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| is any planned and unplanned form of exposure to and interaction with a product or service |
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| cable and satellite television, satellite radio, business-to-business e-media, consumer Internet, movie screen advertising and videogame advertising |
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| Media planning is a four-step process which consists of |
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| 1) setting media objectives in light of marketing and advertising objectives, 2) developing a media strategy for implementing media objectives, 3) designing media tactics for realizing media strategy, and 4) proposing procedures for evaluating the effectiveness of the media plan. |
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| Media objectives usually consist of two key components |
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| Media objectives usually consist of two key components |
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| the people whom the media plan attempts to influence through various forms of brand contact. |
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| gender, age, education, household income, marital status, employment status, type of residence, and number of children in the household. |
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| consumers' personality traits (serious, funny, conservative), beliefs and attitudes about social issues (opinions about abortion, environment, globalization), personal interests (music, sports, movie going), and shopping orientations (recreational shoppers, price-sensitive shoppers, convenience shoppers). |
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| One psychographic system which media planners often use is called |
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| VALS (short for Values And LifestyleS |
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| They maintain analogous social views, attitudes, and values. Generational cohorts in the U.S. are the Baby Boomers (about 70 million people born 1945-1964), Generation X (about 17 million people born in 1965-1978), and Generation Y (about 60 million people born between 1979 and 1994) |
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| Product use commonly has four levels |
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| heavy users, medium users, light users and non-users. |
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| distribution refers to the coverage of a media vehicle, such as the number of copies that a magazine or newspaper issue has, or the number of households that can tune in to a given television channel. |
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| refers to the number of individuals exposed to the media vehicle, such as the number of people who read a magazine or watched a television program. |
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| refers to the number of individuals exposed an ad or a commercial itself. |
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| represents the cognitive effect of the ad |
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| represents the emotional effect of the ad |
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| are the behavioral effects of the ad. |
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| represents that total number of people exposed to the marketing communication. Doesn't double count. |
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| GRP counts total exposures while reach counts unique people exposed. Thus, GRP does double-count people who see ads multiple times. |
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is the ratio of GRP over reach. Frequency is a measure of repetition. The formula of calculating frequency is:
Frequency = Gross rating points / Reach |
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| refers to the minimum number of media exposures for a communication goal to be achieved |
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| is the reach (% of households) at the effective frequency level. |
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| Media planners make three crucial decisions |
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| where to advertise (geography), when to advertise (timing), and what media categories to use (media mix). |
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| media concentration approach |
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| uses fewer media categories and greater spending per category. |
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| is the percentage of spending by one brand in a given media category relative to the total spending by all brands that are advertising in that media category. |
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| media dispersion approach |
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| when they use multiple media categories, such as a combination of television, radio, newspapers and the Internet |
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| three approaches to geographic spending allocation: |
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| national approach (advertise in all markets), a spot approach (advertise only in selected markets), or a combined national plus spot approach (advertise in all markets with additional spending in selected markets). |
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Brand Development Index -measures the concentration of sales of a company's brand in that region.
Market X's Share of Total Brand Sales
BDI = ---------------------------- X 100
Market X's Share of U.S. Population |
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Category Development Index -measures the concentration of sales of the product category (across all brands) in that region.
Market X's Share of Total Category Sales
CDI = --------------------------- X 100
Market X's Share of U.S. Population |
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growth potential index - assess growth opportunities in geographic markets.
Market X's CDI
GPI = ---------------------- X 100
Market X's BDI |
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| spreads media spending evenly across months |
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| alternates advertising across months, with heavy advertising in certain months and no advertising at all in other months. |
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| low level of advertising across all months but spends more in selected months. |
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| which means the placement of commercials in all major television networks in the same period of time. |
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cost per rating point - The cost of a broadcast ad per rating point (1% of the population) provided by the media vehicle that shows the ad.
Cost Per Rating Point = Cost of the Ad / Rating of the Vehicle |
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cost per thousand impressions - which is the cost to have 1000 members of the target audience exposed to an ad.
CPM = Cost / Gross Impressions * 1000 |
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opportunities to see the ad
Audience size * Rating / 100 |
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| measurement method that media buyers use to track the effectiveness of online ads |
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| commercial offered in lieu of an announcement which was (or will be) missed due to either station error, preemption by another advertiser, or movement of the program purchased from one time slot to another |
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