Term
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Definition
1- strong feelings
2- loyalty
3-media use and behavior |
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Term
| Engel/Kollats Model of buying process |
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Definition
1- Problem Recognition
2- search for alternatives
3-alternative evaluation
4-purchase made
5-post purchase evaluation |
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Term
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Definition
| number of people who remember seeing the program |
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Term
| Response Function (media effectiveness) |
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Definition
| quantifies the perceived ability of multiple exposure of an ad to elicit a response from the viewer |
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Term
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Definition
the largest audience for the cheapest price
"getting the biggest bang for the buck" |
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Term
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Definition
the cost of reaching 1000 people with a message once
often used to compare the efficiency of individual vehicles |
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Term
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Definition
1-cost
2-audience delivery
3-1000
cost/ad x delivery |
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Term
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Definition
cost per rating point
is often used to calculate the cost of an entire broadcast plan |
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Term
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Definition
1-traditional
2-non traditional
3-specialized media |
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Term
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Definition
| newspaper, magazines, radio, television |
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Term
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Definition
| television screens in airports, posters at health clubs, golf courses, and other public events |
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Term
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Definition
magazines that appeal to special interests, niche, trade magazines
Also: direct mail, outdoor bilboards, car cards, yellow pages, |
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Term
| Principles for selecting best media vehicles |
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Definition
1-best frequency (repitition)
2-at lowest cost (per thousand)
3- least waste |
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Term
| Television is measured by: |
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Definition
-people meter
-Neilson Media Research
Designated Market Areas (DMA) |
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Term
|
Definition
-Arbitron
-270 radio markets
-diaries |
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Term
|
Definition
Three Methods
1-recent reading (mag)
2-frequency of Reading
3-yesterday reading |
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Term
| MediaMark Research Inc (MRI) |
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Definition
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Term
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Definition
most useful is Nielson/netratings
-software records sites visited, length stayed, and dept visited, and number of times returned |
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Term
|
Definition
measured by Traffic Audit Bureau
-counts number of cars passing poster each day. |
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Term
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Definition
| the build up of total audiences over time (usually a month) |
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Term
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Definition
| Answers the question "how many people will see this ad?" |
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Term
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Definition
| the number of times the average person sees the ad |
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Term
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Definition
1-when broadcast
2-within successive airings of the same program (over four weeks)
3-within different programs (over 4 weeks) |
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Term
|
Definition
-the degree to which a media vehicle delivers a given audience
-the higher the coverage the greater the delivery |
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Term
|
Definition
1-audience reach of 1 issue of a magazine
2-target audience reach of multiple issues of the same magazine
3-target audience reach of single issues of different magazines within the same month
4-the reach of single or multiple issues of different magazines occurring throughout the advertising campaign |
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Term
|
Definition
-used to check for extreme scores
-data divided into 5 parts (quintiles) |
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Term
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Definition
| each quintile is 20% of the whole |
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Term
| Relationship of reach to frequency |
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Definition
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Term
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Definition
| the amount of frequency the planner judges to be necessary for advertisements to be effective in communicating |
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Term
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Definition
-believed 2 exposures were needed
-his graph was an S shaped curve |
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Term
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Definition
| a belief that 3 exposures are needed |
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Term
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Definition
1-exposure has little effect
2-emphasize frequency not reach
3-2 exposures are minimum
4-3 exposures are optimal
5-after 3 advertising still becomes more effective but at a decreasing rate
6-wear out is caused by content not frequency
7-lesser known brands benefit from increased frequency
8-thin magazines are more effective than think |
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Term
| 5 essentials of situation analysis |
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Definition
1-history of the market
2-distribution channels
3-consumer of the product
4-product
5-advertising and media analysis |
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Term
| marketing plan major goals |
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Definition
1-set objectives that solve problems and use opportunities
2-decide how products should be sold
3-determine at whom the selling should be aimed
4-determine the role that elements in marketing mix will play
5-determine what adjustments should be made in package shapes and sizes
6-determine how much should be spent |
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Term
| marketing goal vs communication goal |
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Definition
MG-how many you want to sell
CG-doesnt mention selling but should help |
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Term
|
Definition
-test marketing may take place in several markets
-test market goals are similar to the product overall goals
-the test market helps fine tune plan objectives |
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Term
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Definition
1-to gain a substantial share of each markets sales
2-to determine if the market can be expanded
3-to see how many repeat purchases will be made
4-to accomplish the above quickly and with a profit |
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Term
| 6 things a planner must know |
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Definition
1-how much money is being spent by the largest competitors and the industry in general
2-which media are used
3-how much is being spent in each medium
4-in which markets are media concentrated
5-how much weight is placed in each market
6- which issues, broadcasts, and times of year are used (how do competitors use different media) |
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Term
| Sources of Marketing Data |
|
Definition
1-AC Nielsen Company
2-information resources inc (IRI)
3-audits and survey inc
4-MediaMark Inc
5-Zip codes |
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Term
|
Definition
national brand tracking service
-uses sales to consumers at a retail level |
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Term
| Information Resources Inc (IRI) |
|
Definition
-uses info scan census
-grocery industries
-national, local, and chain store levels |
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Term
|
Definition
-measuers total market based on a class of clients product distribution
-they sample stores that represent the products that target a consumer would buy |
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Term
| MediaMark Inc and Simmons Market Research Bureau |
|
Definition
-users are identified in regard to amount of usage
-users can be targeted demographically |
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Term
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Definition
|
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Term
|
Definition
3 Kinds of Data
-population and household dats
-effective buying income and spending statistics
-sales data by broad product classes |
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Term
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Definition
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Term
| Standard Rate and Data Service |
|
Definition
-media rate books for all major media
-market data sections similar to those in SBP
-Also by Geo markets by state, metro, statistical areas county and state |
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Term
|
Definition
1-to whom should we target our advertisements
2-where geographically should we advertise
3-when should we advertise |
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Term
|
Definition
-target users of another brand and convince them to switch
-target non users
-target current users to use more |
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Term
| 3 kinds of numbers used in charts |
|
Definition
-raw numbers
-percentages
-indexes |
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