure divided by category media expenditure x 100. SOV = total advertising spent (in one year) for your product / by the total advertising by the category
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How doe consumers choose media?
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A need or want to satisfy interests, entertainment or information. Loyalty
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What is interactive TV? Mention Several suppliers
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It is an advertising message in conventional television that allows the viewer, with the click of the button on the remote, to order a product, request info, or initiate other communications with advertiser. TiVo
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How do audiences process the info?
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Short Term, Repetition, Long term memory
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Engel Kollar Model of the Buying Process (6 Steps)
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1) Recognition, 2) Alternatives, 3) Evaluation of different brands found in 2+3, 4) Purchase made through choice of Brand (buying action), 5) Post-purchase evaluation, did it meet needs? 6) Feedback about how satisfying purchase was
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Marketing Mix
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A group of elements that a firm uses to sell its products; The 4 P’s; Product, Place, Price, Promotion
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Product
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Quality, features, options, style, brand name, packaging
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Place
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Distribution channels, coverage, locations, inventory, transportation
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Price
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list price, discounts, allowances, payment periods, credit terms
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Promotion
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advertising, copy & art, media, personal selling, sales promos, PR, Direct marketing, Event marketing, Local area marketing
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What type of value do media add to an ad?
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Media adds a qualitative value to an ad because of some quality in the medium
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What is CPM
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Cost per thousand, a comparative device; To compare cost efficiency of different media options, the cost of an ad is expressed in terms of cost-per-thousand targets exposed; CPM is the cost to deliver to 1000 people or homes. Calculated by dividing the cost of the audience delivered and x the quotient by 1000
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What is CPP
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Cost per Rating Point, a comparative device; Measures the cost one houseold or demographic rating point in a given market. Calculated by dividing the cost per commercial, or spot, by the rating.
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What is DMA
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designated market area; a market is a geographic area that can receive the program.
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Market Segmentation
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separation of markets into distinctive groups based on some similar trait or traits
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Target Market
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the specific group of consumers toward which a firm directs its marketing efforts
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Target Market Selection
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the process of selecting a potential market and then segmenting, analyzing, and profiling the market to better target it with a customized marketing mix
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What is the Target Market Selection Process (7 Steps)?
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Identify target market, determine need for segmentation, determine basis for segmentation, profile each selected segmentation, potential profitability of each segment, select positioning, implement IMC (integrated marketing communications)
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