module 7 media planning and evaluation Flashcards
In simple terms, what does a Media Planner do?
Put into simple terms media planning is connecting the brand to their to the target customers
- What is a potential ulterior motive of Media Planning / Media Buying?
The potential ulterior motive is that when a company gets paid on a percentage basis if they are to spend more money on certain advertisements and take the street price they will be able to get done faster without doing as much work
- What are the steps in developing the media plan?
Analyze the market
Establish media objectives
Develop media strategy
Implement media strategy
Evaluation and follow up
- What are “sweeps”? Why might they be a problem for advertisers?
Sweeps definition the times of year in which television audience measures are take February may July and November
These may be a problem for advertisers because this information is used for the succeeding months so future planning decisions must be made on past data that may not reflect the current market
Review the three main types of scheduling
The three main types of scheduling are continuity which is defined as a continuous pattern of advertising
Fighting which is defined as a media scheduling pattern in which periods of advertising are alternated with periods of no advertising
And pulsing which is defined as a media scheduling method that combines fighting and continuous scheduling
advantages and disadvantages of continuity
Serves as a constant reminder to the consumer
Covers the entire buying cycle
Allows for media priorities
Cons of continuity
Higher costs
Potential for over exposure
Limited media allocation possible
adv and dis adv of fighting scheduling
Pros of fighting
Cost efficiency of advertising only during purchasing cycles
May allow for inclusion more than one medium or vehicle with limited budgets
Cons of fighting
Weighting may offer more exposure and advantage over competitors
Increased likelihood of wearout
Lack of awareness interest retention of promotional message during non-scheduled times
Vulnerability to competitors efforts during non scheduled times
adv and dis adv of pulsing scheduling
Pulsing pros
All of the same as the previous 2 methods
Cons
Not required for seasonal products (or other cyclical products
- Understand the tradeoff between partial coverage and wasted coverage.
The trade off is as you spend more money you will eventually reach less and less of your target market but if you do not spend enough you will not reach as much of you target market either
Overall the more you spend the more people you will reach
- What are GRP’s? How are they calculated? How are they different from TRP’s?
A GRP is defined as: a measure that represents the total delivery or weight of a media schedule during a specific time period. GRPs are calculated by multiplying the reach of the media schedule by average frequency
TRP is defined as the number of persons in the primary target audience that the media buy will reach and the number of times
Overall the main difference between GRP’s and TRP’s is that one is focused on the overall reach of the advertisement while the other focuses on how many customers reached in the target market
- Which factors have an inverse relationship with frequency? (see Figure 10-21)
Brand share the higher the brand share the lower the frequency required
Brand loyalty the higher the loyalty the lower the frequency required
- Understand the difference between absolute and relative advertising costs and between CPM and TCPM.
CPM definition a computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience
TCPM a relative cost comparison that calculates CPM’s based on the target audience as opposed to the overall audience
- Review the main advantages and disadvantages of T.V., Print, Radio, and Outdoor media.
television ads advantages
Creativity and impact: provides opportunity for presenting the advertising message
Coverage and cost effectiveness: able to reach large groups despite any personal factors almost everyone watches tv
Captivity and attention: almost intrusive in that commercials impose themselves on viewers unless they actively try and avoid them
Selective and flexible: depending on the time like morning or evening they can cater to certain audiences and different commercials can be shown based on geographical location
Disadvantages
Costs: ads can be expensive
Lack of selectivity: sometimes if it is a kind of niece market tv expands far past their target market
Fleeting message: difficult to get a message across as times have become shorter and shorter
Clutter: message can be lost
Limited viewer attention
Radio advantages
Cost and efficiency
Receptivity
Selectivity
Flexibility
Mental imagery
IMC opportunities can be used with other forms of marketing like including television mags and newspaper
Disadvantages of radio
Creative limitation
Fragmentation: there are lots of radio stations the percentage of the market tuned into one station is very small
Difficult buying procedures
Limited research data
Limited listener attention
Competition from digital media
Clutter
- Understand the reach / frequency trade-off.
Reach definition: the number of different audience members exposed at least once to a media vehicle in a given period
Frequency definition: the number of times a target audience is exposed in a specified period
Just because you reached somebody does not mean that they paid attention to the ad
