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Advertising and Promotional Strategy > Lecture 8 > Flashcards

Lecture 8 Flashcards

1
Q

Basic task in media planning & strategy is to determine …

A

…the best matching of media to the target market, given budget constraints. Must be able to efficiently & effectively deliver the message developed by the creative team.

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2
Q

Media Planning

A

A series of decisions involving the delivery of

messages to audiences

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3
Q

Media Objectives

A

Goals to be attained by the media strategy and

program

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4
Q

Media Strategy

A

Decisions on how the media objectives can be

attained

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5
Q

Media Class

A

The various categories of delivery systems
available, including broadcast, print, direct mail,
outdoor advtg, etc.

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6
Q

Broadcast Media

A

Either radio or television network or local station

broadcasts

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7
Q

Print Media

A

Publications such as newspapers, magazines,

direct mail, outdoor, etc.

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8
Q

Media Vehicle

A

The specific carrier within a medium category

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9
Q

Reach

A

The number of people that will be exposed to a
media vehicle at least once during a given
period of time. Usually expressed as a %age

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10
Q

Coverage

A

The potential audience that might receive the

message through the vehicle

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11
Q

Frequency

A

The average number of times an individual is
exposed to the media vehicle in a specific time
period

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12
Q

Developing the Media Plan

A

Situation Analysis -> Marketing Strategy Plan -> Creative
Strategy Plan

  • Setting Media Objectives
  • Determining Media Strategy
  • Selecting Broad Media Classes
  • Selecting Media Within Class
  • -Media Use Decision — Broadcast
  • -Media Use Decision — Print
    • Media Use Decision — Other Media
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13
Q

Problems in Media Planning

A

Measurement Problems
Lack of Information
Inconsistent Terms
Time Pressure

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14
Q

Analyze the Market ->

A

Establish Media Objectives -> Develop Media Strategy -> Implement Media Strategy -> Evaluate Performance

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15
Q

Brand Development Index

A

BDI = { Percentage of brand to total U.S. sales in market / Percentage of total U.S. population in market} x 100

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16
Q

Category Development Index

A

CDI = { Percentage of total product category sales in market / Percentage of total U.S. population in market } x 100

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17
Q

High BDI and high CDI

A

High market share.
Good market potential.

The market usually represents good sales potential for both the product and the brand.

18
Q

Low BDI and High CDI

A

Low market share.
Good market potential.

The product category shows high potential but the brand isn’t doing well; the reason should be determined.

19
Q

High BDI and Low CDI

A

High market share
Monitor for sales decline

The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.

20
Q

Low BDI and Low CDI

A

Low market share.
Poor market potential.

Both the product category and the brand are doing poorly; not likely to be a good place to advertise.

21
Q

Three Scheduling Methods

A

Continuity
Flighting
Pulsing

22
Q

Gross Rating Points =

A

Reach x Frequency

23
Q

Marketing Factors

A

Brand Loyalty – Brand Share – Usage Cycle
Brand History – Share of Voice – Purchase
Cycles – Target Group

24
Q

Message or Creative

Factors

A 
Message Complexity
Message Uniqueness
New Vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
Advertising Units
25
Q

Media Factors

A 
Scheduling
Clutter
Repeat Exposures
Editorial Environment
Number of Media Used
Attentiveness
26
Q

Cost per thousand (CPM)

A

CPM = { Cost of Ad Space (absolute cost) / circulation } x 1000

27
Q

Cost per rating point (CPRP)

A

CPRP = { Cost of commercial time / Program rating }

28
Q

Television Pros

A 
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige
Low Cost Per Exposure
Attention Getting
Favorable Image
29
Q

Television Cons

A 
Low Selectivity
Short Message Life
High Absolute Cost
High Production Cost
Clutter
30
Q

Radio Pros

A 
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
31
Q

Radio Cons

A

Audio Only
Clutter
Low Attention Getting
Fleeting Message

32
Q

Magazine Pros

A 
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
33
Q

Magazine Cons

A

Visual Only
Long Lead Time for Ad Placement
Lack of Flexibility

34
Q

Newspaper Pros

A 
High Coverage
Low Cost
Short Lead Time for
Placing Ads
Ads Can Be Placed in
Interest Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
35
Q

Newspaper Cons

A 
Short Life
Clutter
Low Attention Getting
Poor Reproduction Quality
Selective Reader Exposure
36
Q

Outdoor Pros

A

Location Specific
High Repetition
Easily Noticed

37
Q

Outdoor Cons

A

Short Exposure Time
Short Ads
Poor Image
Local Restrictions

38
Q

Direct Mail Pros

A 
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure
Opportunities
39
Q

Direct Mail Cons

A

High Cost Per Contact
Poor Image (Junk Mail)
Clutter

40
Q

Internet Pros

A

User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential

41
Q

Internet Cons

A 
Limited Creative Capabilities
Websnarl (Crowded Access)
Technology Limitations
Few Valid Measurement Techniques
Limited Reach

Advertising and Promotional Strategy (12 decks)

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