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21 Cards in this Set
- Front
- Back
Media planning process |
design of a strategy that quantifies how investments in advertising dollars and time will contribute to achievement of marketing objectives |
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Levels of strategy formulations |
marketing, advertising and media strategies |
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Marketing strategy |
identifying the target market and selecting the appropriate marketing mix
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advertising strategy |
advertising objectives, budget and media strategies
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Media strategy |
1. target audience selection
2. objective specification: TARPs, GRPs, ERPs 3. media and buying vehicle selection 4. media buying based on optimisation criteria (maximising reach, effective reach, frequency) |
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Media strategy: selecting target audience |
buyer behaviour
demographics geographic values and lifestyle |
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Media strategy: specifying media objectives |
reach, frequency and weight |
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specifying media objectives: reach |
percentage of target audience that is exposed, at least once during a specific time frame, to the vehicles in which the advertising message is inserted - opportunity to see (OTS)
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specifying media objectives: determinants of reach |
use multiple media rather than single medium number and diversity of media vehicles used increased by diversifying day/night time slots used to advertise a brand |
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specifying media objectives: frequency |
the number of times, on average, during the planning period of four weeks that members of the target audience will be exposed to media vehicles that carry a brand's advertising message
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specifying media objectives: weight |
who much is required to accomplish objectives: gross rating points, target audience rating points, effective rating points |
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weight: gross rating points (GRP) |
gross weight that a particular advertising schedule has delivered
GRP = Reach x Frequency |
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weight: target audience rating points (TARPs) |
measure audience of a specific media vehicle at a given point in time and are expressed as a percentage of the potential population (target audience turned in to program)
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weight: effective rating points (ERPs) |
effective media schedule delivers sufficient but not excessive number of ads to target audience effective reach: advertising schedule is effective only if it does not reach members of the target audience too few or too many itmes |
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selecting media categories and vehicles: three exposure hypothesis |
minimum number of exposures needed to achieve advertising objectives |
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selecting media categories and vehicles: efficiency index procedure (alternate to three exposure hypothesis) |
select media schedule that generates the most exposure value per GRP 1. estimate exposure utility for each level of vehicle exposure (ots) 2. calculate exposure distribution of various media schedules that are being considered 3. determine the value at each OTS level and then the total value across all OTS levels 4. develop an index of exposure efficiency by diving total value for each schedule by the number of GRPs produced by that schedule |
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effective reach in practice |
fewer than 3 exposures in 4 week schedule is ineffective, more than 10 exposures in this schedule is excessive
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selecting media categories and vehicles: continuity |
how advertising is allocated during course of advertising campaign continuous: relatively equal number of ad dollars is invested throughout the campaign pulsing: advertising is used through schedule but amount varies from period to period fighting: advertisers varies expenditures throughout campaign and allocates zero expenditure in some months |
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selecting media categories and vehicles: regency planning |
built on three interrelated ideas: 1. consumers first exposure to brand is most powerful 2. advertisings primary role is to influence brand choice and advertising does indeed influence choice for subset of consumers who are in the market for the product category at the time a brand in that category advertises 3. achieving a high level of weekly reach for brand should be goal rather than acquiring heavy frequency |
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selecting media categories and vehicles: cost considerations |
CPM: Cost per thousand is cost of reaching 1000 people (=cost of ad/number of total contacts) CPM-TM: cost of reaching 1000 members of target audience, excluding those people who fall outside the target market (= cost of ad/number of target market contacts) |
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cost considerations: CPM limitations |
1. measures of cost efficiency not advertising effectiveness 2. lack of comparability across media 3. data can be misused unless vehicles within particular medium are compared on same basis |