Term
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Definition
| Total Survey Area: includes counties outside of a DMA which still watch some television from the first DMA's stations. |
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Term
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Definition
| (Support Current Business)-(Develop New Markets) |
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Term
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Definition
| Low Brand Sales, Heavy Competition, New Product or Brand extension. Is the brand weak or the whole category weak? |
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Term
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Definition
| Strong brand sales, protects existing franchise, recent research shows heavy users can buy even more. Where brands have to protect turf. |
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Term
| BDI (Brand Developement Index) |
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Definition
=
% Brand Sales in Market/DMA
% Total U.S. Population in Market/DMA
X 100
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Term
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Definition
High BDI/High CDI= Grow
High BDI/Low CDI= Defend
Low BDI/High CDI= Attack
Low BDI/Low CDI= Forget |
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Term
| BOI(Brand Opportunity Index) |
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Definition
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Term
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Definition
| (heavy-up) extra media weighting to one or more markets that have varying sales potential. |
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Term
| Geographic weighting issues |
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Definition
1. How much to allocate to national versus local markets
2. What local markets to heavy up
(national first, then local markets second... then heavy-up markets) |
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Term
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Definition
1. Who to advertise to
2. Where to advertise
3. Geographic weighting
4. When to advertise
5. Types of scheduling |
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Term
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Definition
way to look at category or brand sales by month to see when the brand is sold. Index actual category or brand sales to this figure to get it. Based on you selling same each month of year.
(i.e. sales were 8.33% each month),
% brand sales/mo/8.3x100=index
15%/8.3x100=181 |
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Term
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Definition
1.Continuity
2. Flighting
3. Pulsing |
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Term
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Definition
| consistent level of advertising across the campaign/year. eliminates product seasonality, works to remind viewers, provides media buying cost-efficiencies. |
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Term
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Definition
cover best times of year for product sales and go dark between flights. Driven by budget limitations.
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Term
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Definition
| works with sales fluctuations, allows for multiple types of media, consumers tend to react to high flights and not dark times - advertisers appear bigger |
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Term
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Definition
Negative frequency- ad wear out,
dark time memory loss, competitors fill in dark gaps. |
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Term
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Definition
| mix of continuity and flighting, base level of continuity with heavy ups at intervals or during important sales periods, national schedule is continuous, local heavy up with flighting, requires bigger budget. |
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Term
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Definition
| typically used by advertisers- i.e. don't take time to do strategic planning. |
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Term
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Definition
| plan of action or policy designed to achieve a major or overall aim |
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Term
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Definition
| relating to the identification of long-term or overall aims and interests and the means of achieving them. |
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Term
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Definition
| disciplined planning process focused on solving marketing problems and capitalizing on opportunities.(Ready-Aim-Fire) |
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Term
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Definition
| Vertical planning. Variables add uncertianity and error. |
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Term
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Definition
| Horizontally, highly cluttered |
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Term
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Definition
1.Situation Analysis (includes 2&3)
2. Problems & Opportunities
3. Communication Task(s)
4. Media Objectives
5. Media Strategies
6. Tactical Plan |
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Term
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Definition
1. Situation Analysis
2.Media Budget
3.Objectives
4. Strategies
5. Media Selections
6. Media Flowchart
7. Summary of budget breakdowns
8. Final summation/recommendations |
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Term
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Definition
| an analysis of the factors which may impact the media plan in some way |
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Term
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Definition
| what single minded task(s) should plan focus on? |
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Term
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Definition
| statement of what the media plan is supposed to accomplish, given the identified tasks. |
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Term
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Definition
| broad actions to be taken to address the media objectives |
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Term
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Definition
| evaluating alternative media mixes. No one medium today does what television did 10 years ago. |
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Term
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Definition
| Specifics of media plan- how strategies will be executed |
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Term
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Definition
| consumer descriptions based on personality, interests, activities and opinions |
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