Chapter 14--Media Planning and Buying

media plan

a decision process leading to the use of advertising time and space to assist in the achievement of marketing objectives

value-added media services

a marketing or advertising activity that makes a product--or a media buy--more valuable

carryover effect

a measure of residual effect (awareness or recall) of the advertising message some time after the advertising period has ended.

average frequency

the average number of times an audience has the opportunity to be exposed to a media vehicle or vehicles in a specified time span

cost per thousand (CPM)

the cost of exposing each 1,000 members of the target audience to the advertising message

targeted cost per thousand (TCPM)

the cost to expose 1,000 likely consumers of a product to an ad message

media strategy

the decisions media planners make to deliver the most effective media mi that will reach the target audience and satisfy the media objectives

frequency quintile distribution analysis

a media planning analysis technique that divides a target audience into five equal-sized groups, each containing 10% of the audience, and establishes an average frequency of exposure for each of thee segments (also called quintile analysis)

frequency distribution

a media planning term describing exactly how many times each person is exposed to a message by percentage of the population (reach)

continuous strategy

a media strategy that spread the advertising evenly over a period

cost per point (CPP)

a method of comparing alternative media vehicles on the basis of what it costs to deliver 1,000 readers, viewers, or listeners; the cost of an advertising unit (Ex: 30 sec. TV or radio spot) per 1,000 impressions

category development index (CDI)

a numerical technique that indicates the relative consumption rate in a particular market for a particular product category.

brand development index (BDI)

a numerical technique used to indicate a brand's sales within a particular market relative to all other markets where the brand is sold

effective frequency

a planning concept that determines a range (minimum and maximum) of repeat exposures for a message

media flow chart

a planning document that shows how the media will run in terms of the scheduling of the various media used.

push strategy

a strategy that directs marketing efforts at resellers, where success depends on ability of these intermediaries to market the product, which they often do when advertising.

pull strategy

a strategy that directs marketing efforts at the consumer and attempts to pull the product through the channel.

earned media

a term used in public relations, it refers to the media impressions delivered through publicity rather than through advertising media buys

wasted reach

advertising directed at a disinterested audience that is not in the targeted audience

multichannel

an advertising plan that uses several different forms of media, such as TV, radio, print, and online

pulsing strategy

an advertising schedule pattern in the which time and space are scheduled on a continuous but uneven basis; lower levels are followed by bursts or peak periods pf intensified activity.

flighting strategy

an advertising scheduling pattern characterized by a period of intensified activity called a flight, followed by a period of advertising called a hiatus

consolidated services

company action of bringing planning and buying functions together.

make goods

compensation that media give to advertisers in the form of additional message units. these are commonly used in situations involving production errors by the medium and preemption of the advertiser's programming

optimization

computer modeling that helps media planners determine the relative impact and efficiency of various media mixes

continuity

even, continuous advertising over the time span of the advertising compaign

media objectives

goals or tasks a media plan should accomplisj

designated marketing area (DMA)

households in each major US metropolitan area, or TV or radio broadcast area

weighting

in media planning decision criteria are used to determine the relative amount of budget allocated to each medium

heavy-up schedule

in media planning, a schedule can be designed that spends proportionally more of the budget in key ways, such as season or geography

bleed-throughs

in printed communication, the image on one side of a sheet of paper can be seen on the other usually because the ink has thoroughly saturated the paper.

program preemptions

interruptions in local or network programming caused by special events.

unbundling media services

media departments that separate themselves from agencies becoming separate companies

measured media

media used in advertising that are evaluated by auditing companies that track performance data, such as circulation, readership, and viewership.

share of voice

one brand's percentage of advertising messages in a medium compared to all messages for that product or service.

lead time

production time; also time preceding a seasonal event.

closings

represents the last date to send an ad to prodcution

preferred positions

sections or pages of print media that are in high demand by advertisers because they have a special appeal to the target audience

media mix

selecting the best combination of media vehicles, nontraditional media, and marketing communication tools to reach the targeted stakeholder audience.

frequency

the number of times an audience has the opportunity to be exposed to a media vehicle or vehicles in a specified time span

reach

the percentage of different homes or people exposed to a media vehicle or vehicles at least once during a specific period of time. it is the percentage of unduplicated audience

wearout

the point where the advertising gets tired and there is no response, or a lower level of response, than at the advertising's launch

targeted rating points (TRPs)

the practice of adjusting a television program's rating points to more accurately reflect the percentage of the target audience watching the program

targeted reach

the practice of identifying key characteristics of the target population to better match media audience profiles

gross rating points (GRPs)

the sum o the total exposure potential of a series of media vehicles expressed as a percentage of the audience population

pass-along readership

the view that a magazine, although only bought by one consumer, may actually be read by several; difference between circulation and readership

out-of-register color

when the four colors used in full-color printing are not perfectly aligned with the image

image transfer

when the presentation in one medium stimulates the listener or viewer to think about the presentation of the product in another medium.