Ch 7: Traditional Media Channels Flashcards
(23 cards)
What is a media strategy
The process of analysing and choosing media for an advertising and promotions campaign.
Explain media plannning
It is an analysis of a target market, that focuses on consumer behavior and understanding the purchasing process (through study of media choices)
What are the components of a media plan
- a marketing analysis to review the fundamental marketing program
- an advertising analysis to spell out fundamental advertising strategies
- immediate strategy to state the media to be used and creative consideration
- media scheduling the times ads will appear
- justification and summary to state the measures and the rational for media choices
Who are the people involved in media selection
Media planners work closely with - creatives, account executives, account planners, clients and media buyers
Define media planner
They conduct research to match the product with the market and media, they decide where and when to place advertisements
Define media buyer
They purchase the space and negotiate rates, times and schedules for traditional media ads, they consider the price and effectiveness of placement of a commercial in a television show, print ad in a magazine
Media buying effectiveness is related to
- quality of media choices
- creativity
- financial stewardship
- agency’s culture and track record
Define reach
Refers to how many targeted buyers the ad reached at least once during a four-week period
Define frequency
The average number of times an individual within a target market is exposed to an advertisement within a four week period
Define opportunities to see (OTS)
Cumulative exposures achieved within a four week period (placement × frequency)
Define gross rating points (GRPs)
Measures the impact or intensity of a media plan (vehicle rating × OTS)
Define continuity
The exposure pattern or schedule used during a campaign
the three types of patterns include
- continuous: refers to a continuous schedule of ads
- pulsating: similar to continuous, but increases ads around holidays
- flighting/discontinuous: ads only at certain times of the year
Define impressions
Represents the total exposures of the audience to an advertisement
Differentiate between cost and ratings
Cost - evaluate how cost effective one medium or ad placement is compared to another, this is calculated using CPM (cost of media buy ÷ total audience × 1000) CPM = cost per thousand
Ratings - measure the percentage of a firm’s target market exposed to a media vehicle, this is calculated using CPRP (cost of media buy ÷ vehicles rating) CPRP = cost per rating point
What are the advertising objectives
- the three exposure hypothesis: an advertisement requires a minimum of three exposures for it to be effective
- recency theory: a consumer exhibits selective attention and focuses on personal needs and wants as they consider advertisements
- effective reach: identifies the percentage of an audience that must be exposed to a particular message to achieve a specific objective
- effective frequency: refers to the number of times a target audience must be exposed to a message to achieve a particular objective ( minimum number of exposures needed
- brand recognition: an emphasis on the visual presentation of the product or logo, the main goal is to strengthen mental linkages by increasing reach
- brand recall: the main goal is to increase band recall by increasing frequency, repetition helps imbed a brand in the consumer’s memory
What are the different traditional media channels
Includes television, radio, outdoor advertising, magazine and newspaper
Advantages and disadvantages of television advertising
Advantages
- low-cost per contact
- improved picture quality
- quality creative opportunities
- segmentation potential
Disadvantages
- provider fragmentation
- clutter
- channel surfing/skipping during ads
- high cost per ad
Advantages and disadvantages for radio
Advantages
- recall promoted
- high segmentation
- flexibility in making ads
- mobile; listen anywhere
Disadvantages
- short exposure time (information overload)
- low attention
- difficult to reach national audiences
- target duplication
Advantages and disadvantages for outdoor advertising
Advantages select
- geographic selectivity
- accessible for local ads
- low cost per impression
- large visuals (possible digital capabilities)
Disadvantages
- short exposure time
- brief messages
- little segmentation possible
- clutter
Advantages and disadvantages for newspaper advertising
Advantages
- geographic selectivity
- high flexibility and credibility
- strong audience interest
Disadvantages
- poor buying procedures
- short lifespan
- clutter
- internet competition
- aging readership
What does media mix refer to
Selecting the proper blend of media - looking at the 1. media scale (local, regional, national, global) 2. media characteristics (demographics, media habits, geographic, psychographics, geodemographics) 3. media choices (radio, outdoor, internet) 4. media content
What is the media multiplier effect
the combined impact of using two or more media will be stronger than using either medium alone
Explain media selection in business to business markets
Business to business ads are looking more like consumer ads
Reasons for this shift:
- ultimate decision makers are consumers
- decision makers are difficult to reach
- clutter in B2B traditional media
