chapter 9

BDI equtation

(Percent of the brand's total U.S. sales in the area/Percent of total U.S. population in the area)*100

CDI equation

(percent of the product category's total U.S. sales in the area* percent of total U.S. population in the area)*100

audience objectives

-Define specific types of people the advertiser wants to reach -Concern the makeup of the target audience -Decisions are made in conjunction with the market segmentation done earlier

message distribution

-Define where, when, and how often advertising should appear -Audience Accumulation and Reach -Exposure Frequency -Audience Size and Message Weight -Continuity

fighting

-alternates periods of advertising with periods of no advertising -Best for products and services that experience large fluctuations in demand throughout the year (tax services, lawn-care products, cold remedies)

pulsing

-mixes continuous and flighting strategies; advertiser maintains a low level of advertising all year but uses periodic pulses to heavy up during peak selling period -As the consumer's purchasing cycle gets longer, pulsing becomes more appropriate -Best for products like soft drinks, which are consumed all year but more heavily during the summer

interpret CDI

Media Buyers compare the BDI with the CDI for their products to better understand which markets will respond best to advertising

media vehicle

Particular magazines or shows that deliver or expose the message to the media audience

interpret BDI

The larger the brand's sales relative to the area's percentage of U.S. population, the higher the BDI and the greater the brand's sales potential An index number of 100 means the brand's (or product category) performance balances with the size of the area's population If BDI (or CDI) < 100, indicates poor potential for the brand

competitive strategies and budget considerations

advertisers consider what competitors are doing with their advertising budgets - affects media, mechanics, and methodology elements of the media mix

continuous schedule

advertising runs steadily and varies little over the campaign period -Best for products consumers purchase regularly

two basic goals of media planing

audience objectives and message distribution

media scheduling methods

continuity, flighting, pulsing

media availability and economics

every country has communications media, but they are not always available for commercial use and coverage may be limited; certain factors tend to segment markets by media coverage -Lower literacy rates and education levels restrict coverage of print media -When income levels are low, TV ownership is also low

nature of the medium and mood of the message

how well a medium works with the style or mood of the particular message influences the media element

BDI

indicates the sales potential of a particular brand in a specific market area

effective reach

measures the number or percentage of the audience who receive enough exposures to truly receive the message

gross rating points

note that reach is expressed as a rating percentage GRP=Reach*Frequency

gross impressions

potential exposures, ad impressions, or OTS (opportunity to see) Gross Impressions= Audience Size*Impressions

effective frequency

the average number of times a person must see or hear a message before it becomes effective

buyer purchase patterns

the consumer's product purchasing behavior affects every element of the media mix; the media planner must consider how, when, and where the product is typically purchased and repurchased

Cost Efficiency

the cost of exposing the message to the target audience rather than to the total circulation -need to look at Cost Efficiency=Cost of Ad/Number of thousands of people in the target audience

CPM (cost per thousand)

the cost of reaching one thousand people in the audience CPM=Cost of Ad/Number of thousands of people in the audience

scope of the media plan

the location and makeup of the target audience influence the breadth of the media plan, thereby affecting decisions regarding the market, money, and media elements; domestic vs. international

frequency

the number of times the same person or household is exposed to a message in a specified time span; measures the intensity of a media schedule based on repeated exposures to the medium or the program average frequency= total exposures/ audience reach

message, size, length, and position considerations

the particular characteristics of different media, over which the media planner has no control, affect the mechanics element of the media mix

rating

the percentage of homes (or individuals) exposed to an advertising medium

CDI

the potential of the whole product category

reach

the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time

message weight

the total size of the audience for a set of ads or an entire campaign expressed: gross impressions and gross rating points

media objectives

to translate marketing and advertising objectives and strategies into goals that media can accomplish

sales potential of different markets

used to determine where to allocate their advertising dollars; BDI & CDI

media planning

• The purpose is 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 • Two Basic Goals: 1. Maximize delivery of desired audience 2. Minimize waste coverage