Advertising and Procedures Quiz Chapter 9
composition:
how much of our target market comprises the TA
______ does not take into account quality of exposure
reach
how do you calculate GRP?
reach X frequency
bursting
running the same commercial every half hour. (can be effective for high ticket items that require careful considerations)
define rating:
the % of homes/individuals that are exposed to the medium.
define effective frequency:
the average number of times a person must see the ad for it to be effective.
what is the advertising response curve?
the incremental response to advertising diminishes rather than builds with repeated exposure starts out strong then fades
what is circulation?
the number of subscribers
what is frequency?
the number of times a household or individual is exposed to the message (intensity) calculated as an average
what is an ad impression?
the possible exposure of the message to one audience member
what is reach?
the total number of unique people or households exposed at least once to a medium during 4 weeks. (the number of people who could see the ad potentially because they have the opportunity to)
what is message weight?
the total size of the audience for an ad or a set of ads. Can be expressed one of two ways: 1. gross impressions 2. gross rating points
what does GRP reveal to people?
the weight of the message
what are audience objectives?
they define the specific types of people that the advertisers want to reach
what are the message distribution objectives?
they define where, when, and how much advertising should appear
synergy
total effect is greater than the sum of parts
what is audience?
total number of people/households exposed to a medium
what is exposure value?
who actually sees the ad?
GRP
all mediums rating points added together.
what is recency planning:
be there for customers when they are ready to buy. have continuous advertisements so that when a customer decides to buy they have the advertisement available.
roadblocking
buying airtime on all 3 major channels
blinking
flooding the airways with messages so people will not miss it
1 rating point =
1 % of the population
what is motivation value?
1)quality reproduction and 2)timeliness motivate people.
what are the two components of media objectives?
1. audience objectives 2. message distribution objectives
what are the three wats to schedule media?
1. continuous: ads run steadily and there is little variation over the campaign. (use for regularly purchased products) 2. flighting: alternates periods of advertising with periods of non advertising. (use for products with fluctuating demand) 3. pulsing: mixes continuous and flighting techniques. (used for products that are used year round but more popular during certain peaks)
what are the 5 m's?
1. market: various targets of the media plan 2. money: how much money and where to allocate 3. media: all communication vehicles 4. mechanics: time units, sizes, styles, etc. 5. methodology: overall strategy of selecting and scheduling ads
what is programmatic advertising?
advertising that is done by computer programs that match the ads to the sites
how do you calculate total audience?
circulation X readers per copy
what is the mixed media approach?
combination of different media
advertising goals focus on what type of goals?
communicative
what is attention value?
concerns the message and copy as well as the medium
cost efficiency:
cost of exposing the message to the TA rather than the total circulation
CPP
cost per point (gross rating point)
product concept, target audience, message, and communication media comprise what?
creative mix
what is media strategy?
describes how the advertisers will meet their objectives mix of the media mix
define effective reach:
describes the QUALITY of the message exposure to the target audience. (they truly get the message)
what is the Category Development Index?
determines the potential of the WHOLE PRODUCT category in a specific area.
what is continuity?
duration to the message over a period of time. important to have continuity in order to sustain memory.
what is the Brand Development Index?
indicates the sales potential of a PARTICULAR brand in a specific area.
what is spillover media?
local media that many consumers in a neighboring country are inadvertently exposed to
most money is spent on what _______
media
select channels (vehicles) of communication that will direct the right message to the right people at the right time
media planning
the particular way that a message is exposed to the target audience
media vehicles
what is another name for ad impression?
opportunity to see
what are gross impressions?
potential exposures by a medium. (total audience size of the medium) X (the number of times an advertising message is used.)