Term
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Definition
| a series of decisions involving the delivery of messages to audiences |
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Definition
| goals to be attained by the media strategy and program |
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Definition
| decisions on how the media objectives can be obtained |
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| various categories of delivery systems including broadcast or print media |
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Definition
| either radio or tv network or local station broadcast |
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| publications such as newspapers magazines, direct mail |
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Definition
| secific message carrier such as whasington post/tonight show |
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Definition
| actual # of individuals audience members reached at least once by media vehicle |
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Definition
| the potiential audence that might recieve the meesage through the vehicle |
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| # of times the receiver is exposed to vehicle in specfic time period |
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Definition
| actual document detailing the best way to get the advertiser's message to the market |
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Definition
| find combination of media that will enable marketer to com message in most effective manor |
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Definition
- Analyze the mkt
- establish media objectives
- Develop media straegy
- Implement media strategy
- evalate preformance
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Term
| Media Planning Difficulties |
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Definition
Measurment problems
lack of info
inconsistent terms
time pressure |
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Definition
considered a good indicator of potiential mkt
% of users in demographic segment/ % of users of pop in the same segment |
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Term
| what interanl and external factors are operating |
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Definition
internal- budget, mkt capabilities
external- competition, economy |
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Term
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Definition
| bdi- helps mkters factor rate of product usage by geographic area |
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Term
| Coategory Department Index |
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Definition
| CDI- uses info regarding the product category by geographic area |
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Term
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Definition
High mkt share
good mkt potential |
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Definition
low mkt share
good mkt potential |
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Definition
high mkt share
monitor for sales decline |
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low mkt share
low mkt potential |
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Definition
| to get coverage of the market |
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Definition
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Term
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Definition
leaving some potential customers w/out exposure to media
covers some media coverage but no all target mkt |
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Definition
| overexposue (waste coverage) |
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Term
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Definition
primary objective is to time promotional efforts so that they coincide w/ highest potential buying times
countinuity
flighting
pulsing |
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Term
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Definition
| refers to a continous pattern of advertising, every day,month,yr |
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Term
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Definition
employs a less regular pattern w/ intermittent periods of advertising and non-advertising
ex- hot coco, holidays |
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Term
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Definition
a combo of countinuity and flighting
--------/\-----/\---/\------------/\--- |
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Definition
| must decide whether to have the mesage be seen or heard by more ppl (reach) or by fewer ppl more often (frequency) |
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Term
| MKT factors determining fequency |
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Definition
brand loyalty
brand share
usage cycle (as this decline promos need to increase)
brand history
share of voice
purchase cycle (same as usage cycle)
target group |
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Term
| Message factors detrmining frequency |
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Definition
message complexity
message uniqueness
new vs counuing campaigns
image vs product sell
message variation
Wearout
Advertising units |
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Term
| Media facors dermining frequency |
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Definition
clutter
repeat exposure
editorial environment
number if media used
Attentiveness
Scheduling |
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Term
Flexability in media planning straegies
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Definition
mkt oppertunities
mkt threats
availablility
changes i media or media vehicles |
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Term
budget considerations
determining relative cost of media
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Definition
cost per thousand (cmp)- print media
cost per rating point (cprp) tv and radio |
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