Advertising Reinthaller Flashcards
(45 cards)
focus media
a company that looks at media plans of companies in Austria
you as a company can have look at what your competitors spent on media in the past
helps you to plan for future media strategies
advertising weight
how many impressions and contact a company reaches
above the line
mass media and PR
below the line
more personalized/direct communication
mailing, personal selling
above the line spending in Austria per year
4 billion
print is nearly half of it
percentages of media spending
print 45% tv 27% online 13% ooh 7% radio 7% cinema 1%
print media is divided into 4 sections
daily newspaper
weekly magazines
monthly magazine
trade press
daily national newspaper in Austria
Krone
30% of Austrians read it
Media planning process
- analyzing
- status quo
- budget
- mission
- goals - objectives
- phrase operational objectives - target audience
- media mix and selection
spontaneous brand awareness
if you know the brand without naming it
aided brand awareness
if you know the brand only after naming it
marketing objectives
are determined by the 4 Ps
are the base
media objectives
reach, contacts, impressions, pure media
should be quantitive but in media case also consider a qualitative look at it
media vehicle
e.g. ORF, Heute
media category
print
tv
radio
budgeting
objective and task method
1/1, 4c
objective and task method
look at the task and the method then decide on the budget
sometimes difficult bus you need a lot of experience and rely on a lot of analysis and statistics
medium media spending for a company in a year
500.000
1/1, 4c
one page, 4 colours
e.g. for Kronen Zeitung 1 page is about 30.000
half page is 15.000
in print you pay per mm
media gross
price according to meh price list
media net
media gross - discount
basis for the calculation of the agency fee
agency commission
normally about 15 %
the client gets 15% off because they work with an agency
if not they would not get those percent off
5% ad tax
not on online
agency fee
the media net net is the basis for it, percentage is as agreed upon in the contact between the client and the media agency
