Term
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Definition
| Finding the ideal moment to expose your audience to the message (impact moment) |
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Term
| Why is media planning so important? |
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Definition
| Because poor message placement undermines even a great message |
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Term
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Definition
TV, radio, magazines, newspaper, outdoor
traditional media |
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Term
| What are unmeasured media? |
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Definition
Internet search, shelf placement, coupons, events, in-store promotions
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Term
| What are the three media strategies? |
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Definition
1. Reach target audience
2. Geographic scope of placement
3. Message weight |
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Term
| What do single source tracking services do? |
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Definition
| Help identify effect of placements |
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Term
| What is a continuous continuity strategy? |
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Definition
| Runs all year at the same rate |
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Term
| What is flighting continuity? |
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Definition
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Term
| What is pulsing continuity? How is it different from flighting? |
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Definition
| Pulsing runs all year but ups and various points, unlike flighting it never really stops |
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Term
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Definition
| Running the same commercial at the same time on more than one (or all) channels |
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Term
| What is the purpose of indexing? |
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Definition
| Indexing allows us to express a number or a group of numbers in the relation to one specific number (the base) |
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Term
| What is the indexing process? |
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Definition
select the number that you want all other numbers to be compared to (base)
divide all the other numbers by the base (x/base)
express the index as a whole number |
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Term
| What is a product usage index? |
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Definition
| A PUI assumes that the US population represents the norm or base of 100 |
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Term
| What is the difference between BDI and CDI? |
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Definition
BDI- represents how well a specific brand is doing
CDI- represents how the product category is doing
(a brand can be doing really well in a category that is performing poorly) |
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Term
| What is the "relative importance"? What strategy would be used if both BDI and CDI are high? What if both are low? |
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Definition
BDI high CDI high= continuous don't change
BDI low CDI low= exit market or reposition |
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Term
What if BDI is low and CDI is high?
Opposite? |
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Definition
BDI low CDI high= geo targeting/ selective demand
BDI high CDI low= primary demand stimulation |
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Term
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Definition
Gross rating points
The sum of the ratings of a specific demographic segment
reach x frequency |
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Term
| What is reach? How is it calculated? |
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Definition
The number or % of different homes or persons exposed at least once to an ad schedule over a period a time
GRP/freq |
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Term
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Definition
Number of times that the average household or person is exposed to the schedule
GRP/reach |
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Term
| How are gross impressions calculated? |
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Definition
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Term
| How is rating calculated? |
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Definition
| (number of viewers/TV households)100 |
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Term
| What is the difference between rating and share? |
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Definition
Rating is expressed as a percent of potential viewers
Share is expressed as a percent of people watching TV |
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Term
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Definition
| # of viewers/households using TV |
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Term
| What is CPM? How is it calculated? |
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Definition
Cost per thousand
($/reach)1000 |
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Term
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Definition
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Term
| What is average frequency? |
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Definition
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Term
| What are the categories of newspaper ads? |
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Definition
Display ad
Classifieds
Pre-printed inserts |
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Term
| What types of target audience newspapers? |
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Definition
General population (US news)
Business
Ethnic
LGBTQ
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Term
| What are the three types of newspapers? |
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Definition
Target audience
Geographic area
Frequency |
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Term
What are the three types of frequency newspapers
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Definition
Dailies
Supplements
Weeklies |
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Term
| What is the difference between paid vs. controlled circulation? |
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Definition
Paid- subscription
Controlled- in malls or waiting rooms |
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Term
| What are bleed magazine ads? |
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Definition
Usually full page, color bleeds
most common |
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Term
| What are cover magazine ads? |
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Definition
| Back cover page, most expensive, hard to buy |
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Term
| What are junior unit magazine ads? |
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Definition
| Ad runs on a page alongside editorial content, better for magazines where editorial is emphasized |
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Term
| What are gatefold magazine ads? |
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Definition
| Opens up to 4 page ad reader has to voluntarily open ad |
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Term
| How do custom magazine advertising strategies work? |
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Definition
| A company puts out its own magazine and writes its own content |
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Term
| What are the components of magazine circulation? |
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Definition
Primary (subscribers)
Secondary (non subscribers) |
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Term
| What is the difference between vertical and horizontal readership classifications? |
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Definition
Vertical specific
Horizontal- spans several targets, greater reach, less segmented |
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Term
| What factors affect magazine rates? |
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Definition
Perferred position
Size
Amount of color
Run of press (editor picks cheap) |
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Term
| What is the difference between off network syndication and first-run syndication? |
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Definition
Off network- show runs on a different network than it was originally aired
First run- show is independent of network can run on several different networks in diff locations |
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Term
| What is the difference between a true sponsorship and segment sponsorship? |
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Definition
| A true sponsorship is when an advertiser buys out and entire show, segment is when an advertiser buys out a portion of the show but not the entire thing |
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Term
| What are participation tv ads? |
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Definition
| Most common, advertisers share participation in buying and spots throughout show |
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Term
| What is the average quarter hour persons radio measurment technique? |
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Definition
| number of station's listeners in 15 minute segments |
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Term
| What is the average quarter hour share radio audience measurement technique? |
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Definition
| Percentage of total radio audience listening to a station during a specified fifteen minute segment |
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Term
| What is the average quarter hour rating? |
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Definition
| Audience during a quarter hour expressed as a percent of the measurement area population |
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Term
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Definition
Total number of different people who listen at least five minutes in a fifteen minute segment
Most important radio statistic |
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Term
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Definition
Radio's all dimension audience research
collects data 2 times per year based on interviews with radio listeners |
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Term
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Definition
| The push strategy where people pay more to get stuff for free (self liquidating) |
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Term
| What is the goal of promotions in the trade market? |
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Definition
| Push the product into the distribution channel to the consumer |
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Term
| What are sales promotion techniques? |
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Definition
Incentives (spiff money)
Allowances
Sales training programs |
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Term
| What is the risk of branded entertainment? |
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Definition
| Marketers and entertainment providers can have trouble working together and agreeing on priorities |
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Term
| What is direct marketing? |
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Definition
| an interactive system of marketing which uses one or more advertising media to affect a measureable respons and or transaction at any location |
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Term
| What is the main purpose of direct marketing? |
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Definition
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Term
| What are the advantages of direct marketing? |
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Definition
Convenience
Liberal attributes
Greater access to toll free calling
Computer tech
Credit card use
Precise segmentation
Relationship building
Cost per inquiry (CPI) and CPO databases |
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Term
| What separates direct marketing from marketing in general? |
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Definition
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Term
| What is effective frequency and effective reach? |
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Definition
Effective freq= the number of times a target audience needs to be exposed to a message before the needs of the advertiser are met
Effective reach= the umber or percentage of consumers in the target audience that are exposed to an ad some minimum number of times |
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Term
| What is the difference between between-vehicle and within vehicle duplication? |
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Definition
Between is seeing the same ad in different mediums
Within is seeing the same ad more than once |
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Term
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Definition
The total mass of advertising delivered
(number of exposure opportunities possible) |
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Term
| What is the forgetting function? |
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Definition
At what interval things fade from people's memory
Shows that in general a continuous schedule is more effective |
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Term
| What are the types of internet advertising? |
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Definition
Paid search
Display/banner ads
Sponsorship
Pop-up/Pop-under ads
Email communication
Rich media/video (users can interact)
Corporate home page
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Term
| What do marketers need to do to create a sticky site? |
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Definition
| Incorporate engaging, interactive features into the site |
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