Media buying

Timeshifted Viewing

Viewing a show at a time other than when it airs using DVR, Hulu, etc.

Live

Watched at the original time that it airs

Live +7

Watched within 7 days of airing

Special contests and annoucements

Ways to add value to a radio media buy?

35% less than average

What is the cutoff discount for a subscription to be counted as a full subscription?

Cost per point (CPP)

the cost of one rating point for each media vehicle against your target (total schedule costs/gross rating points)

Flat fee arrangement

the agency will pay net costs to media companies and charge the same amount to the advertiser

PUT

A percentage of all of your desired target group

Bookending

Ads at beginning and end of commercial break

HUT

All households using TV

AQH

Average quarter hour ratings- average number of people listening to an individual station for at least five minutes within the quarter hour period, expressed as a percentage.

Media mix

Combination of media to be used

promotion

Communication by marketers; Informs, persuades and reminds potential buyers (target market) In order to influence opinion or response

Total Survey Area (TSA)

Consists of the metropolitan area, plus outlying additional counties that listen to the major metro stations

Gross impressions

Converts the gross rating points into a number by dividing the number of rating points by 100 and multiplying that figure by the size of the target audience.

Metro Survey Area (MSA)

Defined by government and includes the city and surrounding counties which are closely linked economically to the central city area.

Opportunity to see (OTS)

Determines whether a person will be exposed to an ad, not necessarily if they will see or hear the ad

Controlled Circulation

Distributed free of charge to potentially interested parties

Cost, reach, frequency, gross rating points

Evaluate media based on:

Based on time period, rather than on a program

How are radio ratings defined?

Composition

How concentrated a magazine's audience is with a particular target group.

Circulation

How many copies of the magazine are distributed for each issue.

Reach

How many people have opportunity to experience your advertisement; eliminates overlap in circulation

C3

Live audience together with up to three days of timeshifted viewing

Product, place, promotion, price

Marketing mix

Flighted

Media schedule, alternating six week schedules

Continuous or continuity

Media schedule, shows each week for six weeks

Bursts or pulsing

Media schedule, twice a month all year

Rate Base

Number of copies a magazine promises the advertiser he will sell.

Net Paid Circulation

Number of copies sold at no less than half of the basic newsstand or subscription price

Frequency

Number of opportunities to see the advertisement

Share

Of all those watching television at a given time, what percentage are tuned to the program of interest

Rating point

One percent of a particular target group

Gross rating points

Percentage (point) of target market that has the opportunity to see; does not take out duplicates

PUR

Persons using radio- tells you what percentage of a given audience listens to radio at a particular time

PPM

Portable people meter- pager sized device worn by a sample of people wherever they go during the day. It passively picks up inaudible codes that have been inserted at the radio station.

Development, introduction, growth, maturity, decline

Product life cycle

Viewers per tuning household(VPTH)

Provides you with an assessment of the concentration of a given demographic group in a program's audience, showing how many people in every thousand viewers falls into that particular category

Combined Reach

Reach A + Reach B - (Reach A x Reach B)

Program Type

Reaching viewers of comedies rather than news, for example

Reach x frequency = gross rating points

Relationship between reach, frequency, and GRP

Roadblocking

Same ad across many channels as possible at the same time

Daypart

Similar shows air during the same time of day

Coverage

The proportion of a given target group that saw the publication in the past month, or whatever is the relevant publication period.

Demographic Market Area (DMA)

The viewing or listening area in which the counties that have the stations of the originating market get the largest share of household viewing or listening.

TSL

Time spent listening- gives an indication of how much time people are spending with an individual station in a daypart, day, or week. TSL= number of quarter hours in daypart X AQH Total listening (audience)

Double-spotting

Two commercial spots within one program

promotional strategy

a plan for the optimal use of elements of promotion

Integrated Marketing Communications

carefully integrating and coordinating company's many communication channels to deliver a clear, consistent and compelling message

Cost per thousand (CPM)

cost of reaching 1,000 of the target audience either with an individual media vehicle or the complete media schedule (total schedule cost/ gross impressions

advertising

paid for, non-personal presentation which promotes goods, services, or ideas by an identified sponsor.

advertising, public relations, personal selling, sales promotion, social media

promotional mix

Objective setting, budget decisions, message/media decisions, advertising evaluation

steps in establishing an advertising strategy

1)they bought the media time or space at one price and charged their advertiser clients a 15% margin (gross up) on the cost 2) flat fee arrangement, so the agency will pay net costs to media companies and charge that same amount to the advertiser

two ways a media buyer makes money