Midterm Flashcards
(24 cards)
What is media planning? Why is it important?
Media planning is the process of strategically selecting and scheduling advertising platforms and placements
to reach your exact target audience effectively and cost efficiently.
What is exposure?
A way to measure how many people come across a message through a specific media platform within a set timeframe.
What is probability theory?
making predictions based on mathematical rules
What is statistical reasoning?
Using data and past results to make informed decisions
What is Central Limit Theorem?
A statistical theory that states that if you take a lot of samples and average them, those averages will form a “bell-shaped” curve.
What is Linear Model?
It’s a straightforward approach that assumes a direct relationship
between ad exposure and consumer response, often overlooking more complex factors.
What is TV Households?
A household with access to television or radio in the signal area
What is HUT?
A percentage of households with TV sets turned on during a specific time or in a cetain area.
What is Rating?
An estimate of the audience that has viewed a program during a
time period (% of TVHHS).
What is AAR?
Determining the average rating of a TV program over a specific period of time.
What is Share?
Share is the percentage of HHS turned in to a program based on the HUT in a particular time period.
What is the relationship between Rating, Share and HUT?
These three metrics work together to provide an understanding of a TV program’s performance.
What is Reach?
The number or percentage of households or persons exposed at least once to a media vehicle or schedule within a given time period (usually 4 weeks). It’s unduplicated audience.
What is GRPs?
GRP represents the number of exposure incidents to be generated, instead of real individuals. Therefore, it can be over 100%.
What is GIs?
The raw number of duplicated media audience.
What is Frequency?
The average number of times the advertisement will be presented to the reaches population in a given time period.
What is Reach n+?
Represents the total number of unique individuals reached with a message over multiple exposures or through different channels.
What does Reach n+ help with?
Allows to see how reach builds up per units of GRPs, understanding patterns is important for strategic decisions-making
What’s the trade-off between Reach and Frequency?
Reach is not increased by increasing repetition. Increasing frequency requires concentrating on a few media vehicles. The pursuit of reach goal reduces frequency and vice versa.
What is effective frequency?
The optimal number of times a message should be seen or heard by the target audience to achieve the objective.
Binomial probability distribution
It’s assumed that events are probabilistically independent of one another.
What’s the Sainsbury formula?
An application of the binomial probability theory. Assumes that there’s no correlation between exposure to one medium to another. Overestimates reach.
CPM?
The cost to deliver 1000 people or homes.
CPRP (CPP)?
The cost to deliver 1% of the target audience?
