Shared Flashcard Set

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MKTG 757 Ch 10
For Exam 2
20
Marketing
Undergraduate 4
10/14/2009

Additional Marketing Flashcards

 


 

Cards

Term
Media Planning
Definition
series of decisions involved in delivering the message to the audiences
Term
Media Objectives
Definition
specific goals an advertiser has for the media portion of the advertising program
Term
Media Strategy
Definition
Decisions on how the media objectives can be attained
Term
Medium
Definition
general category of available delivery systems, which includes broadcast media, print media, directing marketing, outdoor advertising etc.
Term
Broadcast Media
Definition
Either radio or television network or local station broadcasts
Term
Media Vehicle
Definition
specific carrier within a medium category
Term
Reach
Definition
measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Term
Coverage
Definition
potential audience that might receive the message through a vehicle.
Term
Frequency
Definition
# of times the receiver is exposed to the media vehicle in a specific period
Term
Sweeps Periods
Definition
used for measuring TV audiences and setting advertising rates
Term
Index
Definition
good indicator of potential market
= (%age of users in a demographic / %age of population in the same segment) x 100
Term
Waste Coverage
Definition
situation where the coverage of the media exceeds the target audience
Term
Continuity
Definition
continuous pattern of advertising, which may be every day, week, or month
Term
Flighting
Definition
employs a less regular schedule, with intermittent periods of advertising and nonadvertising
Term
Pulsing
Definition
combination of other 2 methods. Continuity is maintained, but at certain times promotional efforts are stepped up
Term
Unduplicated reach
Definition
the number of persons reached once with a media exposure
Term
Program Rating
Definition
measure of potential reach in the broadcast industry
Term
Effective Reach
Definition
represents %age of vehicle’s audience reached at each effective frequency increment
Term
Absolute Cost
Definition
actual total cost required to place the message
Term
Relative Cost
Definition
relationship between the price paid for the advertising time or space and the size of the audience delivered; used to compare media vehicles
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