Adv 483 Exam 3

Front 1

Reach

Back 1

Number of different people who hear a TV or radio commercial (use when want to talk to a lot of people); People who want to buy product: reach better

Front 2

Frequency

Back 2

number of time exposed to specific commercial (when advertiser wants to talk to people a lot maximize this) Current consumers: frequency better

Front 3

Media objectives

Back 3

stated in terms of reach and frequency. Context planning is not thinking about that but about different.

Front 4

Marketing objectives

Back 4

usually expressed in numbers.

Front 5

Network TV

Back 5

i. A chain of local stations (network affiliates) over which programs and commercials are carried "in pattern"
ii. Any group of local television stations electronically joined to broadcast the same programs, usually simultaneously (Programming airs at the same day and time across the country)

Front 6

Network TV Strengths

Back 6

1. Dynamic - sight, sound, and motion simultaneously
2. Typically, higher recall levels vs. other media
3. National coverage (Four networks have 100% penetration Audience guarantees (for upfront buys))
4. Can be bought nationally or market-by-market

Front 7

Cable TV

Back 7

i. Cable TV refers to programming which is transmitted to households via cables, fiber optics, or satellites
ii. Cable networks receive their distribution through MSO (Multiple Systems Operators)

Front 8

Cable TV Strenghts

Back 8

1. Opportunity to better reach your target through niche cable networks and programs
2. Cable continues to push the envelope with technological advances (Goes beyond traditional television boundaries and allows for more imagination)

Front 9

Syndication

Back 9

i. Syndication refers to a type of programming
ii. In Syndication the program can/will run at a different time in every single market

Front 10

Syndication strengths

Back 10

1. More efficient than network or spot tv for like inventory
2. Higher rated than cable TV, but without comparably higher CPMs
3. Loyal/enthusiastic audiences for some shows

Front 11

Spot TV

Back 11

i. TV inventory that is purchased one market at a time (Market = City, town-Called a DMA by Nielsen )
ii. How does it work: When a national program comes to the local station, it is not completely "full" of ads yet ; In local shows all the "pods" are available for Spot TV

Front 12

Spot TV Strengths

Back 12

1. When a national program comes to the local station, it is not completely "full" of ads yet
2. In local shows all the "pods" are available for Spot TV
3. Can also buy local time slots on cable networks

Front 13

Network Radio

Back 13

i. A group of individual radio stations that have committed to carry and clear network commercials and programming

Front 14

Syndicated Radio

Back 14

i. The term syndicated radio encompasses both syndicated networks and syndicated programs
1. Syndicated Networks -Run on a group of individual radio stations that have committed to carry commercials and programs
2. Syndicated Programs - Specific shows that run on a group of stations; Daypart the show runs in varies drastically by market

Front 15

Unwired Radio

Back 15

i. A third way to buy Radio nationally (Can also be bought regionally)
ii. Unwired spot networks are station groups that are essentially tailored to the advertiser

Front 16

Spot Radio

Back 16

i. Spot Radio is ad time sold primarily on affiliates or independent stations on market by market basis
ii. Spot Radio negotiations can be the most challenging of any medium
1. Have to negotiate with a large number of competitors

Front 17

National Consumer Magazines

Back 17

i. Typically used for a brand that wants a national presence

Front 18

Sunday Supplements

Back 18

Magazine-like publications inserted into newspapers
ii. Also usually used nationally, but can target geographically

Front 19

newspaper

Back 19

i. Primarily used as a local media vehicle
ii. However, major national papers are used for national coverage

Front 20

Free Standing INserts

Back 20

Slick sheets of coupons inserted into newspapers
ii. Can be done locally or nationally based on brand objectives

Front 21

Qualitative measures of Magazine buying

Back 21

1. Editorial environment
a. Editorial profile; Ad/ edit ratio; clutter
2. Positioning
a. Advertising placement
3. Clutter
a. Characteritics of a magazine with too many ads
4. Added value/ merchandising
a. Specific, "no cost" programs/ events to deliver added exposure and achieve campaign objectives

Front 22

Quantitative measures of magainze buying

Back 22

1. Reader Per Copy (RPC)
a. Number of copies sold each issue (single occasion or average issue)
2. Audience
a. Average number of people who read each circulated copy (pass-along readership)
b. Total number of people exposed to a magazine Total Audience= Circulation x RPC
3. Composition
a. Concentration of a target group within a magazine's readership
4. Coverage
a. Percent of a given demographic group accounted for/ reached by a magazine's readership
5. CPM
a. Cost of 1,000 advertising exposures in a given magazines

Front 23

Added value

Back 23

1. Advertisers can qualify for targeted marketing programs to enhance their investment in certain publications based on the level of that investment
1. Extends brand's message beyond the pages of the magazine, thus bringing the brand to life