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Media Buying/Planning
Jargon and strategy
38
Marketing
Professional
05/17/2007

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Term
Brand contact
Definition
is any planned and unplanned form of exposure to and interaction with a product or service
Term
New media
Definition
cable and satellite television, satellite radio, business-to-business e-media, consumer Internet, movie screen advertising and videogame advertising
Term
Media planning is a four-step process which consists of
Definition
1) setting media objectives in light of marketing and advertising objectives, 2) developing a media strategy for implementing media objectives, 3) designing media tactics for realizing media strategy, and 4) proposing procedures for evaluating the effectiveness of the media plan.
Term
Media objectives usually consist of two key components
Definition
Media objectives usually consist of two key components
Term
target audience:
Definition
the people whom the media plan attempts to influence through various forms of brand contact.
Term
demographics
Definition
gender, age, education, household income, marital status, employment status, type of residence, and number of children in the household.
Term
Psychographics
Definition
consumers' personality traits (serious, funny, conservative), beliefs and attitudes about social issues (opinions about abortion, environment, globalization), personal interests (music, sports, movie going), and shopping orientations (recreational shoppers, price-sensitive shoppers, convenience shoppers).
Term
One psychographic system which media planners often use is called
Definition
VALS (short for Values And LifestyleS
Term
generational cohort
Definition
They maintain analogous social views, attitudes, and values. Generational cohorts in the U.S. are the Baby Boomers (about 70 million people born 1945-1964), Generation X (about 17 million people born in 1965-1978), and Generation Y (about 60 million people born between 1979 and 1994)
Term
Product use commonly has four levels
Definition
heavy users, medium users, light users and non-users.
Term
Vehicle distribution
Definition
distribution refers to the coverage of a media vehicle, such as the number of copies that a magazine or newspaper issue has, or the number of households that can tune in to a given television channel.
Term
Vehicle exposure
Definition
refers to the number of individuals exposed to the media vehicle, such as the number of people who read a magazine or watched a television program.
Term
Advertising exposure
Definition
refers to the number of individuals exposed an ad or a commercial itself.
Term
Advertising recall
Definition
represents the cognitive effect of the ad
Term
advertising persuasion
Definition
represents the emotional effect of the ad
Term
and leads and sales
Definition
are the behavioral effects of the ad.
Term
reach
Definition
represents that total number of people exposed to the marketing communication. Doesn't double count.
Term
Gross Rating Points
Definition
GRP counts total exposures while reach counts unique people exposed. Thus, GRP does double-count people who see ads multiple times.
Term
Frequency
Definition
is the ratio of GRP over reach. Frequency is a measure of repetition. The formula of calculating frequency is:

Frequency = Gross rating points / Reach
Term
Effective frequency
Definition
refers to the minimum number of media exposures for a communication goal to be achieved
Term
effective reach
Definition
is the reach (% of households) at the effective frequency level.
Term
Media planners make three crucial decisions
Definition
where to advertise (geography), when to advertise (timing), and what media categories to use (media mix).
Term
media concentration approach
Definition
uses fewer media categories and greater spending per category.
Term
Share of voice
Definition
is the percentage of spending by one brand in a given media category relative to the total spending by all brands that are advertising in that media category.
Term
media dispersion approach
Definition
when they use multiple media categories, such as a combination of television, radio, newspapers and the Internet
Term
three approaches to geographic spending allocation:
Definition
national approach (advertise in all markets), a spot approach (advertise only in selected markets), or a combined national plus spot approach (advertise in all markets with additional spending in selected markets).
Term
BDI
Definition
Brand Development Index -measures the concentration of sales of a company's brand in that region.

Market X's Share of Total Brand Sales

BDI = ---------------------------- X 100

Market X's Share of U.S. Population
Term
CDI
Definition
Category Development Index -measures the concentration of sales of the product category (across all brands) in that region.

Market X's Share of Total Category Sales

CDI = --------------------------- X 100

Market X's Share of U.S. Population
Term
GPI
Definition
growth potential index - assess growth opportunities in geographic markets.

Market X's CDI
GPI = ---------------------- X 100
Market X's BDI
Term
Continuity scheduling
Definition
spreads media spending evenly across months
Term
flight scheduling
Definition
alternates advertising across months, with heavy advertising in certain months and no advertising at all in other months.
Term
Pulse scheduling
Definition
low level of advertising across all months but spends more in selected months.
Term
roadblocking
Definition
which means the placement of commercials in all major television networks in the same period of time.
Term
CPP
Definition
cost per rating point - The cost of a broadcast ad per rating point (1% of the population) provided by the media vehicle that shows the ad.

Cost Per Rating Point = Cost of the Ad / Rating of the Vehicle
Term
CPM
Definition
cost per thousand impressions - which is the cost to have 1000 members of the target audience exposed to an ad.

CPM = Cost / Gross Impressions * 1000
Term
Gross Impressions
Definition
opportunities to see the ad

Audience size * Rating / 100
Term
Tracking
Definition
measurement method that media buyers use to track the effectiveness of online ads
Term
Makegood
Definition
commercial offered in lieu of an announcement which was (or will be) missed due to either station error, preemption by another advertiser, or movement of the program purchased from one time slot to another
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