12 - Media Planning Essentials

Question 1

2 types of advertising expenditures

Answer 1

1. Measured media (above-the-line promotions) - traditional advertising (TV, radio, internet…)
2. Unmeasured media (below-the-line promotions) - everything else (coupons, events, internet search, shelf placement…)

Question 2

Media planning definition

Answer 2

Determines where and when the advertiser’s money is spent.

Question 3

Media plan definiton

Answer 3

Specifies the media in which advertising messages will be placed to reach the desired target audience.

Question 4

Media class definition

Answer 4

A broad category of media, such as television, radio or newspapers.

Question 5

Media vehicle definition

Answer 5

Particular option for placement within a media class

Question 6

Media mix definition

Answer 6

Blend of media that will be used to reach the target audience.

Question 7

Micromarketing

Answer 7

a marketing strategy that uses consumer data and demographics to identify the interests of specific individuals or very small groups of like-minded individuals and influence their thoughts or actions.

Question 8

Single-source tracking services

Answer 8

Offer info not only on demographics but also on brands, purchase size, purchase frequency, prices paid, and media exposure

Question 9

Determining the geographic scope of media placement

Answer 9

Identify media that cover the same geographic area as the advertiser’s distribution system.

Question 10

Geo-targeting definition

Answer 10

Placement of ads in geographic regions where higher purchase tendencies for a brand are evident.

Question 11

Reach definition

Answer 11

The number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time.

Question 12

Frequency definition

Answer 12

The average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time (typically a week or a month)

Question 13

Effective frequency definiton

Answer 13

The number of times a target audience needs to be exposed to a message before the objectives of the advertiser are met - either communications objectives or sales impact.

Question 14

Effective reach definition

Answer 14

The number or percentage of consumers in the target audience that are exposed to an ad some minimum number of times.

Question 15

Message weight definiton

Answer 15

The gross number of advertising messages or exposure opportunities delivered by the vehicles in a schedule.

Question 16

Gross impressions definition

Answer 16

The sum of exposures to the entire media placement in a media plan.

Question 17

Potential ad impressions definition

Answer 17

Exposures by the media vehicles carrying advertisements

Question 18

Message impressions definition

Answer 18

Exposure to the ads themselves

Question 19

Gross Rating Points (GRP)

Answer 19

The product of reach times frequency (r*f)

Question 20

Continuity definition

Answer 20

Pattern of placement of advertisments in a media schedule

Question 21

Continuous scheduling definiton

Answer 21

Pattern of placing ads at a steady rate over a period of time.

Question 22

Flighting definition

Answer 22

Scheduling heavy advertising for a period of time, usually two weeks, then stopping advertising for a period, only to come back with another heavy schedule.

Question 23

Pulsing definition

Answer 23

Ads are scheduled continuously in media over a period of time, but with periods of much heavier scheduling (the flight). Good technique for for products that are sold regularly, such as clothes.

Question 24

Forgetting function

Answer 24

We can predict peoples forgetting patterns - 1958 Hubert Zielske study

Question 25

Square root law

Answer 25

The recognition of print ads increases with the square of the illustration.

Question 26

Share of voice definiton

Answer 26

The calculation of any one advertiser’s brand expenditures relative to the overall spending in a category

Question 27

Cost per thousand definition (CPM)

Answer 27

The dollar cost of reaching 1,000 members of an audience using a particular medium

Question 28

Media buying definition

Answer 28

Securing the electronic media time and print media space specified in a schedule

Question 29

Agency of record definiton

Answer 29

The ad agency chosen by the advertiser to purchase time and space.

Question 30

Media-buying service definition

Answer 30

An independent organization that specializes in buying large blocks of media time and space and reselling it to advertisers.

Question 31

Media Objectives

Answer 31

1. Identify target audience
2. Geographic scope
3. Timing and continuity
4. Media Context / fit
5. Size & length

Question 32

Identify target audience (Media Objectives)

Answer 32

♠ The Challenge
• Find similarities between the TGT MKT and media audience
♠ Use data
• Media research organization (MRI, Simmons)
• Single-source tracking services (Nielsen)
♠ Not easy!
• Apples and oranges problem

Question 33

Geographic scope (Media Objectives)

Answer 33

♠ The Challenge:
- Identify media that cover the same geographic are as the brads distributing system.
♠ Geo-targeting:
- Place ads in geographic areas where purchasing of a brand is higher

Question 34

Timing and continuity options (Media Objectives)

Answer 34

1. Continuous
2. Pulsing
3. Flight

Question 35

Media Context / fit (Media Objectives)

Answer 35

♠ The Challenge:
- Chosen media must be compatible with the advertising strategy
- Chosen media must reflect positively on the brand—tone must be appropriate
♠ Remember …
- The source itself can effect perceptions of the brand

Question 36

Size & length (Media Objectives)

Answer 36

♠ The Challenge:
- Determine the appropriate size (print) or length (electronic) of the ad
♠ Decisions based on:
- Creative requirements (e.g., image development -> longer ads)
- Media budget
- Competitive environment

Question 37

21st Century Media Planning Trends

Answer 37

1. More Media
2. Globalization
3. Consumer Empowerment

Question 38

More media (21st Century Media Planning Trends)

Answer 38

♠ All new sorts of media “species”
• viral marketing, branded entertainment, etc.
♠ New media & IBP
• cheaper and can be more effective

Question 39

Globalization (21st Century Media Planning Trends)

Answer 39

• Media are now transnational
• Companies can reach all new markets
• Exiting and challenging - How can media
  planners measure audiences across cultures?

Question 40

Consumer Empowerment (21st Century Media Planning Trends)

Answer 40

♠ Consumers are accustomed to free content
- Why pay for a magazine when we can read its content online for free?
♠ Consumers choose more no-ad channels and have more tools to avoid ads
- People will pay to avoid ads
♠ Consumers co-create brands
- We buy, review, and ultimately help shape brand
identities

Question 41

Identifying target audiences …

Answer 41

Is where “art” can be seen in the area of media planning; it takes creative vision to find media vehicles that speak to very specific customer
profiles

Question 42

Media selection - competitive media assessment

Answer 42

‣ The premise
• Assess competitors’
media spending
‣ Especially useful
• Several major brands
going after the same consumer MKT

Question 43

Regarding efficiency measures …

Answer 43

Remember that they are based on cost and coverage and say nothing about the quality / effectiveness of the advertising