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86 Cards in this Set
- Front
- Back
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Cost per Acquisition |
Payment model per sales/inquiry |
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Cost per Click (CPC) |
Paid Internet Search or amount advertisers pay for a click through to their website |
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Coverage |
Area of media distribution to measure potential audience |
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CPM (Cost per thousand circulation or impressions) |
Cost/Audience x 1000 - method used to compare efficiencies of media vehicles |
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CPP (cost per point) |
Rate/Rating - Cost to reach 1% of a universe such as a total U.S. households |
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Cross Media Platform |
A media property, service, story, or experience distributed across media platforms using variety of media forms |
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CTR (Click through rate) |
This is usually a % of customers that browse on a website to purchase |
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CUME (Cumulative audience) |
One issue reaches 5% of target while 4 issues CUME to 10% of target |
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Digital Outdoor Board |
High impact digital/electronic board running copy changes |
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Direct Marketing |
Sells direct to customers (print ads, broadcast, direct mail, telemarketing) |
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DMA (Designated Marketing Area) |
Nielsen defines 211 different DMA's |
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Effective Research (media Theory) |
Audience must be reached through frequency |
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E-Commerce |
Business conducted over the internet |
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Experiential Marketing |
Method that engages consumers with an action or experience to achieve a deeper product involvement |
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Eyes On |
Outdoor audience measurement system |
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Fixed Position |
Broadcast spot purchased to run in a particular program/time - MORE EXPENSIVE |
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Flighting |
Running advertising in a series or bursts; every other week |
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Fragmentation |
Audiences divided into more pieces due to proliferation of media choices |
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Frequency |
The average number of times an audience is reached by media vehicles |
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Gas Station TV |
Gas stations that have monitors airing programming and ads |
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GRP (Gross Rating Point) |
Equal to reaching 1% of the universe |
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HUTS/PUTS |
Percentage of households or persons using TV in a particular day part |
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AA (Average Audience Rating) |
The average number/percentage of homes of persons viewing during the average minute |
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ABC |
Audit Bureau of Circulation |
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Adjacency |
Commercial is positioned next to a program or between programs/daypart |
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Adstock |
Residual effects with advertising |
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Audience |
Persons exposed to an advertising medium |
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AQH |
Average Quarter Hour Rating |
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Bonus Spot |
Free spot from network/station |
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Barter |
Trading goods or services for media time or space |
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Billboard |
A brief sponsor ID announcement |
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Blog |
Online journal or newsletter/updated regularly |
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Business to Business (B2B) |
Business doing business with another business |
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Business to Consumers (B2C) |
Communications from business to consumers |
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BPA (Business Publications Audit) |
Verification of circulation in business or trade publications |
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Broadband |
Transmission frequency that supports wide range frequency range |
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B/W |
Black and white (Print) |
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C3 Ratings |
Ratings based on commercial audience, adjusted for DVS playbacks |
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Cable TV |
Television programming distributed to subscribers through cable wire distribution |
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Circulation |
Number of print copies printed or distributed |
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Click Through Rate (CTR) |
Percentage of internet impressions who click through a website |
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Communications Planners |
Advertising/Marketing executives that plan integrated marketing communications (IMC) |
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Promotion |
Incentives such as coupons, rebates, or sweepstakes |
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Contextual Targeting |
Matched as with content or key words on websites |
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Conversion rate |
Percentage of website visitors that "take action" or purchase |
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Media |
Messengers that deliver creative to audiences. Refers to class of media - television, radio, magazines, print, outdoor, direct mail, and Internet |
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Medium |
Refers to a single class of media - television is an advertising medium or radio is an advertising medium |
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Media Vehicles |
Specific media carriers that deliver our creative message - "Today Show" |
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Creative |
Advertising and Marketing Messages |
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Creative Development (3 Stages) |
1. Define target audience, selling message, brand character 2. Writes/art directors develop rough ads, scripts, story boards 3. Creative is ready to run in media placement |
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Four Media Categories (IMC) |
Traditional, Non-Traditional (Digital), Alternative, Marketing Services |
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Traditional Media |
80% of Total Media Expenditures. Television, Radio, Magazine, Print, Outdoor |
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Non-Traditional (Digital) Media |
Internet, Websites, Search Engines, Mobile Devices, Podcasts, Video Games, Blogs, Social Media, Multi-Media CD-ROMS, Social Networks, Email & Attachments, Kiosks, Interactive TV |
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Alternative Media |
Blimps, Gas Station TV, Kiosks, Sports Arenas, QVC & HSN Cable TV Shopping, Skywriting |
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Marketing Services (Below the Line Media) |
Direct Mail, Trade Promotion, Consumer Promotion Offers, Incentives, Product Placement in TV and Movies, On Site Event Sampling |
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Media Planning |
1. Analyze market conditions 2. Define target, goals and analyze strategy and tactical plans |
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Media Buying |
1. Analyze Media Vehicles 2. Negotiate and execute the media buys |
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Caveat Emptor |
'Let the buyer beware" - Ethical decisions and due diligence to understand, market conditions, and marketing timing --- 'Respect the advertising budget" |
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Integrated Media Mix (IMC) |
IMC is a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organizations are relevant to that person and consistent over time. |
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Tools of IMC |
Includes advertising, sales promotions, public relations, direct marketing, websites, Internet searches, etc. |
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Benefits of IMC |
Presents a cohesive view of what the brand represents. IMC contributes to the branding objectives. All stakeholders - consumers, employees, trade all receive one common message - shared understanding in enhanced. |
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Six Leading Advertising Theories |
ARF Response Model Effective Reach Recency Share of Voice Purchase Funnel Engagement |
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ARF Response Model |
Eight levels to measure media performance to help marketers plan their advertising campaigns. |
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ARF Response Model Levels (8) |
Vehicle Distribution Vehicle Exposure Advertising Exposure Advertising Attentiveness Advertising Communication Advertising Persuasion Advertising Response Sales Response |
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Vehicle Distribution (Theory 1) |
Measure of a media vehicle's delivery and it is different for each medium |
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Vehicle Exposure (Theory 1) |
Generates a potential audience; actual contact between vehicle and target consumer |
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Advertising Exposure (Theory 1) |
Actual exposure to the ad, not just to the vehicle that carries it |
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Advertising Attentiveness (Theory 1) |
How many persons exposed to the ad actually paid attention to it |
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Advertising Communication (Theory 1) |
How well someone can retell the gist of the advertising message |
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Advertising Persuasion (Theory 1) |
Measures how advertising influences those who see and remember it |
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Advertising Response (Theory 1) |
Action prompted by response such as showroom visits, sales leads, inquiries, and click-throughs |
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Sales Response (Theory 1) |
Actual product or service purchased because of the ad |
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Effective Reach (Theory 2) |
The percentage of a target audience that is exposed to a particular ad during a specific period, often enough to effect the purchase of a product or service. Attempts to forecast the most effective advertising frequency; planners must figure out how to maximize the reach with frequency. Minimum of 3 exposures. |
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Effective Reach Terms (Theory 2) |
Adstock - prolonged effect of advertising on consumer purchase behavior (residual effect) Decay effect- expressed as half life Saturation - diminishing returns |
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Effective Reach Goals (Theory 2) |
1. Define effective frequency parameters 2. Maximize the delivery of target audience within those parameters FREQUENCY IS THE PRIORITY FOR THE EFFECTIVE REACH MODEL. HIGHER TOTAL RATING POINTS IS THE GOAL FOR EFFECTIVE REACH. |
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Recency (Theory 3) |
Reach is the important parameter in Recency Theory. Reach the maximum audience each week just prior to any planned purchase. |
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Share of Voice (Theory 4) |
Your brand's percentage (share) of total advertising or communications messages (usually measured as spending) in your primary business category and geographic marketing area and time frame. |
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Share of Voice (Theory 4) |
Market Share will most likely be maintained when share of voice at least equals share of market and will be increased when share of voice significantly leads share of market. |
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How to increase Share of Voice? (Theory 4) |
1. Increase marketing/advertising expenditures to lead the share of market goal 2. Effective SOV by eliminating waste in current spending or by increasing effectiveness, while reinvesting savings into more communication 3. Improve quality of voice - more effective messaging (creative) |
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Purchase Funnel (Theory 5) |
Awareness Familiarity Opinion/Imagery Consideration One Mike/Model Intention Shopping Purchase ***Consumers entering funnel will move eventually to purchase |
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Purchase Funnel Terms (Theory 5) |
Unaware - consumers who are not aware of brand's existence Aware - consumer is aware of brand Familiarity - brand comes to "top of mind" Opinion - consumer has good/bad opinion of brand Consideration - degree to which consumer is planning to purchase in product category Purchase Intention - degree to which consumer actually intends to buy brand Shopping - did consumer shop for brand? did they buy it? Purchase - (Closing ratio) percentage of consumers who were shopping and actually purchased product |
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Benefit of Purchase Funnel (Theory 5) |
Periodic Measurement (quarterly) for each level's objectives |
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Purchase Funnel Disadvantages and Advantages (Theory 5) |
Disadvantages: Not suitable to the internet age Does not take into account the way consumers use online research to expand their consideration Advantages: Can help discover that a problem exists and define what it is |
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Engagement (Theory 6) |
New model of advertising effectiveness; measures the extent to which a consumer has a meaningful brand experience when exposed to commericial advertising |
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Engagement (Theory 6) |
Ad receptivity ratings typically go to media vehicles that specialize in certain subject matter. Entertainment media or even news media may receive high ratings on Trustworthiness but mediocre ratings on Ad Receptivity. |
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SUMMARY |
Media Planners - Define your media planning philosophy and principles that make it successful in the marketplace Creative Directors - Must have effective creative. Bad creative cannot be saved by brilliant media plan. |
