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27 Cards in this Set
- Front
- Back
What is media planning? Why is it important?
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Media Planning is the process of using the right media vehicles to place message and deliver to targets. Spreads message and maximizes audience.
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What are the 2 key concepts guiding the process of media planning?
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efficient and effective... might be macro micro
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What is media planning process.
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Marketing strategy first, then advertising strategy, last media strategy. OR
Situation Analysis, Marketing Strategy Plan, then Creative Pl. |
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Difference between circulation and total audience.
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Circ is # copies printed
Total Aud is Circulation x # readers per copy. |
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Difference between coverage and composition.
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Coverage - measure of potential audience that might receive a message through a vehicle.
Composition - portion of readers that fall in target category. |
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What is TV households?
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House with TV or radio within signal of station. All potential viewers.
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What is HUT?
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Households Using TV, # or % of households with TV sets on. Measures net potential audience.
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What is rating? How do you calculate it?
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Estimate of people that have viewed a program or tuned in at a specific time.
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What is "share of audience" and how to calculate?
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Percent of HH tuned to program based on HUT.
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What is average audience rating?
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% of HH tuned into avg. minute of a program.
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What is the relationship between share, rating, and HUT?
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All inverse with theory's. All interrelated. Each equally effects one another.
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What is reach?
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Rating without overlapping areas in vehicles. One has 3/7 one has 2/7, one overlapping area... 4/7 = 57
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What is frequency?
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# of times an avg person or home is exposed to a media vehicle (or group of vehicles), within a given time period.
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What are GRP's?
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Gross Rating Points, sum of all rating points.
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What are GI's?
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Gross Impressions. raw numbers of people viewing media in total including duplications.
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Difference between GRPs and Reach.
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GRPs include overlapping parts of ratings. Reach does not.
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Why is frequency distribution important?
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show more detailed info about frequency. so you can judge
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Effective Frequency
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estimated number of repetitions needed to obtain goal.
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Effective Reach
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estimated number of people needed to obtain goal.
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BDI
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An index that is calculated by taking the percentage of a brand's total sales that occur in a given market as compared to the percentage of the total population in the market.
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CDI
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An index that is calculated by taking the percentage of a product category's total sales that occur in a given market areas as compared to the percentage of the total population in the market.
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Product Life Cycle
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four stages - introductory, growth, maturity and decline.
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Three questions to ask for media strategy?
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What segment, what target, what position (product in targets mind)
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How to define target audience.
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defined in terms of specific demographics (age, sex, income, etc.) product purchase behavior, product usage or media usage.
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Ways of defining target consumers.
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demographic, psychographic, geographic, product usage.
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Three ways of allocating media budgets
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By media types
By time periods By geographic regions |
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Three media scheduling techniques
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Continuity
Flighting Pulsing |