Chapter 12 Media Planning Essentials

Question 1

above the line pormotions - measured media

Answer 1

network tv, cable tv, spot tv, internet, magazine, newspapers, outdoor

Question 2

below the line promotions - unmeasure media

Answer 2

paid internet search, coupons, product placement, events

Question 3

media planning

Answer 3

determines where and when the advertisers money is spent

Question 4

media plan

Answer 4

specifies the media in which adv messages will be placed to reach the desired audience

Question 5

media class

Answer 5

broad category of media - i.e. television and radio

Question 6

media vehicle

Answer 6

particular option for placement within media class i.e. Newsweek within magazine media class

Question 7

media mix

Answer 7

blend of different media that will be used to effectivelt reach the target audience

Question 8

traditonal media

Answer 8

use basic demographics

Question 9

Big Data

Answer 9

mass data available through social media

Question 10

microtarget

Answer 10

delivering customized messages down to the indicidual level or near the indiviual level

Question 11

single source tracking service

Answer 11

info on demographics, brands, purchase size frequency, price paid, and media exposure

Question 12

geographic scope

Answer 12

identify media that cover same geographic area as the advertisers distribution system

Question 13

geotargeting

Answer 13

higher purchase tendencies for brand

Question 14

reach

Answer 14

number of people in a target audience that will be EXPOSED at least once

Question 15

frequency

Answer 15

average number of times an individual withi audience is exposed to vehicle in a given period of time like a week

Question 16

effective frequency

Answer 16

number of times audience needs to be exposed to a message before th advertisers needs are met - 2 to 9

Question 17

effective reach

Answer 17

number or percent of consumers in audience that are exosed to an ad some mimimum number of times - 6

Question 18

nessage weight

Answer 18

total mass of advertising delivered

Question 19

gross impressions

Answer 19

sum of exposures to the entire media placement in a media plan - potential ad and message impressions

Question 20

potential ad messages

Answer 20

refer to exposures by the media vehicle carrying ads

Question 21

message impressions

Answer 21

refer to exposures to the ads themselves

Question 22

between vehicle duplication

Answer 22

watched it on tv and also saw it in the newspaper

Question 23

within vehicle distribution

Answer 23

in newspaper 1 on Monday and Tuesday

Question 24

GRP

Answer 24

gross rating points

Question 25

continuity

Answer 25

pattern of placement of advertisements in a media schedule

Question 26

scheduling alternatives

Answer 26

coninuous, flighting, pulsing

Question 27

continuous scheduling

Answer 27

place ads at steady rate over a period of time = each day for four weeks during sopa opera

Question 28

flighting

Answer 28

schedule heavy advertising for a period of time, two weeks then stop for a period, and come bac with more heavy ads

Question 29

pulsing

Answer 29

scheduled continuously in media over a eriod of time, but with period of much heavier advertising

Question 30

forgetting function

Answer 30

Ebbinghaus , Zielske

Question 31

need for rapid and very high levels of recall use

Answer 31

flughting

Question 32

used for established brands with established message is more effective

Answer 32

continuous schedule

Question 33

square root law

Answer 33

recognition of print ads increases with the square of the illustration

Question 34

share of voice

Answer 34

one brands advertising expedentures divided by total product advertising expenditures in a medium

Question 35

CPM

Answer 35

cost per thousand is a measure of media efficiency cost of media by times 1000 over total audience

Question 36

traditional brand consumer relationship

Answer 36

brand to consumer

Question 37

brand community triadic relationship

Answer 37

brand consumer consumer

Question 38

net promoter scores

Answer 38

number of reccomendations for a brand

Question 39

Madison and Vine

Answer 39

full fledged attempt to mere media in the form of branded entertainment

Question 40

least expensive branded entertainment

Answer 40

product placement

Question 41

more sophisticated branded entertainment

Answer 41

storyline integration

Question 42

most expensive and compelling branded entertainment

Answer 42

short online film clips

Question 43

media buying

Answer 43

secure media time and space

Question 44

agency of record

Answer 44

agency chosen by the advertiser to purchase time and space and coordinate media discounts and contracts

Question 45

upfronts

Answer 45

tv networks reveal their fall lineups and presell advertising on them

Question 46

media buying services

Answer 46

large orgs that specialize in buying media timeand space and reselling it to advertisers