Advertising Procedures Chapter 9
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42 terms
Terms | Definitions |
|---|---|
 Media Planning | to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time |
| Value-added packages | employ communications vehicles outside traditional media planning, including public relations activities, sales promotion and direct marketing |
| Creative Mix | Includes: product concept, target audience, advertising message and communications medium |
| Audience Objectives | define the specific types of people the advertiser wants to reach. Use demographic classifications to define their target audiences. |
| Media Vehicles | particular magazines or show that will deliver the most effective message to the media audience that most closely resembles the desired target customer |
| Distribution Objectives | define where, when and how often advertising should appear |
| Message Weight | the total size of the audience for a set of ads or an entire campaign, it gives some indication of the scope of the campaign in a given market |
| Two Ways to Express Message Weight | Gross Impressions and Gross Rating Points |
| Gross Impressions | potential exposures possible for a medium (To calculate: multiply a mediums total audience size by the number of times and an ad is run during that period) |
| Gross Rating Points (GRPs) | adding the ratings of several media vehicles to determine the message weight of a given advertising schedule |
| Circulation | the number of subscribers |
| Readers Per Copy (RPC) | To determine the audience size, multiply circulation and RPC |
| Advertising Impression (also referred to as an Opportunity to See "OTS") | a possible exposure of the advertising message to one audience member |
| Rating | the percentage of homes or individuals exposed to an advertising medium |
| Return On Investment (ROI) | the use of computer models and certain assumption based on experience that can detect the impact of ad-related variables |
| Reach | the total number of unique people or households exposed, at least once, to a medium during a given period of time (usually four weeks) |
| Frequency | measures the intensity of a media schedule, based on repeated exposures to the medium or the program. It is important because REPETITION IS IMPORTANT TO MEMORY |
| Average | calculated number of times individuals or homes are exposed to the medium |
| Continuity | the duration of an advertising message or campaign over a given period of time, continuity is important to sustain memory (Some advertisers will heavy up before prime selling seasons and slow down during off seasons) |
| Effective Reach | describes the quality of exposure. It measures the number or percentage of the audience who receive enough exposures to truly receive the message |
| Effective Frequency | the average number of times a person must see or hear a message before it becomes effective |
| Media Vehicle Exposure | the number of people in a mediums audience |
| Advertising Response Curve | indicate that incremental response to advertising actually diminishes, rather than builds, with repeated exposures |
| Recency Planning | for fast moving products, based on the idea that most advertising works by influencing the brand choice of consumers who are ready to buy |
| Factors for Developing an Effective Media Strategy | The Five M's: markets, money, media, mechanics and methodology |
| Domestic Markets | local, regional and national |
| Brand Development Index | indicates the sales potential of a particular brand in a specific market area |
| Category Development Index | determines the potential of the whole product category |
| Spillover Media | local media that many consumers in a neighboring country inadvertently receive. Poses a threat because they exposes readers to multiple ad campaigns |
| Audience | the total number of people or households exposed to a medium |
| Exposure Value | the quality of exposure an ad generates amongst its target audience |
| Attention Value | concerns the advertising message and copy, as well as the medium 1. audience involvement 2. specialization of audience interest and identification 3. number of competitive advertisers 4. audience familiarity with the advertising campaign 5. quality of advertising reproduction 6. timeliness of advertising exposure |
| Cost Efficiency | the cost of exposing the message to the target audience rather than the total circulation |
| Cost Per Point (CPP) | used to help measure cost efficiency |
| Cost Per Thousand (CPM) | used to help measure cost efficiency |
| Mixed Media Approach | Helps reach people who are unavailable through only one medium, provides repeat exposure, helps extend the creative effectiveness of a campaign, produce synergy; where they total effect is greater than the sum of its parts |
| Continuous Schedule | advertising runs steadily and varies little over the campaign control, best way to build continuity |
| Flighting | alternates periods of advertising with periods of no advertising |
| Pulsing | mixes continuous and flighting strategies |
| Bursting | for high priced items, running the same commercial every half hour on the same network during prime time |
| Roadblocking | buying air time on all three networks simultaneously |
| Blinking | flooding a time space on a certain days that attract a target market |
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