12 - Media Planning Essentials Flashcards
(43 cards)
2 types of advertising expenditures
- Measured media (above-the-line promotions) - traditional advertising (TV, radio, internet…)
- Unmeasured media (below-the-line promotions) - everything else (coupons, events, internet search, shelf placement…)
Media planning definition
Determines where and when the advertiser’s money is spent.
Media plan definiton
Specifies the media in which advertising messages will be placed to reach the desired target audience.
Media class definition
A broad category of media, such as television, radio or newspapers.
Media vehicle definition
Particular option for placement within a media class
Media mix definition
Blend of media that will be used to reach the target audience.
Micromarketing
a marketing strategy that uses consumer data and demographics to identify the interests of specific individuals or very small groups of like-minded individuals and influence their thoughts or actions.
Single-source tracking services
Offer info not only on demographics but also on brands, purchase size, purchase frequency, prices paid, and media exposure
Determining the geographic scope of media placement
Identify media that cover the same geographic area as the advertiser’s distribution system.
Geo-targeting definition
Placement of ads in geographic regions where higher purchase tendencies for a brand are evident.
Reach definition
The number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time.
Frequency definition
The average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time (typically a week or a month)
Effective frequency definiton
The number of times a target audience needs to be exposed to a message before the objectives of the advertiser are met - either communications objectives or sales impact.
Effective reach definition
The number or percentage of consumers in the target audience that are exposed to an ad some minimum number of times.
Message weight definiton
The gross number of advertising messages or exposure opportunities delivered by the vehicles in a schedule.
Gross impressions definition
The sum of exposures to the entire media placement in a media plan.
Potential ad impressions definition
Exposures by the media vehicles carrying advertisements
Message impressions definition
Exposure to the ads themselves
Gross Rating Points (GRP)
The product of reach times frequency (r*f)
Continuity definition
Pattern of placement of advertisments in a media schedule
Continuous scheduling definiton
Pattern of placing ads at a steady rate over a period of time.
Flighting definition
Scheduling heavy advertising for a period of time, usually two weeks, then stopping advertising for a period, only to come back with another heavy schedule.
Pulsing definition
Ads are scheduled continuously in media over a period of time, but with periods of much heavier scheduling (the flight). Good technique for for products that are sold regularly, such as clothes.
Forgetting function
We can predict peoples forgetting patterns - 1958 Hubert Zielske study
