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Advertising > Chapter 13 Media Planning: Newspapers, Magazines, TV, Radio > Flashcards

Chapter 13 Media Planning: Newspapers, Magazines, TV, Radio Flashcards

1
Q

why are media decisions important

A

need media to reach audiences that are in need of info or brand and when choosingmedia the choices determine what companies earn dollars invested in adv slots

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2
Q

Absolut brand

A

two word tag lines and rely heavily on magazine advertising

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3
Q

newspaper advantages

A

geo selectivity, timeliness, creative oppurtunity, credibility, audience intrest/demo, cost

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4
Q

geographic selectivity - newspapers adv

A

reach a geographically defined target like a densly populated urban market

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5
Q

timeliness - newspapers adv

A

advertisers reach audiences in tiely way

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6
Q

creative oppurtunities - newspapers adv

A

newspapers offer large and inepensive format which is good for lengthy and detailed copy

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7
Q

credibility - newspapers adv

A

if its in the paper it must be the truth

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8
Q

audience interest and demographics - newspapers adv

A

staying current with whats happening and readers are upscale

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9
Q

cost - newspapers adv

A

low cost

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10
Q

newspaper disadvantages

A

limited segmentation, creative constraint, cluttured environment, short life

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11
Q

limited segmentation - newspapers disadv

A

newspapers are too broad

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12
Q

creative constraint - newspapers disadv

A

poor reproduction quality and is a unidimensional medium - no sound or action - NO BROAD CREATIVE EXECUTION

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13
Q

cluttered environment - newspapers disadv

A

filled with too much

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14
Q

short life - newspapers disadv

A

read quickly and discarded

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15
Q

categories of newspaper advertising

A

display advertising, inserts, classified advertising

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16
Q

display advertising

A

standard compnents of a print ad

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17
Q

co op advertising

A

manufacturer pays part of the media bill when a local merchant features the manufacturers brand in advertising

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18
Q

inserts

A

folded in newspapers before distrubution

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19
Q

2 types of insert advertisments

A

preprinted and free standing

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20
Q

preprinted inserts

A

delivered to the newspaper fully printed and ready for insertion into newspaper

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21
Q

free standing inserts

A

cents off coupons for a variety of products and is delivered with Sunday newspapers -pizza hut - large format andprinted on higer quality paper

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22
Q

classified advertising

A

all copy messages under categories such as sporting goods, emloyment, and automobles

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23
Q

hyper localism

A

people will get their global and national news from the web but turn to local newspapers for sale on paint at the local hardwae store

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24
Q

pat for inquiry advertising model

A

payment scheme in which newspapers get paid by advertisers based soley on inquiries an advertisers receives in response to an ad

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25
Q

leading magazines

A

people, elle, sportsillustrated, car and driver

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26
Q

magazine advantages

A

audience selectivity, audience intrest, creative oppurtunity, long life

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27
Q

audience selectiviy - magazines adv

A

ability to target highly selecttive audiences or geographic selectivity

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28
Q

audiene interest - magazines adv

A

attractive bc of content

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29
Q

creative oppurtunity - magazines adv

A

vary the size, use color, use white space, play off special intrests, high color reproductin

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30
Q

long life - magazines adv

A

saved issue by issue and can be revisited for furture refrence and increases pass along readership

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31
Q

pass along readership

A

when people visit and look at all the magazines

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32
Q

magazine disadvantages

A

limited reach and frequency, clutter, long lead times, cost

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33
Q

limited reach and frequency - magazines disadv

A

more narrowly deefined the intrest group the less overall reach a magazine will have and little chance of frequency if it only in a single magazine

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34
Q

clutter - magazines disadv

A

half advertising half content

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35
Q

long lead times - magazines disadv

A

must submit ads as much as 90 days in advance of the date of publication and CANNOT be changed

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36
Q

cost - magazines disadv

A

expensive 100000 to 200000

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37
Q

two important factors that influence mags in the future

A

adapt to new media options and publishers are seeking other ways to take advantage ofinteractive digital environment beyond digital versions

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38
Q

most widely used medium for entertainment

A

TV

39
Q

what are the 4 categories of basic TV

A

network, cable, syndicated and local

40
Q

network television

A

broadcast programming oer airwaves to affiliate stations under a contract agreement

41
Q

what ways can network tv be delivered

A

on air, over cable, though sattelite transmission, mobile apps

42
Q

cable tv

A

transmits wide range of programming to subscribers through wires rather than airwaves

43
Q

2 aspects that distinguish cable from network

A

willlingness to invest in original programming and huge potential revenue from video on demand

44
Q

syndicated tv

A

either original programming or programming that first appeared on network tv and then rebroadcasted

45
Q

the 3 types of tv syndications\

A

off, first run and barter

46
Q

off network syndications

A

previously run in network prime time - seinfeld

47
Q

first run syndications

A

progams developed specifically for sale to indivual stations - star trek

48
Q

barter syndication

A

both off and first run shows and offers them free or at reduced rate to local tv stations with some national advertising presold within the programs - jeporady and wheel of fortune

49
Q

local tv

A

ondependent stations and network affiliates offer local audiences

50
Q

satellite

A

programs transmitted via satellite transmission - another version is called closed circuit

51
Q

web/rablet/smartphone tv

A

streaming programming

52
Q

television advantages

A

creative oppurtunities, coverage eachrepition, cost per contact, audience selectivity

53
Q

creative oppurtunities- tv adv

A

sending a message using both sight and sound

54
Q

coverage, reach, repiition- tv adv

A

reach 98 percent of all households, broad coverage, repeat message more frequently

55
Q

cost per contact- tv adv

A

selling to broadly defined mass markets - cost per contact is fractions of pennyper person

56
Q

audience selectivity- tv adv

A

well defined programming and entire networks to attract selected audiences

57
Q

narrowcasting

A

development and delivery of specialized programming to well defined audiences

58
Q

television disadvantages

A

fleeting message, high absolute cost, poor geo selectivity, poor audience altitude and attentiveness, clutter

59
Q

fleeting message- tv disadv

A

gone in an instance and message impact is difficult

60
Q

high absolute cost- tv disadv

A

expensive for advertisers

61
Q

poor grographic selectivity- tv disadv

A

cant target small geographic areas

62
Q

poor audience attitude and alternativeness - tv disadv

A

involuntary and frequent intrusion of ads - makes tv ads most distrusted

63
Q

2 key acheivements of tv ads

A

image building and awareness

64
Q

channel grazing

A

watch other channels while commercials are on

65
Q

digital video recorders

A

store tv programs and skip commercials

66
Q

clutter - tv disadv

A

15 minutes of ads per hour and it is too much

67
Q

what 4 things are used to measure tv audiences

A

tv households, households using tv, program rating, share of audience

68
Q

tv households

A

estimate of them in market that own a tv

69
Q

households using tv

A

HUT - sets in use, during a time period

70
Q

program rating

A

percentiage that are tuned into a certain show and certain time households tuned into program divied by total tv households in the market

71
Q

rating point

A

1 percent of all the tv households watched

72
Q

share of audiences

A

tv households tuned to a program divided bu total households using a tv

73
Q

5 categories of radio

A

networks, syndicated, am versus fm, satellite, and internet/mobile

74
Q

radio networks

A

deliver programming via satellite to affiliate stations

75
Q

radio syndication

A

complete programs to stations on a contract basis

76
Q

am versus fm

A

send signals that use amplitude modulation vs transmission using frequency modulation

77
Q

satellite radio

A

transmitted from satellites circling the earth -

78
Q

internet/mobile radio

A

play and create radio stations

79
Q

3 types of radio advertising

A

local spot, network, national

80
Q

local spot radio advertising

A

ads placed directly with individual stations - dominates - well defined geographic audiences

81
Q

network radio advertising

A

placed within a national network program

82
Q

national radio spot advertising

A

place ads in nationally syndicated radio programs

83
Q

radio advantages

A

cost, reach and frequency, target audience selectivity, flexibility and timeliness, creative oppurtunities

84
Q

cost - radio adv

A

most cost effective - low per contact, absolute basis, and production

85
Q

reach and frequency - radio adv

A

widest exposure of any medium - wireless and portable and everywhere

86
Q

target audience selectivity - radio adv

A

targeton geographic and psychographic basis

87
Q

flexibility and timeliness - radio adv

A

short closing periods for submitting ads

88
Q

creative oppurtunities - radio adv

A

theater of the mind

89
Q

radio disadvantages

A

poor audience attentiveness, creative limitations, fragmented audiences, chaotic buying procedures

90
Q

poor audience attentiveness - radio disadv

A

verbal wallpaper - people really don?t pay attention

91
Q

creative limitations - radio disadv

A

creative compromise if product needs demonstration or visual impact - fleeting impression

92
Q

fragmented audiences - radio disadv

A

percentage of listeners tuned to any one station is likely very small

93
Q

chaotic buying procedures - radio disadv

A

buy time in individual markets on a station by station basis

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