Lecture 5 Flashcards
How can media choices help meet the marketing and advertising objectives?
The ultimate goalis to engage the target audience with the right messagein the best possible way at the best possible time in the most efficient waypossible.
What is media planning?
Media planningis the process of determining how to use time and space to achieve marketing objectives : to place the advertising message before a targetaudience using some type of media.
What two main roles does media planners have?
Media planners have two main roles: analyzing the market and evaluating media channel effectiveness.
What are the three sources of information in media planning?
Creative sources:
- Theme
- Message
- Research
Marketing sources:
- Distribution platforms
- Market sales
- Rivals patterns
Media sources:
- Popularity of media
- Profiles
- Cost forecast
What is a media plan?
A Media Planis a Written Document that Summarizes the Recommended Objectives, Strategies, and Tactics Pertinent to the Placement of a Company’s Advertising Messages.
Why is selecting target audience important?
Every medium’s audience is different and therefore varies regarding what percent of its audience is in the brand’s target audience.
*The idea is to select media that: *are compatible with the creative executions *whose audiences best match those of the brand’s target audience.
What is the reach, targeted reach and wasted reach?
The reach objective:
Reachis the percent of different people exposed to the message.
Targeted reachis the percentage of a vehicle’s audience that matches the brand’s target market.
Wasted reach is the number of people in the vehicle’s audience who are neither customers nor prospects.
What is Media Strategies? And what does the objectives specif
Strategies that deliver reach and frequency
How can you balance sales with advertising
By making investments market by market. Can help local business fight the power of national corporations by saturating community with advertising from local companies.
What is Aperture?
Refers to when consumers are most receptive to a brand message (time and place). *The goal is to reach the right people at the right time with the right message.
Movies and restaurants advertise on Thursdays and Fridays. * Jewelry stores run special ads before Christmas, Valentine’s Day, and Mother’s Day.
What is the Carryover effect and decay level?
Carryover effect: Consumers will remember the product across the gap until the next advertising period begins (hope)
Decay level: The rate at which memory of the advertising is forgotten.
What does duration of the advertisement depend on?
Depends on:
* Schedule and advertising budget,
* Consumer use cycle, and
* Competitive strategies.
✓For products that are consumed yearround, advertising is spread throughout the year.
What is the CPM?
The term cost per thousand. The cost of getting 1,000 impressions. = The cost of exposing each 1,000 members of the target audience to the advertising message.
CPM =
Cost of page or fractional page unit x 1,000 / Target audience readers
“You”magazine has 10,460,000 readers who could be considered a target audience. The advertising unit is an A-4 color page and its rate is $42,000. The CPM is:
$42,000 x 1,000 / 10,460,000 = $4.02
Low CPM is betterr
What is rebate? And how do you calculate CPM with rebate?
Rebates are amounts paid by media companies to agencies (often NOT passed on to advertisers!!!)
ABC has 110,520,000 viewers who could be considered a target audience. The advertising unit is a 30’ spot and its rate is $420,000. (rebate : 15%)
CPM = (100-15) * 420 000 * 1000 / (110 520 000)
How is the GRP calculated?
GRP = Reach * Frequency
TV commercial is broadcasted 3 times during commercial break for The Voice. 40 % of the target audience is reached. GRP = 40*3 = 120 %
Higher is better.
