Advertising Reinthaller Flashcards
focus media
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
advertising weight
how many impressions and contact a company reaches
above the line
mass media and PR
below the line
more personalized/direct communication
mailing, personal selling
above the line spending in Austria per year
4 billion
print is nearly half of it
percentages of media spending
print 45% tv 27% online 13% ooh 7% radio 7% cinema 1%
print media is divided into 4 sections
daily newspaper
weekly magazines
monthly magazine
trade press
daily national newspaper in Austria
Krone
30% of Austrians read it
Media planning process
- analyzing
- status quo
- budget
- mission
- goals - objectives
- phrase operational objectives - target audience
- media mix and selection
spontaneous brand awareness
if you know the brand without naming it
aided brand awareness
if you know the brand only after naming it
marketing objectives
are determined by the 4 Ps
are the base
media objectives
reach, contacts, impressions, pure media
should be quantitive but in media case also consider a qualitative look at it
media vehicle
e.g. ORF, Heute
media category
print
tv
radio
budgeting
objective and task method
1/1, 4c
objective and task method
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
medium media spending for a company in a year
500.000
1/1, 4c
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
media gross
price according to meh price list
media net
media gross - discount
basis for the calculation of the agency fee
agency commission
normally about 15 %
the client gets 15% off because they work with an agency
if not they would not get those percent off
5% ad tax
not on online
agency fee
the media net net is the basis for it, percentage is as agreed upon in the contact between the client and the media agency
client cost
excl. VAT
need to pay 20% on advertising
how many media channels should you use?
depends on brand, product, tg etc
See Think Do Care
new AIDA model, but includes the customer journey more and also after services
inter media comparison
compare 2 or more media categories with each other
intra media comparison
within one media category
RMA
Reginald media Austria
ooh
out of home media
in austria about 40.000 billboards
30.000 city lights
net reach
about the target people
how many people of my target audience do I reach at least once
gross reach
how often I reach the target people. it is about the contacts
how to calculate gross rate
net reach * ots or both = gross reach
media mix selection
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
media affinity
you compare the net reach of your target group with the net reach of the total population
lookalike audience
you can find a statistical thing of your target group from whom you have more data
IAB - standard 50/1
interactive advertising bureau
you need to see 50% of your ad in one second on the screen
AIS
ad impressions
not the same as the IAB standard
CPC
cost per click
CPT/M
cost per thousands
cost per click
Display advertising
it is more important how often the ad is seen - charged as CPT
performance advertising
the amount of clicks is important
charged with CPC
SEA
google ads often done by media agencies
google ads are paid on a CPC basis
CPL
cost per lead
