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BUS 448 > Chp 10 > Flashcards

Chp 10 Flashcards

(53 cards)

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1
Q

Media planning

A

A series of decisions involved in delivering the promotional message to prospective consumers

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2
Q

Media planning contains…

A
  • Media objectives
  • Explanation of the media strategy decisions
  • Media tactics
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3
Q

Media objectives

A

Gives direction for the media strategy and tactics decision (eg. Provide coverage of 80% of target over a 6 month period)

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4
Q

Media strategy

A

Action sought to attain objective. Includes:

  • Reach
  • Coverage
  • Frequency
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5
Q

Reach

A

The number of potential audience members exposed once to a media vehicle in a given period of time

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6
Q

Coverage

A

The potential audience that might receive a message through a vehicle

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7
Q

Frequency

A

The number of times the receiver is exposed to the media vehicle in a given time

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8
Q

Media vehicle

A

Specific carrier within a medium category (eg. Channels, shows, social media)

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9
Q

Media tactics

A

More specific media decisions. Involves:

  • Media vehicle
  • Fine-tuning of budget
  • Timing of all media purchases
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10
Q

Challenges in media planning

A
  • Difficulty measuring effectiveness
  • Need for flexibility
  • Inconsistent terminology
  • Media planners’ role
  • Insufficient information
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11
Q

Media strategy decisions

A

Media mix –> Target audience coverage –> Geographic coverage –> Scheduling –> Reach & frequency

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12
Q

What are factors affecting what media mix to use?

A
  • Objectives
  • Product/service characteristics
  • Budget
  • Preferences
  • Target audience
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13
Q

Television

A

Strengths:

  • Target audience coverage
  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Cost-efficient
  • Attention

Limitations:

  • Target audience selectivity
  • Absolute cost
  • Little control for selective exposure
  • Clutter
  • Processing time
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14
Q

Radio

A

Strengths:

  • Target audience coverage
  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Cost-efficient
  • Absolute cost

Limitations:

  • Target audience selectivity
  • Little control for selective exposure
  • Attention
  • Clutter
  • Involvement
  • Processing time
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15
Q

Magazines

A

Strengths:

  • Target audience selectivity
  • Geographic coverage
  • Full control for selective exposure
  • Attention
  • Involvement
  • Creativity

Limitations:

  • Target audience coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Absolute cost
  • Clutter
  • Cost-efficiency
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16
Q

Newspapers

A

Strengths:

  • Target audience selectivity
  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Absolute cost
  • Cost-efficient
  • Creativity
  • Processing time
  • Involvement

Limitations:

  • Target audience coverage
  • Little control for selective exposure
  • Attention
  • Clutter
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17
Q

Outdoor

A

Strengths:

  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Cost efficiency
  • Attention
  • Full control of selective exposure

Limitations:

  • Target audience selectivity
  • Target audience coverage
  • Absolute cost
  • Processing time
  • Involvement
  • Clutter
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18
Q

Transit

A

Strengths:

  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Absolute cost
  • Cost efficiency
  • Processing time

Limitations:

  • Target audience selectivity
  • Target audience coverage
  • Attention
  • Creativity
  • Involvement
  • Clutter
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19
Q

Goal of target market coverage

A

Optimal goal is to obtain full market coverage, while minimizing as much waste as possible

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20
Q

Types of market coverage

A
  • Target market population
  • Full market coverage
  • Partial market coverage
  • Coverage exceeding market
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21
Q

Target market proportion

A

75% population excluding target market + 25% target market (not covered)

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22
Q

Full market coverage

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A

75% population excluding target market + 25% media coverage

23
Q

Partial market coverage

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A

75% population excluding target market + 12.5% media coverage + 12.5% target market (not covered)

24
Q

Coverage exceeding market

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A

65% population excluding target market + 25% media coverage + 10% media overexposure (spilling into population excluding target market)

25
Geographic coverage
Where will the advertising money be more wisely spent?
26
Geographic coverage calculations
- Brand Development Index (BDI) | - Category Development Index (CDI)
27
Index
% of users in a demographic segment / % of population in same segment (non-users)
28
Brand Development Index (BDI)
(% of total brand sales in demographic segment (city) / % of total population in same segment) * 100
29
Category Development Index
(% of product category ales in demographic segment (city) / % of total population in same segment) * 100
30
BDI/CDI matrix
- High CDI + High BDI = High market share, market potential - High CDI + Low BDI = Low market share, market potential - Low CDI + High BDI = High market share, monitor for sales decline - Low CDI + Low BDI = Low market share, poor market potential
31
Scheduling
Coordinate promotional efforts to coincide with the highest potential buying times
32
Types of scheduling
- Continuity - Flighting - Pulsing
33
Continuity
Strengths: - Constant reminder - Covers the entire buying cycle - Media priorities Limitations: - High cost - Potential for overexposure - Limited media allocation
34
Flighting
Strengths: - Cost-efficient - More than one medium or vehicle with limited budget Limitations: - More exposure for competitors - Likelihood of wearout - Lack of awareness during nonscheduled times
35
Pulsing
Takes the strengths of both, but it's biggest disadvantage is that it's very high cost and not required for seasonal product
36
Reach
Exposing potential buyers to the message
37
Frequency
The number of times one is exposed to a media vehicle
38
Effective exposure
Occurs between 3 to 10 exposures
39
Gross Rating Points (GRPs)
Combines the reach and the average frequency during an advertising cycle. GRP = Reach of 1% * Frequency of 1
40
Message factors determining frequency
- Message complexity (more complex, more frequent) - Message uniqueness (more unique, less frequent) - New vs. continuing campaign (new requires more frequent) - Image vs. product sell (image requires more frequent) - Message variation (simple, less frequency) - Wearout (higher frequency leads to wearout) - Advertising units (larger units require less frequency
41
Media factors determining frequency
- Scheduling (continuous = less frequent) - Clutter (more clutter = more frequent) - Repeat exposure (more repeat = less frequent) - Editorial environment (Ad consistent w/ environment = less frequent) - Number of media used (fewer media = higher frequency) - Attentiveness (higher attention = less frequent)
42
Media tactics decisions involve...
- Media vehicles - Relative cost estimates - Blocking chart
43
Relative cost
Cost paid for the ad relative to the audience reached
44
Relative cost estimates
- Cost per thousand CPM = (Cost of ad space / Circulation) * 1000 - Cost per ratings point CPRP = (Cost of commercial time / program rating)
45
Blocking chart
Summarizes the media strategy and media tactics decisions | - Include implementation details, in a calendar format
46
Media budget
A balancing act between: - What we're willing and able to spend - What we need to achieve our objectives
47
To successfully develop a budget...
1) Employ a comprehensive strategy to guide the process 2) Develop a strategic planning framework with an IMC philosophy 3) Build in contingency plans 4) Focus on long-term objectives 5) Consistently evaluate the effectiveness of the program
48
Marginal analysis to budget setting
Continue to send advertising dollars as long as marginal revenues created by these endeavours exceed marginal costs
49
Top-down budgeting
1) Top management sets the spending limit | 2) The promotion budget is set to stay within spending limit
50
Top-down budgeting methods
- Arbitrary allocation - Competitive parity - Percentage of future sales - Affordable method (determine operation costs then allocate) - ROI
51
Bottom-up budgeting
1) Total budget is approved by top management 2) Cost of activities are budgeted 3) Activities to achieve objectives are planned 4) Promotional objectives are set
52
Payout plan
A payment plan which determines the investment value of the advertising and promotion appropriations
53
Budget allocation
Determines relative expenditures across IMC tools and markets while considering market-share and organizational goals

BUS 448 (9 decks)

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