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Advertising > Chapter 13 Media Planning: Newspapers, Magazines, TV, Radio > Flashcards

Chapter 13 Media Planning: Newspapers, Magazines, TV, Radio Flashcards

(93 cards)

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1
Q

why are media decisions important

A

need media to reach audiences that are in need of info or brand and when choosingmedia the choices determine what companies earn dollars invested in adv slots

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2
Q

Absolut brand

A

two word tag lines and rely heavily on magazine advertising

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3
Q

newspaper advantages

A

geo selectivity, timeliness, creative oppurtunity, credibility, audience intrest/demo, cost

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4
Q

geographic selectivity - newspapers adv

A

reach a geographically defined target like a densly populated urban market

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5
Q

timeliness - newspapers adv

A

advertisers reach audiences in tiely way

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6
Q

creative oppurtunities - newspapers adv

A

newspapers offer large and inepensive format which is good for lengthy and detailed copy

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7
Q

credibility - newspapers adv

A

if its in the paper it must be the truth

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8
Q

audience interest and demographics - newspapers adv

A

staying current with whats happening and readers are upscale

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9
Q

cost - newspapers adv

A

low cost

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10
Q

newspaper disadvantages

A

limited segmentation, creative constraint, cluttured environment, short life

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11
Q

limited segmentation - newspapers disadv

A

newspapers are too broad

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12
Q

creative constraint - newspapers disadv

A

poor reproduction quality and is a unidimensional medium - no sound or action - NO BROAD CREATIVE EXECUTION

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13
Q

cluttered environment - newspapers disadv

A

filled with too much

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14
Q

short life - newspapers disadv

A

read quickly and discarded

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15
Q

categories of newspaper advertising

A

display advertising, inserts, classified advertising

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16
Q

display advertising

A

standard compnents of a print ad

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17
Q

co op advertising

A

manufacturer pays part of the media bill when a local merchant features the manufacturers brand in advertising

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18
Q

inserts

A

folded in newspapers before distrubution

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19
Q

2 types of insert advertisments

A

preprinted and free standing

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20
Q

preprinted inserts

A

delivered to the newspaper fully printed and ready for insertion into newspaper

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21
Q

free standing inserts

A

cents off coupons for a variety of products and is delivered with Sunday newspapers -pizza hut - large format andprinted on higer quality paper

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22
Q

classified advertising

A

all copy messages under categories such as sporting goods, emloyment, and automobles

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23
Q

hyper localism

A

people will get their global and national news from the web but turn to local newspapers for sale on paint at the local hardwae store

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24
Q

pat for inquiry advertising model

A

payment scheme in which newspapers get paid by advertisers based soley on inquiries an advertisers receives in response to an ad

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25
leading magazines
people, elle, sportsillustrated, car and driver
26
magazine advantages
audience selectivity, audience intrest, creative oppurtunity, long life
27
audience selectiviy - magazines adv
ability to target highly selecttive audiences or geographic selectivity
28
audiene interest - magazines adv
attractive bc of content
29
creative oppurtunity - magazines adv
vary the size, use color, use white space, play off special intrests, high color reproductin
30
long life - magazines adv
saved issue by issue and can be revisited for furture refrence and increases pass along readership
31
pass along readership
when people visit and look at all the magazines
32
magazine disadvantages
limited reach and frequency, clutter, long lead times, cost
33
limited reach and frequency - magazines disadv
more narrowly deefined the intrest group the less overall reach a magazine will have and little chance of frequency if it only in a single magazine
34
clutter - magazines disadv
half advertising half content
35
long lead times - magazines disadv
must submit ads as much as 90 days in advance of the date of publication and CANNOT be changed
36
cost - magazines disadv
expensive 100000 to 200000
37
two important factors that influence mags in the future
adapt to new media options and publishers are seeking other ways to take advantage ofinteractive digital environment beyond digital versions
38
most widely used medium for entertainment
TV
39
what are the 4 categories of basic TV
network, cable, syndicated and local
40
network television
broadcast programming oer airwaves to affiliate stations under a contract agreement
41
what ways can network tv be delivered
on air, over cable, though sattelite transmission, mobile apps
42
cable tv
transmits wide range of programming to subscribers through wires rather than airwaves
43
2 aspects that distinguish cable from network
willlingness to invest in original programming and huge potential revenue from video on demand
44
syndicated tv
either original programming or programming that first appeared on network tv and then rebroadcasted
45
the 3 types of tv syndications\
off, first run and barter
46
off network syndications
previously run in network prime time - seinfeld
47
first run syndications
progams developed specifically for sale to indivual stations - star trek
48
barter syndication
both off and first run shows and offers them free or at reduced rate to local tv stations with some national advertising presold within the programs - jeporady and wheel of fortune
49
local tv
ondependent stations and network affiliates offer local audiences
50
satellite
programs transmitted via satellite transmission - another version is called closed circuit
51
web/rablet/smartphone tv
streaming programming
52
television advantages
creative oppurtunities, coverage eachrepition, cost per contact, audience selectivity
53
creative oppurtunities- tv adv
sending a message using both sight and sound
54
coverage, reach, repiition- tv adv
reach 98 percent of all households, broad coverage, repeat message more frequently
55
cost per contact- tv adv
selling to broadly defined mass markets - cost per contact is fractions of pennyper person
56
audience selectivity- tv adv
well defined programming and entire networks to attract selected audiences
57
narrowcasting
development and delivery of specialized programming to well defined audiences
58
television disadvantages
fleeting message, high absolute cost, poor geo selectivity, poor audience altitude and attentiveness, clutter
59
fleeting message- tv disadv
gone in an instance and message impact is difficult
60
high absolute cost- tv disadv
expensive for advertisers
61
poor grographic selectivity- tv disadv
cant target small geographic areas
62
poor audience attitude and alternativeness - tv disadv
involuntary and frequent intrusion of ads - makes tv ads most distrusted
63
2 key acheivements of tv ads
image building and awareness
64
channel grazing
watch other channels while commercials are on
65
digital video recorders
store tv programs and skip commercials
66
clutter - tv disadv
15 minutes of ads per hour and it is too much
67
what 4 things are used to measure tv audiences
tv households, households using tv, program rating, share of audience
68
tv households
estimate of them in market that own a tv
69
households using tv
HUT - sets in use, during a time period
70
program rating
percentiage that are tuned into a certain show and certain time households tuned into program divied by total tv households in the market
71
rating point
1 percent of all the tv households watched
72
share of audiences
tv households tuned to a program divided bu total households using a tv
73
5 categories of radio
networks, syndicated, am versus fm, satellite, and internet/mobile
74
radio networks
deliver programming via satellite to affiliate stations
75
radio syndication
complete programs to stations on a contract basis
76
am versus fm
send signals that use amplitude modulation vs transmission using frequency modulation
77
satellite radio
transmitted from satellites circling the earth -
78
internet/mobile radio
play and create radio stations
79
3 types of radio advertising
local spot, network, national
80
local spot radio advertising
ads placed directly with individual stations - dominates - well defined geographic audiences
81
network radio advertising
placed within a national network program
82
national radio spot advertising
place ads in nationally syndicated radio programs
83
radio advantages
cost, reach and frequency, target audience selectivity, flexibility and timeliness, creative oppurtunities
84
cost - radio adv
most cost effective - low per contact, absolute basis, and production
85
reach and frequency - radio adv
widest exposure of any medium - wireless and portable and everywhere
86
target audience selectivity - radio adv
targeton geographic and psychographic basis
87
flexibility and timeliness - radio adv
short closing periods for submitting ads
88
creative oppurtunities - radio adv
theater of the mind
89
radio disadvantages
poor audience attentiveness, creative limitations, fragmented audiences, chaotic buying procedures
90
poor audience attentiveness - radio disadv
verbal wallpaper - people really don?t pay attention
91
creative limitations - radio disadv
creative compromise if product needs demonstration or visual impact - fleeting impression
92
fragmented audiences - radio disadv
percentage of listeners tuned to any one station is likely very small
93
chaotic buying procedures - radio disadv
buy time in individual markets on a station by station basis

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