ADV Media Planning Exam 1

opt out

The option whereby consumer must actively choose to prevent personal information from being used or shared with third parties, usually referred to in an Internet setting.

Efficiency

The percentage of the input work that is converted to output work

relevance

The quality of information that indicates the information makes a difference in a decision.

the 5 core competencies

account planning, content planning, communication channel planning, activation, analytics and optimization

paid media

advertising

display

all other types of visual display of ad/message content

third party data

anyone's data

ESP/IEG, Inc. (events)

attendance for major national and local events

the pipeline of information

bi-directional

pricing and discount structures

bulk rates frequency discounts

Alliance for Audited Media (print)

circulation; measures of offline and online publishers of magazines and newspapers

CTR

click through rate

online and offline

connecting these worlds is key

Agencies

consultancies

CPC

cost per click

CPP

cost per point

CPM

cost per thousand

CPM

cost per thousand impressions

nielsen digital ad ratings (online)

cross platform ratings

CRM

customer relationship management

internet of things

describes a system in which everyday objects are connected to the internet and in turn are able to communicate information throughout an interconnected system

retargeting

displays ads to a web user based on sites they have previously visited

nielsen audio (audio)

estimates and projections for radio

primary data

facts and figures that are newly collected for the project

primacy

first time

composition

horizontal % demographics/psychographics/media usage variables

secondary data

information that already exists somewhere, having been collected for another purpose

Media Optimization

is the adjustment of media plans to maximize their performance.

SQAD Report (network tv)

local broadcast

Intuitive Media

makes guesses about what you might want to hear. 'you might also like' ex) gmail ran by google

recency

most recent thing

SQAD NetCosts (network tv)

national broadcast

media's impact

on the frontline of bringing data and new tech

Brand Media Mix

percent spent on each medium by brand

the things we are most ___ to are things most __ to us

receptive relevant

ROS

review of systems

Second Party Data

someone else's first party data

Dayparts

specific segments of a broadcast day

SAU

standard advertising unit

impressions

the number of times an advertisement appears in front of the user

Media

the strategic process of determining and understanding target audience(s) to deliver brand messages

media's role

to educate, entertain and connect

We should develop strategies that not only connect with consumers, but lead them down the path of engagement

two ballpark industry

coverage

vertical % product/brand variables

account planning

where community decisions are made.

analytics and optimization

where measurement decisions are made

communication channel planning

where outreach and amplification decisions are made.

activation

where specific investment decisions are made

content planning

where specific messaging decisions are made.

receptivity

whether you "get" (pay attention to, understand) the message

First Party Data

your data

owned media

your own content

TV SAU

10, 15, or 30 seconds

search engine marketing (SEM)

A form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising- uses key words

Effectiveness

A measure of the appropriateness of the goals an organization is pursuing and the degree to which the organization achieves those goals.

audience

A specific group of consumers most likely to want your product or service

media mix

% of media expenditures spent on each medium

market share

% of sales contributed by each competitor in a closed set Money earned

Share of Dollars

- % of investment on a medium, vehicle or any other specific investment by each competitor in a closed set. - money spent

SMRB (Simmons Market Research Bureau) and MRI

1. Large national trending reports across the categories of: a. Demographics and psychographics b. Product consumption c. Media consumption

Radio SAU

60 seconds

70%+ 20%+10%

70% of budget spent on what you know or have used20% spent on experimentation10% spent on crap/let's see what works

art and science

70%+ 20%+10%

preference and value ratings

Along the way of opting in or out consumers are basically setting the preferences for each medium and each advertiser much like setting preferences on their computers or cell phones. As they develop closer relationships with some advertisers, they are of more value which gives them more status deserving of preferred treatment.

rich media

An internet advertising term for a web page ad that uses advanced technology such as streaming video, downloaded applets that interact instantly with the user, and ads that change when the user's mouse passes over it

Kantar/Ad Intel

Answer questions in the offline world. Both Measure Cross-Media Activities Criteria to use when using Kantar/Ad Intel: 1. Who do you want to investigate? By category, brand, or product 2. When would you like to investigate? Monthly report updates 3. Where would you like to investigate? National, Regional, Local DMA

media objectives

Audience delivery goals such as who we are talking to when and what specific measurement results we want to achieve

Marketing Objectives

Business goals such as sales, profits, units, market share, etc.

advertising objectives

Communication goals such as awareness, attitudes, etc. What you want people to think/feel about your brands, products or services, etc

ad networks

Connects businesses that want to run ads with websites that wish to host them

genre

Content skew on a site. For example, sports, entertainment, fashion, financial, etc.

DSP

Demand Side Platform

DMA

Designated Market Area

Media's Paradigm

Dissect the past and predict the future

Effectiveness vs. Efficiency

Efficiency refers to how well an organization creates products from the materials and energy used to produce them - it is a ratio of inputs to outputs. Effectiveness refers to the entire cycle of obtaining inputs, transforming them into useful products, selling them, and obtaining more inputs.

index

Equalize data sets to make comparison on the propensity/likelihood of a group to do something

ratings

Estimated audience size of a particular TV or radio program

Media's New Role

It was the final thought but is now a part of the conversation

competitive reporting

Kantar/ad intel

share of voice

Measure of the market your brand owns compared to your competitors

net

Media cannot ever be separated from the overall communication or business picture

Claritas/PRIZM

Micro- information, geo-fenced zip code research

earned media

PR

shares

Proportions achieved by each competitor, varied measures.

Scarbourough

Psychographic, market by market research

opt in

The option giving consumer complete control over the collection and dissemination of his/her personal information, usually referred to in an Internet setting.

consumer behavior data providers

SMRB, MRI, Scarborough, Claritas/PRIZM

vehicle audience data

SQAD report, net cost, Nielson, SRDS, alliance for auited media, nielsen audio, Esp/IEG, Inc. , nielsen digital ad ratings

vendors

Secondary data providers, collect and create data or content

SRDS (print)

Standard Rate and Data Service

TRPs

Target Rating Points

composition

The breakdown of audiences along various demographic, psychographic or behavioral lines.

clients

The company or organization that pays for advertising. Also called the sponsor.

Nielsen (network tv)

Tv network and DMA ratings