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MCS (COMM) TRY 2 > 6. Media Planning > Flashcards

6. Media Planning Flashcards

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1
Q

What is media Planning

A

Media planning happens (planned & bought) in a media agency, media sales house sells the Space to you.

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2
Q

Media are foudn in 3 different communication channels (touchpoints)

A

Earned media
paid media
owned media
Sweet spot = in between each other

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3
Q

Earned media =

A

free publicity (other ppl make it happen, eg. journalist talks about you)

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4
Q

80-90% of advertising budget goes to buying

A

advertising space (so only 10-20% goes to creative agency)

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5
Q

Media planning definition

A

=selection of the right media based on the target group, obj & the media characteristics
=technical process in which diff elements of media objectives are calculated & compared

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6
Q

What are the different elements of media objectives

A

reach
selectivity
weight
frequency
continuity
cost

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7
Q

A media plan of a media agency contains=

A

Target audience
media channel
media vehicles
performances: reach, frequency, weight
budget
timings

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8
Q

these choices influence the success & perception of your ad/message

A

to WHOM the message will be exposed
the PLACE
the CIRCUMSTANCES
the FORMAT
the TIMING and the FREQUENCY of your contact

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9
Q

3 players of the Media planning process of the Company/advertiser

A

Media sales house
Media agency
advertising agency

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10
Q

media sales house

A

sells advertising space for the publisher

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11
Q

media agency

A

Receives the media briefing of the client (advertiser)
develops the media plan for the client
buys the media space for the advertiser once the media plan is approved
negotiates with the media sales house

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12
Q

VAR

A

Radio 1&2, Stubru, één, Canvas, ketnet

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13
Q

DPG

DPG media

A

VTM, Vitaya, Q music, Het Laatste Nieuws, De morgen, Goed gevoel, Dag Allemaal

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14
Q

Ads&data

A

Het nieuwsblad, De standaard, Het Belang van Limburg

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15
Q

7 Ws of MEDIA BRIEFING (comm)

A
  1. who
  2. what
  3. when
  4. where
  5. wallet
  6. war
  7. worries

HOW = creative strategy + material

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16
Q

Assess communication environment

A

how is competition communicating? (when, how much)

Media market information incl. legal aspects, local habits

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17
Q

Judge the communication efforts of the competition=

A

Category spending
SOV (share of voice)
SOV vs SOM (share of Market)
Media mix

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18
Q

Judging the category spending of the communication

A

What is the advertising spending in the product category and how has it evolved over the last years. Did the category spending increase, decrease or remain stable

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19
Q

SOV (share of voice)

A

Measures the percentage of media spending by a brand compared to total media expenditure for the category

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20
Q

Share of voice versus SOM (Share of market)

A

some researchers assume that share of market follows share of voice, while others argue that share of market should be smaller than share of voice, in order to maintain growth

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21
Q

judging the Media mix of competition

A

identify how each competitor divides its advertising spending across the different media and analyse the trend in media mix composition

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22
Q

Describe target audience

Customer touch point analysis

A

Analyse the customer journey & their touchpoints (paid, earned, owned)

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22
Q

In the customer touchpoint analysis its important to analyse their …

A

MEDIA CONSUMPTION

Desk research

(Which, When, which vehicles, Their favourite)

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23
Q

Examples of identifying moments of truth

A

moving to a new house, marriage, go to high school

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24
you should do ... about CIM, Mediaspecs(belgium paid account) & media sales house
DESK RESEARCH ## Footnote (as a student, you can also ask media house, they are often open to sharing)
25
You must research ## Footnote strong &... creativ...
STRONG & INTEGRATED MEDIA STRATEGY THAT WILL BE SUCCESSFULL CREATIVE MEDIA THAT MATCHES WITH YOUR TARGET AUDIENCE | eg. advertising at the airport, golf course, ski slope
26
# set the media objectives What are the media objectives?
Frequency reach weight continuity cost
27
# Reach What is an **ad impression**?
Online reach (each time an ad is served/shown | each time an ad is fetched, it is coutned as one impression
28
What are Page impressions or page views?
Number of pages viewed on a website (each page viewed, including double page views)
29
# CIM (reach) what are Unique visitors?
Number of people who visit a website (multiple visits of one person are not counted here)
30
# CIM(reach) Visits
Number of visits to a website (including multiple visits of a single person)
31
Unique viewers (youtube )
Number of unique viewers who came to watch your videos over a given time period
32
Views (youtube)
show you the number of times people watched or engaged with your video ad
33
Press reach
how does CIM make their researches: interviews with ... people | CIM=media information center
34
What is CIM?
Media information center
35
Total readers of the medium vehicle
total nr of readers who have read, browsed, accessed the medium in the last 12months
36
Accumulation of reach of the medium vehicle
accumulation of nr of readers as you place multiple issues
37
Primary readers=
Subscription/buyers
38
secondary readers
Family member of primary reader
39
tertiary readers
Free circulation - read out of home
40
Loyal readers?
% of total readers who red the specific medium systematically
41
Readers *last* period
amount of readers you reach with 1 issue
42
Gross Reach
Sum of the number of people in the target group that each individual medium reaches, regardless of how many times an individual is reached. A person who is reached by medium x and medium y counts as 2 | (expressed in %: gross coverage - can exceed 100%) ## Footnote It measures how broad your message was spread, not how many times it was seen.
43
Net reach
How many people of the target group are exposed to the different medium vehicles at least once. a person reached by medium x and medium y will be coutned as 1 | expressed in % = net coverage - cannot exceed 100%
44
Example of reach & gross reach for the target group
Gross reach= (A+B)+(B+C) reach = A + B + C
45
Total reach of a campaign (absolute numbers)
Number of people who are exposed to the medium vehicles where the campaign runs
46
useful reach
Number of consumers from the **target** group who are exposed to the medium vehicle
47
What is WASTED REACH
Total reach - Useful reach
48
Gross coverage
= sum of individual coverage figures of different inserts in 1/more medium vehicles.
49
Duplication
individuals who are reached by 2/more media vehicles of the media plan
50
Net coverage
% of individuals reached at least once with different inserts in 1/more media vehicles.
51
Calculating Net coverage
Gross coverage - duplication (in %)
52
# WEIGHT What is GRP??
Gross Rating Point
53
what is 1GRP then??
1% coverage in the target group = you reach 1% of your target group
54
GRP
sum of number of times that 1% of the target group is reached (1 GRP= 1%)
55
What does GRP express? | What does GRP tell us?
The weight of a campaign | measure of advertising media pressure
56
How to calculate GRP?
net coverage x OTS
57
What is OTS??
Opportunity to see
58
What is the meaning of Opportunity to see (OTS)
The average possibility of exposures that an average reached target consumer has
59
How to calculate OTS
gross reach/Net reach ## Footnote OR gross coverage /net coverage
60
what is selectivity index??
= to what extend is a medium directed towards the specific target group
61
Calculating selectivity index
Coverage % of the medium vehicle on the target group ---------------------------------------------------------------------- x 100 coverage % of the medium vehicle on the universe (population)
62
In the selectivity index - Target group is under represented?
IF LESS THAN 100
63
In selectivity index if target group is proportionally represented
= 100
64
Selectivity index target group over represented
MORE THAN 100
65
FREQUENCY??
=how many times on average is a consumer of the target group exposed to the message (within a specific time period
66
What is the wear in & wear out effect
Wear-in = exposure helps the message "sink in" Wear-out = too much exposure leads to decline in impact
67
What is effective frequency
MIN. number of exposures considered necessary to motivate the target audience to accomplish an advertising objective
68
What is effective reach
nr of target consumers who are expected to be exposed to the advertiser’s message at an effective frequency level
69
OTS are different according to
The media
70
continuous schedule (continuous advertising)
Consistent
71
Pulsing schedule (pulsing advert)
High & low bars (irregular)
72
fighting schedule
Sometimes nothing, sometimes bars (irregular)
73
# COST CPT or CPM
Cost per thousand or cost per Mille
74
# cost CPM - TM (target market)
cost per thousand in the target group
75
# cost Calculating CPM
Cost of the medium/total reach x 1000
76
Calculating CPM-TM
cost of the medium / useful reach x 1000
77
calculating CGRP-TM
Cost/coverage
78
What does Cost GRP express
how much we need to pay to reach 1% of our audience (target group (1GRP)
79
CPC
Cost per click
80
CPA
Cost per acquisition
81
CPV
Cost per view ## Footnote a view is counted when a viewer watches 30 seconds of your video ad (or duration of vid) or interacts with the ad
82
CPD
Cost per day
83
# Selecting the media mix Criteria for selecting the right media
Quantitative criteria qualitative criteria technical criteria
84
# The media buying The media agency - buying
-contact the media sales house to buy the advertising space (will negotiate) -more & more digital media is bought via **programmatic advertising**
85
Programmatic media buying utilizes...
Data insights and algorithms to serve ads to the right user at the right time. it is based on auction bidding system

MCS (COMM) TRY 2 (6 decks)

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