Chapter 12 Media Planning Essentials Flashcards
above the line pormotions - measured media
network tv, cable tv, spot tv, internet, magazine, newspapers, outdoor
below the line promotions - unmeasure media
paid internet search, coupons, product placement, events
media planning
determines where and when the advertisers money is spent
media plan
specifies the media in which adv messages will be placed to reach the desired audience
media class
broad category of media - i.e. television and radio
media vehicle
particular option for placement within media class i.e. Newsweek within magazine media class
media mix
blend of different media that will be used to effectivelt reach the target audience
traditonal media
use basic demographics
Big Data
mass data available through social media
microtarget
delivering customized messages down to the indicidual level or near the indiviual level
single source tracking service
info on demographics, brands, purchase size frequency, price paid, and media exposure
geographic scope
identify media that cover same geographic area as the advertisers distribution system
geotargeting
higher purchase tendencies for brand
reach
number of people in a target audience that will be EXPOSED at least once
frequency
average number of times an individual withi audience is exposed to vehicle in a given period of time like a week
effective frequency
number of times audience needs to be exposed to a message before th advertisers needs are met - 2 to 9
effective reach
number or percent of consumers in audience that are exosed to an ad some mimimum number of times - 6
nessage weight
total mass of advertising delivered
gross impressions
sum of exposures to the entire media placement in a media plan - potential ad and message impressions
potential ad messages
refer to exposures by the media vehicle carrying ads
message impressions
refer to exposures to the ads themselves
between vehicle duplication
watched it on tv and also saw it in the newspaper
within vehicle distribution
in newspaper 1 on Monday and Tuesday
GRP
gross rating points
continuity
pattern of placement of advertisements in a media schedule
scheduling alternatives
coninuous, flighting, pulsing
continuous scheduling
place ads at steady rate over a period of time = each day for four weeks during sopa opera
flighting
schedule heavy advertising for a period of time, two weeks then stop for a period, and come bac with more heavy ads
pulsing
scheduled continuously in media over a eriod of time, but with period of much heavier advertising
forgetting function
Ebbinghaus , Zielske
need for rapid and very high levels of recall use
flughting
used for established brands with established message is more effective
continuous schedule
square root law
recognition of print ads increases with the square of the illustration
share of voice
one brands advertising expedentures divided by total product advertising expenditures in a medium
CPM
cost per thousand is a measure of media efficiency cost of media by times 1000 over total audience
traditional brand consumer relationship
brand to consumer
brand community triadic relationship
brand consumer consumer
net promoter scores
number of reccomendations for a brand
Madison and Vine
full fledged attempt to mere media in the form of branded entertainment
least expensive branded entertainment
product placement
more sophisticated branded entertainment
storyline integration
most expensive and compelling branded entertainment
short online film clips
media buying
secure media time and space
agency of record
agency chosen by the advertiser to purchase time and space and coordinate media discounts and contracts
upfronts
tv networks reveal their fall lineups and presell advertising on them
media buying services
large orgs that specialize in buying media timeand space and reselling it to advertisers
