IUB BUS-M 311 - Final Exam Study Guide (7 pages)

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Final Exam Study Guide



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Final Exam Study Guide

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Here is the study guide for Exam 3! There will be no exam 4 since we got behind on stuff. Good Luck!


Pages:
7
Type:
Study Guide
School:
Indiana University, Bloomington
Course:
Bus-M 311 - Introduction to Marketing Communication
Introduction to Marketing Communication Documents
Unformatted text preview:

BUS M 311 Exam 3 Study Guide Chapters 8 15 Chapter 8 Media Planning Overview Media planning describes the series of decisions involved in delivering the message to the target o 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 costefficient way Media objectives the desired results envisioned by the media planners o They establish what goals are to be achieved Media strategies the tactical activities designed to collectively achieve the media objectives o They establish how the media objectives will be met Media vehicle the specific program or publication in a media class o 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 time o 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 vehicle o This does NOT guarantee that the target saw paid attention to or remembered the ad o 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 vehicle o 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 1 000 o Pass along rate has the effect of understating the potential target exposures of a particular ad CPRP a term that represents the comparative cost of broadcast media options o Acronym for cost per rating point o Formula is the commercial cost divided by the program rating Scheduling options o 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 Bowl Chapter 9 Interactively Connecting with Consumers Banner ads are the most common forms Pros o 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 and color o Advantages Dynamic creativity and impact Coverage of mass or selective target markets Captivity and attention Cost efficiency o Limitations High cost Lack of selectivity Fleeting message Clutter Limited viewer attention and ad seeking Distrust and negative perception Network advertising o When advertisers buy airtime from a television network their ads will run on all of that network s affiliated stations across the country o 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 usage o 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 Radio o Network radio a limited array of formats is available in network radio including news music political talk sports and special events o Spot radio it can efficiently add both reach and frequency improving the chances that 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 Magazines o Consumer magazines those publications bought by the general public for information and or entertainment include more than 2 700 consumer magazines divided into 75 classifications such as general interest and sports o 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 agriculture o 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 purchase o Primary circulation the basis for the rate structure pricing of most publications o Guaranteed circulation the percentage of population a publication forecasts guarantees an advertiser will reach by running in their book o Make goods the advertiser receives this when the number of magazines actually delivered falls short


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