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| Combo of media used in ad campaign that promote a good or service |
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| o People residing on the edge of one media market may be able to receive content from other nearby markets |
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| o Total net audience exposed to repeated forms of advertising |
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| data collected first hand |
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| summarizing existing data |
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| different versions of ads going to different audiences |
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| publishing certain ads to target select audience demographics |
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| primary/pass-along readers |
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primary: buy magazine
pass-along: read but don't buy magazing |
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| non-negotiable fixes rate |
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| rate is yet to be fixed by negotiations |
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| higher cost paid by advertiser who fails to utilize ad space qualified for a reduced ad rate |
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| the more readers, the higher the column-inch rate is |
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| regional advertiser wants to buy across regional DMAs(designated market areas) |
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| when an advertiser is only focused on local market in advertising |
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| division of 24 hour time slots for tv/radio ads |
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| unit that creates the ads |
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| annual spring period in which tv networks sell advertisers air time for the fall season |
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| buying commercial time corresponding to the calendar year. has 4 quarters. |
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| estimate of # of people who read an average copy of a publication |
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| FSI - Free Standing Insert |
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Definition
| preprinted ad message inserted into media like newspapers, mainly promotional like a coupon |
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| ad can appear anywhere in newspaper without advertisers discretion |
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| preferred position (newspapers) |
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| advertisers want specific placement of ad within newspaper |
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| publication that has a role secondary to another preceding publication |
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measure for outdoor
a selected group of billboard locations that yield a given amount of gross impressions per month |
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| where sales are made, usually a mall or city |
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| small signs in stores pointing to products |
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| neon lights, moving parts, or effects in outdoor adv |
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Definition
advertising outlets that don't fall under standard advertising mediums
fliers, handouts, etc |
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| any program advertiser implements to ensure the retailer cooperates |
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Definition
| advertiser pulls the consumer in with things like promotions, mass media promotions |
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| Display advertising (interactive) |
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Definition
| online or offline interactive media used to communicate with consumers and promote products or bans |
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| how we use technology to effectively reach out and connect with others |
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| total number of people for a given target audience capable to view an ad |
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| intended recipients of an ad |
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| amount of people who are reached more than once by the same ad |
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| # of people who are exposed to the ad |
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| percentage of market exposed to an ad |
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| total impressions including duplication |
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| avg. # of times a person is exposed to an ad |
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Definition
| cost per mille, or cost per thousand. cost of showing ad to 1,000 people |
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| cost per person. ad cost per person |
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| average number of copies distributed |
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Term
| ABC - Audit Bureau for Circulation |
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Definition
| verifies circulation number of ads |
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| IMC - Integrated Marketing Communications |
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Definition
| approach to brand communication where diff. modes work together. Goas is to make all aspects of marketing work together |
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Definition
| providing incentive to accelerate product movement, like giving away free stuff |
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Definition
| intended to convince individuals to purchase a good. Like reducing prices, free samples... |
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| campaign directed at retailers or wholesalers. sometimes they get special allowances from advertisers |
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Definition
| money spent, eyes on it, message needs to reach target marker |
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| why does situation analysis matter |
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Definition
Competition - outspend, outsmart, know what they do
Consumers - are they brand loyal?
Company - how are they performing? |
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Definition
| takes key elements out of a situation analysis and put them into a graphic format to facilitate the situation to a client |
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Definition
internal: strengths/weaknesses of company
external: opportunities/threats |
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| MRI - Media Mark Research |
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Definition
| reports on many brands and gives sense of the consumer that uses them |
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| IRI - Information Resources Inc |
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| provides consumer intelligence and analysis |
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| gives psychological detail for geo area |
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| gives psychological detail for geographic area |
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| determines all radio market |
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Definition
| imp(000)/universe(000) x 100 |
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Definition
GRPs/100 x universe
OR
Reach x frequency |
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Definition
| exposed/target audience x 100 |
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Definition
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Definition
total cost/total imp x 100
must answer in dollars and cents |
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Definition
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| Influencer (versus Purchaser) |
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Definition
o Focuses on specific key individuals rather than the target market as a whole.
o Uses individuals who have influence over potential buyers |
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Term
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Definition
o Designated market area
o Group of counties that make up a particular tv market
o Selected by totaling the viewer hours of TV stations whose signals reach a particular county with total hours, then converted to a percentage share of all viewing hours |
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Definition
o Metropolitan Statistical Area
o Population is 50,000 or more |
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Term
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Definition
| o area where the population, which receives pretty much the same TV channel offerings. It can be a set of counties & they aren’t neat (bleeding). Radio markets seem to be smaller than TV markets. Area where the population receive the same television offerings |
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Definition
| o area beyond an urban area whose residents regularly trade with retail merchants within the urban area. |
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o Seasonality sales change
o The variation in sales for goods and services throughout the year, depending on the season |
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Definition
o An index of weighted measures of disposable income, sales data and market factors for a specific region
o Determines revenue potential of a particular region
Buying power index |
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Definition
| o Placing advertising messages in the media where they are likely to have the greatest impact |
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Definition
| o Scheduling advertisements to appear at regular intervals over a period of time. |
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Definition
| o High concentration of advertising for a short period in a media schedule. |
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Definition
| o Buying of media time in a few selected markets only |
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| • Based on sales or increasing share of the market |
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• Change attitudes about the brand
• Increase awareness of brand |
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Definition
| o A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media |
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Definition
| o A lot of media is hard to sell |
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Definition
| o An advertising strategy that consists of scheduling space in the media in intermittent periods, e.g., two weeks on, two weeks off. |
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Definition
| o A measure of a media vehicle's reach, within a specific geographic area. |
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Definition
| o Promotional strategy aimed at selective exposure of a product to its specific market through messages that are consistent with target customers’ attitudes |
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Definition
| o Paying for the actual media |
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| Dollars that go to creative |
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Definition
| always must have these. set aside 10 percent of total budget of media plan |
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Definition
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Definition
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| scheduling advertisements to appear at regular intervals over a period of time |
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Definition
| o Agency cost of keeping the lights on |
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Term
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Definition
| o A set hourly rate, or an agreed-upon percentage of assets under management |
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Definition
| o Agency receiving a certain percent of share or said amount of money for the media plans |
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