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media planning exam 1
lancendorfer
33
Marketing
Undergraduate 4
09/27/2011

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Term
rating =

(rounded to 1 decimal point)
Definition
impressions(000)
_________________ x 100

universe(000)
Term

GRPs

              _____ x universe

 100

Definition
impressions
Term
reach x average frequency =
Definition
Gross Rating Points
Term
medium (media) aka media class
Definition
a class of carriers such as tv, newspapers, magazines
Term
media vehicle
Definition
a specific single carrier within a medium
Term
media class
Definition
magazine is media class-> cosmo is media vehicle.
Term
what is the success of advertising dependent on?
Definition
1. quality and effectiveness of the actual advertising message
2. the combination of breadth, scope, quality, and effectiveness of the media delivery behind the advertising message.
Term
what is the role of media planning?
Definition
Great creative carried by highly effective media-->best chance of success.
Term
what/when quantitative factors
Definition
Should form the foundation for all media planning (more important that qualitative)
Term
CPP=
Definition
Total cost ( in dollars) / total GRPs

or

(cpm x universe)/1000
Term
CPM=
Definition
total cost (in dollars)/total gross impressions x 1000

or

(cpp/universe) x 1000
Term
GRPs=
(gross rating points)
Definition
Reach x Frequency OR
Gross Impressions/universe x 100
Term
define: HUT (PUT or PUR)
Definition
"households/persons using television/radio" =percentage of persons/hh using television/radio during a particular time period.

#hh using tv during specific time period/ total hh in universe x 100
Term
define : impression
Definition
one opportunity for one individual to see an advertisement. (watching tv but no guarantee that you will see the ad)
Term
define: Rating
Definition
the portion of a demographic universe that is exposed to a specific media vehicle (expressed as a percentage of that universe)
Term
reach=
Definition
# persons reached
_____________________ x 100
# persons in universe
Term
define: share
Definition
indicates the portion of the available television (or radio) audience that is viewing a particular television program (or radio station)
Term
define: TRPs
Definition
the same as gross rating points. some agencies use the term trps to refer to grps for a specific demographic, and reserve grps for households.
Term
define : universe
Definition
the total group of persons in a specific geographic area that share a common characteristic. (also called: population)
Term
define: exposure
Definition
occurs when a person "consumes" an ad.
Term
define: Net Reach/ Reach
Definition
a count of persons with at least one impression. (each person is only counted once)
Term
Share=
Definition
rating
______ x 100
PUT
Term
define : net
Definition
a person is only counted one time, regardless of the number of times they are reached or exposed.
Term
define : gross (impressions)
Definition
the total number of pportunities to see provided by a campaign or plan.

(people have more than one opportunity to see an ad, the sum of all those opportunities is the total number of gross impressions)
Term
100 grps=
1grp=
Definition
a number of gross impressions equal to the size of the universe (not the same as reaching 100% of the universe)

a number of impressions equal to one percent of the universe.
Term
average frequency=
Definition
gross impressions/persons reached OR

GRPs/Reach
Term
GRPs=
Definition
Reach x Frequency
Term
define: CPM
Definition
Cost per thousand. The cost of delivering 1000 gross impressions.
Term
define: composition
Definition
the makeup of a magazine audience. calculated :

target audience/ total audience x 100
Term
define: circulation
Definition
the number of copies distributed by a publication
Term
define : coverage
Definition
(newspaper) portion of households in a market that are in the publication's delivery area
Term
U.s. ad spending is expected to
Definition
increase 2.5% to 155.2 billion in 2011 while global spending is now expected to rise only 4.2% (lower than previously forecasted)
Term
wearout
Definition
a level of frequency or a point in time, when an advertising message loses its ability to effectively communicate.
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