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25 Cards in this Set
- Front
- Back
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Five important trends in media planning
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1. Convergence
2. Interactivity 3. Engagement 4. Commoditization 5. Cadence |
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Reach & Frequency
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percentage of media audience exposed to a message. How frequent a commercial airs in a time.
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Engagement
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media buzz word referring to the captivating quality of media that the audience finds engaging.
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• Media plan and its key players
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identifies the best media to use to efficiently deliver an advertising message to a targeted audience. The media plan is a subsection within an advertising plan with its own objectives, strategies and tactics.
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• Media mix
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the way various types of media are strategically combined to create a certain kind of impact
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• Media vehicle
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a specific TV program, newspaper, magazine, or radio station or program
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Characteristics of newspapers
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Types of Circulation: subscription, single copy sales, 3rd party
Frequency of Publication: dailies, weeklies, Sundays, business or organization newspapers Editions: morning, evening, all-day, special interest Format and Size: broadsheet, tabloid |
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Impression
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one person’s opportunity to be exposed to an ad one time
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Circulation
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number of copies sold
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Gross Impressions
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all of the impressions added together
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Size of Newspapers
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broadsheet; tabloid
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• Advantages of advertising in newspapers
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lets advertisers select sections in which the ad will appear
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• Rate cards
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list charges for advertising space and discount for advertisers
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• Standard Advertising Unit (SAU)
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Makes it possible for newspapers to offer advertisers a large number of choices within a standard format - ad will work in every newspaper in the country
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• Co‐op advertising
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ad. split by 2
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• Classified ads
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dominiant form of newspaper advertising
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• Display ads
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Run-of-paper (ROP) or Preferred-position rate
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• Run‐of‐paper rate
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advertisers don't care where their ads run in the paper
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Supplements
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are magazine-style publications inserted into a newspaper
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Newspaper Auditing Companes
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independent group that represents advertisers, agencies, and publishers
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Double Page Spread
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2 pages face each other
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Gutter, Bleed Page
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white space-running between the inside edges of the pages
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Directory Advertising
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the main medium prospects consult the local phone book ex: the yellow book
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Outdoor Advertising
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billboards and posters
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Transit Advertising
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Mainly urban, places ads on vehicles (buses, taxis) that circulate through the community as moving billboards
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