7.2. Media Planning II

Question 1

Evaluating media effectiveness - reach

Answer 1

• percentage of target audience that is exposed to an advertisement at least once during a certain time frame (usually 4 weeks)

Question 2

factors determining reach

Answer 2

• more people are reached when a media schedule uses multiple media
• number and diversity of media vehicles used
• diversifying the day parts

Question 3

the (in)sufficiency of relying on reach

Answer 3

• in terms of CPM model, reach indicates only the number of people exposed to an ad
• in terms of hierarchy of effects model, reach doesn’t really guarantee that consumers will even be aware of the brand

Question 4

Evaluating media effectiveness -frequency

Answer 4

average no of times an advertisement is exposed to the target audience in a four-week period

Question 5

Evaluating media effectiveness - weight (=impact)

Answer 5

Gross rating points (GRPs) are an indicator of the amount of gross weight that a particular ad schedule is capable of => reflects overall impact of the ad schedule

Question 6

GRPs Formula

Answer 6

Reach x Frequency
Ratings x # of Buys

Question 7

GRPs are sum of all…

Answer 7

vehicle ratings in a media schedule

Question 8

Rating

Answer 8

proportion of the target audience presumed to be exposed to a single occurrence of an ad vehicle in which the advertisers brand is advertised

Question 9

Why does deciding on level of reach and frequency involve tradeoffs

Answer 9

• given a fixed adv budget, they cant be simultaneous optimized
• one can be maximized, but not both

Question 10

building market share by reaching new target markets may lead to a preference for greater…

Answer 10

reach

Question 11

creating brand loyalty within a target market may require more…

Answer 11

frequency

Question 12

Emphasize reach when communication objectives are…

Answer 12

• building awareness (availability)
• new brands
• announcements of product improvement or price reductions of existing products

Question 13

Emphasize reach when target markets are…

Answer 13

• mass strategy
• undefined market

Question 14

Emphasize frequency when communication objectives are…

Answer 14

• brand salience (accessibility of the brand)
• increase memory for benefit, image, etc.
• enhance attitudes

Question 15

Emphasize frequency when target markets are…

Answer 15

• selective/ niche market

Question 16

Emphasize reach when (other factors)…

Answer 16

• highly seasonal brand
• complex message needs to be communicated

Question 17

CPM

Answer 17

Cost per Mile

Question 18

CPT

Answer 18

Cost per thousand

Question 19

lower CPM means…

Answer 19

higher efficiency

Question 20

CPM/ CPT across media

Answer 20

not comparable

Question 21

CPM based on circulation for print media - formula

Answer 21

(unit cost/ circulation) x 1000

Question 22

CPM based on rating for print media - formula

Answer 22

(Unit cost/ rating x # of target audience) x 1000

Question 23

CPM based on rating for broadcast - formula

Answer 23

(Unit cost/ rating x # of target audience) x 1000

Question 24

CPRP

Answer 24

Cost per rating point

Question 25

CPRP across media

Answer 25

comparable

Question 26

CPRP Formula

Answer 26

Total cost/ GRP

Question 27

CPR

Answer 27

Cost per reach

Question 28

what is CPR

Answer 28

cost for 1% reach

Question 29

CPR = CPRP when...

Answer 29

frequency = 1

Question 30

CPR rules out...

Answer 30

repeated exposure

Question 31

CPR Formula

Answer 31

Total cost/ reach

Question 32

Continuous advertising

Answer 32

consumer goods like toothpaste, washing detergent,....

Question 33

Pulsing advertising

Answer 33

products that have higher sales in some months like flipflops

Question 34

Flighting advertising

Answer 34

seasonal products like winter clothes, Christmas deco,...

Question 35

Digital/ Mobile channel (New media)

Answer 35

- social media - influencers - short forms - live-streaming e-commerce - mobile apps (brand or platform app)

Question 36

social media

Answer 36

- interactive and individual (vs one-way and mass) communication - interesting and engaging story to attract crowd - quick diffusion and reproduction of contents - viral marketing, word-of-mouth - transforming "commercial" message to "useful" info - perceived as unbiased/ neutral source of info - finding and creating "needs" without being aware

Question 37

Endorsers

Answer 37

- featured in advertising (or marketing) context - perceived as exclusive marketing effort - inferred as delivering designated message - positioned as biased point of view - explicitly sponsored

Question 38

Influencers

Answer 38

- NOT featured in advertising (or marketing) context - NOT perceived as exclusive marketing effort - inferred as delivering real taste or preference - positioned as unbiased point of view - NOT explicitly sponsored

Question 39

Endorsers exampe

Answer 39

Kobe, ronaldo, roger

Question 40

Ambassador

Answer 40

- long term relationship - consistently represent and promote the brand

Question 41

viewers perceive influencers messages as...

Answer 41

non-marketing efforts

Question 42

viewers expect influencers to deliver...

Answer 42

unbiased information/ opinion with a neutral point of view

Question 43

viewers perceive the brand as the influencers...

Answer 43

actual choice reflecting their real taste, style and preference

Question 44

issue of sponsorship disclosure

Answer 44

influencers credibility may be reduced once the viewers figure out they are also sponsored

Question 45

issue of owner/ CEO as influencer

Answer 45

not perceived as commercial source but not perceived as neutral source either

Question 46

Live commerce

Answer 46

- similar to home shopping channel - maximizes attention/ engagement and minimizes extensive searching/ decision making process by focusing on one item - creates needs/ wants spontaneously - allows direct/ interactive communication - customers being stimulated by other customers on the same venue

Question 47

Mobile apps - categories

Answer 47

- brand apps - platform apps

Question 48

Brand app

Answer 48

- provides unique brand story or exclusive product information to build a brand image/ attitude - offers exclusive and appealing membership program

Question 49

Platform App

Answer 49

- provides various and convenient ways to induce actual purchase - targeted, customized and immediate offers/ promotions available

Question 50

Mobile Ad

Answer 50

substitute for the traditional media to convey the ads

Question 51

Example brand app

Answer 51

nespresso

Question 52

Example platform app

Answer 52

naver, coupang

Question 53

Power/ control moves from ... to ....

Answer 53

major mass media to big platforms

Question 54

Current/ potential problems of platform/ brand apps

Answer 54

- customers point of view - suppliers (brands) point of view

Question 55

how can brands survive in this platform era

Question 56

is there a room for brand apps to survive? how?