Adv Media planning exam 1 Flashcards
What is the definition of media planning
The process that directs advertising messages to the right people at the right place and time.
What is the place of the media plan within the overall advertising plan?
outlines which audience will be targeted, across which channels, at what time, and with which message
What are the differences among paid media, owned media, and earned media? Use examples.
Paid- content you pay to place in front of an audience as an ad or sponsorship (Electronic, Print, Out-of-home, Direct mail, digital media)
Owned- Content created and controlled by the advertiser (Facebook, delivery trucks)
Earned- Content others create about you (instagram post)
How is media strategy evaluated? What are the three criteria used to evaluate media strategy?
Effectiveness: Does the media strategy accomplish the objectives? media objectives?
Advertising Objectives?
Marketing Objectives?
Efficiency: Does the media strategy accomplish the objectives in cost-efficient ways?
CPM?
CPP?
Creativity: Does the media strategy accomplish the objectives through a creative synergy among paid, owned, and earned media options?
What are the seven elements of a situation analysis?
Market Analysis
Competitive Analysis
Customer Analysis
Swot Analysis
Enviromental Analysis
Industry Trends
Internal Analysis
What is SWOT? How is each element (S, W, O, T) different? Use examples.
Strength
Weakness
Opportunity
Threat
Which database is best for finding in-depth analysis of an industry or product category, such as the overall market size, key players, and market outlook (e.g., fast food industry, smart phone category, etc.)?
Statista
Which database is best for information on business statistics such as market share, revenue, consumer preference, and more?
IBIS world
What are the two databases used to find a company’s or brand’s advertising expenditure on various media categories?
Kanter Ad $pender and Winmo
Compare Kantar Advertising Spending database and WINMO database. What are the pros and cons of each?
Kanter
Pros: In depth insights on data
Cons: not user friendly
Winmo
Pros: User friendly
Cons: Not in depth data
What is media mix? How is it calculated? What information does it provide to a media planner?
Media mix refers to the combination of various media channels (such as TV, radio, online, social media, print, etc.) used to promote a product or service
MediaMixPercentage=
Spend on a specific media channel/ Total media budget x 100
What does “(000)” mean when interpreting advertising expenditure data?
Figure is presented in thousands
ex: 50(000) = $50,000
1,200(000) = $1,200,000
What is Share of Voice (SOV)? What information does it provide to a media planner?
provides valuable insights on your brand in the competitive landscape and helps in strategic decision-making.
How does media mix and SOV help media planner’s analysis of competitive advertising spending?
help media planners dissect competitive advertising spending, evaluate market positioning, and make informed decisions to optimize their own brand’s media strategy in response to competitors’ moves.
What are different geographic scope options in a media plan?
Global, National, Regional, State, City, Local, Zip code
What does DMA represent? How many DMAs are in the U.S.? What are the top 3 DMAs?
Designed Market Area
There are 210 DMAS
1. New York
2. Los Angeles
3. Chicago
What factors are considered to determine geographic emphasis in a media plan?
Target Audience Location
Market Size and Opportunity
Competition
Brand Distribution and Availability
Media Consumption Habits
Geographic and Cultural Relevance
Economic Conditions
Historical Performance
Seasonality
Logistical Consideration
local regulations
competitor gaps
What is BDI? How is it calculated?
Brand development Index
strength of a brands sales in a specific geographic area relative to the sales in the market.
Brand sales in geographic area/ total bran sales nationwide x 100
What is CDI? How is it calculated?
Category Development Index
how well a product category performs in a specific area vs. is performance nationally.
Category Sales in Geographic Area/ Total Category Sales nationwide x 100
What are the four different scenarios of a BDI-CDI analysis?
High BDI/ High CDI
High BDI/ Low CDI
Low BDI/ High CDI
Low BDI/ Low CDI
Why is it important for a company or brand to understand different segments of its customers?
To help better understand their needs, preferences and buying patterns
What are the four criteria used in the customer segmentation process?
Behavioral, Psychographic, Demographic, Geographic
Which database did you use to do the segmentation and audience profile exercise? Name the database and the report type.
Simmons Insights
How do you interpret vertical % and horizontal % from the Simmons Insights data? Practice with examples.
- vertical tells you the proportion within a given characteristic
- Horizontal tells you the proportion of people who engage in a specific behavior
How do you interpret the index numbers from the Simmons Insights data? Practice with examples.
index of 100 represents the average likelihood. Over 100 means if the group is more then likely to engage
What are the differences between Quick Reports and Crosstab in Simmons Insights?
Quick reports offer a straight foreword approach to consumer insights, Crosstabs is a more advanced look in comparing segments.
Which elements are typically included in a narrative persona or persona card?
Persona Name, Demographic Information, Psychographic Information, Behaviors and Habits, Problems and Challenges,
Goals & Aspirations
What factors affect the timing of advertising in media planning?
Seasonality, product life cycle, Audience Behavior, Competitive Activity, Budget Constraints, Product or Service Types, Media Channel Specificities, Campaign Objectives, Local Regional Events
What are the three advertising scheduling patterns? What are the advantages of disadvantages of each pattern?
Reach and Frequency
Flighting
Continuity
