BUS-M 311Exam # 3 Study Guide Chapters: 8 - 15Chapter 8—Media Planning Overview- Media planning- describes the series of decisions involved in delivering the message to the targeto Media plan- the document formalizing the details of media planning decisions; its goal is to combine and schedule media that enables marketers to convey relevant messages in the most effective manner possible and in the most cost-efficient way - Media objectives- the desired results envisioned by the media plannerso They establish what goals are to be achieved - Media strategies- the tactical activities designed to collectively achieve the media objectiveso They establish how the media objectives will be met - Media vehicle- the specific program or publication in a media classo Examples For broadcast, ABC News is a media vehicle For print, Sports Illustrated is a media vehicle For interactive, Pinterest is a media vehicle - Reach-Represents the percentage of the total potential target population that is exposed once to a media vehicle during a given period of timeo Maximizing reach is more important when the message is simple and easily understood and the target audience is massive - Frequency- represents the number of times the target has the opportunity to receive a marketing message is a given time period by virtue of having been exposed to a given media vehicleo This does NOT guarantee that the target saw, paid attention to, or remembered the ado Today the effective level of frequency is as much as 10-12 exposures o In an ideal world, advertisers were maximize both reach and frequency, but this is not possible o Maximizing frequency is more important when the message is complicated or the target audience is narrower - Coverage- represents the audience that could potentially receive a message through a media vehicleo Wasted coverage- refers to exposures to persons who are not members of the target audience - CPM- refers to the relative cost of reaching one thousand people, and is calculated by dividing the cost of print ad space by the circulation of the publication, and then multiplying the result by 1,000o Pass-along rate- has the effect of understating the potential target exposures of aparticular ad - CPRP- a term that represents the comparative cost of broadcast media options o Acronym for cost per rating pointo Formula is the commercial cost divided by the program rating- Scheduling optionso Main goal is to advertise when people are buying o Typically a brand has 2-4 months of the year that are considered heaving buying months o Continuity- this refers to year round advertising on a daily, or monthly basis Products that would use this method include those that are used throughout the year with no seasonal variations(toothpaste, mouthwash, laundry deterget)o Flighting- this schedule has intermittent periods of advertising, involving some periods of advertising and others with none The “on” time is referred to as a flight o Pulsing- a combo of the previous two methods, pulsing uses a continuity schedule with occasional periods of “heavy up” advertising to leverage sales opportunities Beer advertising occurs continuously, but increases during family holidays and the Super BowlChapter 9—Interactively Connecting with Consumers - Banner ads are the most common forms - Proso Targeting and message tailoring o Personal engagement potential because of access to personal information and preferences o Potential as sales channel o Creativity o Real-time speed o Complements and enhances other elements of the IMC program- Cons o Target audience measurement problems o Annoyance due to lack of speed o Clutter o Potential for deception o Intrusions on personal privacy o Limited production quality o Poor reach of those without internet access Chapter 10—Broadcast Media - Television- the dominant form of mass media due to its accessibility by various audiences and its ability to engage consumers using a combination of visuals, sound, motion, andcoloro Advantages  Dynamic creativity and impact  Coverage of mass or selective target markets Captivity and attention Cost efficiencyo Limitations High cost  Lack of selectivity  Fleeting message  Clutter Limited viewer attention and ad-seeking  Distrust and negative perception - Network advertisingo When advertisers buy airtime from a television network, their ads will run on all of that network’s affiliated stations across the countryo Affiliates- provided with programming from the network headquarters to air at a time dictated by that network- Nielson- primary supplier of television used to establish the value of a program and its price o In the 1940s, Arthur Nielson launched the first basic tool to measure media consumption when he developed a meter which could record radio usageo Also introduced ‘diaries’ so that household members could provide demographic data useful to program sponsors o Their objective=an independent and objective third-party evaluates a sample of the population in order to estimate media audiences, and then publishes the results, which are used by subscribers - Radioo Network radio-a limited array of formats is available in network radio, including news, music, political talk, sports and special eventso Spot radio- it can efficiently add both reach and frequency improving the chancesthat the message will be heard by the right people at the right time - Dayparts- the broadcast day divided into smaller more manageable sections o Arbitron reports ratings, share, and person estimates for stations in certain areas Chapter 11—Print Media - Classifications of Magazineso Consumer magazines- those publications bought by the general public for information and/or entertainment include more than 2,700 consumer magazinesdivided into 75 classifications such as general interest and sportso Farm publications- directed to every possible type of farming or agricultural interest, and broken down into nine classifications ranging from general-interest to farmers in specialized agricultureo Business publications- trade journals which are targeted toward anyone associated with certain business oriented industries- Circulation-the number of individuals receiving a publication, either through subscription or store purchaseo Primary circulation-the basis for the rate structure(pricing) of most publications o Guaranteed circulation- the percentage of population a publication forecasts(guarantees) an