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Chapter 14
Flashcards
| Term | Definition |
|---|---|
| media planning | the process that directs advertising messages to the right people in the right place at the right time. |
| situation analysis | purpose: to understand the marketing problem. |
| advertising plan | purpose: to determine what to communicate through ads. |
| setting media objectives | purpose: to translate the marketing and advertising objectives and strategies into goals that media can accomplish |
| determine media strategy | purpose: to translate media goals into general guidelines that will control the planner's selection and use of media. |
| selecting broad media classes | purpose: to determine what broad classes of media will best fullfill the criteria. |
| selecting media within classes | purpose: to compare and select the best media vehicles within broad classes. |
| audience objectives | definitions of the specific types of people the advertiser wants to reach. |
| media vehicles | particular media programs or publications. |
| media planning framework | 1) review the marketing and advertising objectives and strategies. 2) devise an ingenious strategy for achieving the objectives. 3) develop the specific tactical details of media selection and scheduling. |
| distribution objectives | where, when and how the advertising should appear. |
| circulation | a statistical measure of a print medium's audience: includes subscription and vendor sales and primary and secondary readership. |
| readers per copy (RPC) | variable used to determine the total reach of a given print medium. RPC is multiplied by the number of vendor and subscription sales to determine the total audience size. |
| pass-along rate | the number of people who read a magazine without actually buying it. |
| message weight | the total size of the audience for a set of ads or an entire campaign. |
| advertising impression | a possible exposure of the advertising message to one audience member. |
| opportunity to see (OTS) | a possible exposure of an advertising message to one audience member. |
| gross impressions | the total of all the audiences delivered by a media plan. |
| rating | the percentage of homes or individuals exposes to an advertising medium. |
| television households (TVHH) | households with TV sets. |
| gross rating points (GRPs) | the total audience delivery or weight of a specific media schedule. one rating point equals 1% of a particular market's population. |
| reach | the total number of different people or households exposed to an advertising schedule during a given time, usually four weeks Reach measures the duplicated extent of audience exposed to a media vehicle. |
| frequency | the number of times the same person or household is exposed to vehicle in a specified time span. Frequency is calculated as the average number of times individuals or homes or homes are exposed to the vehicle. |
| continuity | duration of an advertising message or a campaign over a given period of time. |
| effective reach | a term used to describe the quality of exposure. it measures the number or percentage of the audience who receive enough exposure for the message to truly be received. |
| effective frequency | the average number of times a person must see or hear a message before it becomes effective. |
| wearout | the point at which the advertising message has been seen or heard so often that it starts to irritate consumers and therefore loses its effectiveness. |
| advertising response curve | a graphical representation of the relation between advertising levels and sales results. |
| five M's | the elements of the media mix that include markets, money, media, mechanics and methodology. |
| markets | groups of potential customers who share a common interest, need or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price. |
| money | in media planning, one of the five elements in the media mix. |
| media | a plural form of medium, referring to communications vehicles paid to present an advertisement to their target audience. |
| mechanics | dealing creatively with the available advertising media options. |
| methodology | the overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity of objectives. |
| brand development index (BDI) | the % of a brand's total sales in an area divided by the total population the area; it indicates the sales potential of a particular brand in a specific market area. |
| category development index (CDI) | the % of a product's category's total US sales in an area divided by the % of the total US population the area. |
| factors that influence Media strategy decisons | scope of media plan, sales potential, competitive strategies and budget considerations, availability of different media vehicles, nature of the medium, mood of the message, message size length and buyer purchase patterns. |
| criteria for selecting individual media vehicles | overall campaign objectives and strategy. characteristics of media audience. exposure, attention and motivation value of vehicles. cost efficiency of media vehicles. |
| audience | the total number of people exposed to a particular medium. |
| exposure value | the value of a medium determined by how well it exposes an ad to the target audience. |
| attention value | a consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them. |
| motivation value | a consideration in selecting media based on the medium's ability to motivate people to act. positive factors include prestige, good-quality reproduction, timeliness and editorial relevance. |
| cost per thousand (CPM) | a common term describing the cost of reaching 1000 people in a medium's audience. |
| cost-efficiency | the cost of reaching a target audience through a particular medium as opposed to the cost of reaching the medium's total circulation. |
| target CPM (TCPM) | the cost per thousand to expose a message to the target audience rather than the total circulation. |
| cost per point (CPP) | computation to determine which broadcast programs are the most efficient in relation to the target audience. |
| mixed media approach | using a combination of advertising media vehicles in a single advertising campaign. |
| synergy | an effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components. |
| continuous schedule | a method of scheduling media in which advertising runs steadily with little variation. |
| flighting | an intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all. |
| pulsing | mixing continuity and fighting strategies in media scheduling. |
| bursting | a media scheduling method for promoting high-ticket items that require careful consideration. such as running the same commercial every half-hour on the same network in prime-time. |
| roadblocking | buying simultaneous airtime on all three television networks. |
| blinking | a scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads. |
| media buyer | person responsible for negotiating and contracting the purchase of advertisement space and time in various media. |
Created by:
cdford18