Mkt Exam 2 10.31.12 Great Wolf Lodge

Front 1

Reach (R)

Back 1

The number of different persons or households exposed to a particular media campaign at least once during a specified time period (how many people see in pop) (one way to rate ads)...typically expressed as a percentage of population

Front 2

Frequency (F)

Back 2

The number of times within a specified time period that an average person or household is exposed to the message (how many times show ad)

Front 3

Impact (I)

Back 3

the qualitative value of an exposure through a given medium..example: a food ad will have a higher impact in food magazine than Fortune magazine

Front 4

Gross Rating Points (GRP)

Back 4

GRP = total number of exposures = R x F (reach x frequency)

Weighted GRP is adding impact (I)--less discussed

Different ways to get to same GRP
20% reach x frequency of 1 = 10% reach and frequency of 2

Front 5

Go over GRP math some more

Back 5

Go over GRP math some more

Front 6

Upfronts

Back 6

Discount for upfront because commit for long time period?

In the North American television industry, an upfront is a meeting hosted at the start of important advertising sales periods by television network executives, attended by the press and major advertisers. It is so named because of its main purpose, to allow marketers to buy television commercial airtime "up front", or several months before the television season begins.
In the United States, the major broadcast networks' upfronts occur in New York City during the third week of May, the last full week of that month's sweeps period.

Front 7

More on upfronts (3)

Back 7

1. Broadcasters sell 75-90% of their ad inventory for the upcoming year...some is held back for scatter market (15% higher price upfront..sold throughout season)...ASK ZAGLIA WHICH IS CHEAPTER

2. Networks guarantee ads will reach a certain audience size (provide audience deficiency units, make-goods, if they fail to meet that target..given additional know certain mean slots to make up?

3. buying commercials for particular shows can happen, but more often there is block booking (except Super Bowl)

Front 8

Multiple effects of upfronts process on network programming (4)

Back 8

1. Advertisers cannot evaluate purchases day-to-day (because buy upfronts entire year)

2. Allows networks to take risks and gives risky shows time to develop (have money for year..successful shows combined with new shows)

3. But, incumbent programs derive value from having a known audience

4. Upfronts facilitate a portfolio strategy

Front 9

Sweeps week (4 weeks, 4 times a year)

Back 9

Broadcasters use viewership numbers during sweeps to set local ad rates for next few months..about 1/4 commercial breaks consist of local ads

National rates are based on Nielson ratings, which sample year round viewing habits of small number of Nielsen families around country

Front 10

3 common ways an ad budget is spread over time

Back 10

1. Concentrated bursts (sell during 1 season)

2. Continuous (stable)

3. Intermittent (most benefits of cont. but save a little bit of money and less annoy viewers)

Front 11

Spread decision should consider: (3)

Back 11

1. Buyer turnover (rate at which new buyers enter market..how often)

2. Purchase frequency (how often the average buyer buys product)..diff with toothpaste and car

3. Forgetting rate (speed with which the average buyer forgets the brand)

Front 12

Recommendations of reach and frequency

Back 12

Reach: Generally most important when launching a new product, an extension of a well known brand, or when going after a poorly defined target market (raise awareness)

Frequency: generally most important when there are strong competitors, a complex story to tell, or high customer resistance

Front 13

4 ways to avoid ads

Back 13

1. Zapping..change channels..easy for research

2. Multi-tasking

3. Physical zapping..leave room

4. zipping-DVR

Front 14

Commercial breaks stuff (4)

Back 14

1. First slot within a commercial break is most valuable to advertisers (first one until annoyed)

2. With exceptions, this value is not typically priced..don't know spot

3. Ads typically shown in random order

4. Even hen price is based n slot, price ignores the likelihood that viewers change channel based on previous ad

Front 15

4 factors that increase probability of zapping

Back 15

1. actors older than 40

2. convey neg message

3. depict scenes of frustration

4. annoying stimuli (intentionally bad dancing, made up words)...you gellin?

Front 16

People enjoy more ______ than _____ with commercials

Back 16

people enjoy show more with short interruptions than continuous show

jelly bean example