chapter 10 Media planning strategy

Question 1

media planning

Answer 1

series of decision involved in delivering the promotional message to the prospective user of the product or brand

Question 2

media objectives

Answer 2

objectives formulated to organize a media plan

Question 3

media strategies

Answer 3

plans of action designed to attain the media objectives

Question 4

medium

Answer 4

general category of available delivery systems

Question 5

media vehicle

Answer 5

specific carrier within a medium category

Question 6

reach

Answer 6

measure of the number of different audiance members exposed at least once to media vehicle

who do you actually reach in coverage who saw it?

Question 7

coverage

Answer 7

potential audience that might receive the message through a vehicle

ex: ad during superbowl has very large coverage to everyone in US
vs. la crosse tribune covers only the area

Question 8

frequency

Answer 8

number of times receiver is exposed to the media vehicle in a specific period

Question 9

order of media terms

Answer 9

coverage reach frequency

Question 10

what is the media plans communication goals

Answer 10

communicate:
in the most effective manner
to the largest number of potential customers
at the lowest cost

Question 11

sweeps periods

Answer 11

used for measuring tv audiences and setting advertising rates

Question 12

sweeps data

Answer 12

only measured at 4 fixed points so you miss a lot of data

Question 13

index number

Answer 13

good indicator of the potential of the market

Question 14

index calculation

Answer 14

percentage of users in a demographic segment/ percentage of population in the same segment x100

Question 15

ex of index calculation

Answer 15

making bottle water with less plastic

60% of target market would use it/ 30% of la crosse population is in the target market
=200% lots of potential

Question 16

internal factors influencing media strategies

Answer 16

size of budget
managerial and admin capabilities
organization of the agency

Question 17

external factors influencing media strategies

Answer 17

rising cost of media
changes in technology
competitive factors

Question 18

survey of buying power index

Answer 18

charts the potential of a particular metro area, county, or city relative to the US

Question 19

brand development index (BDI)

Answer 19

factors the rate of product usage by geographic area in the decision process

Question 20

category development index (CDI)

Answer 20

provides info on the potential for development of the total product category and not specific brands

Question 21

target market coverage

Answer 21

match the most appropriate media to a market

Question 22

goal of target market coverage

Answer 22

extend media coverage to members of the target audience while minimizing waste coverage

Question 23

waste coverge

Answer 23

media coverage that reaches people who are not potential buyers and/or users

Question 24

partial market coverage

Answer 24

underadvertising leaving out a portion of the market

Question 25

coverage exceeding

Answer 25

waste coverage- too many people

Question 26

continuity

Answer 26

regular pattern of advertising without gaps or nonadvertising periods
ex: cleaning and daily products

Question 27

flighting

Answer 27

involves intermitten periods of advertising and nonadvertising
ex: seasonal products such as school supplies

Question 28

pulsing

Answer 28

maintains continuity, but promotional efforts are stepped up at times
ex: beer- increases during football and 4th of july

Question 29

recency planning

Answer 29

focusing on short interval reach at minimum frequency levels as close to the purchase decision as possible
-has continuous schedule over a week period