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Flashcards in Chapter 12 Deck (46):
1

above the line pormotions - measured media

network tv, cable tv, spot tv, radio, internet, magazine, newspapers, outdoor

2

below the line promotions - unmeasure media

paid internet search, coupons, product placement, events

3

media planning

determines where and when the advertisers money is spent

4

media plan

specifies the media in which adv messages will be placed to reach the desired audience

5

media class

broad category of media - i.e. television and radio

6

media vehicle

particular option for placement within media class i.e. Newsweek within magazine media class

7

media mix

blend of different media that will be used to effectivelt reach the target audience

8

traditonal media

use basic demographics

9

Big Data

mass data available through social media

10

microtarget

delivering customized messages down to the indicidual level or near the indiviual level

11

single source tracking service

info on demographics, brands, purchase size frequency, price paid, and media exposure

12

geographic scope

identify media that cover same geographic area as the advertisers distribution system

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geotargeting

higher purchase tendencies for brand

14

reach

number of people in a target audience that will be EXPOSED at least once

15

frequency

average number of times an individual withi audience is exposed to vehicle in a given period of time like a week

16

effective frequency

number of times audience needs to be exposed to a message before the advertisers needs are met - 2 to 9

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effective reach

number or percent of consumers in audience that are exposed to an ad some mimimum number of times - 6

18

nessage weight

total mass of advertising delivered

19

gross impressions

sum of exposures to the entire media placement in a media plan - potential ad and message impressions

20

potential ad messages

refer to exposures by the media vehicle carrying ads - opportunity to be exposed

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message impressions

refer to exposures to the ads themselves

22

between vehicle duplication

watched it on tv and also saw it in the newspaper

23

within vehicle distribution

in newspaper 1 on Monday and Tuesday

24

GRP

gross rating points - relative measure of the intensity of one media plan vs. another

25

continuity

pattern of placement of advertisements in a media schedule

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scheduling alternatives

continuous, flighting, pulsing

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continuous scheduling

place ads at steady rate over a period of time = each day for four weeks during sopa opera

28

flighting

schedule heavy advertising for a period of time, two weeks then stop for a period, and come bac with more heavy ads

29

pulsing

scheduled continuously in media over a eriod of time, but with period of much heavier advertising

30

forgetting function

Ebbinghaus , Zielske

31

need for rapid and very high levels of recall use

flighting

32

used for established brands with established message is more effective

continuous schedule

33

square root law

recognition of print ads increases with the square of the illustration

34

share of voice

one brands advertising expedentures divided by total product advertising expenditures in a medium

35

CPM

cost per thousand is a measure of media efficiency cost of media by times 1000 over total audience

36

traditional brand consumer relationship

brand to consumer

37

brand community triadic relationship

brand consumer consumer

38

net promoter scores

number of reccomendations for a brand

39

Madison and Vine

full fledged attempt to mere media in the form of branded entertainment

40

least expensive branded entertainment

product placement

41

more sophisticated branded entertainment

storyline integration

42

most expensive and compelling branded entertainment

short online film clips

43

media buying

secure media time and space

44

agency of record

agency chosen by the advertiser to purchase time and space and coordinate media discounts and contracts

45

upfronts

tv networks reveal their fall lineups and presell advertising on them

46

media buying services

large orgs that specialize in buying media timeand space and reselling it to advertisers