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Media Planning Flashcards

(95 cards)

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1
Q

Conceiving, analyzing, and selecting the channels of communication that will direct the advertising message to the right people, in the right place, in the right place, at the right time

A

Media planning

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2
Q

Media planning

A

Conceiving, analyzing, and selecting the channels of communication that will direct the advertising message to the right people, in the right place, at the right time

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3
Q

Media planning must (2)

A

Reach the desired audience with the right message

Be cost effective

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4
Q

5 decisions and issues (media planning)

A 
Which media?
Where?
What time of year?
How often?
How to integrate?
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5
Q

5 challenges of increasing media options

A 
More competitors
More media options
Media complexity
Greater audience fragmentation
Rising costs
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6
Q

Examples of more media options

A

Buses, bottom of coffee cups, crosswalk on road

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7
Q

This describes how to achieve advertising objectives

A

Advertising strategy

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8
Q

This includes the creative strategy and media strategy

A

Advertising strategy

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9
Q

These should translate marketing objectives and strategies into goals that media can accomplish

A

Media planning objectives

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10
Q

These are designed to lead the attainment of communications and marketing objectives

A

Media planning objectives

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11
Q

5 message distribution considerations

A 
Audience size
Message weight
Audience accumulation & reach
Exposure frequency
Continuity
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12
Q

Audience size

A

The number of people in a media vehicle’s audience

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13
Q

The number of people in a media vehicle’s audience

A

Audience size

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14
Q

Media research firms like Nielsen and arbitron typically use a _____ to project the ____ for broadcast media

A

Statistical sample; total audience size

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15
Q

For print media, forms like the audit bureau of circulation verify a vehicles subscribers and newsstand sales (________) and multiply this by the estimated ______

A

Circulation; readers per copy (RPC)

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16
Q

The total number of different people exposed at least once to a media vehicle during a given time period

A

Reach

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17
Q

Reach is the total number of ______ people ______ at least once to a media vehicle during a given tome period

A

Different; exposed

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18
Q

This measures the unduplicated extent of audience exposure to a media vehicle

A

Reach

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19
Q

_____ is a measure of breadth, while ______ is a measure of intensity

A

Reach; frequency

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20
Q

_____ is a measure of intensity, while _______ is a measure of breadth

A

Frequency; reach

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21
Q

The average number of times the same individual or household is exposed to a media vehicle during a specific time

A

Frequency

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22
Q

“Reach builds on a ____”

A

Curve

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23
Q

This is the number of times a message must be repeated to be effective (3-10, but threshold will differ based on what the goal is)

A

Effective frequency

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24
Q

This is the percent of the population exposed to the message at or above the effective frequency level

A

Effective reach

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25
3 factors in determining frequency levels
Marketing factors Message/creative factors Media factors
26
3 marketing factors (when determining frequency levels)
Stage of product life style Competition Purchase/usage levels
27
Stage of product lifestyle effect on frequency levels
More frequency for newer products
28
Competition effect on frequency levels
A lot of competition needs more frequency
29
Purchase/usage cycles effect on frequency levels
More frequency for everyday products than seasonal
30
4 message/creative factors (when determining frequency levels)
Message complexity New versus continuing campaign Message variation Image versus product sell
31
Message complexity effect on frequency levels
More frequency for more complex
32
New vs continuing campaign effect on frequency levels
More frequency for new campaign; if you’ve been exposed to something once, more likely to pay attention to it again
33
Message variation effect on frequency levels
More frequency for more variation
34
Image vs product sell effect on frequency levels
Depends
35
3 media factors (when determining frequency levels)
Clutter Editorial environment Attentiveness of media
36
Clutter effect on frequency levels
More frequency; consumer tunes things out, don’t pay attention/catch everything
37
Editorial environment effect on frequency levels
More frequency for those editorials where consumers pay less attention
38
Total extent of audience exposure for a set of ads or an entire campaign, calculate ad a function of both reach and frequency
Message weight
39
Two measures of message weight
Gross impressions | Gross rating points (GRPs)
40
gross impressions =
Reach x frequency
41
Reach x frequency =
Gross impressions
42
Represents the percent of target audience exposure to an ad (as a function of both reach and frequency)
Gross rating points
43
(Total gross impressions / target audience) x 100 =
GRPs
44
percent reach X average frequency =
GRPs
45
GRPs =
Total gross impressions/target audience x 100 | Percent reach x average frequency
46
Average frequency =
Total GI / total reach
47
Total GI / total reach =
Average frequency
48
This refers to the duration or scheduling pattern of an advertising message or campaign over a given period of time; it sustains memory
Continuity
49
Continuity
Refers to the duration or scheduling pattern of an advertising message or campaign over a given period of time
50
Message weight
Total extent of audience exposure for a set of ads or an entire campaign, calculated as a function of both reach and frequency
51
Factors in the media strategy: five Ms
``` Markets Money Media Mechanics Methodology ```
52
Various targets of a media plan (which of the five Ms)
Markets
53
How much to budget and where to allocate it (which of the five Ms)
Money
54
Selection from among all communication vehicles (which is the five Ms)
Media
55
Size/length/color/style of the advertisement (which of the five Ms)
Mechanics
56
Selecting and scheduling media to achieve objectives (which of the five Ms)
Methodology
57
7 decision factors of developing a media strategy/mix
``` Plan scope Market sales potential Competition and budget Media availability and economics Media and mood of message Message size and position Buyer purchase patterns ```
58
Measuring a market’s sales potential (2)
Brand development | Category development
59
This indicates the sales performance/potential of a particular brand in a specific market
Brand development index (BDI)
60
This indicates the sales potential/performance of the overall category in a specific market
Category development index (CDI)
61
BDI =
(%total brand sales / %population) x 100
62
If the BDI = 100...
Brands performance is in balance with size of areas population
63
If BDI is > 100...
Better than average brand development
64
If BDI < 100
Poor brand development
65
CDI =
(% total category sales / %population) x 100
66
(% total category sales / %population) x 100 =
CDI
67
(% total brand sales / %population) x 100 =
BDI
68
High BDI, High CDI: market share and potential
High market share | Good market potential
69
High BDI, Low CDI: market share and potential
High market share | Monitor for sales decline
70
Low BDI, High CDI: market share and potential
Low market share | Good market potential
71
Low BDI, Low CDI: market share and potential
Low market share | Poor market potential
72
BDI is correlated with: market share or market potential?
Market share
73
CDI is correlated with market share or market potential?
Market potential
74
This market usually represents good sales potential for both the product category and the brand (BDI/CDI)
High BDI and high CDI
75
This category is not selling well, by the brand is; probably a good market to advertise in but should be monitored for declining sales
High BDI and low CDI
76
The product category shows high potential but the brand is not doing well; the reasons should be determined
Low BDI and high CDI
77
Both the product category and the brand are doing poorly; not likely to be a good place for advertising
Low BDI and low CDI
78
4 criteria for selecting media vehicles
Campaign objectives & strategy Audience characteristics Exposure, attention & motivation Cost efficiency (CPM & CPP)
79
Exposure value depends on (5)
Senses used to perceive messages How much and what kind of attention the vehicle requires Whether vehicle is an information source or diversion Whether vehicle is aimed at general or specialized audience Intrusiveness if ad in the vehicle
80
6 factors known to increase attention/motivation value
1. Audience involvement with editorial content or program material 2. Specialization of audience interest or identification 3. Number of competitive advertisers 4. Audience familiarity with advertisers campaign 5. Quality of advertising reproduction 6. Timelines of advertising exposure
81
CPM
what is the cost to reach 1000 people for this print media?
82
CPM =
Cost of ad/(circulation/1000)
83
CPM (w target audience) =
Cost of ad / (circulation x %target audience/1000)
84
CPM (w readers per copy)
= cost of ad / (circulation x RPC / 1000)
85
CPP
Cost per point
86
6 Reasons for using mixed media
1. Reach people who are unavailable through only one medium 2. Provide repeat exposure in less expensive secondary medium 3. Use the intrinsic value of an additional medium to extend the creative effectiveness of the campaign 4. Deliver coupons when primary vehicle is broadcast 5. SYNERGY - total effect > sum of its parts
87
3 media scheduling patterns
Continuous Flighting Pulsing
88
Advertising runs steadily throughout the campaign period | Common for regularly purchased products
Continuous schedule
89
Continuous schedule advantages
Serves as a constant reminder to the consumer Covers the entire buying cycle Allows for media priorities (ex: quantity discounts, preferred locations, etc)
90
Continuous schedule disadvantages
Higher costs Potential for overexposure Limited media allocation possible
91
``` Alternating periods (on/off) or advertising and no advertising Common for seasonal products ```
Flighting scheduling
92
Flighting schedule advantages
Cost efficient | May allow for inclusion of more than one medium
93
Flighting scheduling disadvantages
Lack of awareness, interest, retention, during nonscheduled periods Vulnerable to competitors
94
Combination of continuous and flighting strategies Common for products that are consumed all year round but more heavily in certain months Strategy for overcoming budget limitations
Pulsing scheduling
95
This scheduling strategy overcomes budget limitations
Pulsing

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