CHAPTER 8

Gross impressions

total audience exposed to ad

broad scale reach target market reach

two types of reach

Gross rating points (GRPs)

measure the impact or intensity of a media plan. Gross rating points are calculated by multiplying a vehicles rating by the OTS.

Ratings

measure the percent of a target market that is exposed to a medium

Opportunities to see (OTS)

refers to the cumulative exposures achieved in a given time period. A brand that places 3 ads on a television show that is televised weekly will produce 12 OTS (3 shows x 4 weeks).

Continuity

refers to the exposure pattern or schedule used in the campaign. A continuous campaign uses media in a steady stream throughout the entire campaign

Gross impressions

represent the total exposures of an audience to an advertisement. If an ad was shown four times on a television show with an audience of 2 million people, then the ________ would be 8 million.

Reach

represents the number of people, households, or businesses in a target audience that are exposed to a media vehicle or message schedule at least once during a specified time period, which is usually 4 weeks.

Brand recognition

Emphasis on visual product presentation Recognize brand

Brand recall

Frequency more important than reach Repetition important

Impressions

How many people in your target market see it and are likely to remember it. The number of times you see an ad and it makes an impress on you and it memorable . People that would be interested in your product and would remember it

flighting continuity (discontinuous)

spends money on media at different times during the campaign and none at other times

ratings

• How many people • What type of people • Age • Interests • All based on projection

the total number of households

Nielson ratings are calculated by dividing the number of households watching a program by _______

Cost per rating point (CPRP)

allows for comparisons across media. It is calculated by dividing the cost of the media buy by the vehicle's rating

Media Buyers

help you determine where you should buy media space and frequency based on who they are trying to target.

size competition

Ratings show _____ and _______

Nielson

_____ runs all the data

TV

_____ still tops highest frequency and highest reach

Continuous Pulsating Flighting

Three types of Continuity

Costs for media (CPM)

is often per one thousand, which allows for easy comparisons across vehicles and even media.

Frequency

is the average number of times an individual, household, or business is exposed to a particular advertisement within a specified time period, again usually within 4 weeks.