media planning and analysis Flashcards
Media and vehicles definition
media : general communication methods that carry advertising messages ; television, magazines, newspapers
vehicles : specific broadcast programs or print choices in which advertisements are placed
media -planning process
marketing strategy
1. advertising objectives
2. advertising budget
3. message strategy
4. media strategy
media planning process :
- target audience selection : behavioral, geographic, demographics, lifestyle/psychographics
- media objective specification :
- reach
2. frequency
3. weight
4. continuity : how should the ad budget be distributed over time to maintain a steady presence
5. recency : how close to the time of purchase should the target audience be exposed to the vehicles with the advertising message 6. cost
- reach
- media and vehicle selection
- media buying
determinants of reach
- use multiple media
- diversifies vehicles within each
- varies the dayparts
average frequency
the average number of times during the specified time period that members (homes) in the target audience are exposed to the media vehicles containing advertiser’s message
weight
how much advertising volume is required to accomplish advertising objectives
3 weight metrics
- gross ratings : total number of audiences exposed to the ad Reach x Frequency
- target ratings : more specific, the percentage of target audience exposed to the ad
- effective ratings : number of exposures that are effective for reaching the advertising goal
(effective only if it has a minimum of 3 exposures)
ER X FREQ
rating
percentage of an audience that has an opportunity to see an ad placed in a vehicle
reach vs frequency
reach :
- new products
- undefined markets
- brands with large shares, loyal customers
- infrequently purchased products
frequency :
- strong competition
- complex message
- weak brand loyalty
- target market that is well defined
- frequently purchased products
frequency value planning
select that media schedule that generates the most exposure value per GRP
5 steps
1. estimate the exposure utility
2. estimate the frequency distribution
3. estimate the OTS (opportunity to see) value at each OTS level
4. determine the total value across all OTS levels
5. develop an index of exposure efficiency
schedule
- continuous : equal number of ad dollars are invested throughout the campaign
- pulsing : some advertising is used during every period of the campaign, but the amount of advertising varies from period to period
- flighting schedule : varies expenditures throughout the campaign and allocates zero expenditures in some months
what does advertising research involve?
- testing effectiveness of messages
- pretesting ads during developmental stages
- post-testing to determine if messages achieve their established objectives
four stages at which ad message research might be conducted
- copy development stage (focus groups)
- rough stage
- final production stage (pretesting; eq. copy tests)
- after the ad has been run in the media (post-testing, eq. tracking)
message research methods
- recognition and recall
- emotion
- persuasion
- sales response
measure of recognition and recall
- claimed-recall scores : percentage of respondents who recall seeing the ad
- related- recall scores : percentage of respondents who accurately describe specific advertising elements
factors in the choice of best advertising media
- advertiser’s objective
- creative needs
- competitive challenge
- available budget
types of television advertising
- network : suitable for national products, expensive but affordable for large mass audience
- spot : selected markets, regional-oriented and geodemographic
- local : inexpensive during the fringe time
- cable : narrowcasting to reach 85% of all households of economically upscale and young subscribers
- syndicated : independent company sells a show to as many network-affiliated or cable TV stations as possible
