Chapter 7 - Traditional media channels

Question 1

What is a media strategy?

Answer 1

Strategy used to choose the right media to speak to potential customers.

Question 2

What is Cord Cutting?

Answer 2

Terminating any use of cable network, like TV. This is very common with the younger generations.

Question 3

What is Media Planning?

Answer 3

Study of the media choices that member of a specific, target market might make at different times during the course of a day.

Question 4

What are the components of a Media Plan?

Answer 4

1. Marketing analysis
2. Advertising analysis (incl. budget)
3. Media strategy (media + designs)
4. Media schedule
5. Justification and summary

Question 5

What is Justification and Summary in the media plan?

Answer 5

Outlines the measures of goal achievement and it explains the reason for each media choice.

Using Marketing Analytics = practice of managing and studying metrics data in order to determine the ROI of various marketing efforts, as well as the act of identifying opportunities for improvement.
- Metrics = data points (gender, age, locations, etc.)
- Analytics = places data in the context of a brand and market in order to create a successful communications program

Question 6

What is the role of Media Planners?

Answer 6

They formulate programs stating when and where certain ads will be placed. They also conduct research and examines the various metrics and analytics projections to match the products with the venues potential customers would most likely view

Question 7

What is the role of Media Buyers?

Answer 7

Purchasing the space and negotiate the rates, times and schedules for traditional media advertisements. They maintain contact with media sales representatives. Media-Buyers watch for deals and tie-ins between media outlets.

Question 8

What Advertising Terminologies do we know?

Answer 8

1. Reach (how many see ad 1 time)
2. Frequency (how many times does 1 person see the ad)
3. Opportunities to see (total amount of time you could have seen the ad, how many times was it shown)
4. Gross rating points (measures impact or intensity of media plan)
5. Cost per thousand CPM (identifies the dollar cost of reaching 1000 members of media outlets audience)
6. Cost per rating point (measures efficiency of a media outlet)
7. Ratings
8. Weighted (or demographic) CPM
9. Continuity
10. Gross impressions

Question 9

What methods can we use to identify if we Achieved the Advertising Objectives?

Answer 9

1. Three exposure hypothesis
2. Recency theory
3. Effective reach and frequency
4. Brand recognition
5. Brand recall

Question 10

What is the Three Exposure Hypothesis?

Answer 10

Most media planners believe it takes 3 exposures ti have an effective ad. This theory beliefs that an ad can make an impact regardless of the number of exposures. The Intrusion value of an ad represents the ability of a medium or ad to capture the attention of the viewer without their voluntary effort.

Question 11

What is the recency Theory?

Answer 11

Many advertisers believe that clutter has diminished the viability of the three-exposure-hypothesis. Recency theory notes that consumers exhibit selective attention and focusses on personal needs and wants ad he considers advertisements.

Question 12

What components are in the media selection?

Answer 12

1. Television
2. Radio
3. Out-of-home advertising (billboards, signs, led screens, text)
4. Magazines
5. Newspapers

Question 13

What is Provider Fragmentation for television?

Answer 13

New methods of watching television shows delivered via the internet led to the emergence of various providers. Exp = Netflix, HBO Max, Videoland, Prime Video, Disney +

Question 14

What are the advantages and disadvantages of TV marketing?

Answer 14

Advantages: Reach, high frequency potential, low cost per contact, quality creative opportunities, improved picture quality, segmentation potential, reinforcement via digital media, spot ad (used by local and regional companies)

Disadvantages: provider fragmentation, clutter, channel surfing during ads, DVRs skipping ads, short copy, high cost per advertisement.

Question 15

What is a C3 rating?

Answer 15

Rating that calculates the score for the actual commercial time slot rather than the television program. It calculates a commercials rating plus any viewing of the commercial 3 days after original advertisement ran.

These ratings are provided by ACNielsen. They provide information in local markets known as Designated Marketing Area (DMA’s)

Question 16

What is Dynamic Advertising?

Answer 16

Sending targeted advertisements to people who meet the criteria after obtaining consumers information from marketing research firms and combining it with their own data. The Retargeting process transmits a follow-up message to the same audience.

Question 17

What are the advantages and disadvantages of Radio advertising?

Answer 17

Advantages: Recall promoted, narrower target markets, music can match audience, high segmentation potential, flexibility in marketing ads, modify ad to local conditions, intimacy with DJs, mobile, creative opportunities

Disadvantages: Short exposure, low attention, difficult to reach, national audiences, target duplication with several stations using the same format, information overload.

Question 18

What are the advantages and disadvantages of Out-of-Home advertising?

Answer 18

Advantages: select key geographic areas, accessible for local ads, low cost per impression, broad reach, high frequency on major commuter routes, large visuals possible, digital capabilities.

Disadvantages: Short exposure time, brief messages, little segmentation possible, clutter.

Question 19

What are the advantages and disadvantages of Magazine advertising?

Answer 19

Advantages: high market segmentation, target audience by magazine, direct-response techniques, high color quality, long life, read during leisure, availability of special features.

Disadvantages: declining readership, clutter, long read time, little flexibility, high cost

Question 20

What are the advantages and disadvantages of Newspaper advertising?

Answer 20

Advantages: geographic selectivity, high flexibility, high credibility, strong audience interest, longer copy, cumulative volume discounts, coupons and special-response features.

Disadvantages: poor buying procedures and quality reproduction, short life span, clutter, internet competition, aging readership.

Question 21

What is the Media Multiplier Effect?

Answer 21

This indicates that the combined impact of using two or more media outlets will be stronger than using a single medium. This is developed by the following order:
Market scale –> market characteristics –> media choices –> message content