ADV4300 Exam 2
Most online media professionals analyze their online plans after how long?
A week or two in order to determine what sites and what creative executions are producing the lowest CPC
What is the big four?
ABC, NBC, FOX, and CBS
What are absolute costs?
AKA Vehicle or unit costs. What you pay to place an ad in a media vehicle.
When choosing the right media vehicle what must do planners do first?
Analyze reach, frequency, and impact of the different vehicles under consideration
What are cable networks?
Animal planet, ESPN, etc.
What are other considerations of CPM?
Audience quality Audience usage characteristics Audience engagement Ad environment
What is recency?
Brand message appears very close to point of purchase
How are ads sold in newspapers?
By the column inch- one column wide by one inch high (remember you are buying space not a specific ad)
What is the difference between CPC and CPM?
CPC is where payment applies only when someone click on the ad CPM is when you pay for every exposure to the ad even if its not clicked on
Most bidding processes for SEM include what?
CPC or CPM
What is known as the gold standard in media cost comparison?
CPM
What is the initial standard for all online analysis whether it is in search engine marketing or in traditional online advertising
CPM
What are relative costs?
CPM, compare media costs across the board and make them relative to one another.
What company handles shopping carts?
Cart America
What are the two types of advertising newspapers have?
Classified advertising and display advertising
How to you find CPM?
Cost of ad unit divided by the audience delivered multiplied by 1000.
What is CPP?
Cost-per-point (CPP=Ad unit cost / rating delivered)
CPM stands for what?
Cost-per-thousand
Business Publication have what disadvantages?
Costly and lots of competition
Disadvantages of TV?
Costly, loss of advertiser control, quick wear out, audience distrust, not highly targeted
Key components to measure radio ratings are what?
Cume, Average listeners per quart hour, time spent listening.
Who said "Unless your campaign contains a big idea, it will pass like a ship in the night"
David Ogilvy
What are the advantages of TV?
Demonstration, Impact, larger coverage, time spent viewing, prestige, audience is involved, and repetition.
What are personal in-store messages?
Digital OOH, Interactive kiosks, and register coupons
What are satellite networks?
Dish, DirectTV, etc.
What are characteristics of scheduling?
Exposure, Flexibility, Waves, Prep times, and availabilities and preemptions
A good strategy statement would be "To reach 80% of the target audience at least three times a week." True or False?
FALSE
Many advertisers try to select advertising media that reach followers, in hopes of persuading these individuals to learn about products and services and then tell others about them: True or False
False
one medium can do the job on it's own: true or false?
False
Cost-per-click accounts for (blank) CPM accounts for (blank) CPA—cost per action a.k.a. (blank)
For actions ; for impressions ; conversion rate
What are "directed" online activities?
Goal-Orientated, social activities, and entertainment based activities
What tools help with choosing keywords for SEM?
Google Trends Data and Google keyword Planner
Who are the key players in SEM?
Google, Yahoo!, and Bing
How do you calculate GRPs?
Gross rating points are calculated by multiplying reach as a percentage and frequency.
Key components of measuring TV?
HUT/PUT: homes using tv/people using TV GRP: gross rating point Share: the percent of HUT that are watching a particular program Projected audience: the rating survey percentage projected onto the total audience number to estimate how many people are viewing.
What is share?
Is the percentage of individuals (or households) watching or listening to a particular program calculated from the total households actually watching television or listening to the radio at a particular moment.
Why is placing branded information on the SERP okay?
It's non-intrusive, voluntary (looking for information, and derives from a fixed inventory of searches so your not shown worthless results.
What is a very important step toward establishing objectives for a brand campaign? (think consumer)
Know how the consumer: - Thinks about your brand - Feels about your brand - Behaves toward your brand
What are the disadvantages of in-store media?
Limited space, limited effects on new users, MESSAGE EXPOSURE TIME IS VERY SHORT, and more expensive than other media.
What are the tools that are used to collect data on TV?
Local people meters: connected, active, monthly Diaries: paper forms, collected less frequently (2 or 4 times a year)
What are the advantages of transit advertising?
Low cost, high repetition, 24 hour exposure, limited number of competitive messages, captive audience.
What are two forms of media strategies?
Media Mix: what combo of media you recommend to obtain your goals Media Scheduling: recommendation for when to deploy media efforts to meet the objectives
What are media strategies in relation to media objectives?
Media strategies are the answer to HOW you will achieve your media objectives
Which day part is most effective in radio?
Midday (10am-3pm)
What is the future of in-store media?
More personal messaging, integration of GPS coupons and messaging, working on making the physical and digital experience as seamless as possible, and MOST IMPORTANT: SoLoMo: the convergence of social media, location based services and mobile devices. (This helps the consumer engage with the brand regardless of the channel)
Which day part is most popular/ expensive in radio?
Morning drive (5:30am-10am) Afternoon drive (3pm-7pm)
What is the future of print?
Movement toward digital, most likely delivery through apps
Are sweepstakes considered in-store advertising?
NO
Should CPM be used in a vacuum?
NO
What are the types of networks for radio?
Network radio spot radio satellite radio online radio
How is TV ads measured?
Nielsen, through DMAs (designed market area)
Ratings for radio is generated by who?
Nielson (formerly Arbitron)
Is in-store media restricted to just in the store?
No
Should advertises focus solely on top-rated prime-time shows in the media mix?
No, local news and prima access are important to include
When does Neilson conduct sweeps?
Nov, May, Feb, and Sept. (or August?)
What are live reads on radio?
On air reads of an advertiser's spot which can be delivered via script, fact sheet, or ad lib.
One percent reach is the equivalent of how many rating points?
One
People are most likely to click on organic online ads or paid online ads?
Organic
What category do billboards fall into?
Outdoor Advertising specifically printed or static
What is the cheapest day part in radio?
Overnight (12am-5:30am)
What does O&O mean?
Owned and Operated
What are affiliates?
PBS, WFTV, etc.
Radio is measured by what tool?
PPM: a portable people meter
What companies handle in-store video?
PRN and Target In-house Video
SEM includes what kind of results?
Paid search results and organic search results
PPC means what?
Pay-Per-Click AKA paid search advertising
What are the disadvantages of transit advertising?
People are in a rush, ads are subject to vandalism, and there are doubts to the quality of the market.
What are the disadvantages of radio?
People see it as a background medium, lack of visuals can limit the impact of some messages, many consumers surf through radio channels.
What are the types of in-store messages?
Personal, loyalty programs, and mass in store online messages
What does SAU stand for?
Standard Advertising Unit: this makes placing ads easier at the national and local levels
Day parts follow what pay structure?
Supply and demand
What are survey periods called?
Sweeps
A communication brief should be developed that forms the foundation for the future campaign: true or false?
TRUE
Think about impact vs continuity: true or false?
TRUE
What should you consider for consumer magazines?
The audience and circulation, frequency and repetition, ad position, cost, size of ads, sectional editions, and deadlines
What is cover 4 of a magazine?
The back
What is CPM?
The best apples to apples comparison. It is the cost to expose the message to a 1000 people in the target audience.
What is the big idea?
The central idea or key takeaway of all brand communication, covered in a single sentence. Known as the glue that binds the message and the media together for a campaign. Message and media must match! also: The media plan must rally around the central idea for the campaign
What is the second layer of cost analysis beyond the CPM?
The cost-per-click (CPC) - calculated by simply dividing the media cost by the number of clicks obtained within a certain timeframe
How do you calculate RTG?
# of people (HH) watching a specific show divided by the # of people (HH) in the population X 100
How do you calculate share?
# of people (HH) watching a specific show divided by the # of people (HH) with TVs/radios on in the population X 100
What are delivery metrics?
1. Rating & Share 2. Reach & Frequency 3. Effective Reach & Frequency 4. Total Audience Impressions 5. Gross Rating Points: GRPs
What are the five basics?
1. Reach: Numerical and Percentage 2. Frequency: Of insertion and of exposure 3. Continuity: Scheduling pattern for advertising 4. Impact: Size of ad and messaging 5. Recency: Exposure to ad in relation to time of purchase
What are characteristics of media tactics?
1. descriptions: specifications for each media chose 2. cost: provided at category and tactic level 3. impressions: shown with GRPs or TAIs 4. rationale: focuses on effectiveness and efficiency of each vehicle
Radio offers promotional opportunities including what?
1. hosting Announcers on site in a "remote" 2. Announcers sampling your product on air 3. Promoting running a competition
What is the standard for purchasing outdoor advertising?
100 GRP over a four-week period
How may formats of OOH media is there?
100+
Late Fringe is during what time? (TV)
11:35pm-1am
Late News is during what time? (TV)
11pm-11:35pm
How many weeks are in a quarter?
13
Overnight is during what time? (TV)
1am-5am
What is the display funnel?
1st: Awareness (geo-targeting and premium site targeting) 2nd: Interest (Behavioral targeting) 3rd: Intent (Search retargeting) 4th: Consideration (Site retargeting)
When TV advertising first became available, a 60-second commercial was standard, what is the standard now?
30 seconds
Early fringe is during what time? (TV)
4pm-5pm
Early morning is during what time? (TV)
5am-9am
Early news is during what time? (TV)
5pm-7pm
According to research by Cisco Systems, what percentage of brand choices are made in store?
75% ; in-store media can help facilitate brand choice and impulse buys
Prime Access is during what time? (TV)
7pm-8pm
Prime time is during what time? (TV)
8pm-11pm
100 GRP intends a reach of what?
90% of local adults, more than once a day over a period of 28 days
Daytime is during what time? (TV)
9am-4pm
What is a spot ad in TV?
A commercial between programming.
What is a participation commercial?
A commercial during a show, within a program
To provide a strong media plan, align your strategies specifically with what?
The objectives
What is a rating?
The percentage of individuals (or house holds) exposed to an advertising channel at a particular moment
What is a GRP?
The sum of ratings for a given period of time
What does Omni-channel shopper mean?
They move seamlessly from in-store to online.
Objective is the (blank) whereas the strategy is the (blank)
To ; By
How do you calculate TAIs?
Total audience impressions are calculated by multiplying the number of reach by the number of frequency.
How do you measure in-store exposure and reaction?
Traffic counters, video recognition systems, and ceiling based cameras.
Business publications can get bulk rates: true or false?
True
CPM and CPC are the two common measurements used to evaluate online advertising: true or false?
True
Radio builds frequency to exposure: true or false?
True
Sunday newspaper subscriptions are on the uptick and premium content is on the rise: true or false?
True
Synergistic decisions should be used across media: true or false?
True
The lack of visuals is a disadvantage of radio because it limits the impact of some messages: true or false?
True
What is the communication brief?
Typically referred to as the creative brief, it is all-encompassing and it informs the: - Creative team - Media team - PR team - Marketing team - Etc.
When an audience member is only counted once out of the total audience across ALL vehicles is what?
Unduplicated Audience
How do you create a sustaining brand impact?
Use the same message across media
What companies handle in-store signage?
Vallassis, CBS, Floorgraphics, and Iverted Media.
What are the types of networks used in online advertising?
Vertical networks: Offer two types of ad placement: ROS (run-of-site) advertising across specific channels (e.g., auto or travel) and site-wise advertising in a single website Blind Networks: advertisers are blind to where their ads will run Targeted Networks: search-based, contextual, or behavioral targeting of ads through various websites.
Advertising is delivered most through which vehicle?
Websites
What is a short rate?
When an advertiser fails to earn the discounted rate in a newspaper, they must pay the difference in costs
What is a commercial pod?
When commercials run, can consist of two-eight different commercials.
How are business publications structured?
With: 1. Vertical publications (everything within a category) 2. Horizontal publications (a job function across many industries) 3. Industrial publications (everything within an industry)
What is the category of magazine that has the highest circulation?
Women's interest publications and health and beauty publications
Are newspapers still looking to gain a more equitable balance between subscription and advertising revenue?
YES
Do sounds tend to be stored in the memory longer than text?
YES
Has the creative brief morphed into a communications brief that informs all teams?
YES
When working on the big plan does everyone need to be on the same page?
YES
How often is the exposure of billboards measured?
Yearly
Could Google black-list you?
Yes
Is outdoor advertising making the transition to digital by offering many different options for advertisers in the OOH space?
Yes
Should advertisers constantly test their SEM results?
Yes
What is an informercial?
a long commercial, vacuum informercials, the call now ads
When evaluating media costs you have both blank and blank?
absolute and relative
What is directory paid inclusion?
advertisers pay a fee to a search engine in order to be included in that search engine or directory. This guarantees that the brand's website will be included in a SERP
What is paid placement?
advertisers purchase keywords and when their keywords match a user search, they are featured on the SERP.
Media planning is not just a science it is also a what?
an art
Media strategy is the (blank) strategy of using media whereas tactics are the (blank)
broad ; specific media vehicles
What is circulation VS audience
circulation would be the # of magazines meanwhile the audience is the # of people reading
What are some disadvantages of newspapers?
color may be poor, short life, and hasty reading
How often are newspapers published?
four days a week
What is an open rate?
indicates that discounts are available, although an open rate is not a discounted rate; it is the highest rate charged, before discounts begin to be applied to the cost of an advertisement
What is a flat rate?
indicates that no discounts are available; rates will not change
What is considered an in-store campaign must?
integrating digital strategies
What is display advertising in newspapers?
larger than classified ads, found throughout the paper, sold in column inches
What are produced spots in radio?
made for announcers to include a message, some have a period of silence known as a donut
Cost comparisons are made for vehicles versus another, NOT (blank)
medium versus another
What is the frequency medium?
radio
What is the most intimate form of advertising?
radio
What are characteristics of coverage?
selectivity, responsiveness, and relevance
A media planner's experience and subjective understanding of media vehicles combines with what to provide optimal recommendations for clients?
statistical data and syndicated research
What is frequency?
the number of times you advertise, whether the same message is repeated or not.
What is a big idea?
the overarching idea that focuses the message and the media in a single sentence
What is repetition?
the same advertising message over and over again, whether it is done frequently or not.
What is the role of media tactics in the media plan?
they are the backbone, the specifics of what will be in the marketplace.
What are some advantages of newspapers?
timely, complete coverage, localized circulation, for all ages
Don't rely solely on CPM, CPP, CPC measures—always consider the entire picture as it relates to your brand and media strategy: true or false?
true
Newspapers and magazines are making the shift to digital: true or false?
true
What is a hard sell commercial?
urges to buy, delivered by a spokesperson or announcer.
What are the disadvantages of consumer magazines?
waste circulation and ads are easily ignored
Always have trade-offs between what can be done well and (blank)
what is most efficient for the brand
What is the future of digital?
• Big Data and its use in advertising • Shift to mobile media • Augmented reality • Change to engagement based pricing • Real-time bidding • Programmatic ad buying
What are the type of results for SEM? In order?
1. PPC 2. Map 3. Organic
SEO means what?
Search Engine Optimization AKA organic
What is SEM?
Search engine marketing is a media placement tactic that promotes a client's website by increasing their visibility in search engine result pages (SERPs)
What are the disadvantages of outdoor advertising?
Short messages may limit creative breadth and message effectiveness, ruins the landscape, legal restrictions, Hawaii bans them!
What are slice-of-life commercials?
Shows everyday life, actor portrayal
What is classified advertising in newspapers?
Small ads organized by category, usually at the back of the newspaper, classified display is becoming a larger revenue stream, these are the "want ads"
What companies handle in-store coupons?
Smart source and Catalina Marketing
Adjustments are made to the subsequent schedules to do what?
- Add more impressions to proven performers - Eliminate costly performing sites, or - Add contingency sites to the campaign
What are mandatories?
- Budget - Geography - Timing and Creative Implications - Media Already Purchased - Sponsorships - A timeline for developing the plan with SPECIFIC check-points!
What are media attributes?
- Cost - Cost Efficiency - Reach - Frequency - Irritation Factor - Color - Motion / Demonstration
What are audience qualities?
- Demographics - Activities and Habits - Audience Involvement - Influentials versus Followers - Lifestyle
CPM assumes that each vehicle has an audience size of what?
1,000
What is the correct order of CPA, PPC, and CPM?
1. CPM 2. PPC 3. CPA
What are efficiency metrics?
1. Cost Per Thousand: CPM 2. Cost Per Rating Point: CPP or CPRM 3. Share of Voice: SOV 4. Indexes: CDI & BDI 5. Return on Investment: ROI
What are production costs?
1. Cost Plus - Production cost plus 15% or more 2. Time-Based - Work is billed hourly on negotiated rate 3. Performance-Based - More sales generate higher production costs 4. Value-Based - Value is assessed to determine reimbursement
How do you measure online advertising?
1. Nielsen Net-Ratings tracks online viewing of digital media similar to how they track TV viewing. 2. ComScore focuses on many digital measurements including social media and mobile 3. Owned Media Analytics use programs like Google Analytics and tracks website traffic
Characteristics of vertical networks?
Advertisers know exactly where their ad will run, more expensive than other networks, and promotes high-quality traffic heavily used by brand marketers.
What must the planner be involved in when making decisions about targeting online?
Advertising creative format and payment methods
What are the advantages of outdoor advertising?
Reaches potential customers that are close to the point of sale, it is quick and simple, repetition and frequency are easy to achieve because of traffic, cost effective, and the message is available 24 hours a day.
What are the advantages of consumer magazines?
Reader lingers over ads, high quality color, flexible schedules, selective readership, prestige, has a long life, better audience data
What are the advantages of in-store media?
Recency, capitalizes on impulse buys, register sales data can connect to exposure of sales, and ads can be located anywhere within the store.
What is accumulative audience AKA Cume?
Refers to exposure to the series of advertising placements over the course of a campaign across a SINGLE vehicle