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Advertising > Advertising Reinthaller > Flashcards

Advertising Reinthaller Flashcards

1
Q

focus media

A

a company that looks at media plans of companies in Austria
you as a company can have look at what your competitors spent on media in the past
helps you to plan for future media strategies

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2
Q

advertising weight

A

how many impressions and contact a company reaches

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3
Q

above the line

A

mass media and PR

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4
Q

below the line

A

more personalized/direct communication

mailing, personal selling

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5
Q

above the line spending in Austria per year

A

4 billion

print is nearly half of it

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6
Q

percentages of media spending

A 
print 45%
tv 27%
online 13%
ooh 7%
radio 7%
cinema 1%
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7
Q

print media is divided into 4 sections

A

daily newspaper
weekly magazines
monthly magazine
trade press

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8
Q

daily national newspaper in Austria

A

Krone

30% of Austrians read it

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9
Q

Media planning process

A
  1. analyzing
    - status quo
    - budget
    - mission
    - goals
  2. objectives
    - phrase operational objectives
  3. target audience
  4. media mix and selection
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10
Q

spontaneous brand awareness

A

if you know the brand without naming it

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11
Q

aided brand awareness

A

if you know the brand only after naming it

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12
Q

marketing objectives

A

are determined by the 4 Ps

are the base

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13
Q

media objectives

A

reach, contacts, impressions, pure media

should be quantitive but in media case also consider a qualitative look at it

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14
Q

media vehicle

A

e.g. ORF, Heute

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15
Q

media category

A

print
tv
radio

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16
Q

budgeting

A

objective and task method

1/1, 4c

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17
Q

objective and task method

A

look at the task and the method then decide on the budget

sometimes difficult bus you need a lot of experience and rely on a lot of analysis and statistics

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18
Q

medium media spending for a company in a year

A

500.000

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19
Q

1/1, 4c

A

one page, 4 colours
e.g. for Kronen Zeitung 1 page is about 30.000
half page is 15.000
in print you pay per mm

20
Q

media gross

A

price according to meh price list

21
Q

media net

A

media gross - discount

basis for the calculation of the agency fee

22
Q

agency commission

A

normally about 15 %
the client gets 15% off because they work with an agency
if not they would not get those percent off

23
Q

5% ad tax

A

not on online

24
Q

agency fee

A

the media net net is the basis for it, percentage is as agreed upon in the contact between the client and the media agency

25
Q

client cost

A

excl. VAT

need to pay 20% on advertising

26
Q

how many media channels should you use?

A

depends on brand, product, tg etc

27
Q

See Think Do Care

A

new AIDA model, but includes the customer journey more and also after services

28
Q

inter media comparison

A

compare 2 or more media categories with each other

29
Q

intra media comparison

A

within one media category

30
Q

RMA

A

Reginald media Austria

31
Q

ooh

A

out of home media
in austria about 40.000 billboards
30.000 city lights

32
Q

net reach

A

about the target people

how many people of my target audience do I reach at least once

33
Q

gross reach

A

how often I reach the target people. it is about the contacts

34
Q

how to calculate gross rate

A

net reach * ots or both = gross reach

35
Q

media mix selection

A

qualitative or quantitative
tv is good for storytelling and converting emotions
radio is good for building a high number of contacts and useful when your company has a jingle

36
Q

media affinity

A

you compare the net reach of your target group with the net reach of the total population

37
Q

lookalike audience

A

you can find a statistical thing of your target group from whom you have more data

38
Q

IAB - standard 50/1

A

interactive advertising bureau

you need to see 50% of your ad in one second on the screen

39
Q

AIS

A

ad impressions

not the same as the IAB standard

40
Q

CPC

A

cost per click

41
Q

CPT/M

A

cost per thousands

cost per click

42
Q

Display advertising

A

it is more important how often the ad is seen - charged as CPT

43
Q

performance advertising

A

the amount of clicks is important

charged with CPC

44
Q

SEA

A

google ads often done by media agencies

google ads are paid on a CPC basis

45
Q

CPL

A

cost per lead

Advertising (6 decks)

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