Advertising and Procedures Quiz Chapter 9

composition:

how much of our target market comprises the TA

______ does not take into account quality of exposure

reach

how do you calculate GRP?

reach X frequency

bursting

running the same commercial every half hour. (can be effective for high ticket items that require careful considerations)

define rating:

the % of homes/individuals that are exposed to the medium.

define effective frequency:

the average number of times a person must see the ad for it to be effective.

what is the advertising response curve?

the incremental response to advertising diminishes rather than builds with repeated exposure starts out strong then fades

what is circulation?

the number of subscribers

what is frequency?

the number of times a household or individual is exposed to the message (intensity) calculated as an average

what is an ad impression?

the possible exposure of the message to one audience member

what is reach?

the total number of unique people or households exposed at least once to a medium during 4 weeks. (the number of people who could see the ad potentially because they have the opportunity to)

what is message weight?

the total size of the audience for an ad or a set of ads. Can be expressed one of two ways: 1. gross impressions 2. gross rating points

what does GRP reveal to people?

the weight of the message

what are audience objectives?

they define the specific types of people that the advertisers want to reach

what are the message distribution objectives?

they define where, when, and how much advertising should appear

synergy

total effect is greater than the sum of parts

what is audience?

total number of people/households exposed to a medium

what is exposure value?

who actually sees the ad?

GRP

all mediums rating points added together.

what is recency planning:

be there for customers when they are ready to buy. have continuous advertisements so that when a customer decides to buy they have the advertisement available.

roadblocking

buying airtime on all 3 major channels

blinking

flooding the airways with messages so people will not miss it

1 rating point =

1 % of the population

what is motivation value?

1)quality reproduction and 2)timeliness motivate people.

what are the two components of media objectives?

1. audience objectives 2. message distribution objectives

what are the three wats to schedule media?

1. continuous: ads run steadily and there is little variation over the campaign. (use for regularly purchased products) 2. flighting: alternates periods of advertising with periods of non advertising. (use for products with fluctuating demand) 3. pulsing: mixes continuous and flighting techniques. (used for products that are used year round but more popular during certain peaks)

what are the 5 m's?

1. market: various targets of the media plan 2. money: how much money and where to allocate 3. media: all communication vehicles 4. mechanics: time units, sizes, styles, etc. 5. methodology: overall strategy of selecting and scheduling ads

what is programmatic advertising?

advertising that is done by computer programs that match the ads to the sites

how do you calculate total audience?

circulation X readers per copy

what is the mixed media approach?

combination of different media

advertising goals focus on what type of goals?

communicative

what is attention value?

concerns the message and copy as well as the medium

cost efficiency:

cost of exposing the message to the TA rather than the total circulation

CPP

cost per point (gross rating point)

product concept, target audience, message, and communication media comprise what?

creative mix

what is media strategy?

describes how the advertisers will meet their objectives mix of the media mix

define effective reach:

describes the QUALITY of the message exposure to the target audience. (they truly get the message)

what is the Category Development Index?

determines the potential of the WHOLE PRODUCT category in a specific area.

what is continuity?

duration to the message over a period of time. important to have continuity in order to sustain memory.

what is the Brand Development Index?

indicates the sales potential of a PARTICULAR brand in a specific area.

what is spillover media?

local media that many consumers in a neighboring country are inadvertently exposed to

most money is spent on what _______

media

select channels (vehicles) of communication that will direct the right message to the right people at the right time

media planning

the particular way that a message is exposed to the target audience

media vehicles

what is another name for ad impression?

opportunity to see

what are gross impressions?

potential exposures by a medium. (total audience size of the medium) X (the number of times an advertising message is used.)