Chapter 16 Advertising Media: Planning and Analysis

Question 1

Define Media.

Answer 1

General communication methods that carry ad messages (tv, mags)

Question 2

Define Vehicles.

Answer 2

Specific broadcast programs or print

Question 3

Define Media Planning.

Answer 3

Design a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

Question 4

List the Media Strategies.

Answer 4

1. Selecting the target audience
2. Specifying media objectives
3. Selecting media categories and vehicles
4. Buying media

Question 5

Specifying media objectives.

Answer 5

1. What proportion of a target audience do we want to REACH?
2. With what FREQUENCY do we need to expose the audience to our message
3. How much total advertising is necessary for (1) and (2) - weight
4. How should we allocate the advertising budget over time? (CONTINUITY)
5. How close to the time of purchase should the target audience be exposed? (RECENCY)
6. What is the most economically way to accomplish these objectives? (COST)

Question 6

Define Reach.

Answer 6

Percentage of the target audience that is exposed, at least once, during a specified time frame to the vehicles in which our advertising message is inserted.

Question 7

Reach is AKA?

Answer 7

1+, net coverage, unduplicated audience, and cumulative audience

Question 8

What are the determines of Reach?

Answer 8

• Use of multiple media
• Diversification of vehicles within each medium
• Varying day parts for radio and TV ads

Question 9

Define Frequency.

Answer 9

No. of times, on average, during the media-planning period (4wk) that members of the target audience are exposed to the media vehicles that carry a brand’s advertising message.

Question 10

Define Weight.

Answer 10

The advertising volume require to accomplish advertising objectives.

Question 11

Define Ratings.

Answer 11

Percentage of an audience that has an OTS as an ad placed in that vehicle.

Question 12

Define Gross Rating Points (GRPs)

Answer 12

Weight that a particular advertising schedule has delivered.

Aka: total coverage, duplicated audience

Question 13

GRPs formula:

Answer 13

Reach (R) x Frequency (F)

Question 14

Define target ratings.

Answer 14

Adjusted vehicle’s ratings that reflect only those individuals who math the advertiser’s target audience.

-Indicate a media schedule’s net (non-wasted) weight

Question 15

Define Effective Rating Points (ERPs).

Answer 15

Effective reach (or exposures) x frequency

Question 16

Define Effective Reach.

Answer 16

An advertising schedule is effective only if it does not reach members of the target audience too few or too many times during the media scheduling period.

Question 17

The optimum effective reach depends on:

Answer 17

1. level of consumer awareness
2. market share
3. audience’s degree of loyalty
4. message creativity and novelty
5. ad objective

Question 18

What are the Three-Exposure Hypothesis (krugman)?

Answer 18

1. Min of 3 exposures to an ad message needed for effective advertising
2. Use of multiple media
3. Subjective factors must be considered

Question 19

What are the weight metrics?

Answer 19

1. Gross Rating Points (GRPs)
2. Target Ratings
3. Effective Ratings

Question 20

Explain Frequency Value Planning (alternative approach)?

Answer 20

1. Estimate the exposure utility for each level of vehicle exposure, or OTS, that a schedule produces
2. Estimate the frequency distribution of the various media schedule
3. Estimate the OTS value at each OTS level
4. Determine the total value across all OTS levels
5. Develop an index of exposure efficiency.

Question 21

Define Exposure utility.

Answer 21

Worth or value and each additional OTS for audience members during the period of an ad schedule.

Question 22

Define Continuity.

Answer 22

How ad is allocated during course of an ad campaign.

Question 23

Define Continuous Schedule.

Answer 23

Relatively equal number of ad dollars invested throughout the campaign

Question 24

Define Pulsing Schedule.

Answer 24

Used every period of the campaign but may vary

Question 25

Define Flighting Schedule.

Answer 25

Varies expenditure throughout the campaigns and allocates zero expenditures in some months

Question 26

What are some Budgeting Alternatives.

Answer 26

1. Continuous Schedule
2. Pulsing Schedule
3. Flighting Schedule

Question 27

What is the Recency Planning (a.k.a. The Shelf-Space Model) Principles.

Answer 27

1. Consumers’ first exposure to an advertisement is the most powerful.
2. Advertising’s primary role is to influence brand choice
3. Achieving a high level of weekly

Question 28

List the advertiser’s role in optimising weekly reach.

Answer 28

1. To influence brand selection by reminding, reinforcing, and evoking earlier messages.
2. To reach consumers when they are ready to buy a brand - “rent the shelf”, not out of sight, out of mind
3. To reach consumers close to the time when they are making brand-selection decisions
4. Single exposure cost effectiveness is about 3x the value of subsequent exposures.
5. To reach as many consumers for as many weeks as possible rather than sporadically at select times