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33 Cards in this Set
- Front
- Back
Media
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-- A message delivery system
-- A class of carriers such as television, newspapers, or magazines |
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Media Vehicle
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Individual carrier within a medium such as Vogue, Friends, or Dallas Morning News
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Media Planning
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A decision making process leading to the use of advertising time and space to assist in the achievement of marketing objectives
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Media Plan
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A persuasive document that communicates the rationale behind a recommendation to spend significant amounts of money
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Marketing Strategy Plan
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Purpose: To plan activities that will solve one or more of the marketing problems
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Creative Strategy Plan
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Purpose: To determine what to communicate throughout advertisements
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Media Objectives
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Goals that a media planner believes are most important in helping to attain marketing objectives
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Media Strategy
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A series of actions selected from several possible alternatives to best achieve the media objectives
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DAGMAR
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Defining Advertising Goals for Measured Advertising Results
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Ad $ Summary
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-- Main listings give brand name, parent company, amount spent on advertising in nine media, and the media used
-- Also lists top 1000 companies by total media spending and top 100 companies by total spending for each ten media -- Ten media: magazines, Sunday magazines, newspaper outdoor, network TV, spot TV, syndicated TV, cable TV, network radio, and national spot radio |
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Marketer's Guide to Media
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An up-to-date, accurate source of media industry rates, trends and audience demographics for multiple types of media
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Standard Rate and Data Service
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-- Database of media rates and information, U.S. and international media properties
-- Includes detailed ad rates, dates and contact data |
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Exposure
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A measurement of people who either say they are sure they have looked into or read a vehicle within a given period of time
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Response Function
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-- Quantifies the perceived ability of multiple exposures of an ad to elicit a response from the viewer
-- Shows what percent of people who are exposed to an ad various numbers of times are expected to respond to that ad |
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CPM
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-- Cost per Thousand
-- The cost to deliver to 1,000 people or homes >> Calculated by dividing the cost by audience delivery and multiplying the quotient by 1,000 |
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CPP
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-- Cost per Point
-- Cost of one household or demographic rating point in a given market >> Calculated by dividing the cost per commercial by the rating |
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ABC
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-- Audit Bureau of Circulation
-- Audit and report the circulation of publications at regular intervals |
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Reach
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The percent (number) of different people who see an ad at least once
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Frequency
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The number of times the average person sees the ad
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Coverage
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A convenient term used to assess the degree to which a media vehicle delivers a given target audience
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Composition
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Percentage of media vehicle's audience that is comprised of the target population
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HUT
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-- Households Using Television
-- The total percentage of homes in a market that are watching TV at a given point in time |
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(Broadcasting) Ratings
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-- An estimate of the percentage of audience who has actually viewed a program or has tined in during a specific time
>> Calculated as a percentage of total population base |
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Average Audience Rating
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The percentage of homes (or people) tuned in to the average minutes of the program
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Share of Audience
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The percentage of homes tined into a program based only on those homes that had their TVs turned on rather than all television homes
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GRP
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-- Gross Rating Points
-- The sum of rating percentage >> Calculated by multiplying the number of insertions by rating |
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GI
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-- Gross Impressions
-- Gross weight of media >> Calculated by multiplying GRPs by target audience base |
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Effective Frequency
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The amount of frequency (or repetition) the planner judges to be necessary for advertisements to be effective in communicating
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Effective Reach
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The percentage of the target exposed at the frequency level that is effective in the media planner/s judgement
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Target Audience
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Group of people whom the advertising is attempting to influence
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Sales Analysis
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???
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BDI
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???
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CDI
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???
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