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Advertising Management > 7.2. Media Planning II > Flashcards

7.2. Media Planning II Flashcards

1
Q

Evaluating media effectiveness - reach

A
  • percentage of target audience that is exposed to an advertisement at least once during a certain time frame (usually 4 weeks)
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2
Q

factors determining reach

A
  • more people are reached when a media schedule uses multiple media
  • number and diversity of media vehicles used
  • diversifying the day parts
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3
Q

the (in)sufficiency of relying on reach

A
  • in terms of CPM model, reach indicates only the number of people exposed to an ad
  • in terms of hierarchy of effects model, reach doesn’t really guarantee that consumers will even be aware of the brand
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4
Q

Evaluating media effectiveness -frequency

A

average no of times an advertisement is exposed to the target audience in a four-week period

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5
Q

Evaluating media effectiveness - weight (=impact)

A

Gross rating points (GRPs) are an indicator of the amount of gross weight that a particular ad schedule is capable of => reflects overall impact of the ad schedule

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6
Q

GRPs Formula

A

Reach x Frequency
Ratings x # of Buys

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7
Q

GRPs are sum of all…

A

vehicle ratings in a media schedule

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8
Q

Rating

A

proportion of the target audience presumed to be exposed to a single occurrence of an ad vehicle in which the advertisers brand is advertised

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9
Q

Why does deciding on level of reach and frequency involve tradeoffs

A
  • given a fixed adv budget, they cant be simultaneous optimized
  • one can be maximized, but not both
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10
Q

building market share by reaching new target markets may lead to a preference for greater…

A

reach

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11
Q

creating brand loyalty within a target market may require more…

A

frequency

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12
Q

Emphasize reach when communication objectives are…

A
  • building awareness (availability)
  • new brands
  • announcements of product improvement or price reductions of existing products
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13
Q

Emphasize reach when target markets are…

A
  • mass strategy
  • undefined market
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14
Q

Emphasize frequency when communication objectives are…

A
  • brand salience (accessibility of the brand)
  • increase memory for benefit, image, etc.
  • enhance attitudes
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15
Q

Emphasize frequency when target markets are…

A
  • selective/ niche market
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16
Q

Emphasize reach when (other factors)…

A
  • highly seasonal brand
  • complex message needs to be communicated
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17
Q

CPM

A

Cost per Mile

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18
Q

CPT

A

Cost per thousand

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19
Q

lower CPM means…

A

higher efficiency

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20
Q

CPM/ CPT across media

A

not comparable

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21
Q

CPM based on circulation for print media - formula

A

(unit cost/ circulation) x 1000

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22
Q

CPM based on rating for print media - formula

A

(Unit cost/ rating x # of target audience) x 1000

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23
Q

CPM based on rating for broadcast - formula

A

(Unit cost/ rating x # of target audience) x 1000

24
Q

CPRP

A

Cost per rating point

25
Q

CPRP across media

A

comparable

26
Q

CPRP Formula

A

Total cost/ GRP

27
Q

CPR

A

Cost per reach

28
Q

what is CPR

A

cost for 1% reach

29
Q

CPR = CPRP when…

A

frequency = 1

30
Q

CPR rules out…

A

repeated exposure

31
Q

CPR Formula

A

Total cost/ reach

32
Q

Continuous advertising

A

consumer goods like toothpaste, washing detergent,….

33
Q

Pulsing advertising

A

products that have higher sales in some months like flipflops

34
Q

Flighting advertising

A

seasonal products like winter clothes, Christmas deco,…

35
Q

Digital/ Mobile channel (New media)

A
  • social media
  • influencers
  • short forms
  • live-streaming e-commerce
  • mobile apps (brand or platform app)
36
Q

social media

A
  • interactive and individual (vs one-way and mass) communication
  • interesting and engaging story to attract crowd
  • quick diffusion and reproduction of contents
  • viral marketing, word-of-mouth
  • transforming “commercial” message to “useful” info
  • perceived as unbiased/ neutral source of info
  • finding and creating “needs” without being aware
37
Q

Endorsers

A
  • featured in advertising (or marketing) context
  • perceived as exclusive marketing effort
  • inferred as delivering designated message
  • positioned as biased point of view
  • explicitly sponsored
38
Q

Influencers

A
  • NOT featured in advertising (or marketing) context
  • NOT perceived as exclusive marketing effort
  • inferred as delivering real taste or preference
  • positioned as unbiased point of view
  • NOT explicitly sponsored
39
Q

Endorsers exampe

A

Kobe, ronaldo, roger

40
Q

Ambassador

A
  • long term relationship
  • consistently represent and promote the brand
41
Q

viewers perceive influencers messages as…

A

non-marketing efforts

42
Q

viewers expect influencers to deliver…

A

unbiased information/ opinion with a neutral point of view

43
Q

viewers perceive the brand as the influencers…

A

actual choice reflecting their real taste, style and preference

44
Q

issue of sponsorship disclosure

A

influencers credibility may be reduced once the viewers figure out they are also sponsored

45
Q

issue of owner/ CEO as influencer

A

not perceived as commercial source but not perceived as neutral source either

46
Q

Live commerce

A
  • similar to home shopping channel
  • maximizes attention/ engagement and minimizes extensive searching/ decision making process by focusing on one item
  • creates needs/ wants spontaneously
  • allows direct/ interactive communication
  • customers being stimulated by other customers on the same venue
47
Q

Mobile apps - categories

A
  • brand apps
  • platform apps
48
Q

Brand app

A
  • provides unique brand story or exclusive product information to build a brand image/ attitude
  • offers exclusive and appealing membership program
49
Q

Platform App

A
  • provides various and convenient ways to induce actual purchase
  • targeted, customized and immediate offers/ promotions available
50
Q

Mobile Ad

A

substitute for the traditional media to convey the ads

51
Q

Example brand app

A

nespresso

52
Q

Example platform app

A

naver, coupang

53
Q

Power/ control moves from … to ….

A

major mass media to big platforms

54
Q

Current/ potential problems of platform/ brand apps

A
  • customers point of view
  • suppliers (brands) point of view
55
Q

how can brands survive in this platform era

A
56
Q

is there a room for brand apps to survive? how?

A

Advertising Management (17 decks)

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