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| identifies the best media to use to deliver an advertising message efficiently to a targeted audience |
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| a compilation of profile information abou the people who watch, listen, or read the medium; also includes the numbers of geographical location and audience size |
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| Cross Media (Cross-Platform or Multi-Channel) |
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| advertising plan that uses several different forms of media (i.e. TV, print, radio, and online) |
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| Media Planning (4 Functions) |
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| Media (Researchers, Planners, Buyers, and Buying Companies) |
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| the way various types of media are strategically combined to create a certain impact (iPod used posters to announce, TV to show how it works) |
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| this is the specific media outlet (i.e. 60 Minutes, Sports Illustrated, GQ, etc.) |
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| percentage of the media audience exposed at least once to advertiser's message in specific time frame |
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| captivating quality of media that the audience finds engrossing |
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| arrangement between advertiser and retailer, (retailer buys ad and manufacturer pays half depending on how much manufacturer gets) |
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| presents stories and information about entire industry (Women's Wear Daily discusses production, marketing, distribution of women's clothes) |
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| deals with business function that cuts across an industry (i.e. Direct Marketing) |
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| sometimes offered in magazines in which 4 or more pages are connected |
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| magazine rates are based on this, which is a promise of how many will be sold, not # of eyes that will see it |
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| used by outdoor advertising industry which refers to standard unit for space sales based on possibly views |
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| Listener Segments (radio) |
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station fans -> make up largest segment, have a clear preference of 1 or 2 and list 8+ a day
Radio Fans -> a third of listeners, 4 or 5 stations per week, have no preference (under 35 yrs., and 55+ women)
Music Fans -> men between 25 and 45
News Fans -> small % who listens for news and information |
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| two rating companies that estimate the listeners for the radio |
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| syndicated radio advertising |
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| offer advertisers a variety of high-quality, specialized and original programs to advertise for |
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| exists whenever 2 or more stations are able to broadcast the same program that originates from single source (ABC, CBS, NBC, and Fox) |
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| privately owned regional stations, usually are 150 of these per network |
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| taping a show (DVR) to watch it later, usually allows for skippin commercials. |
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| TV's version of circulation (based on rating points, one rating point is 1 percent of 1,114,000 TV homes) |
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| Share (share of audience) |
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| percent of viewers based on the % of TV's that are turned on |
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| Sponsorship vs. Participation |
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| sponsorship is the one advertising company is responsible for all program financial costs; participation is simply buying add time (about 90% of programs) |
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| a site that provides doors or links to other web sites (Yahoo!) |
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| email practice designed to deliver groundswell of opinion or marketplace demand for a product which is sent from consumer to consumer |
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| ability to position its brand messages in relation to a keyword search by search engines (SEO) |
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| appears in conventional media to drive traffic to a web site |
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| use of unconventional and low-budget brand experiences and encounters to grab attention (use creativity to reach people where they work, live, etc.) |
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| attempt to stand out among media clutter by integrating brands into thematic heart of television |
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| use of wireless media, primarily cell phones and PDAs to encourge direct response |
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| measure of the percentage of total advertising spending by one brand in a product category (percent spent by Southwest Airlines vs. all planes) |
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| Designated Marketing Area (DMA) |
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| the broadcast coverage area which is referred to by the name of the largest city in the area (the Pittsburgh region) |
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| an evaluation conducted by auditing companies that track performance data, such as circulation, readership, and viewership |
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| the ideal time or place at which the audience is most receptive to a brand message |
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| different memers of an audience exposed to a message ina particular time frame |
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| model that shows the percentage of an audience that has been reached a certain number of times (39% at 1, 21% 2, etc.) |
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| combines the reach and frequency elements into one factor (add frequency to reach until you get desired # of responses) |
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| one percent of a defined media universe (country, region, etc.) of households |
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| the way radio in particular reinforces and recreates the message in a listeners mind |
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| the way media planners determine the most cost-effective media mix |
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| in media planning decision criteria are used to determine the relative amount of budget allocated to each medium |
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| characterized by alternating periods of intense advertising activity and periods of no advertising, called a hiatus |
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| spreads the advertising evenly over the campaign period |
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| combination of contuous and flighting strategies, used to intensify advertising before a buying aperture and then reduce until aperture opens again |
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| advertising that includes many different avenues (TV, magazines, radio, Ineternet, etc.) |
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| Gross Rating Points (GRP's) |
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| indicate the weight, or efficiency of the media plan (found by multiplying each rating by the number of ads inserted into media and add up totals) |
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| Creative strategy vs. execution |
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| creative strategy is what the advertisement says, execution is how it is said |
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| the document prepared to summary basic marketing/ad. strategy includes (problem, target audience, brand position, communication, selling idea, media consideration, creative direction) |
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Hard sell -> informational message designed to touch mind and create response on logic
soft sell -> uses emotional appeals to sell |
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| Selling Premise vs. Appeal |
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| the premise is the logic behind the sell, and the appeal connects with the emotion |
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| Formulas (Message Formulas) |
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| they emphasize the different types of advertising effects (straightforward, demonstration, spokesperson, humor) |
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| slogans are connected to the whole company ("Just Do It") and taglines are the sentence or so summarizing the ad at the end (nothing outlasts the energizer, it keeps going and going) |
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| "Big Idea" or creative concept |
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| an idea that becomes a focus point for communicating th message srategy (central concept) |
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| used to describe a style of thinking that explores possibilities rather than using rational thinking to arrive at the "right" or logical decision |
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| Right-Brain vs. Left Brain |
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right brain - intuitive, holistic, artistic, and and emotionally expressive
left - logical, linear, and orderly thinking |
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| Structural Analysis (of an idea) |
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| evaluate power of narrative or story line (heart), strength of the product claim (head), how well the two are integrated (how story line brings claim to life) |
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| formal method to evaluate effectiveness of an ad in draft status or after it was used |
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| a problem for creative ideas where the ad is remembered but not the product |
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| violates all the guidelines for writing effective copy (ex. "now we offer the quality that you've been waiting for- at a price you can afford) |
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| Direct vs. In-Direct Action (headlines) |
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| direct actions are straightfoward and information "The Power to Stop Pain", indirect is not as informational but better to bring people in |
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| brochure and other forms of product literature in support of advertising, PR, sales campaign |
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| advantage of radio in which story is visualized in listener's mind |
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| image from a commercial that sticks in the mind and becomes visual remembered from a commercial |
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| refers to the way the elements in a picture are arranged or framed through a camera lens |
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| the final version printed onto one piece of film with sound and video |
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