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IMC > Media Planning > Flashcards

Media Planning Flashcards

1
Q

Conceiving, analyzing, and selecting the channels of communication that will direct the advertising message to the right people, in the right place, in the right place, at the right time

A

Media planning

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2
Q

Media planning

A

Conceiving, analyzing, and selecting the channels of communication that will direct the advertising message to the right people, in the right place, at the right time

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3
Q

Media planning must (2)

A

Reach the desired audience with the right message

Be cost effective

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4
Q

5 decisions and issues (media planning)

A 
Which media?
Where?
What time of year?
How often?
How to integrate?
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5
Q

5 challenges of increasing media options

A 
More competitors
More media options
Media complexity
Greater audience fragmentation
Rising costs
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6
Q

Examples of more media options

A

Buses, bottom of coffee cups, crosswalk on road

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7
Q

This describes how to achieve advertising objectives

A

Advertising strategy

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8
Q

This includes the creative strategy and media strategy

A

Advertising strategy

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9
Q

These should translate marketing objectives and strategies into goals that media can accomplish

A

Media planning objectives

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10
Q

These are designed to lead the attainment of communications and marketing objectives

A

Media planning objectives

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11
Q

5 message distribution considerations

A 
Audience size
Message weight
Audience accumulation & reach
Exposure frequency
Continuity
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12
Q

Audience size

A

The number of people in a media vehicle’s audience

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13
Q

The number of people in a media vehicle’s audience

A

Audience size

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14
Q

Media research firms like Nielsen and arbitron typically use a _____ to project the ____ for broadcast media

A

Statistical sample; total audience size

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15
Q

For print media, forms like the audit bureau of circulation verify a vehicles subscribers and newsstand sales (________) and multiply this by the estimated ______

A

Circulation; readers per copy (RPC)

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16
Q

The total number of different people exposed at least once to a media vehicle during a given time period

A

Reach

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17
Q

Reach is the total number of ______ people ______ at least once to a media vehicle during a given tome period

A

Different; exposed

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18
Q

This measures the unduplicated extent of audience exposure to a media vehicle

A

Reach

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19
Q

_____ is a measure of breadth, while ______ is a measure of intensity

A

Reach; frequency

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20
Q

_____ is a measure of intensity, while _______ is a measure of breadth

A

Frequency; reach

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21
Q

The average number of times the same individual or household is exposed to a media vehicle during a specific time

A

Frequency

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22
Q

“Reach builds on a ____”

A

Curve

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23
Q

This is the number of times a message must be repeated to be effective (3-10, but threshold will differ based on what the goal is)

A

Effective frequency

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24
Q

This is the percent of the population exposed to the message at or above the effective frequency level

A

Effective reach

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25
Q

3 factors in determining frequency levels

A

Marketing factors
Message/creative factors
Media factors

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26
Q

3 marketing factors (when determining frequency levels)

A

Stage of product life style
Competition
Purchase/usage levels

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27
Q

Stage of product lifestyle effect on frequency levels

A

More frequency for newer products

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28
Q

Competition effect on frequency levels

A

A lot of competition needs more frequency

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29
Q

Purchase/usage cycles effect on frequency levels

A

More frequency for everyday products than seasonal

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30
Q

4 message/creative factors (when determining frequency levels)

A

Message complexity
New versus continuing campaign
Message variation
Image versus product sell

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31
Q

Message complexity effect on frequency levels

A

More frequency for more complex

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32
Q

New vs continuing campaign effect on frequency levels

A

More frequency for new campaign; if you’ve been exposed to something once, more likely to pay attention to it again

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33
Q

Message variation effect on frequency levels

A

More frequency for more variation

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34
Q

Image vs product sell effect on frequency levels

A

Depends

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35
Q

3 media factors (when determining frequency levels)

A

Clutter
Editorial environment
Attentiveness of media

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36
Q

Clutter effect on frequency levels

A

More frequency; consumer tunes things out, don’t pay attention/catch everything

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37
Q

Editorial environment effect on frequency levels

A

More frequency for those editorials where consumers pay less attention

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38
Q

Total extent of audience exposure for a set of ads or an entire campaign, calculate ad a function of both reach and frequency

A

Message weight

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39
Q

Two measures of message weight

A

Gross impressions

Gross rating points (GRPs)

40
Q

gross impressions =

A

Reach x frequency

41
Q

Reach x frequency =

A

Gross impressions

42
Q

Represents the percent of target audience exposure to an ad (as a function of both reach and frequency)

A

Gross rating points

43
Q

(Total gross impressions / target audience) x 100 =

A

GRPs

44
Q

percent reach X average frequency =

A

GRPs

45
Q

GRPs =

A

Total gross impressions/target audience x 100

Percent reach x average frequency

46
Q

Average frequency =

A

Total GI / total reach

47
Q

Total GI / total reach =

A

Average frequency

48
Q

This refers to the duration or scheduling pattern of an advertising message or campaign over a given period of time; it sustains memory

A

Continuity

49
Q

Continuity

A

Refers to the duration or scheduling pattern of an advertising message or campaign over a given period of time

50
Q

Message weight

A

Total extent of audience exposure for a set of ads or an entire campaign, calculated as a function of both reach and frequency

51
Q

Factors in the media strategy: five Ms

A 
Markets
Money
Media
Mechanics
Methodology
52
Q

Various targets of a media plan (which of the five Ms)

A

Markets

53
Q

How much to budget and where to allocate it (which of the five Ms)

A

Money

54
Q

Selection from among all communication vehicles (which is the five Ms)

A

Media

55
Q

Size/length/color/style of the advertisement (which of the five Ms)

A

Mechanics

56
Q

Selecting and scheduling media to achieve objectives (which of the five Ms)

A

Methodology

57
Q

7 decision factors of developing a media strategy/mix

A 
Plan scope
Market sales potential
Competition and budget
Media availability and economics
Media and mood of message
Message size and position
Buyer purchase patterns
58
Q

Measuring a market’s sales potential (2)

A

Brand development

Category development

59
Q

This indicates the sales performance/potential of a particular brand in a specific market

A

Brand development index (BDI)

60
Q

This indicates the sales potential/performance of the overall category in a specific market

A

Category development index (CDI)

61
Q

BDI =

A

(%total brand sales / %population) x 100

62
Q

If the BDI = 100…

A

Brands performance is in balance with size of areas population

63
Q

If BDI is > 100…

A

Better than average brand development

64
Q

If BDI < 100

A

Poor brand development

65
Q

CDI =

A

(% total category sales / %population) x 100

66
Q

(% total category sales / %population) x 100 =

A

CDI

67
Q

(% total brand sales / %population) x 100 =

A

BDI

68
Q

High BDI, High CDI: market share and potential

A

High market share

Good market potential

69
Q

High BDI, Low CDI: market share and potential

A

High market share

Monitor for sales decline

70
Q

Low BDI, High CDI: market share and potential

A

Low market share

Good market potential

71
Q

Low BDI, Low CDI: market share and potential

A

Low market share

Poor market potential

72
Q

BDI is correlated with: market share or market potential?

A

Market share

73
Q

CDI is correlated with market share or market potential?

A

Market potential

74
Q

This market usually represents good sales potential for both the product category and the brand (BDI/CDI)

A

High BDI and high CDI

75
Q

This category is not selling well, by the brand is; probably a good market to advertise in but should be monitored for declining sales

A

High BDI and low CDI

76
Q

The product category shows high potential but the brand is not doing well; the reasons should be determined

A

Low BDI and high CDI

77
Q

Both the product category and the brand are doing poorly; not likely to be a good place for advertising

A

Low BDI and low CDI

78
Q

4 criteria for selecting media vehicles

A

Campaign objectives & strategy
Audience characteristics
Exposure, attention & motivation
Cost efficiency (CPM & CPP)

79
Q

Exposure value depends on (5)

A

Senses used to perceive messages
How much and what kind of attention the vehicle requires
Whether vehicle is an information source or diversion
Whether vehicle is aimed at general or specialized audience
Intrusiveness if ad in the vehicle

80
Q

6 factors known to increase attention/motivation value

A
  1. Audience involvement with editorial content or program material
  2. Specialization of audience interest or identification
  3. Number of competitive advertisers
  4. Audience familiarity with advertisers campaign
  5. Quality of advertising reproduction
  6. Timelines of advertising exposure
81
Q

CPM

A

what is the cost to reach 1000 people for this print media?

82
Q

CPM =

A

Cost of ad/(circulation/1000)

83
Q

CPM (w target audience) =

A

Cost of ad / (circulation x %target audience/1000)

84
Q

CPM (w readers per copy)

A

= cost of ad / (circulation x RPC / 1000)

85
Q

CPP

A

Cost per point

86
Q

6 Reasons for using mixed media

A
  1. Reach people who are unavailable through only one medium
  2. Provide repeat exposure in less expensive secondary medium
  3. Use the intrinsic value of an additional medium to extend the creative effectiveness of the campaign
  4. Deliver coupons when primary vehicle is broadcast
  5. SYNERGY - total effect > sum of its parts
87
Q

3 media scheduling patterns

A

Continuous
Flighting
Pulsing

88
Q

Advertising runs steadily throughout the campaign period

Common for regularly purchased products

A

Continuous schedule

89
Q

Continuous schedule advantages

A

Serves as a constant reminder to the consumer
Covers the entire buying cycle
Allows for media priorities (ex: quantity discounts, preferred locations, etc)

90
Q

Continuous schedule disadvantages

A

Higher costs
Potential for overexposure
Limited media allocation possible

91
Q 
Alternating periods (on/off) or advertising and no advertising
Common for seasonal products
A

Flighting scheduling

92
Q

Flighting schedule advantages

A

Cost efficient

May allow for inclusion of more than one medium

93
Q

Flighting scheduling disadvantages

A

Lack of awareness, interest, retention, during nonscheduled periods
Vulnerable to competitors

94
Q

Combination of continuous and flighting strategies
Common for products that are consumed all year round but more heavily in certain months
Strategy for overcoming budget limitations

A

Pulsing scheduling

95
Q

This scheduling strategy overcomes budget limitations

A

Pulsing

IMC (15 decks)

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