MARK 4600: Test 3 Chapters 10-14
84 Cards in this Set
| Front | Back |
|---|---|
|
media planning
|
the series of decisions involved in the delivery of an advertising message to prospective purchaser and/or users of the product or service
|
|
medium
|
the general category of communication vehicles that are available for communicating with a target audience
|
|
media vehicle
|
the specific program, publication or promotional piece used to carry an advertising message
|
|
reach
|
the number of different audience members exposed at least once to a media vehicle in a given period
*actual audience
|
|
coverage
|
a measure of the potential audience that might receive an advertising message through a media vehicle
|
|
frequency
|
the number of times a target audience is exposed to a media vehicle in a specific period
|
|
problems with media planning
|
insufficent info
inconsistent terminologies
time pressures
difficulty measuring effectiveness
|
|
index number
|
describes the potential of a market
index= % of users in demographic segment x 100
% of population in the same segment
|
|
BDI
|
brand development index
BDI= % of brand to total US sales in market x100
% of total US population in market
|
|
CDI
|
category development index
CDI= %of product category total sales in market x100
% of total US population in market
|
|
continuity
|
a continuous pattern of advertising
a regular pattern is developed (daily, weekly, etc)
|
|
flighting
|
periods of advertising are alternated with periods of no advertising
|
|
pulsing
|
combines flighting and continuous scheduling
|
|
program rating
|
the percentage of TV households in an area that are tuned to a program during a specific persiod
|
|
gross ratings points
|
gross ratings points= reach x frequency
|
|
effective reach
|
a measure of the percentage of a media vehicle's audience reached at each effective frequency increment
|
|
cost per thousand
|
CPM= cost of ad space (absolute cost) x 1000
circulationused in evaluating the realtive cost of various media vehicles that represents the cost of exposing 1000 members of a target audience to an ad message
|
|
readers per copy
|
cost comparison figure used for magazines that estimates audience size based on pass along readership
|
|
pass along rate
|
an estimate of the number of readers of a magazine in addition to the original subscriber or purchaser
|
|
chapter 11
|
...
|
|
advantages of TV
|
creativity and impact
coverage and cost effectiveness
captivity and attention
selectivity and flexibility
|
|
disadvantages of TV
|
costs
lack of selectivity
fleeting message
clutter
distrust
negative evaluation
limited viewer attention
|
|
TV network
|
the provider of news programming to a series of affiliated local TV stations
ex: ABC, NBC, CBSpurchase transactions are simplified
|
|
affiliates
|
local tv stations that are associated with a major network
affiliates agree to preempt time during specified hours for programming provided by the network and carry the advertising contained in the program
|
|
up front market
|
a buying period that takes place prior to the upcoming tv season when the networks sell a large part of their commercial time
|
|
scatter market
|
a period for purchasing tv advertising time that runs throughout the tv season
|
|
spot advertising
|
commercials shown on local tv stations with the negotiation and purchase of time being made directly from the individual stations
nationallocal
|
|
syndicated programs
|
shows sold or distributed to local stations
|
|
TV households
|
the number of households in the market that own a tv
|
|
rating
|
rating = HH tuned to show
total US HH
|
|
households using a TV (HUT)
|
the percentage of homes in a given area that are watching tv during a specific time period
|
|
share of audience
|
the percentage of households watching tv in a special time period that are tuned to a specific program
share= HH tuned to show
US households using a tv
|
|
total audience
|
the total number of homes viewing any 5 minute part of a TV program
|
|
engagement
|
the focused mental and emotional connection between a consumer, a media vehicle and a brand's message
|
|
advantages of radio
|
cost and efficiency
selectivity
flexibility
mental imagery
integrated marketing
|
|
disadvantages of radio
|
creative limitations
audience fragmentation
chaotic buying procedures
limited research data
limited listener attention
clutter
competition from digital media
|
|
Chapter 12
|
....
|
|
classification of magazines
|
1. by audience (consumer magazines, farm publications, business publications)
2. by geography (local, regional, national)
3. by size (large, standard, small/pocket)
|
|
advantages of magazine
|
selectivity
reproduction quality
creative flexibility
permanence
prestige
consumer receptivity and engagement
services
|
|
selectivity
|
the ability of a medium to reach a specific target audience
|
|
disadvantages of magazines
|
costs
limited reach
limited frequency
long lead time
clutter
|
|
primary circulation
|
the number of copies distributed to the original subscribers or purchasers
|
|
guaranteed circulation
|
promise to advertisers that the magazine will fall into X number of hands
if not reached advertisers are guaranteed a refund
|
|
circulation verification
|
external auditing agency does the circulation figures
|
|
controlled-circulation basis
|
distribution of a publication free to individuals a publisher believes are of importance and responsible for making purchase decisions or are prescreened for qualifications on some other basis
|
|
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 a waiting room
|
|
total audience/readership
|
a combination of the total number of primary and pass-along readers, mutiplied by the circulation of an average issue of a magazine
|
|
types of newspapers
|
1. publication frequency (daily, weekly)
2. type (national, special audience, supplements)
3. size (standard, tabloid)
4. audience type (ethnic, religious, business, financial)
|
|
display advertising
|
advertising in newspapers that uses illustrations, photos, headlines and other visual elements in addition to copy text
local (mostly retail)general (often national)paid reading notices (editorial look)
|
|
classified advertising
|
advertising that runs in newspapers that generally contains only text and is arranged under subheadings according to the product or service or offering
rates based on size or durationsmall items arranged by topic
|
|
advantages of newspapers
|
extensive penetration (high degree of market coverage)
flexibility
geographic selectivity reader involvement and acceptance
services offered
|
|
disadvantages of newspapers
|
poor reproduction
short life span
lack of selectivity
clutter
|
|
newspapers: wide audience
|
read by almost all consumers
read daily in an ordered way
readers look at over 3/4 of all pages
|
|
newspapers: offer flexibility
|
few limitations on ad size
spot and full color available
many shapes, sizes, paper and printing
|
|
Chapter 13
|
...
|
|
support media
|
those media sued to support or reinforce messages sent to target markets throguh other more "dominant" and/or more traditonal media
alternative medianonmeasured medianontraditional media
|
|
advantages of outdoor advertising
|
wide local coverage
high frequency
geographic flexibility
creativity
creation of awareness
efficiency
sales effectiveness
product capability
timeliness
|
|
disadvantages of outdoor advertising
|
wasted coverage
limited message capabilities
wearout
high cost
measurement problems
image problems
|
|
promotional products marketing
|
the advertsing or promotional medium or method that uses promotional products such as specialties, premiums, business gifts, awards, prizes, etc
|
|
advantages of yellow pages
|
wide availability
action oriented
low cost
frequency
nonintrusiveness
|
|
disadvantages of yellow pages
|
market fragmentation
timeliness
lack of creativity
lead times
clutter
size requirements
|
|
advantages of movie theater advertising
|
high exposer
audience
mood
cost
good recall
lack of clutter
proximity
segmentation
|
|
disadvantages of movie theater advertising
|
irritation
cost
|
|
in-flight advertising
|
magazines
catalogs
videos
radio
|
|
advantages of in-flight advertising
|
desireable audience
a captured/captive audience
low relative cost
segmentation possibilities
|
|
disadvantages of in-flight advertising
|
high potential for irritation
limited availability of medium
lack of audience attention
potential for rapid wearout
|
|
branded entertainment
|
the combined use of an audio visual program and a brand to market a product
purpose is to entertain while at the same time provide the opportunity for brands and products to promote
|
|
advantages of brand entertainment
|
high exposure
high frequency
media support
source association
economy/ high recall
bypass regulations
viewer acceptance
targeting
|
|
disadvantages of brand entertainment
|
high absolute cost
time of exposure
limited appeal
lack of control
public reactions
compteition
negative placements
clutter
|
|
types of brand entertainment
|
product placements
product integration
advertainment
content sponsorship
ad-supported video on demand
others
|
|
Chapter 14
|
...
|
|
direct marketing
|
a system of marketing by which an organization communicates directly with the customers to generate a response and/or transaction
ex:
catalog selling
direct selling
telemarketing
tv selling
direct mail
direct action advertising
|
|
direct response media
|
media used to seek a direct response from the consumer
|
|
advantages of direct mail
|
control
coverage
exclusivity
flexibility
impact
reach
response
selectivity
|
|
disadvantages of direct mail
|
clutter
negative image of medium
delays in delivery
high cost per exposure
list quality uncertainty
saturation among audience
|
|
advantages of catalogs
|
provides buyers with wide selections
usually welcomed by shoppers
design offers high impact potential
merchandise is centrally inventoried
fulfillment facilities closely controlled
timing can be geared to seasonal needs
|
|
disadvantages of catalogs
|
production costs are usually very high
saturation for some markets is likely
delivery or fulfillment maybe delayed
customer cant inspect or handle goods
|
|
telemarketing
|
inbound
outbound
|
|
direct selling
|
the direct personal presentation, demonstration and sale of products to consumers usually in their homes or at their jobs
|
|
repetitive person-to-person selling
|
sales person goes to consumer's home to sell frequently purchased items
|
|
nonrepetitive person-to-person selling
|
sales person goes to consumer's home to sell non-frequently purchased items such as encyclopedias
|
|
party plans
|
sell to a group in a home
|
|
advantages of direct marketing
|
selective reach
segmentation
frequency
flexibility
timing
personalization
costs
measures of effectiveness
|
|
disadvantages of direct marketing
|
image factors
accuracy
content support
risking costs
do not contact lists
|
MARK 4600: TEST 2