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Exam 2, Freggin' What!?

Terms in this set (121)

Cost Per Thousand (CPM)
A computation used in evaluating the relative cost of various media vehicles.
Cost Per Thousand (CPM) Represents the cost of
Exposing 1,000 Members of a target audience to an advertising message.
CPM=
(Absolute Cost of ad Space/Circulation) (x) cost of Ad Space x 100
Flighting
A media scheduling pattern in which periods of advertising are alternated with periods of no advertising.
Frequency
The number of times a target audience is exposed to a media vehicle in a specific period.
Index Number
A ratio used to describe the potential of a market.
Index Number =
[% of users in a market Segment (/) % of popultion in the same segment] (x) 100
Index is a Good
Indicator of the potential market.
Pulsing
A media scheduling method that combines flighting and continuous scheduling.
With pulsing, continuity is
Maintained, but at certain times, promotional efforts are stepped up.
Reach
The number of different audience members exposed at least once to a media vehicle (or vehicles) in a given period.
Reach is a measurement of different
Audience members exposed at least once to a media vehicle in a given period of time.
Bleed Page
Magazine advertisement where the printed area extends to the edge of the page, eliminating any white margin or border around the ad.
DMA
Short for Designated Market areas, which are geographic areas used by the Nielsen Station Index in measuring audience size.
Designated Market Areas (DMA)
The geographic areas used by the Nielsen Station Index in measuring audience size. DMAs are nonoverlapping areas consisting of groups of counties from which stations attract their viewers.
Gatefold
An oversize magazine page or cover that is extended and folded over to fit into the publication.
Gatefolds are used to extend the size of a
Magazine advertisement and are always sold at a premium.
Target CPM (TCPM)
A relative cost comparison that calculates CPMs based on the target audience as opposed to the overall audience.
Pass-Along Rate (definition)
An estimate of the number of readers of a magazine in addition to the original subscriber or purchaser
Pass-Along Readership
The audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read, or when the magazine is read in places such as waiting rooms in doctors' offices.
Personal Selling
Person-to-person communication in which the seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.
DMAs are nonoverlapping areas used for
Planning, buying, and evaluating TV audiences.
DMAs are generally a group of counties in which stations located in a
Metropolitan or central area achieve the largest audience share.
Exposure Methods can be classified as those that
Monitor the quantity and nature of the media coverage obtained for the sponsored event and those that estimate direct and indirect audiences
Exposure, Advantage of the Internet
For many smaller companies with limited budgets, the World Wide Web enables them to gain exposure to potential customers that in the past would have been impossible.
Prestige, Consumer Receptivity, and Engagement, Selectivity, Services, Reproduction Quality
Magazine Advantages Also Include
Magazine Disadvantages
Costs, Limited Reach and Frequency, Long Lead time, Clutter and Competition
Clutter and Competition, Long lead Time, Costs, Limited Reach and Frequency
Magazine Disadvantages (different order)
Media Plan
The guide for media selection.
Media Plan Requires Development of
Specific Media Objectives and Specific Media strategies
Media Strategies
plans of action designed to attain media objectives.
Media Planning
The series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand.
Media planning is a process, which means a number of
Decisions are made, each of which may be altered or abandoned as the plan develops.
Developing the Media Plan
Market Analysis-Establishment of Media Objectives-Media Strategy Development an implementation-Evaluation and Followup
Index Number is considered a good indicator
Of the potential of the market.
Index is helpful but should not be used alone. Percentages and product usage figures are also needed to
Get an accurate picture of the market.
Just because the index for a particular segment of the population is very high, that doesn't always mean
It is an attractive segment to target.
A high index may be a result of a
Low denominator (a very small proportion of the population in this segment)
Survey of Buying Power Index is based on a number of factors, including
Population, effective buying income, and total retail sales in the area.
Each of the factors in the survey of buying index (population, effective buying income, and total retail sales in the area)
Is individually weighted to drive a buying power index that charts the potential of a particular metro area, county, or city relative to the US as a whole.
Brand Development Index (BDI)
Helps marketers factor the rate of product usage by geographic area into the decision process.
BDI =
(% of Brand to Total US Sales in the Market / % of total US population in the market) (x) 100
The BDI compares the percentage of the brand's total US sales in a given market area with
the percentage of the total population in the market to determine the sales potential for that brand in the market area.
Category Development Index (CDI)
Computed in the same manner as the BDI,, except it uses information regarding the product category (as opposed to the brand) in the numerator.
CDI provides information on the potential for development of the
Total product category rather than specific brands.
When CDI information is combined with BDI, a
much more insightful promotional strategy may be developed
CDI information can be used in determining
How well a particular product category and a particular brand are performing and figuring what media weight would be required to gain additional market share.
Media Weight
Quantity of Advertising
Gross Ratings Points
Summary measure that combines the program rating and the average number of times the home is reached during this period (frequency of exposure)
GRP (Gross Rating Points) =
Reach x Frequncy
GRPs are based on the total audience the
Media schedule may reach using a duplicated estimate.
Target Ratings Points (TRPs) refer to the number of
People in the primary target audience the media buy will reach and the number of times.
Unlike GRP, TRP does not
Include waste coverage.
Average Frequency
The average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period.
Cost Per Raitings Point (CPRP) =
Cost of Commercial Time/Program Rating.
Daily Inch Rate
For newspapers, cost-effectiveness is based on this,, which is the cost per column inch of the paper.
Media Channels Include
Television, Radio, Magazines, Newspapers, Outdoor, Direct Mail, Digital/Interactive
Magazines, Television, Radio, Newspapers, Digital/Interactive, Outdoor, Direct
Media Channels Include (different order)
Television Advantages
Mass Coverage, High Reach, Impact of sight sound and motion, high prestige, low cost per exposure, attention-getting, favorable image.
Impact of sight, sound, and motion; high reach, high prestige, mass coverage, low cost per exposure, favorable image, attention-getting
Television Advantages (different order)
Television Disadvantages
Low selectivity, short message life, high absolute costs, high production costs, clutter
Television Disadvantages include short
Message life, high absolute costs, low selectivity, clutter
Radio Advantages
Local coverage, low cost, high frequency, flexible, low production costs, well-segmented audiences
Well segmented audiences, flexible, low cost, local coverage, high frequency, low production costs
Radio Advantages (different order)
Radio Disadvantages
Audio only, clutter, low attention-getting, fleeting message
Low attention-getting, fleeting message, audio-only, clutter
Radio Disadvantages (different order)
Magazines Advantages
Segmentation Potential, Quality Reproduction, High Information Content, Longevity, Multiple Readers
Magazine Disadvantages include long lead time
For ad placement, visual only, lack of flexibility
Lack of flexibility, long lead time for ad placement, visual only
Magazine Disadvantages (different order)
Media Channels
Type of Media
Newspapers Advantages
High coverage, low cost, short lead time for placing ads, ads can be placed in interest sections, timely (current ads), reader controls exposure, can be used for coupons
Can be used for coupons, timely, reader controls exposure, high coverage, low cost, ads can be placed in interest sections, short lead time for placing ads
Newspapers Advantages (different order)
Newspaper Disadvantages
Short life, clutter, low attention-getting capabilities, poor reproduction quality, selective reader exposure
Clutter, low attention-getting capabilities, selective reader exposure, poor reproduction, short life
Newspapers Disadvantages (different order)
Outdoor advantages
Location Specific, High Repetition, Easily Noticed
High Repetition, Easily Noticed, Location-Specific
Outdoor advantages (different order)
Direct Mail Advantages
High selectivity, reader controls exposure, high information content, opportunities for repeat exposures.
Outdoor Disadvantages
Short exposure time requires short ad, poor image, local restrictions
Local restrictions, short exposure time requires short ad, poor image
Outdoor Disadvantages (different order)
High information content, reader controls exposure, opportunities for repeat exposures, high selectivity
Direct Mail Advantages (different order)
Direct Mail Disadvantages
High cost/contact, poor image (junk mail), clutter
Poor image (junk mail, clutter, high cost/contact
Direct Mail Disadvantages (different order)
Digital/Interactive (Advantages)
User selects product information, user attention and involvement, interactive relationship, direct selling potential, flexible message platform
Interactive relationship, direct selling potential, user attention and involvement, flexible message platform, user selects product information.
Digital/Interactive Advantages (different order)
Digital/Interactive Disadvantages
Privacy concerns, potential for deception, clutter, few valid measurement techniques
Clutter, few valid measurement techniques, privacy concerns, potential for deception
Digital/Interactive Disadvantages (different order)
Pass-along readership can occur when the primary subscriber or
Purchaser gives a magazine to another person or when the publication is read in doctors' waiting rooms or beauty salons, on airplanes, and so forth.
Tracking Measures
Designed to evaluate the awareness, familiarity, and preferences engendered by sponsorship based on surveys.
Tracking Studies are one of the most useful and
Adaptable forms of post-testing by taking measurements at regular intervals.
Tracking Studies have been used to measure the effects of advertising on
Awareness, recall, interest, and attitudes toward the ad and/or brand as well as purchase intentions.
Tracking Studies are super useful for assessing current programs and
Planning for the future.
The number of ads that can be evaluated is limited. Whether
Order of merit or paired comparison methods are used, the ranking procedure in consumer juries becomes tedious as the number of alternatives increases.
In the paired comparison method, the number of evaluations required is calculated by the formula
n(n-1)/2
In the paired comparison method n(n-1)/2, if 6 alternatives are considered
15 evaluations must be made.
full-page spread
A whole page in a newspaper or magazine which is used for advertisement
Low involvement media
television and radio
Internet
A global network connecting millions of computers, making it possible to exchange information.
full-page
A full page of graphics displaying pertinent information about a story
low involvement media
television and radio
personal selling
The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision.
sales oriented objective
An objective to get some level of unit sales, dollar sales, or share of market--without referring to profit
tracking measures
Evaluate the awareness, familiarity, and preferences produced by sponsorship based on surveys
weighting
techniques for manipulating the sampling procedure so that the sample more closely resembles the larger population
high involvement media
Media that allows the presentation of detailed information that can be processed at the reader's own pace.
Unlike radio and TV ads, high involvment media
Is nonintrusive.
High involvement media generally require some sort of
Effort on the part of the reader for the advertisign message to have an impact.
Communications Effects Pyramid
6. awareness
5. knowledge
4. liking
3. preference
2. conviction
1. purchase
Communications Effects Pyramid (percents)
90% awareness
70% knowledge/comprehension
40% liking
25% preference
20% trial
5% repurchase/regular use
media exposure
the amount of time or space given to an event by the media
audience share
The percentage of homes with TV sets in use (HUT) tuned to a specific program.
Rating =
Households Tuned to Show (/) Total US Households
Ratings Point
a measurement used to determine television viewing audiences.
One rating point is the equivalent of
1% of all of the television households in a particular area tuned to a specific program.
Tracking Studies
Advertising effectiveness measures designed to assess the effects of advertising on awareness, recall, interest, and attitudes toward the ad as well as purchase intentions.
Share of Audience
Percentage of households using the TV in a specified time period that are tuned to a specific program.
Share of Audience considers variations in the number of
Sets in use and the total size of the potential audience.
Share of Audience is based only on those households that have
Their sets turned on
Share (of Audience) =
Households Tuned to Show (/) U.S. Households Using TV
Continuity
A media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign
Coverage
A measure of the potential audience that might receive an advertising message through a media vehicle
Cost Per Ratings Point (CPRP)
A computation used by media buyers to compare the cost-efficiency of broadcast programs.
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