Lecture 8

Question 1

Basic task in media planning & strategy is to determine …

Answer 1

…the best matching of media to the target market, given budget constraints. Must be able to efficiently & effectively deliver the message developed by the creative team.

Question 2

Media Planning

Answer 2

A series of decisions involving the delivery of

messages to audiences

Question 3

Media Objectives

Answer 3

Goals to be attained by the media strategy and

program

Question 4

Media Strategy

Answer 4

Decisions on how the media objectives can be

attained

Question 5

Media Class

Answer 5

The various categories of delivery systems
available, including broadcast, print, direct mail,
outdoor advtg, etc.

Question 6

Broadcast Media

Answer 6

Either radio or television network or local station

broadcasts

Question 7

Print Media

Answer 7

Publications such as newspapers, magazines,

direct mail, outdoor, etc.

Question 8

Media Vehicle

Answer 8

The specific carrier within a medium category

Question 9

Reach

Answer 9

The number of people that will be exposed to a
media vehicle at least once during a given
period of time. Usually expressed as a %age

Question 10

Coverage

Answer 10

The potential audience that might receive the

message through the vehicle

Question 11

Frequency

Answer 11

The average number of times an individual is
exposed to the media vehicle in a specific time
period

Question 12

Developing the Media Plan

Answer 12

Situation Analysis -> Marketing Strategy Plan -> Creative
Strategy Plan

• Setting Media Objectives
• Determining Media Strategy
• Selecting Broad Media Classes
• Selecting Media Within Class
• -Media Use Decision — Broadcast
• -Media Use Decision — Print
• • Media Use Decision — Other Media

Question 13

Problems in Media Planning

Answer 13

Measurement Problems
Lack of Information
Inconsistent Terms
Time Pressure

Question 14

Analyze the Market ->

Answer 14

Establish Media Objectives -> Develop Media Strategy -> Implement Media Strategy -> Evaluate Performance

Question 15

Brand Development Index

Answer 15

BDI = { Percentage of brand to total U.S. sales in market / Percentage of total U.S. population in market} x 100

Question 16

Category Development Index

Answer 16

CDI = { Percentage of total product category sales in market / Percentage of total U.S. population in market } x 100

Question 17

High BDI and high CDI

Answer 17

High market share.
Good market potential.

The market usually represents good sales potential for both the product and the brand.

Question 18

Low BDI and High CDI

Answer 18

Low market share.
Good market potential.

The product category shows high potential but the brand isn’t doing well; the reason should be determined.

Question 19

High BDI and Low CDI

Answer 19

High market share
Monitor for sales decline

The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.

Question 20

Low BDI and Low CDI

Answer 20

Low market share.
Poor market potential.

Both the product category and the brand are doing poorly; not likely to be a good place to advertise.

Question 21

Three Scheduling Methods

Answer 21

Continuity
Flighting
Pulsing

Question 22

Gross Rating Points =

Answer 22

Reach x Frequency

Question 23

Marketing Factors

Answer 23

Brand Loyalty – Brand Share – Usage Cycle
Brand History – Share of Voice – Purchase
Cycles – Target Group

Question 24

Message or Creative

Factors

Answer 24

Message Complexity
Message Uniqueness
New Vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
Advertising Units

Question 25

Media Factors

Answer 25

``` Scheduling Clutter Repeat Exposures Editorial Environment Number of Media Used Attentiveness ```

Question 26

Cost per thousand (CPM)

Answer 26

CPM = { Cost of Ad Space (absolute cost) / circulation } x 1000

Question 27

Cost per rating point (CPRP)

Answer 27

CPRP = { Cost of commercial time / Program rating }

Question 28

Television Pros

Answer 28

``` Mass Coverage High Reach Impact of Sight, Sound and Motion High Prestige Low Cost Per Exposure Attention Getting Favorable Image ```

Question 29

Television Cons

Answer 29

``` Low Selectivity Short Message Life High Absolute Cost High Production Cost Clutter ```

Question 30

Radio Pros

Answer 30

``` Local Coverage Low Cost High Frequency Flexible Low Production Cost Well-segmented Audience ```

Question 31

Radio Cons

Answer 31

Audio Only Clutter Low Attention Getting Fleeting Message

Question 32

Magazine Pros

Answer 32

``` Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers ```

Question 33

Magazine Cons

Answer 33

Visual Only Long Lead Time for Ad Placement Lack of Flexibility

Question 34

Newspaper Pros

Answer 34

``` High Coverage Low Cost Short Lead Time for Placing Ads Ads Can Be Placed in Interest Sections Timely (Current Ads) Reader Controls Exposure Can Be Used for Coupons ```

Question 35

Newspaper Cons

Answer 35

``` Short Life Clutter Low Attention Getting Poor Reproduction Quality Selective Reader Exposure ```

Question 36

Outdoor Pros

Answer 36

Location Specific High Repetition Easily Noticed

Question 37

Outdoor Cons

Answer 37

Short Exposure Time Short Ads Poor Image Local Restrictions

Question 38

Direct Mail Pros

Answer 38

``` High Selectivity Reader Controls Exposure High Information Content Repeat Exposure Opportunities ```

Question 39

Direct Mail Cons

Answer 39

High Cost Per Contact Poor Image (Junk Mail) Clutter

Question 40

Internet Pros

Answer 40

User Selects Product Information User Attention and Involvement Interactive Relationship Direct Selling Potential

Question 41

Internet Cons

Answer 41

``` Limited Creative Capabilities Websnarl (Crowded Access) Technology Limitations Few Valid Measurement Techniques Limited Reach ```