Media Strategy - Exam 1

Front 1

What is media planning? Why is it important?

Back 1

Media Planning is the process of using the right media vehicles to place message and deliver to targets. Spreads message and maximizes audience.

Front 2

What are the 2 key concepts guiding the process of media planning?

Back 2

efficient and effective... might be macro micro

Front 3

What is media planning process.

Back 3

Marketing strategy first, then advertising strategy, last media strategy. OR
Situation Analysis, Marketing Strategy Plan, then Creative Pl.

Front 4

Difference between circulation and total audience.

Back 4

Circ is # copies printed

Total Aud is Circulation x # readers per copy.

Front 5

Difference between coverage and composition.

Back 5

Coverage - measure of potential audience that might receive a message through a vehicle.
Composition - portion of readers that fall in target category.

Front 6

What is TV households?

Back 6

House with TV or radio within signal of station. All potential viewers.

Front 7

What is HUT?

Back 7

Households Using TV, # or % of households with TV sets on. Measures net potential audience.

Front 8

What is rating? How do you calculate it?

Back 8

Estimate of people that have viewed a program or tuned in at a specific time.

Front 9

What is "share of audience" and how to calculate?

Back 9

Percent of HH tuned to program based on HUT.

Front 10

What is average audience rating?

Back 10

% of HH tuned into avg. minute of a program.

Front 11

What is the relationship between share, rating, and HUT?

Back 11

All inverse with theory's. All interrelated. Each equally effects one another.

Front 12

What is reach?

Back 12

Rating without overlapping areas in vehicles. One has 3/7 one has 2/7, one overlapping area... 4/7 = 57

Front 13

What is frequency?

Back 13

# of times an avg person or home is exposed to a media vehicle (or group of vehicles), within a given time period.

Front 14

What are GRP's?

Back 14

Gross Rating Points, sum of all rating points.

Front 15

What are GI's?

Back 15

Gross Impressions. raw numbers of people viewing media in total including duplications.

Front 16

Difference between GRPs and Reach.

Back 16

GRPs include overlapping parts of ratings. Reach does not.

Front 17

Why is frequency distribution important?

Back 17

show more detailed info about frequency. so you can judge

Front 18

Effective Frequency

Back 18

estimated number of repetitions needed to obtain goal.

Front 19

Effective Reach

Back 19

estimated number of people needed to obtain goal.

Front 20

BDI

Back 20

An index that is calculated by taking the percentage of a brand's total sales that occur in a given market as compared to the percentage of the total population in the market.

Front 21

CDI

Back 21

An index that is calculated by taking the percentage of a product category's total sales that occur in a given market areas as compared to the percentage of the total population in the market.

Front 22

Product Life Cycle

Back 22

four stages - introductory, growth, maturity and decline.

Front 23

Three questions to ask for media strategy?

Back 23

What segment, what target, what position (product in targets mind)

Front 24

How to define target audience.

Back 24

defined in terms of specific demographics (age, sex, income, etc.) product purchase behavior, product usage or media usage.

Front 25

Ways of defining target consumers.

Back 25

demographic, psychographic, geographic, product usage.

Front 26

Three ways of allocating media budgets

Back 26

By media types
By time periods
By geographic regions

Front 27

Three media scheduling techniques

Back 27

Continuity
Flighting
Pulsing