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BUS 448 > Chp 10 > Flashcards

Chp 10 Flashcards

1
Q

Media planning

A

A series of decisions involved in delivering the promotional message to prospective consumers

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2
Q

Media planning contains…

A
  • Media objectives
  • Explanation of the media strategy decisions
  • Media tactics
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3
Q

Media objectives

A

Gives direction for the media strategy and tactics decision (eg. Provide coverage of 80% of target over a 6 month period)

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4
Q

Media strategy

A

Action sought to attain objective. Includes:

  • Reach
  • Coverage
  • Frequency
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5
Q

Reach

A

The number of potential audience members exposed once to a media vehicle in a given period of time

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6
Q

Coverage

A

The potential audience that might receive a message through a vehicle

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7
Q

Frequency

A

The number of times the receiver is exposed to the media vehicle in a given time

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8
Q

Media vehicle

A

Specific carrier within a medium category (eg. Channels, shows, social media)

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9
Q

Media tactics

A

More specific media decisions. Involves:

  • Media vehicle
  • Fine-tuning of budget
  • Timing of all media purchases
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10
Q

Challenges in media planning

A
  • Difficulty measuring effectiveness
  • Need for flexibility
  • Inconsistent terminology
  • Media planners’ role
  • Insufficient information
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11
Q

Media strategy decisions

A

Media mix –> Target audience coverage –> Geographic coverage –> Scheduling –> Reach & frequency

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12
Q

What are factors affecting what media mix to use?

A
  • Objectives
  • Product/service characteristics
  • Budget
  • Preferences
  • Target audience
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13
Q

Television

A

Strengths:

  • Target audience coverage
  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Cost-efficient
  • Attention

Limitations:

  • Target audience selectivity
  • Absolute cost
  • Little control for selective exposure
  • Clutter
  • Processing time
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14
Q

Radio

A

Strengths:

  • Target audience coverage
  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Cost-efficient
  • Absolute cost

Limitations:

  • Target audience selectivity
  • Little control for selective exposure
  • Attention
  • Clutter
  • Involvement
  • Processing time
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15
Q

Magazines

A

Strengths:

  • Target audience selectivity
  • Geographic coverage
  • Full control for selective exposure
  • Attention
  • Involvement
  • Creativity

Limitations:

  • Target audience coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Absolute cost
  • Clutter
  • Cost-efficiency
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16
Q

Newspapers

A

Strengths:

  • Target audience selectivity
  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Absolute cost
  • Cost-efficient
  • Creativity
  • Processing time
  • Involvement

Limitations:

  • Target audience coverage
  • Little control for selective exposure
  • Attention
  • Clutter
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17
Q

Outdoor

A

Strengths:

  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Cost efficiency
  • Attention
  • Full control of selective exposure

Limitations:

  • Target audience selectivity
  • Target audience coverage
  • Absolute cost
  • Processing time
  • Involvement
  • Clutter
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18
Q

Transit

A

Strengths:

  • Geographic coverage
  • Scheduling flexibility
  • Reach
  • Frequency
  • Absolute cost
  • Cost efficiency
  • Processing time

Limitations:

  • Target audience selectivity
  • Target audience coverage
  • Attention
  • Creativity
  • Involvement
  • Clutter
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19
Q

Goal of target market coverage

A

Optimal goal is to obtain full market coverage, while minimizing as much waste as possible

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20
Q

Types of market coverage

A
  • Target market population
  • Full market coverage
  • Partial market coverage
  • Coverage exceeding market
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21
Q

Target market proportion

A

75% population excluding target market + 25% target market (not covered)

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22
Q

Full market coverage

A

75% population excluding target market + 25% media coverage

23
Q

Partial market coverage

A

75% population excluding target market + 12.5% media coverage + 12.5% target market (not covered)

24
Q

Coverage exceeding market

A

65% population excluding target market + 25% media coverage + 10% media overexposure (spilling into population excluding target market)

25
Q

Geographic coverage

A

Where will the advertising money be more wisely spent?

26
Q

Geographic coverage calculations

A
  • Brand Development Index (BDI)

- Category Development Index (CDI)

27
Q

Index

A

% of users in a demographic segment / % of population in same segment (non-users)

28
Q

Brand Development Index (BDI)

A

(% of total brand sales in demographic segment (city) / % of total population in same segment) * 100

29
Q

Category Development Index

A

(% of product category ales in demographic segment (city) / % of total population in same segment) * 100

30
Q

BDI/CDI matrix

A
  • High CDI + High BDI = High market share, market potential
  • High CDI + Low BDI = Low market share, market potential
  • Low CDI + High BDI = High market share, monitor for sales decline
  • Low CDI + Low BDI = Low market share, poor market potential
31
Q

Scheduling

A

Coordinate promotional efforts to coincide with the highest potential buying times

32
Q

Types of scheduling

A
  • Continuity
  • Flighting
  • Pulsing
33
Q

Continuity

A

Strengths:

  • Constant reminder
  • Covers the entire buying cycle
  • Media priorities

Limitations:

  • High cost
  • Potential for overexposure
  • Limited media allocation
34
Q

Flighting

A

Strengths:

  • Cost-efficient
  • More than one medium or vehicle with limited budget

Limitations:

  • More exposure for competitors
  • Likelihood of wearout
  • Lack of awareness during nonscheduled times
35
Q

Pulsing

A

Takes the strengths of both, but it’s biggest disadvantage is that it’s very high cost and not required for seasonal product

36
Q

Reach

A

Exposing potential buyers to the message

37
Q

Frequency

A

The number of times one is exposed to a media vehicle

38
Q

Effective exposure

A

Occurs between 3 to 10 exposures

39
Q

Gross Rating Points (GRPs)

A

Combines the reach and the average frequency during an advertising cycle.

GRP = Reach of 1% * Frequency of 1

40
Q

Message factors determining frequency

A
  • Message complexity (more complex, more frequent)
  • Message uniqueness (more unique, less frequent)
  • New vs. continuing campaign (new requires more frequent)
  • Image vs. product sell (image requires more frequent)
  • Message variation (simple, less frequency)
  • Wearout (higher frequency leads to wearout)
  • Advertising units (larger units require less frequency
41
Q

Media factors determining frequency

A
  • Scheduling (continuous = less frequent)
  • Clutter (more clutter = more frequent)
  • Repeat exposure (more repeat = less frequent)
  • Editorial environment (Ad consistent w/ environment = less frequent)
  • Number of media used (fewer media = higher frequency)
  • Attentiveness (higher attention = less frequent)
42
Q

Media tactics decisions involve…

A
  • Media vehicles
  • Relative cost estimates
  • Blocking chart
43
Q

Relative cost

A

Cost paid for the ad relative to the audience reached

44
Q

Relative cost estimates

A
  • Cost per thousand

CPM = (Cost of ad space / Circulation) * 1000

  • Cost per ratings point

CPRP = (Cost of commercial time / program rating)

45
Q

Blocking chart

A

Summarizes the media strategy and media tactics decisions

- Include implementation details, in a calendar format

46
Q

Media budget

A

A balancing act between:

  • What we’re willing and able to spend
  • What we need to achieve our objectives
47
Q

To successfully develop a budget…

A

1) Employ a comprehensive strategy to guide the process
2) Develop a strategic planning framework with an IMC philosophy
3) Build in contingency plans
4) Focus on long-term objectives
5) Consistently evaluate the effectiveness of the program

48
Q

Marginal analysis to budget setting

A

Continue to send advertising dollars as long as marginal revenues created by these endeavours exceed marginal costs

49
Q

Top-down budgeting

A

1) Top management sets the spending limit

2) The promotion budget is set to stay within spending limit

50
Q

Top-down budgeting methods

A
  • Arbitrary allocation
  • Competitive parity
  • Percentage of future sales
  • Affordable method (determine operation costs then allocate)
  • ROI
51
Q

Bottom-up budgeting

A

1) Total budget is approved by top management
2) Cost of activities are budgeted
3) Activities to achieve objectives are planned
4) Promotional objectives are set

52
Q

Payout plan

A

A payment plan which determines the investment value of the advertising and promotion appropriations

53
Q

Budget allocation

A

Determines relative expenditures across IMC tools and markets while considering market-share and organizational goals

BUS 448 (9 decks)

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