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ADVT 250 Exam #4

Terms in this set (94)

media planning
-series of decisions made to answer the question, "What are the best means of delivering advertisements to prospective purchases of my brand or service?"
-where the actual communication with the consumer begins
Goal of media planning
-to effectively expose an optimal number of people an optimal number of times to your advertising message in a cost effective way within your budget constraints
Media buying
-team member to planner unless one works in planner/buyer combo role
-negotiate media prices to get the best price and placement possible for their client
-monitor the media purchases they have made to make sure advertisements tan as they were planned and ensure they were billed correctly
measured and unmeasured media
-advertising requires a lot of money
-types of expenditures: "Above the line" and "below the line"
"Above the line" expenditures
-traditional measured media
-tv, radio, magazines, newspaper, etc.
-have an independent company that measures media use
"Below the line " expenditures
-referred to as unmeasured media
-any media channel that is not independently audited
-paid internet search, coupons, product placement, events, cinema advertising, place-based media, social media
media plan
The plan used to select, purchase, and deliver the media for the advertising campaign to the target market.
media mix
the blend of different media that will be used to effectively reach the target audience
media type/class
a category of media
-tv, radio, newspapers
media vehicle
option for placement within a media class
-knox news sentinel
reach
number of people in a target audience exposed at least once to an advertising message
-expressed as a percentage
frequency
-average number of times an individual is exposed ti the advertising message in a given period of time
GRPs
(Gross Rating Points)
-the sum of all rating points in a media schedule
-media goals are usually expressed as GRPs
-Reach x Frequency=GRPs
Gross impressions
-the sum of exposure for all media
-contains an audience duplication
-GRPs as a raw number
-GRPs--1.02
-TM size--5,250,000
-Gross impressions=5,355,000
-1.02 x 5,250,000=5,355,000
DMA
(Designated marketing Area)
-Nielson
-a region comprising of a group of counties that form an exclusive geographic area in the U.S. in which local television viewing is measured by.
-210 DMAs in U.S***
-nashville stations in nashville, knoxville stations in knoxville
media objectives
-SMART elements
-describe what the company wants to accomplish in terms of delivering the brand message through the media
-often stated on terms of reach and frequency
-should be measurable
media strategies
-A series of actions selected some several possible alternatives to best achieve the media objectives.
-describe what the types of media will be used, what specific media vehicles will be used and what timing schedule will be used to place execute the advt plan
-vehicle exposure does not equal ad exposure
-you are giving people opportunities to see the message
timing strategies
-how media are scheduled
-pattern of placement of ad in a media schedule
continuos scheduling
pattern of placing ads at a steady rate over a period time
flighting scheduling
-pattern of scheduling heavy advt and no advt in an alternative
-florist
Pulsing Scheduling
-combines elements from continuous and flighting techniques
Reach---Frequency---Scheduling tradeoff
-because of limited $, you have to make choices about which to emphasize
-based on advertising goals
things to consider as a media planner
-TM's media use
-advt goals
-media goals (reach freq.)
-timing
-geography
-creative requirements
-special marketing requirements
coverage of your TM
how many people are in your TM does your vehicle reach?
Cost
-Absolute cost
-CPM
-CPM = cost per thousand
-Way to compare cost efficiency of different vehicles
CPM
-cost per thousand
-compares the relative efficiency of two media choices within a
media class or between media classes
-CPM= cost of media buy ($) over total audience (#) x 1000
Glamour ad vs. Grey's Anatomy ad
o Which is more cost efficient?
Glamour ad- 130,000 (cost)
Grey's ad- 450,000 (cost)
o But...
Glamour reaches 1,560,000 TM members (audience)
Greys Anatomy reaches 5,500,000 TM members (audience)
picking your media vehicles
-Coverage of your TM
-Cost
-Editorial environment
o Is this where you want your message seen?
-Production Quality
-Closing dates: media channels that require more time upfront before being viewed
(always know closing date!)
Who is the leading magazine advetriser?
L'Oreal
Magazines
Have had a slight decline
Must compete with digital apps and platforms
Readership has stabilized on the print side and is growing through digital devices
o Two trends
Offering complementary material on-line
Moving on-line only
Factors influencing the future of magazines
o Adapting to new media options
o Making the products advertise in the publication available for sale online
Magazine classifications
National, regional, local
National classification
Time, GQ
Regional
southern living, some nationals offer regional ad opportunities
local
city view, atlanta
advantages of magazines- selectivity
o Number of specialized titles on the rise
o Specialization increases reader interest
o Greater targeting ability
o Fine Color Reproduction
o Long Life
o Pass Along Audience
o Editorial Content can easily complement Ad
o Can reach light users of TV
o Audience more upscale than TV audience
o Good for complex, long copy
o Value added opportunities
Disadvantages of magazines
o Early Closing Dates
o Lack of Immediacy
o Slow Building of Reach
o Clutter/Ad Banking
o One-Dimensional
Magazine publications intervals
Different Magazines have different publication intervals
People Mag. - Weekly
Southern Living- Monthly
Magazine costs
Sold by page units
Different costs for b/w and color
Covers cost more
Source: SRDS (Standard rate and Data service) by Kantar Media
See example rate care for Better Homes & Gardens on Canvas
Who is the biggest national publication?
USA Today
Who is the leading newspaper?
News. corp
challenges for newspapers
Declining readership
Audience is aging
Other sources for news:
o Websites
o Blogs
o Social media
Newspapers and the future
Providing greater depth with an on-line product
Moving to on-line only
Pursue a pay-for-inquiry advertising model
Provide follow-up reports of news
Provide consumers the option of shopping through and online newspaper service
Newspapers
80+% of Ad $ comes from local advertisers
51% of newspaper advertising is for local retailers
36% of revenue comes from classifieds
Non-local advertisers pay 60% more for ads
o Publish on the Daily
o Publish on Saturday/Sunday
o Weeklies
o National- USA Today, New York Times, Wall Street Journal (want to afford with
these nationals)
Advantages of newspapers
Local Emphasis
Higher Educated Audience
Sense of Immediacy
Quick Closing Dates
Editorial Associations (sections of paper)
Color Inserts
Disadvantages of newspapers
Clutter
Printing quality variations
Difficult and expensive to do national coverage
Short life due to small pass-along audience
Buying newspaper space
Typical sizes
o Tabloid (5 columns x 14 inches deep)
o Broadsheet (6 col. X 21 inches deep)
Column inch
o Baseline for quoting newspaper ad rates
SAU
o Standard advertising unit
o Useful for national buys
o Costs from SRDS and websites
bleed ad
color, type or visual that run all the way to the edge of the printed page
advantages of television
-household penetration
-large audiences=coverage, reach, and competion
-creative flexibility
-prestige
-audience selectivity
narrow casting
-advantage of tv
-development and delivery of specialized programming to well-defined audiences
Disadvantages of tv
-fleeting message
-high absolute cost
-poor geographic selectivity
-poor audience attitude and attentiveness
-channel grazing: avoiding commercials by changing the channel when an ad is being broadcasted
-digital video recorders (DVRS): storing tv programming in a computer drive
network tv
Broadcasts programming over airwaves to affiliate stations across the country under a contract agreement
-fastest way to reach a large number of people
-viewership down= prices up
-ABC, CBS, NBC, Fox
Cable/satellite tv
-transmits a wide range of programming to subscribers
-invest in original programming
-potential revenue from video on demand
-customizable packages available now
advantages of cable tv
-targeting
-lower costs per ad
-usually cost efficient (CPM)
-easy to build frequency
-upscale audience
Disadvantages of cable tv
-fragmented audiences
-hard to build reach
-less than full national coverage
syndication
-original, first run programming or programming that first appeared on tv
-deliver large #s of viewers at a better price
-doesn't play at same time in every market
off- network syndication
-programs that were run in network prime time
first- run syndication
-programs developed for sale to individual stations
-the grammys
local/ spot tv
-programming other than the network broadcast that independent stations and network affiliates offer local audiences
tv households
-estimate of the number of households that are in a market and own a tv
Households using a tv (HUT)
measure of the number of households tuned to a tv program during a particular time period
rating
-always a percentage and always smaller number than a share
-percentage of tv households that are in a market tuned into a specific program during a specific time period
share
measure of the proportion of households that are using tv during a specific time period and are tuned to a particular program
ad prices are based on:
ratings
nielsen
-tv audience measurements done by nielsen
-2 ways they measure:
-1: Diaries: people keep ip with family viewing habits\
-2: meter: device picks up tv signals and with a family meter--it shows viewing habits of each family member
tv future
-influence of technology and the digital interactive era will affect tv as an advertising medium
-media companies consolidate in the industry to control the programming content
-convenience, low cost, and diversity of programming make tv an ideal medium for consumers
radio
-reaches almost 270 million american listeners
-is buying formats/stations, not specific programs
AM
-radio stations transmit using amplitude modulations
FM
-radio stations transmit using frequency modulation
-transmission is of much higher quality
-broadcast is available via web
local spot radio advertising
-advertising placed directly with individual stations
network radio advertising
advertising placed within national network programs
-espn, radio disney, bloomberg radio
national spot radio advertising
offers an advertiser the opportunity to place advertising in nationally syndicated radio programming
-con: can be bought in different DMAs
how much percent of all radio advertising is local?
75%
average quarter hour estimate rating
-estimate number of people listening to a station at least 5 min during a 15 minute period
cume
-% of different people listening to a station during a day part
Niesen audio
-provides AGH and cume data
-diaries
-portable people meter
-streaming audio measurement
-podcast measurement
radio advantages
-cheap
-reach and frequency
-target audience selectivity
-flexibility and timeliness
-creative opportunites
radio disadvantages
-poor audience attentiveness
-creative limitations
-fragmented audiences
-chaotic buying procedures
radio future
-subscription satellite radio is a huge advantage along with the increased audio quality
-will be affected by emerging technologies
-consolidation in the traditional radio market provides opportunities and liabilities for consumers and advertisers
out of home media
-billboards
-digital displays
-transit--bus and shelter ads
-measured media by the geopath
-Lamar advertising--largest OOH advertising
bulletin
the largest standard-sized billboard that delivers maximum exposure to vehicular traffic
poster
-smaller audience
-brings your message to a local audience and impact customers
-provide 4x more impressions per dollar than radio and tv
junior poster
-eye level
-to airports
-located in urban neighborhoods
-on smaller roads
wallscape
-boasting spectacular landamark locations
-everchanging
-timesquare
showings
-arrangement of boards in an area that generates a specific level of exposure (GRPs) in relations to that area's population
-sold by the month
outdoor signage advantages
-geographically specific
-size of a display attracts more attention
-offer around the clock exposure
-effective at addressing an immediate need or desire
-good reinforcement
-good for establishing market presence
disadvantages
-messages need to be brief
-riding the boards to assess locations requires heavy investment of time and money
-expensive medium
-disapproved by environmentalists
-potential waste
-limited inventory
outdoor creative
-simple
-clean
-easy to read
-anything beyond the scope of the "board" cost extra $
transit advertising
-great option for metro areas that have well developed transit systems
-bus
-shelters
-subway cars and systems
-captive audience
-people read them out of boredom
Drive time
Primetime of radio advertising. When listeners are driving to (6:00am-10:00am) and from work (3:00pm-7:00pm).
customer journey
term used for path of conversion
number of ads on average people see everyday
10,000
Smart TV
recognizes what you watch and sends it to advertisers so they know what you watch
Custom Intent marketing
Allows you to build the audience you think is most likely to buy your product
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