Advertising Procedures Chapter 9
What are some nontraditional forms of advertising?
-DVD and movie advertising -Interactive kiosks -Shopping carts
What are the 5 Ms?
-Markets -Money -Media -Mechanics -Methodology
What factors are considered when evaluating specific media vehicles?
-Overall campaign objectives and strategy -Size and characteristics of each medium's audience -Attention, exposure, and motivational value of each medium -Cost efficiency
Elements of the creative mix:
-Product concept -Target audience -Advertising message -Communications media
Three principal scheduling attics when building continuity in a campaign:
1. Continuous 2. Flighting 3. Pulsing
What factors make media planning today more complicated and challenging than in the past?
1. Increasing media options increase audience fragmentation 2. Increasing costs 3. Increasing complexity in media buying and selling 4. Increasing competition
What are two ways an advertiser may accumulate reach?
1. Using the same media vehicle continuously or 2. By combining two or more media vehicles
Advertising impression
A possible exposure of the advertising message to one audience member (opportunity to see)
Flighting
Alternating periods of advertising with periods of no advertising
Roadblocking
Buying airtime on several networks
What do value-added packages often employ?
Communication vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.
What must happen before media planning can begin?
Companies must first establish their overall marketing and advertising plans for their products.
What is a common term used in media planning and buying?
Cost per thousand
Blinking
Floods airways to make it impossible to miss an ad.
What do studies of the advertising response curve indicate?
Incremental response to advertising actually diminishes, rather than builds, with repeated exposures.
What is spillover media?
Local media that many consumers in a neighboring area inadvertently receive.
What is the media department's job?
Make sure the advertising message gets to the correct audience in an effective manner.
Pulsing
Mixes continuous and flighting strategies
Gross impressions
Potential exposures of a medium
Bursting
Running the same commercial every half hour on same network during primetime
Continuous
Steadily running and little variation over a campaign period
Effective reach
Term used to describe quality of exposure
Effective frequency
The average number of times a person must see or hear a message before it becomes effective.
How is frequency calculated?
The average number of times individuals or homes are exposed to the medium
According to some, what will the media department of the future be called?
The connect department
What is cost efficiency?
The cost of exposing the message to the target audience rather than to the total circulation.
Continuity
The duration of an advertising message or campaign over a given period of time.
What does frequency measure?
The intensity of a media schedule, based on repeated exposures to the medium or the program.
Total audience is determined by:
The number of subscribers (circulation) multiplied by the estimated number of readers per copy (RPC)
Rating
The percentage of homes (or individuals) exposed to advertising medium.
What is indicated by the brand development index?
The sales potential of a particular brand in a specific market area.
What do audience objectives define?
The specific types of people the advertiser wants to reach.
Audience
The total number of people or households exposed to a medium
What does reach refer to?
The total number of unique people or households exposed, at least once, to a medium during a given period of time, usually four weeks.
Message weight
The total size of the audience for a set of ads or an entire campaign
What do markets refer to?
The various targets of a media plan: trade and consumer audiences; global, national or regional audiences; ethnic and socioeconomic groups; or other stakeholders.
What is the main purpose of media advertising?
To communicate with customers more efficiently than through personal selling.
What is the purpose of media planning?
To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
What is the category development index used for?
To determine the potential of the whole product category.
What do distribution objectives define?
Where,w hen, and how often advertising should appear.
