Lecture 7: Media planning

Question 1

Belch & Belch | Scheduling strategies

Name the 3 scheduling strategies

Answer 1

continuity
flighting
pulsing

Question 1

What are the reasons for cross-media marketing (5)

Answer 1

Target group extension

Complementary effect

Repetition (watch out for wear-out!)

Synergy

Visual transfer

Question 2

Lim et al. | Synergy

Explain the study about synergy

Answer 2

synergy effects of TV, mobile TV and internet

3(ad repetition) x 2 (product involvement) mixed factorial design

H1-7: participant exposed to an ad in multiple media will have HIGHER outcome* than those who viewed the same add in a single medium

*credibilty/message/advertiser/ad/brand
* positive cognitive responses
* attitude towards brand
* purchase intention

Results
Ad repetition on multple devices > repetition single device no matter level of involvement

Question 3

What are the underlying processes of the synergy effects? (4)

Answer 3

Encoding variability
multiple source credibilty
forward encoding
backward retrieval

Question 4

What is “encoding variability”?

Answer 4

more media makes the message complex

complex encoding results in a stronger info network in consumers’ memory

Two-factory theory

Question 5

What is “multiple source credibility”?

Answer 5

Multiple media are perceived as independent sources of info, and are thus more convincing and credible

repetition variation theory

Question 6

What is “forward encoding”?

Answer 6

The first ad primes consumer’s interest in the second ad

evoking curiosity and expectation to motivate deeper processing of the second ad

differential attention hypothesis

Question 7

What is “backward retrieval”?

Answer 7

Elements in second add are a retrieval cue to the memory tracce from the first ad

people imagine previously seen ad while exposed to the second ad

visual transfer
mere exposure effect

Question 8

Terminology in media research:

KPI
brand awareness
brand funnel
conversions

What is “brand funnel”?

Answer 8

The stages the consumer goes through

awareness
discovery
consideration
intent
purchase
loyalty

Question 9

Terminology in media research:

KPI
brand awareness
brand funnel
conversions

What are “conversions”?

Answer 9

actions that align with brand’s goals (e,g, purchase product)

Question 10

Cross media research designs. Name the 3 designs.

Answer 10

Voluntary exposure
forced exposure
forced abstinence (witholding access to type of media/content)