Advertising Media Exam #2

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Media

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-- A message delivery system
-- A class of carriers such as television, newspapers, or magazines

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Media Vehicle

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Individual carrier within a medium such as Vogue, Friends, or Dallas Morning News

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Media Planning

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A decision making process leading to the use of advertising time and space to assist in the achievement of marketing objectives

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Media Plan

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A persuasive document that communicates the rationale behind a recommendation to spend significant amounts of money

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Marketing Strategy Plan

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Purpose: To plan activities that will solve one or more of the marketing problems

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Creative Strategy Plan

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Purpose: To determine what to communicate throughout advertisements

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Media Objectives

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Goals that a media planner believes are most important in helping to attain marketing objectives

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Media Strategy

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A series of actions selected from several possible alternatives to best achieve the media objectives

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DAGMAR

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Defining Advertising Goals for Measured Advertising Results

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Ad $ Summary

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-- Main listings give brand name, parent company, amount spent on advertising in nine media, and the media used
-- Also lists top 1000 companies by total media spending and top 100 companies by total spending for each ten media
-- Ten media: magazines, Sunday magazines, newspaper outdoor, network TV, spot TV, syndicated TV, cable TV, network radio, and national spot radio

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Marketer's Guide to Media

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An up-to-date, accurate source of media industry rates, trends and audience demographics for multiple types of media

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Standard Rate and Data Service

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-- Database of media rates and information, U.S. and international media properties
-- Includes detailed ad rates, dates and contact data

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Exposure

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A measurement of people who either say they are sure they have looked into or read a vehicle within a given period of time

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Response Function

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-- Quantifies the perceived ability of multiple exposures of an ad to elicit a response from the viewer
-- Shows what percent of people who are exposed to an ad various numbers of times are expected to respond to that ad

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CPM

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-- Cost per Thousand
-- The cost to deliver to 1,000 people or homes
>> Calculated by dividing the cost by audience delivery and multiplying the quotient by 1,000

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CPP

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-- Cost per Point
-- Cost of one household or demographic rating point in a given market
>> Calculated by dividing the cost per commercial by the rating

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ABC

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-- Audit Bureau of Circulation
-- Audit and report the circulation of publications at regular intervals

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Reach

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The percent (number) of different people who see an ad at least once

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Frequency

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The number of times the average person sees the ad

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Coverage

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A convenient term used to assess the degree to which a media vehicle delivers a given target audience

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Composition

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Percentage of media vehicle's audience that is comprised of the target population

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HUT

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-- Households Using Television
-- The total percentage of homes in a market that are watching TV at a given point in time

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(Broadcasting) Ratings

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-- An estimate of the percentage of audience who has actually viewed a program or has tined in during a specific time
>> Calculated as a percentage of total population base

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Average Audience Rating

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The percentage of homes (or people) tuned in to the average minutes of the program

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Share of Audience

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The percentage of homes tined into a program based only on those homes that had their TVs turned on rather than all television homes

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GRP

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-- Gross Rating Points
-- The sum of rating percentage
>> Calculated by multiplying the number of insertions by rating

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GI

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-- Gross Impressions
-- Gross weight of media
>> Calculated by multiplying GRPs by target audience base

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Effective Frequency

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The amount of frequency (or repetition) the planner judges to be necessary for advertisements to be effective in communicating

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Effective Reach

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The percentage of the target exposed at the frequency level that is effective in the media planner/s judgement

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Target Audience

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Group of people whom the advertising is attempting to influence

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Sales Analysis

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BDI

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CDI

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