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| involves analyzing and choosing media for an ad and promo campaign, choosing best media to speak to potential customers |
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| provides comprehensive review of the marketing program, current customers, sales, etc. |
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| states primary ad strategy and budget to be used to achieve objectives |
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| spells out the media to be used and the creative considerations |
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| notes when ads appear in individual vehicles |
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| formulates media program stating where and when to place ads, impacts strategic marketing planning, matches product with market and media |
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| - purchases space, negotiates rates, times and schedules for ads |
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| one time placement of commercial in a medium |
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# of ppl, households, or businesses in a target audience exposed to media vehicle or message at least 1x during a given period (usually 4 weeks)
aka how many targeted buyers did the ad reach at least 1x during 4 weeks? |
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avg # of times and individual, household, or business within a particular target market is exposed to a particular ad within a specific time period (usually 4 wks)
aka how many times someone saw the ad during a campaign |
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in media planning, use OTS instead of freq
OTS = cumulative exposures achieved in a given time period
ex. 2 ads on a weekly tv show, there are 8 OTS (4 shows x 2 ads/wk) during 4 wks |
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| Gross Rating Points (GRPs) |
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measure impact/intensity of a media plan
GRPs= vehicle ratings x OTS, or # of insertions of an ad
GRPs give ad a better idea of odds that members actually viewed ad |
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cost measures overall expenditures on ad ad
CPM = (cost of media buy/total audience) x 1000 |
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media planners believe it takes a min of 3 for an ad to be effective
intrusion value- reps ability of a medium or an ad to capture attention of viewer without effect |
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consumer’s attention is selective and focuses on individual needs and wants, selectively pays attention to ads that meet needs
purposes that 1 ad exposure could be enough |
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| placing ad in various media thought year, inc number of ads in a small, short busts around holidays |
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| uses media time in a steady stream, 1 media for a longer period |
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| ex. ski place only runs ads in fall and winter |
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| combines all of the components of e-commerce, internet marketing, and mobile marketing |
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cyberbait = any lure or attraction that brings people to website
financial = ex. free shipping, 10% off, etc.
convenience = ppl don’t have to drive, can compare
value added = lead customer to change purchase behaviors over time, ex. customized shopping, makes offers matched to behaviors, etc. |
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| product tried by a few trendsetters or innovators |
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| widespread use of product occurs |
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| examples of lifestyle marketing, house parties, brand ambassadors, stealth marketing, and guerilla marketing |
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house parties = company sponsors house party?
brand ambassadors = customer evangelists, company gives them incentives to promote product
stealth marketing = ex. someone posing as tourist then talks about camera,
guerilla marketing = seek to obtain instant results using limited resources, most effective alternative marketing method, ex. cfa cow ads
lifestyle marketing = identifying marketing methods associated with hobbies and entertainment of target market, ex. toyota gave out t shirts before a concert |
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identifying stakeholders (someone with vested interest in the company)
assess corp reputation
audit corp social responsibility (ethics, responsibility, accountability to society)
create positive image-building activities (cause related marketing, green marketing) |
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| image destroying behaviors |
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| discrimination, harassment, pollution, misleading comm, deceptive communications, offensive communications |
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| image enhancing behaviors |
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| empowering employees, charitable contributions, sponsor local events, selling environmentally safe products, outplacement of programs, support community events |
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| mentions of a company's name in a news story, common goal in PR |
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| cause related marketing benefits |
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| additional customers, increased profits, consumer goodwill for the future, better relations with gov, and reduced negative public opinion, has to be a good company-cause fit or could cause consumers to not believe you |
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| enhance company image, increase visibility, differentiate a company from competitors, showcase specific good, help develop closer relationships with current and potential customers, sell excess inventory |
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| primary measurement used, provides idea of how many ppl click on ad |
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| meansure the proportion of ad impression that resulted in a user engaging with the ad, such as clikcing or hovering over |
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| amount of time user spends engaged with the ad |
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| how long person stays at the website |
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| generally feeling for brand/company online |
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1) When advertisements are used at special intervals with none in-between, which media budgeting method is being used?
A) continuous
B) gross impressions
C) pulsating
D) flighting, or discontinuous |
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| D) flighting, or discontinuous |
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| which web is: static content provided by consumer, dominated by institutions and businesses, commercially and technically based |
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| which web is: content is socially based and audience generated |
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| which web is: content drive by online metrics, integration of content and communications, instant real time communications |
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| which web is: customer engagement, cloud operating, web participation necessity |
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9) Lifestyle marketing:
A) emphasizes consumers passing along information about a product to other consumers
B) is designed to obtain instant results while using limited resources
C) is the planned insertion of a brand or product into a movie, television show, or some other media
D) involves identifying marketing methods associated with the hobbies and entertainment venues of a target market |
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| D) involves identifying marketing methods associated with the hobbies and entertainment venues of a target market |
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8) Which does not apply to a Web 4.0 type website?
A) real time communication
B) customer engagement
C) static content
D) cloud technology |
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7) E-commerce is:
A) retail by e-mail
B) viral marketing
C) selling goods and services on the Internet
D) vicarious shopping |
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| C) selling goods and services on the Internet |
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6) Which of these media offers the most extensive coverage and the highest reach?
A) radio
B) newspapers
C) television
D) the Internet |
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5) Ratings measure the:
A) relative efficiency of a media vehicle in hitting a target market
B) percentage of households tuned into a particular television show or viewing a medium such as a magazine
C) quality of the vehicle relative to its promotional impact
D) degree of clutter on a given night |
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| B) percentage of households tuned into a particular television show or viewing a medium such as a magazine |
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4) Television offers the following advantages, except:
A) low cost
B) quality creative opportunities
C) high frequency potential
D) high intrusion value |
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3) If effective reach and/or effective frequency are too high:
A) the company needs a larger advertising budget
B) the company spent all of its advertising budget
C) some of the company's budget may be wasted on extra exposures
D) the company may need to choose additional media for future ads |
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| C) some of the company's budget may be wasted on extra exposures |
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2) Gross impressions are:
A) the total exposures of an audience to an advertisement
B) calculated considering the percentage of a total audience who viewed an ad
C) viewer reactions to the ad
D) viewer loyalty to the medium |
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| A) the total exposures of an audience to an advertisement |
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| components of a media plan |
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Definition
marketing analysis
ad analysis
media strategy
media schedule
justification and summary |
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| total # of audience exposed to ad |
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| brand recognition vs recall |
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recognition = empahsis on visual product, reach
recall = frequencey more importanta, repetition importanta |
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| = # of houses tuned in/total # of houses in a market |
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| rating for actual commercial time slot, rating plus viewing in 3 days |
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| goal of brand recognition |
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| measure used to see how much should pay for an ad? |
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| seasonal campaign is an example of a _____campaign |
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| social is another tool, won't solve all problems |
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| free shipping is an example of a ____ incentive |
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| which buzz marketing stage is the most difficult? |
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| engages customer through asking them to try is an example of _____ marketing |
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| what type of marketing has higher credibility? |
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| anyone with vested interest in the company |
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| behavioral measure examples |
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| examples of evaluating company health? |
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| revs, profits, sales, productivity, social, etc. |
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| how should you begin forming a campaign? |
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| Which sphere is used where we connect language to specific thoughts and feelings? (ex. staples that was easy) |
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| which sphere is where we affiliate with groups? ex gucci |
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| which sphere is where we interact with others? ex wii parties for moms |
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| which sphere is where we move from one place to another? ex charmin pop up bathrooms |
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