comm 320 exam 3

why do trade-offs with reach and frequency?

to emphasize number of markets and continuity

what is the formula for calculating engagement rate?

total engagement divided by potential reach = engagement rate ex: -If you have 500,000 people who regularly visit your Facebook page, potential reach would be 500,000. -And, let's say a post was shared 2000 time. -you would do 2,000 shares divided by 500,000 to find the engagement rate -the answer is .004, so it's a .4% engagement rate ** you move the decimal point 2 spaces back to find the percentage answer

Rating and share measure what?

who is watching a show (ex: abott elementary)

what is the formula for category development index (CDI)?

% of category sales in given location divided by % of the US population, times 100

what is duplication?

- the reason why you cannot just add two reach percentages to determine combined reach -Even if a person sees both ad messages - reach only counts a person 1x - even if they see a message twice, 3x or 4x in same or different media. -ex: Some people will see the same ad commercial on both NBC and ABC.

How big is Google?

-Americans conduct over 8.5 billion searches on Google per day. -The words or phrases we type in Google are called keywords. -The pages that appear on our screen are called SERPS or search engine results pages.

Once, guerilla marketing was actually for a guerilla. It promoted what?

Promoted King Kong at Universal Studios in Hollywood w/ giant footprints in the sand on the beach.

what are the GOALS of reach and frequency?

Reach goal: have ad message seen/heard BY THE GREATEST # OF PEOPLE IN YOUR TARGET MARKET. Frequency goal: have people in target market see/hear ad message MANY TIMES.

The Purchase Funnel gets __________ and _________ to show that fewer and fewer people are at that next level of purchase.

smaller and smaller ***Many more people become aware than become loyal and advocates.

you can reach a niche audience with what?

social media One of the major advantages of advertising is social media. Granular: refers to highly specific and accurate targeting. For example, instead of wealthy business owners, think wealthy single business owners above 55 who live in New Haven Connecticut.

people like, comment, and share your ad if what?

they think that your ad is highly creative

reach and frequency measure what?

who sees or hears your ad message.

is competition everywhere in social media?

yes, Just like traditional media.

Is there risk involved in advertising on 1 media and just 1 network?

yes. Typically, this means very low reach. Ex. If you only run ads on History Channel.

are negative comments everywhere?

yes. negative comments about your product are just a comment and click away.

Branded content

-Another way to reach your target audience when they are resistant to traditional advertising. -Sometimes, traditional advertising doesn't work. A funny headline doesn't have the impact in TikTok that it would in a print ad. So, agencies have created branded content. This can be almost anything that people find entertaining or useful or both. -The point: branded content gets around people's unwillingness to sit still for advertising. -The content does not necessarily need to be a promotion for the brand, although it may still include product placement. -Examples of branded content can be films, online content, video games and events. (Red Bull Stratos jump from space and Lego movie) -Branded marketing strategies are intended primarily to counter the decreasing acceptance of traditional commercials.

what are BDI and CDI indexes?

-BDI = Brand development index. -CDI = category development index -BDI and CDI are nothing more than indexes. They are ratios of 2 percentages x 100.

Defining A, B and C media markets may depend on:

-BDI and CDI indexes -competitive spending -seasonality of the product -distribution at retail

what is CDI?

-CDI is category development index -Now media planner considers the entire category of things like chocolate candy bars -CDI quantifies how well a category performs in a market, compared with the category's average performance among all markets. -Similar in concept to the BDI, the category development index demonstrates where a category shows strength or weakness relative to its overall performance.

what is the recent evolution of influencers?

-Companies create CGI influencers. They are not real. ex: lil miquela (influencer who looks real but is a robot) -Essentially, influencers function as media channels and ad agencies. -Only recently, have influencers been required by FTC (Federal Trade Commission) to reveal on their channels that they are being paid.

how do you tell if a company is after reach more than frequency?

-Different, NOT same formats = different people -high reach % but a low frequency number

Who earns more from advertising than any other company in history?

-Google -Google ad revenue in 2021: $209,000,000,000

How does Google decide where websites gets listed organically?

-Google sends BOTS (programs) out to rank the new site. These bots measure and rate the site based on hundreds of different criteria. -Content: the words and coding of a site, the most important criteria -Security : does site have a security certificate? -Speed: how fast is the site measured in microseconds? -Smart Phone: Is site optimized for smart phone?

what are the roles of influencers in media planning?

-Influencers create IGC, aka influencer-generated content. -influencers can generate millions of impressions and function like a media channel.

Does it ever make sense to have a goal of 100% reach of your target market?

-Not for national audiences, because the cost of reaching that last 10 -12% will be extremely expensive. ex: -Burger King might have target of 40 million people. They can reach 36 million with TV, social media, direct mail. Last 4 million?? -Even Geico doesn't reach 100% adult drivers but they do have very high reach.

How does Google make so much money?

-One way is having a company's website show up on page 1 when you do a search. -Another way is called PPC or pay-per-click

What is Pay Per Click (PPC)?

-PPC stands for pay-per-click, a type of digital advertising where the advertiser pays Google a fee each time one of their ads is clicked. -Companies pay Google when you click on their website related to a keyword you searched. That's pay-per-click.

How do agency media buyers purchase social media?

-Per click -Per thousand impressions (CPM) -Per view -Per follower acquired -Per application installed

how to optimize a website

-Single most important factor in "optimizing" a site is the content of the site. - the writing and code combined are the single most important factors. -High quality content is about creating pages that provide value to the user. This increases time on page and lowers the bounce rate.-Another factor that Google ranks as very important is the mobile version of the website. -It needs to be "responsive." A responsive website automatically changes to fit the device you're reading it on. -And yet another factor that Google ranks as very important is loading speed of the site.

what is the problem with influencer generated content?

-Some influencers have been caught lying about their lifestyle, editing their pictures, faking trips to Paris, etc. -Issue: What is real? What is fake?

what are SERPS?

-The pages that appear on our screen are called SERPS, aka search engine results pages. -SERPS are Web pages served to users when they search for something online using a search engine, such as Google. -Americans conduct over 8.5 billion searches on Google per day. -The user enters their search query using words or phrases known as keywords upon which the search engine presents them with a SERP.

What is "the sandbox"?

-When you create a new website, Google doesn't list you right away. They put you in the sandbox. -The Google Sandbox is an alleged filter placed on new websites. The result is that a site does not receive good rankings for its most important keywords and keyword phrases. -it can take months for a smaller site to get out of sandbox. -After being rated by Google with no filters, you're out of sandbox and listed organically. being out of the sandbox is an exciting day. -Google claims the sandbox doesn't exist. According to the theory of the sandbox effect, criteria that Google would normally weigh are filtered to prevent their having a full impact.

What happens if you are not paying Google to have your website listed on one of the first SERPS or for pay-per-click?

-You are listed organically based on hundreds of criteria. (Web programmers want to know what these criteria are, but no one knows exactly what they are. ) -Complex algorithms determine your website's ranking when a search is done.

what should you do if REACH is your goal?

-You want to emphasize reaching the highest percentage of your target market possible. -You run ads on many different TV networks and shows to reach the most people in your target. (because you've purchased ads on many networks and many different shows, very little frequency is generated)

what is Guerrilla Marketing?

-a cost-effective marketing strategy that uses unconventional and inventive tactics to get exposure for a product or brand -Can receive media coverage because the concepts are unusual. -Focuses on direct interaction with the public.

If you wanted to create more frequency at same budget as your reach, you would do what?

-advertise on fewer networks and fewer shows, but run more ads on those particular networks and shows. -You would reach a smaller % of target market, but you would create more frequency with that smaller audience. (if frequency goes up, reach goes down and vice-versa)

Impressions

-another important method of measuring a social media campaign although not considered a key performance indicator - KPI. -An impression is the total number of times your ad or content has been displayed on a screen. -A person may see the same Instagram post 4x. That generates 4 impressions.

BDI is used by marketers for what?

-effective allocation of media dollars. - ex: Depending on the strategy, a brand like Snickers may want to allocate higher or lower marketing dollars in relation to their BDI. If Snickers is adopting a defensive marketing strategy, they will allocate a higher percentage of their media dollars to a region with a higher BDI, in other words defend the brand in regions where is more popular. -Sometimes, if the BDI of a particular region or a market is much lower than the national average, a brand may want to spend more media dollars in that particular region and try to improve the BDI. -BDI demonstrates where a brand shows strength or weakness relative to its overall performance.

digital outdoor

-included in the media plan -with digital (electronic) billboards, you can have your message displayed at location A on Monday and location B on Tuesday. -Occasionally, you can find a specific media vehicle that very closely matches your target audience. ex: Specific radio station w/ target audience that matched a home remodeling company's target audience perfectly increased frequency (Same people hearing message many times.)

what are keywords?

-the word or phrases we enter on the search engine -Most of us do this every day. Example: I want to know who has the best pizza. I type "best pizza in State College." That's a keyword. -because of behavioral and geographic targeting, keywords can be different for everyone for a given keyword. -Thousands of law firms pay Google to have person see their law firm name when they search for "personal injury attorney." If everyone went to Google and entered "personal injury attorney" not everyone would see the same SERP. -In fact, Google has over 200 criteria to decide where a company's website appears when a key word is typed in search bar. Google has complex algorithms to determine organic listings.

How does a brand achieve advocates/promoters of their product on social media?

-with the Purchase Funnel -the purchase Funnel is a model to explain consumer buying behavior -We want to achieve ADVOCACY!!

What if a post by KitKat had 2500 click throughs and 400,000 impressions. Could you determine the click through rate? What is correct answer? .625%? 6.25%? 62.5%?

.625 ** again, you always move the decimal point back 2 spaces to get the percentage answer

what are the 6 benefits of guerilla marketing?

1. Cheap to execute. - Whether using a park bench or a giant sticker, guerrilla marketing tends to be much cheaper than traditional advertising. 2. Allows for creative thinking. -With guerrilla marketing, imagination is more important than budget. 3. Grows with word-of-mouth. -Guerrilla marketing relies heavily on word of mouth advertising and social media. Earned media. 4. Can help a start-up company gain awareness at very low cost 5. Significant public relations value. -Media might do stories about the effort. Earned media. 6. Focuses on direct interaction with the public

what are the 4 key performance indicators of social media?

1. Engagement -the measure of likes, shares, views, and comments that a social media platform receives. 2. Reach -Reach is the percent of the target market who see or hear your message at least one time. Reach can be thought of as unduplicated viewing. If you see a post 20 times what is reach? 3. Leads -A Lead is any information someone shares that you can use to follow up with them. 4. Conversions -Conversions = sales

what are the 3 Reasons why Influencer-Generated Content is valuable to brands?

1. IGC is low cost -IGC is an inexpensive way to create highly effective content for a brand's social medial channels 2. IGC is diverse -By partnering with influencers from different walks of life you are able to provide different messages that resonate with different audiences. 3. Higher credibility -IMG is considered to have higher credibility than advertising. People often believe influencers.

A Facebook post generated 8000 shares and the Facebook page had potential reach of 500,000. Could you calculate the engagement rate?

1.6%

If both the BDI and CDI are low, aka under _________, a media planner would not add media weight to a plan.

100

Continuity and number of markets.

2 other key considerations beyond reach and frequency when creating a media plan.

Why is Advocacy Marketing So Effective?

A 2015 report by Nielsen, found that 83% of consumers place the most trust in the recommendations of FRIENDS AND FAMILY

what is an impression?

An impression is the total number of times your ad or content has been displayed on a screen.

how did Apple use advocacy marketing?

Apple iPhone advocacy marketing strategy was straightforward - Apple asked users to share photos they took with their iPhones, using a designated hashtag. Apple then proceeded to pick the photos they liked most, and post them on public transit and billboard ads.

what is Filtering Of Potential Client?

setting a particular target client based on the age and location demographics.

Media planners will often decide on advertising media weight based on what?

BDI and CDI.

what is BDI?

BDI demonstrates where a brand shows strength or weakness relative to its overall performance. formula: % of brand sales divided by % of US population , times 100 ^^ (move decimal 2 spaces back for actual percent answer)

is branded content similar or different to traditional advertising?

Branded content is DIFFERENT from traditional advertising. In fact, it's far more about entertaining or being helpful than anything else. And, if a brand brings you something you really want, the brand becomes associated with the positives the thing delivers.

when does cause marketing occur?

Cause marketing occurs when a commercial business supports a nonprofit organization or charitable cause to bolster its corporate social responsibility. Someone may become an advocate of a brand because of cause marketing.

what is click through rate?

Click through rate compares the number of time someone clicks on ad or brand content, to impressions.

engagement can be measured by:

Clicks - majority of people will only click on posts that interest them - brand fans will click on any post - large # of clicks with few likes and shares shows post got a person's attention but didn't deliver highly engaging information. Likes -Likes indicates more attention and interest than just link clicks. -More likes lead to more attention since people naturally gravitate to things that are popular Shares -Hitting "like" can be a passive action. Sharing is a conscious decision. When person shares or retweets your post they are giving a personal recommendation to their friends, family and colleagues. So, shares are a strong indication of the importance and relevance of the message. Comments -The point of having a social media program is being social, creating a conversation. That occurs with comments. Praise, and even criticism are helpful for improving your marketing but silence is not. Having a significant number of comments on your posts is a reliable sign that your content is considered relevant. Brand mentions -When a person tags or writes about a company's brand it shows a high level of engagement. -Social listening software such Google Alerts can track brand mentions **Important to note that clicks, likes, shares, comments and brand mentions are actual numbers.

What is search engine optimization (SEO)?

Developing a website so it is "optimized" for a high organic ranking

what is the advantage of Facebook ads?

Facebook Has Over 2 Billions Users 200,000,000 accounts in USA People from all walks of life are on Facebook, from students to workers, young and old. so, A business or brand might be just clicks away from reaching millions of people.

By advertising on TV during British Open and US Open, media planner achieves reach of 75.5% of regular golfers. May have to increase buy even further. Why?

Goal was reach of 85%

Advocacy Marketing - How do you achieve advocates?

Have a product that delivers what it claims to deliver. Give customers an amazing experience, and have great customer service. (Since over 80% of shoppers research online before buying, it's important to have brand advocates.)

Purchase Funnel: Advocacy

I tell people how much I love a brand's product example: laughing man I tell people on Facebook how much I like Laughing Man

Purchase Funnel: Consideration

Is my brand considered when someone wants the specific product I'm selling? ex: Laughing Man Coffee I consider Laughing Man when I want coffee.

what is an advantage of twitter?

Keyword Targeting You can target people who have used a specific word or hashtag in their Twitter update in the last seven days.

would you add media weight in this scenario? low brand potential high market potential

MAYBE add media weight. first find out why there's a problem. Focus on frequency in area where you can make a difference. (Low BDI and high CDI) (everyone else is doing well, but why not us?) ***** require careful evaluation. Markets may be facing distribution or competitive problems.

Purchase Funnel: Purchase

My product has been purchased example: laughing man I have purchased Laughing Man.

would you add media weight in this scenario? low brand potential low market potential

NO. Don't add media weight. (low BDI and low CDI) (no one is doing well) ****The weakest markets. Media planners should have a cautious attitude towards these markets.

Is duplication a negative?

No, because duplication is the same as frequency.

what is another way to make trade offs besides reach and frequency?

Often national media plans will have A, B and C media markets. -A markets receive the most Gross Rating Points GRPs (highest level of spending) -B markets receive a lower number of GRPs (lower level of spending) -C markets receive the fewest GRPs (lowest level of spending)

Purchase Funnel: Loyalty

People only buy the product from me when they want it. example: laughing man I only buy Laughing Man.

when using Virtually all web-based and social advertising, you pay for ____________.

Performance. Typically, an ad keeps running until you've achieved your pre-set marketing objective. For example, if you paid for 1,000,000 impressions on Facebook, your ad keeps running until it has achieved 1,000,000 impressions.

Reach is always a _________. Frequency is always a _________.

Reach is always a PERCENTAGE. Frequency is always a NUMBER. this is because reach is the % of target who see/hear your ad at least once, and frequency is the number of times the average person sees/hears your ad. ex: A media plan might have a goal of 80% reach and frequency of 12. We want to reach 80% of our target audience and we want them to see message an average of 12 times.

Reach vs. Impressions

Reach is the percent of the target market who SEE OR HEAR your message or read your content AT LEAST ONE TIME. An impression is the TOTAL # OF TIMES your ad or content has been DISPLAYED on a screen. -If 100 total people have seen your ad, that means your ad's reach is 100. -if that same 100 people see your ad another 15 times, reach is still 100. But impressions is 1500.

what is the formula for finding gross rating points?

Reach x frequency = gross rating points

what is Live-plus-3?

Same-day ratings with 3 additional days of DVR and on-demand viewing added in.

what is Live-plus-7?

Same-day ratings with 7 additional days of DVR and on-demand viewing added in.

How does the media planner decide what to emphasize?

Trade-offs.

what is ideal plan?

Typically, you cannot plan for equal levels of reach, frequency, continuity and # of markets on a fixed budget.

Purchase Funnel: Awareness

When you think of a certain product, is your brand a brand that comes to mind? ex: Laughing Man Coffee When you think of coffee, is Laughing Man a brand that comes to mind?

Why create media plan that emphasizes reach?

Whenever ANYTHING NEW is planned in the marketplace. -New product -New distribution -New features -New packaging -New media being used for first time -New creative campaign (ex: a new candy bar would want to emphasize reach)

Why create media plan that emphasizes frequency?

Whenever REPETITION is the key selling strategy. -High frequency is needed to compete in a highly competitive market. -Also emphasize frequency when a product is PURCHASED OFTEN. -ex: Soda, most food products, fast food, laundry detergent, candy bars, beer.

Purchase Funnel: Intent

Will someone by my product when they want it? ex: Laughing Man Coffee I will buy Laughing Man when I want coffee.

would you add media weight in this scenario? high brand potential low market potential

YES, add media weight focus on reach. monitor closely. sales may have peaked/saturated. (high BDI and low CDI) (just we are doing well) ****require careful evaluation. Markets may be over-saturated. Media planner may consider broad-reach media to bring more people into the category.

would you add media weight in this scenario? high brand potential high market potential

YES, add media weight. be very competitive. (High BDI and High CDI) (everyone is doing well) **** best performing markets for both brand and category since it is highly competitive. For media planners, this often means you can add media weight to these markets to boost or support brand performance.

what is Advocacy Marketing?

a type of marketing that focuses on getting current customers to talk about your brand and products. (Examples: testimonials, reviews, and social mentions.)

how do you find combined reach?

a+b, - ((ab) divided by 100) example: if you have a combined reach of 65 and 30, do: 65+30, minus (65x30) divided by 100 you should end up with 95-19.5 equaling the answer: 75.5

what is continuity?

advertising that is continuous over the period of the campaign. This could be a year, a few months or just a few weeks.

what is the formula for calculating the click through rate?

click throughs divided by impressions = click through rate

a media planner has to consider_________ when developing a media plan.

duplication (Can't just add the two reach numbers of different media)

why do guerilla marketing?

for Earned media. ex: McDonald's pays for the giant Shamrock Shake container. All the media and social media coverage is free. The Chicago River on St. Patrick's Day.

Traditional media plans are explained in terms of achieving a certain level of...

gross rating points. (That's reach x frequency) For example, you could set a goal of 800 gross rating points. ex: Let's say Tide has a target market of 1,000,000 people in Pittsburgh area. there are many different ways to achieve 800 GRPs. To achieve the same level of gross rating points, reach and frequency can be different. But, which way makes sense? You want to make it the most even as possible.

reach and frequency have an inverse relationship. Why?

if reach goes up, frequency must go down.

what is the Disadvantage of Facebook Ads?

it Can Be Difficult To Gain Attention People in Facebook are communicating with friends, looking at pictures and videos, and updating their own profile. Ads are ignored by most people.

what does linkedin do?

it Reaches a business audience. LinkedIn has adopted some of Facebook's audience targeting options so that you can provide automated retargeting ads.

what is a problem with twitter?

it has a much smaller user base than Facebook. 73,000,000 million accounts in USA

what are 2 other methods of measuring traditional broadcast media in media planning?

reach and frequency (ways to measure who sees or hears your ad message), and something called gross rating points

Media planners have to make trade-offs between what 2 things?

reach and frequency. (Don't have the budget to maximize both)

what are reach and frequency in relation to social media?

reach: the percent of the target market who see/hear an ad message AT LEAST ONCE Frequency: NUMBER OF TIMES the average person sees or hears an ad message

what is a # of markets?

refers to the regions, states or cities in which the target market will be exposed to ads. Could be Boston, the entire Northeast or the entire United States.