Chapter 10 Flashcards
define reach
a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
define coverage
the potential audience that might receive the message through a vehicle
define frequency
the number of times the receiver is exposed to the media vehicle in a specified period
define media vehicle
the specific carrier within a medium category e.g. a current affair or 60 minutes or GQ
define medium
the general category of available delivery systems or channels.
what is media planning?
a series of decisions involved in delivering the communication message to the prospective purchasers and users of the product or brand.
what are the problems in media planning?
1) insufficient information
2) inconsistent terminologies
3) time pressures
4) difficulty measuring effectiveness
what does TARP stand for
cost per target audience rating point
media plan process
1) market analysis
2) establishment of media objectives
3) media strategy development and implementation
4) evaluation and follow-up
whats a media diary?
a plan of what your target audience does over a typical week
what is waste coverage?
overexposure, that is, media coverage exceeds target market
what are the three types of scheduling
1) continuity/continuous (constant)
2) flighting (occasionally on, other times off)
3) pulsing (always on, sometimes more than other times)
what is the difference between reach, unduplicated reach, and duplicated reach?
reach: one show, one time
unduplicated reach: two shows, people who only are exposed once
duplicated reach: two shows, people are exposed more than once
what is a program rating
percentage of total potential which that program reaches
what is a gross rating point (GRP)?
a summary measure that combines the program rating (reach) and the average number of times the home is reached during the period (frequency)
includes waste coverage
what is a TARP?
target audience rating point.
refers to the number of people in the primary target audience the media buy will reach.
does not include waste coverage
what is the effective reach?
represents the percentage of a vehicle’s audience reached at each effective frequency increment.
less than three exposures is insufficient
over 10 is overexposure
what is average frequency?
the average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period
why would a media strategy need to be flexible?
rapidly changing marketing environment
1) market opportunities
2) market threats
3) availability of media
4) changes in media or media vehicles
what is the ‘absolute cost’?
the actual cost required to place the message
what is the ‘relative cost’?
the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles
how do you work out CPM?
[ (absolute cost of ad space) / circulation ] * 1000
how do you work out C/TARP?
(cost of commercial time) / (program rating)
What are the 4 touchpoint types in brand contact points?
- company created
- intrinsic
- unexpected
- customer generated
What are the general guidelines for setting frequency objectives?
- Ads with high impact require low levels of frequency.
- When brand awareness is a campaign objective, aim for high reach.
- When products/brands have short life cycles, aim for high reach quickly.
