MKTG 477 1st Edition Lecture 26Outline of Last Lecture I. Exam 2Outline of Current Lecture I. Media definitionII. Typical media decisionsIII. Media relationshipsIV. ReachCurrent LectureApril 3, 2015 – Reach/Frequency/GRP problems handoutMedia – of all the topics covered in this class, “media” tends to be the one most foreign to students (even though it appears to be intuitively simpleLingo- Reach - Gross impressions- Frequency- GRPs- Rating- Share- Flighting, Pulsing- CPM, CPM-TM- Up front- Scatter- Sweeps- Spot buysTypical media decisions1. How can I effectively reach my target market?a. Matching target markets to media audiences, considering costs and relative effectiveness2. Which media should I use?a. Media mix = proportion of ads placed on/in TV, radio, magazines, newspapers, outdoors,web, etc.These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.b. Considering strengths and weaknesses of each medium3. Which media vehicles should I use?a. Vehicles = TV programs, magazine titles, radio shows, etc.4. When should I run/place my ads?a. Time of yearb. Time of day5. How often should I run/place my ads?a. How many times?b. Frequency of exposuresMedia relationships - Advertiser Ad agency or media buyer Media representative Reach – the number or percentage of homes (or individuals) from a target market that have been exposed to an ad at least once during a certain time period- Unduplicated audience – not double counting individuals who have been exposed more than once - Expressed as either a raw number (number of homes or individuals) or, expressed as a percent (a% of the target
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