Chapter 11: Media Planning Flashcards
What is media planning?
The way advertisers identify and select media options based on research and requirements
What is the “aperture” concept?
The critical/ideal point when a member of the target audience is receptive to the advertising message
What are the 4 steps in the media planning process?
Creative brief
Media planning
Media buying
Post-analysis
The media strategy needs to be an integral part of the company’s __________.
Marketing mix
What are the stages in the media planning process?
Identify and plan for:
Target audience Geographic area Timing Budget Reach Frequency
What is “the reach objective”?
To reach as many members of the target audience as possible
What is triple spotting?
3 ad spots in the one program
What is road blocking?
The same ad spot across all channels
What is the frequency objective?
It generally takes 3 or 4 opportunities to see a message for it to have impact
Low frequency for a well known brand and simple messages
High frequency strategies for building excitement
What is the impact objective?
Harder to cut through/some people reject certain media
Focuses on types of media that are strategically selected and combined to achieve impact
What is the coverage objective?
Media weighting expresses how the budget has been allocated
What is the scheduling objective?
Timing strategies (seasons, holidays, days of the week, time of day)
What is continuity?
The way advertising is spread over the campaign 3 main types: Continuous Pulsing Flighting
What is continuous scheduling?
Always on
What is a pulsing strategy?
Intensify in the beginning and then sit at a lower spend (intensify during aperture)
