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23 Cards in this Set
- Front
- Back
Reach |
Number of different people who hear a TV or radio commercial (use when want to talk to a lot of people); People who want to buy product: reach better |
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Frequency
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number of time exposed to specific commercial (when advertiser wants to talk to people a lot maximize this) Current consumers: frequency better |
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Media objectives |
stated in terms of reach and frequency. Context planning is not thinking about that but about different.
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Marketing objectives
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usually expressed in numbers.
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Network TV
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i. A chain of local stations (network affiliates) over which programs and commercials are carried "in pattern"
ii. Any group of local television stations electronically joined to broadcast the same programs, usually simultaneously (Programming airs at the same day and time across the country) |
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Network TV Strengths
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1. Dynamic - sight, sound, and motion simultaneously
2. Typically, higher recall levels vs. other media 3. National coverage (Four networks have 100% penetration Audience guarantees (for upfront buys)) 4. Can be bought nationally or market-by-market |
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Cable TV
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i. Cable TV refers to programming which is transmitted to households via cables, fiber optics, or satellites |
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Cable TV Strenghts
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1. Opportunity to better reach your target through niche cable networks and programs
2. Cable continues to push the envelope with technological advances (Goes beyond traditional television boundaries and allows for more imagination) |
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Syndication
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i. Syndication refers to a type of programming
ii. In Syndication the program can/will run at a different time in every single market |
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Syndication strengths
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1. More efficient than network or spot tv for like inventory
2. Higher rated than cable TV, but without comparably higher CPMs 3. Loyal/enthusiastic audiences for some shows |
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Spot TV
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i. TV inventory that is purchased one market at a time (Market = City, town-Called a DMA by Nielsen ) |
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Spot TV Strengths
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1. When a national program comes to the local station, it is not completely "full" of ads yet
2. In local shows all the "pods" are available for Spot TV 3. Can also buy local time slots on cable networks |
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Network Radio
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i. A group of individual radio stations that have committed to carry and clear network commercials and programming
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Syndicated Radio
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i. The term syndicated radio encompasses both syndicated networks and syndicated programs |
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Unwired Radio
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i. A third way to buy Radio nationally (Can also be bought regionally)
ii. Unwired spot networks are station groups that are essentially tailored to the advertiser |
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Spot Radio
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i. Spot Radio is ad time sold primarily on affiliates or independent stations on market by market basis
ii. Spot Radio negotiations can be the most challenging of any medium 1. Have to negotiate with a large number of competitors |
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National Consumer Magazines
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i. Typically used for a brand that wants a national presence
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Sunday Supplements
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Magazine-like publications inserted into newspapers
ii. Also usually used nationally, but can target geographically |
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newspaper
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i. Primarily used as a local media vehicle
ii. However, major national papers are used for national coverage |
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Free Standing INserts
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Slick sheets of coupons inserted into newspapers |
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Qualitative measures of Magazine buying
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1. Editorial environment |
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Quantitative measures of magainze buying
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1. Reader Per Copy (RPC)
a. Number of copies sold each issue (single occasion or average issue) 2. Audience a. Average number of people who read each circulated copy (pass-along readership) b. Total number of people exposed to a magazine Total Audience= Circulation x RPC 3. Composition a. Concentration of a target group within a magazine's readership 4. Coverage a. Percent of a given demographic group accounted for/ reached by a magazine's readership 5. CPM a. Cost of 1,000 advertising exposures in a given magazines |
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Added value
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1. Advertisers can qualify for targeted marketing programs to enhance their investment in certain publications based on the level of that investment
1. Extends brand's message beyond the pages of the magazine, thus bringing the brand to life |