Media Planning 2

Front 1

What are the main sources of revenue for newspapers?

Back 1

advertising and supscription costs

Front 2

T/F Newspapers are read less rapidly than other print media

Back 2

False

Front 3

___% of all American adults read at least one newspaper a day. 57.5% of them are between the ages of:

Back 3

80; 35-64

Front 4

What percent of newspaper reading households have in income of $15,000 or more? $25,000 or more?

Back 4

49%; 16.7%

Front 5

people use newspapers like a ____

Back 5

catalog

Front 6

What leads to lower readership in a newspaper?

Back 6

more advertisements in the paper

Front 7

in general, newspapers are great outlets if what 2 things?

Back 7

1) your product is relevant to most people
2) you want to take advantage of current events

Front 8

What are 5 Advantages of Newspapers?

Back 8

1. immediacy
2. local emphasis
3. mass reach
4. catalogue value/permanency (coupons)
5. a variety of output selections

Front 9

What are 5 Disadvantages of newspapers?

Back 9

1. lack of TA selectivity
2. high cost
3. small pass-along audience/shorter life
4. variation in run of paper color quality
5. clutter factor

Front 10

the high cost of newspprs makes it relatively hard to buil what?

Back 10

frequency

Front 11

What is an example of permanency of nwspprs?

Back 11

ads and coupons can be torn out for future reference of redemption

Front 12

What are 3 characteristics of magazines?

Back 12

1) high degree of expertise in special interest segments
2) image oriented and intensive exposure
3) adv in general interest publications ensures high reach and contact frequency

Front 13

What are 4 Advantages of consumer magazine advertising?

Back 13

1) long life
2) high quality of production and color
3) flexible scheduling
4) selective readership

Front 14

What are 2 examples of "selective readership" in magazines?

Back 14

controlled circulation and pass along audience

Front 15

What are 3 Advantages of business publication advertising?

Back 15

1) appeal to busniess interests; no frills = avid readership
2) often read during busness hours-means reader's mind is on business
3) flexibility in timing and format

Front 16

What are 2 Disadvantages of consumer magazine advertising?

Back 16

1) ads easily ignored
2) early closting dates/lack of immediacy

Front 17

What is 1 Disadvantage of business publication advertising?

Back 17

1) lost of other competitive advertising

Front 18

Name 5 Characteristics of TV.

Back 18

1) mass medium for entertainment and info with an audio-visual experience
2) address a particular target group by choosing broadcast time, the channel, and the main axis of the broadcast
3)multi sense appeal in a familiar home atmosphere
4) highest consumption between 7-10:30 pm
5)risk of distraction and zapping

Front 19

What are 4 Advantages of TV?

Back 19

1) sight and sound for dynamic selling/product demonstration
2) flexibility (nat'l and local coverage)
3) reach of both selective and mass markets
4) cost efficiency (gross impressions)

Front 20

In TV:
High ratings = ?
High mass reach/audience = ?

Back 20

high cost; high cost

Front 21

What are 2 Disadvantages of TV?

Back 21

1) low attention
2) high cost

Front 22

What are 3 Advantages of Cable TV?

Back 22

1) percisely defined TA
2) national coverage (83% penetration rate)
3) relatively low cost

Front 23

What is narrowcasting?

Back 23

a percisely defined TA

Front 24

Why is local cable less expensive that local tv?

Back 24

lower rating

Front 25

What are 2 Disadvantages of Cable TV?

Back 25

1) fragmented audiences
2) less than full national coverage

Front 26

Name 5 Characteristics of Radio.

Back 26

1) popular info and entertainment medium
2) often used as background noise
3) usage depends on broadcasting areas
4) 10-30 sec commercial spots
5) sponsorship available for entire radio programming spectrum

Front 27

What are 6 Advantages of Radio?

Back 27

1) high frequency
2) reach of special kinds of TAs
3) largest medium
4) target mobile populations
5) all sesason exposure
6) flexibility

Front 28

When is radios highest exposure season?

Back 28

summer

Front 29

How is radio flexibile?

Back 29

it allows you to put a spot on the air quickly and change it quickly

Front 30

What are 3 Disadvantages of Radio?

Back 30

1) many stations in one market - no permanency
2) no catalogue value
3) small market reach (local)

Front 31

Name 5 Characteristics of the Internet.

Back 31

1) interactivity and hyperactivity - 2 way comm.
2) always available
3) up to date info
4) growing acceptance as shopping medium
5) targets 14-49 yrs olds; upper income and education

Front 32

What are 3 Advantages to internet?

Back 32

1) cost effective
2) a large amount of info
3) low-cost market research tool

Front 33

Internet is what fraction less costly than traditional media?

Back 33

1/4

Front 34

What are 2 Disadvantages of the internet?

Back 34

1) supports from other media necessary
2) consumer skepticism

Front 35

What is flaming?

Back 35

consumers may react with hostile attitudes toward advertisements on the internet

Front 36

Name 4 Characteristics of Direct Marketing.

Back 36

1) May or may not be personalized
2) high info capacity and broad range of formats
3) provides a chance of direct contact
4) unaddressed vs addressed

Front 37

What are outbound advertising and inbound advertising characteristics of? define both.

Back 37

direct marketing (direct mail)
outbound: the marketer contacts the costumer
inbound: consumer seeks out the marketer (ex: calling toll free # on package)

Front 38

What are 6 Advantages of direct marketing (direct mail)?

Back 38

1) personal quality
2) easy verification of responses
3) creaetive flexibility
4) long life for certain mailing
5) potential savings
6) available to pinpoint the audience

Front 39

What are 3 Disadvantages of direct marketing (direct mail)?

Back 39

1) high cost on a cost-per-prospect basis
2) inaccurate and incomplete lists
3) clutter and consumer resistance

Front 40

What are 4 Advantages of direct marketing (telemarketing)?

Back 40

1) selectivity
2) easy verification of responses
3) personal quality
4) geographic flexibility

Front 41

What are 4 Disadvantages of direct marketing (telemarketing)?

Back 41

1) inaccurate and incomplete lists
2) time constraints (avoid calls after 10pm)
3) smaller message space
4) legislation do not call laws

Front 42

Name 3 Characteristics of outdoor advertising.

Back 42

1) direct, everyday advertising medium with broad affect
2) reaches all sectors of the population
3) highs exposure on urban streets and around railway stations

Front 43

What are 4 Advantages of outdoor advertising?

Back 43

1) high frequency
2) wide coverage of local markets
3) largest print ad available
4) simply copy theme and package identification

Front 44

What is the purpose of outdoor advertising?

Back 44

to reinfoce other forms of advertising in consumers minds

Front 45

What are 5 Disadvantages of outdoor advertising?

Back 45

1) simple messages
2) schedule inflexibility
3) high cost
4) obscured and damaged by weather/ other issues
5) lack of consumer attention

Front 46

4 dimensions of communication goals

Back 46

reach, frequency, continuity, impact

Front 47

define reach:

Back 47

which potential customers do you want to reach?

Front 48

define frequency:

Back 48

how often do you want to reach your consumer

Front 49

define continuity:

Back 49

how many days, weeks, months and patterns of advertising do you need

Front 50

define impact:

Back 50

how large do you want print advertising to be, or how long do you want your contents to run

Front 51

What is recency planning? What broader category is it under? What are 2 things you should do within this planning?

Back 51

advertise when ppl are buying; scheduling-continuity
1) seasonality/consult with track records of sales by month
2) have your advertising impressions as close to the point of sale as possible

Front 52

T/F buying small amounts of media to save money does not make a presence

Back 52

True

Front 53

What is flighting in media planning strategy?

Back 53

advertise more when the brand can be prominent compared to competitor's brands

Front 54

What is heavy-up scheduling?

Back 54

more money when consumers are buying your products

Front 55

What is heavy introductory effort do for scheduling? geographic market weighting? combining media vehicles? SOV?

Back 55

1) a lot of money spent (70%) on introductory period (1-3 mnths) for a new product
2) spending more money in markets that are buying more of the product/service
3) ??
4) ??

Front 56

Important criterion for determining media vehicles:
1) basic principle
2) most important

Back 56

1) to select vehicles that reach a large number of targets at a cost efficient price
2) finding vehicles that reach a large number of targets with high enough composition to avooid waste and at a lost cost per thousand

Front 57

Media Imperatives/Dual Audiences
1) Television Imperatives
2) Magazine Imperatives

Back 57

1) percent of the target and selectivity index for people who are heavy viewers and light magazine readers
2) percent of the target and selectivity index for people who are heavy magazine readers and light TV viewers

Front 58

Ad positioning in magazines

Back 58

-the best spot is the 4th cover (also the back cover)
-right hand pages are better than left hand

Front 59

Ad positioning in newspapers

Back 59

-ads near the front are better than the back
-inside newspaper sections are better than last page of the section

Front 60

Ad positioning in TV

Back 60

-primetime and late night fringe are the greatest
-early morning is the poorest
-daytime 50-80% higher than nighttime recall

Front 61

Quantitative Delivery Factors of media: what are they? what do they describe? examples.

Back 61

demographics, reach, and purchase patterns; they describe audience characterisitcs that affect the likelihood that the viewer is a potential buyer; ex: reach, freq, CPM, BDI, CDI

Front 62

Qualitative Impact Factors of media: What do they describe? examples.

Back 62

describes audience behaviors which affect the likelihood that a commercial message is being seen and absorbed; ex: attention to commercial/program, involvement, program liking, and lack of distraction

Front 63

Which measurements should be made first Qualitative or Quantitative?

Back 63

quantative first

Front 64

Define added value. When recieved as part of a buy, what should the added value always reflect?

Back 64

additional media delivery, merchandising, or promotion provided to an advertiser by a purchased medium; the objective of the buy and the creative effort

Front 65

Define makegood. How is one used in print?

Back 65

in broadcast, a commercial position given in lieu of the announcement missed due to the fault of the station or network; the free repeat of an ad to compensate for the publications error in the original insertion

Front 66

Define perishability of the inventory.

Back 66

there is a fixed amount of TV time available for sale (inventory) and a commerical minute that is unsold can never be recovered

Front 67

In perishability of the inventory, what 2 factors make it more likely that the pricing will be higher?

Back 67

1) the stronger the demand
2) the earlier the sale in the relationsihp to the program air date

Front 68

What is an upfront buy?

Back 68

long-term purchase of inventory for all four quarters of the coming broadcast year.

Front 69

What is an opportunistic buy?

Back 69

the purchase of inventory on a last-minute basis if the networks have any remaining inventory to sell

Front 70

What is a scatter buy?

Back 70

short-term purchase of inventory within a specific quarter made before the start of the quarter

Front 71

Define fringe time.

Back 71

time periods preceding and following peak set usage periods and adjacent network programming blocks

Front 72

Define syndication.

Back 72

the development or packaging of programming that is sold directly to the advertisers and cleared on a market by market basis

Front 73

Define run of press (ROP). Are national advertisers involved in this? When is space closing for ROP?

Back 73

a newspaper ad for which a definite position is not specified but which ususally appears in the general news section; not negotiable medium for nat'l advertisers; only a few days before the actual issue

Front 74

What is Spot TV?

Back 74

purchse of time on a non-network, non-syndication basis

Front 75

Define a test.

Back 75

a simple piece of research in which one measures a variable (or treatment) introduced into the market to see what effect it has.

Front 76

Define an experiement.

Back 76

a carefully dsigned study in which the researcher controls and manipulates conditions to see how and experimental variable affects audience behavior.

Front 77

What are 4 aspects of an experiment?

Back 77

1) similar markets selected for treatments
2) random assignment of treatments
3) samples measure through normal survey techniques to determine the treatments' effects
4) objectives

Front 78

What is a control?

Back 78

The effect of removing something

Front 79

What is a treatment? Morimoto class example.

Back 79

refers to either removing or adding a stimulus in order to measure an effect; during an exam Morimoto reduces the noise level a little or a lot.

Front 80

What is the Factorial Design based on?

Back 80

a factor as an independent variable (cause), it is possible to measure the effects of different kinds of treatments

Front 81

What type of research studies are done in the factoral design?

Back 81

studies involving the simultaneous analysis of two or more independent variables (causes)

Front 82

What is the advantage to the factorial design of research?

Back 82

allows you to look at all interactions

Front 83

What are 2 aspects of Little USA? When is it best used?

Back 83

1) assign each test market to receive the average national ratin point levels
2) assumes that the local market will behave similarly to the total US
Best used: when the advertiser is testing a new brand and has no benchmark category sales data available on a local market level

Front 84

What happens during "As It Falls" markets? When is it best used?

Back 84

The local market receives the exact media weight it would get from the national plan; if a brand has a good amount of historical sales data because it is closer to what will actually happen once the plan is implemented nationally.