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34 Cards in this Set
- Front
- Back
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Media
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A message delivery system primarily for message content
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Medium
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A class of carriers such as television, newspaper, magazines, and so on. A group of carriers with similar characteristics.
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Vehicle
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An individual carrier within a medium
- CNN is a vehicle within an online medium |
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Media Planning
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Consists of the series of decisions made to answer the question "What are the best means of delivering advertisements to prospective purchasers of my brand or service?"
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Media Plan
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A blueprint for the selection and use of media and a guide for purchasing the media
A process that directs the advertising (promotional) message to the right people at the right time for the best price |
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Classes of Media
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1.Traditional
2. Nontraditional 3. Online 4. Specialized |
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Traditional Mass Media
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Newspapers, Magazines, TV, Radio, and Billboard
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Nontraditional Media
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tv screens in airport, elavators, top of gas pumps, doctors offices, etc.
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Specialized Media
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Special Interest Magazines, Publications, films, tradeshows, conventions, exhibits, flashdrives, CDs.
- Handbills, Direct Mail, Billboards, car cards, bus ads, inserts in newspapers - catalog (phonebook w advertisements) |
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Media Objective
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Goals to be attained by the media
strategy and program |
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Media Strategy
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- Decisions on how the media
objectives can be - A series of actions selected from several possible alternatives to best achieve media objectives. |
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Broadcast Media
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Either radio or television network
or local station broadcast |
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Print Media
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Publications such as newspapers, magazines, direct mail, outdoor, and the like.
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Coverage
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The potential audience that might receive the message through a vehicle.
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Reach
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The actual number of individual audience members reached at least once by the vehicle.
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Frequency
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- The number of times the receiver (an audience member) is exposed to vehicle in a specific time period.
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Problems in Media
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increasing “clutter”
increasing number of media outlets increasing costs audience is fragmenting increasing complexity and importance of the media planning task |
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What are the dominant
characteristics of media today? |
Audience fragmentation and technological advancements
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Reach (vs frequency)
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the total number of different people (or households)
exposed to the advertising schedule during a specified time |
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Frequency (vs Reach)
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the number of times the same person (or household)
is exposed to an advertisement during a specified time |
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Would a media planner rather increase reach or frequency?
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Frequency
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How many times should a view be reached to be at an effective level ?
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The evidence suggests strongly that an exposure
frequency of two within a purchase cycle is an effective level. |
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Whats the general rule of thumb on frequency ?
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General Rule of Thumb in the Ad Business 3+ Rule
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Strategies grow out of ____:
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Objectives
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Cost Per Thousand =
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(Cost of Ad Space) / Circulation X 1,000
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HH =
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Households
- Number of HH that own a TV - Usually total HH in a market |
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Program Rating =
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Percentage of TV HH tuned to a show
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“Rating point” =
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1 percent of TV HH
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Households Using TV
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Percentage of homes in an area watching TV at a given time
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Share of Audience
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Percentage of HUT tuned to a show
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Rating =
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(HH tuned to show)/ (Total US HH)
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Share =
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(HH tuned to show) / (US HH using TV)
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Developing the Plan:
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1. Analyze the market
2. Establish Media Objectives 3. Develop Media Strategy 4. Implement Media Strategy 5. Evaluate performance |
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Creative Strategy
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what is to be communicated, how it will be executed , themes, tone, use of copy, etc.. (creative strategy dictates media choices)
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