| front |
back |
revisions |
lasted changed by |
history |
| market drivers of target (7) |
1. awareness
2. product news
3. emotional bond
4. activation
5. product experience
6. loyalty retention
7. buzz/3rd party endorsement |
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nms528 Tue, 13 Oct 2009 03:30:18 GMT |
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| core media strategies (5) |
1. target
2. geography
3. timing
4. communication/weight levels
5. media selection |
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nms528 Tue, 13 Oct 2009 03:30:18 GMT |
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| media consumption differs most by... |
gender and age |
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nms528 Tue, 13 Oct 2009 03:30:18 GMT |
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| Low CDI and Low BDI |
most often not able to overcome |
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nms528 Tue, 13 Oct 2009 03:27:37 GMT |
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| Low CDI and High BDI |
increase market share |
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nms528 Tue, 13 Oct 2009 03:27:37 GMT |
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| High CDI and Low BDI |
increase category penetration and protect share |
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nms528 Tue, 13 Oct 2009 03:27:37 GMT |
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| High CDI and High BDI |
maintain sales/protect brand |
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nms528 Tue, 13 Oct 2009 03:27:37 GMT |
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| reasons for higher levels of frequency |
introductions, competitive levels, complicated message, commodity/low interest categories, impact of medium/clutter levels |
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nms528 Tue, 13 Oct 2009 03:27:37 GMT |
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| recency planning |
this is based on the premise that a single exposure close to category purchase decision is most effective |
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nms528 Tue, 13 Oct 2009 03:27:37 GMT |
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| effective frequency planning |
this is based on the premise that multiple exposures are required to generate awareness, recall and behavior (sale) |
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nms528 Tue, 13 Oct 2009 03:27:37 GMT |
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| index |
A percentage that relates numbers to a base. It readily demonstrates what is above or below average (100).
Expresses numerical relationships within any type of category. |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| reason for using CPP |
most media plans are costed-out using CPPs for each medium and/or daypart |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| CPP formula |
medium or schedule cost/#TRPs = CPP |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| cost per rating point (CPP) |
the cost to reach one percent (1 rating point) of the homes or individuals in a specific geographic area |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| cost per thousand formula |
media schedule cost/medium or schedule audience delivery = CPM (remember to drop last three zeros) |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| cost per thousand |
The universal yardstick of cost-efficiency. The cost to deliver 1,000 people (or homes) by a medium or a media schedule. |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| frequency distribution |
potential reach arrayed according to the level of frequency |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| calculating average frequency |
TRPs/reach |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| average frequency |
of those reached, the average number of times people (or households) are exposed to an advertising schedule over a given period of time |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| effective frequency |
# of times one determines needs to be exposed to message in order for it to be effective |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| frequency |
the potential number of times people (or households) are exposed to an advertising schedule over a given period of time |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| impressions |
the raw number of exposures to homes or individuals |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| REACH |
the potential number of different people or homes exposed to a media schedule over a given period of time (% of target that received the message at least once) |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| calculating target rating points (TRPs) |
program rating (or % coverage) x number of announcements (or insertions) |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| target rating points |
the sum of the target points |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| gross rating points (GRPs) |
the sum of the household ratings of the individual media vehicles that make up an advertising schedule |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| share of audience |
percentage of homes/people using TV (or radio) tuned to a specific program
measures the relative strength of programs in a specific time slot |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| RATING POINT |
a number (readers/viewers/listeners) expressed as a percentage equivalent to one percent of the target universe (demographic or geographic) |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| ratings formula |
% rating = media vehicle delivery/target universe |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| sum of all household ratings... |
...add up to the HUT level |
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nms528 Mon, 12 Oct 2009 04:58:34 GMT |
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| ratings |
the percentage of individuals (or homes) exposed to a particular media vehicle |
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nms528 Mon, 12 Oct 2009 04:06:17 GMT |
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| importance of HUTs/PUTs/PURs |
these can be estimated and used as a basis for projecting program ratings |
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nms528 Mon, 12 Oct 2009 04:06:17 GMT |
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| PURs |
people using radio |
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nms528 Mon, 12 Oct 2009 04:06:17 GMT |
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| PUTs |
people using television |
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nms528 Mon, 12 Oct 2009 04:06:17 GMT |
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| HUTs |
households using television |
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nms528 Mon, 12 Oct 2009 04:06:17 GMT |
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| calculating % composition |
# of people in target audience group/total audience
(ex: W18-49/total = percent composition) |
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nms528 Mon, 12 Oct 2009 04:06:17 GMT |
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| percent coverage |
percent of persons or homes covered by a medium or vehicle (aka rating) |
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nms528 Mon, 12 Oct 2009 04:06:17 GMT |
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| percent composition |
percent concentration of the target audience within a media vehicle's total audience |
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nms528 Mon, 12 Oct 2009 04:06:16 GMT |
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| reading time |
the amount of time it takes the average reader to complete their reading of a publication |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| calculating total readership |
circulation x readers per copy = total readers |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| pass along (secondary) readers |
readers of a publication who are not members of a purchasing household |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| primary readers |
readers who purchased a publication or who are members of a household where the publication was purchased |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| reader's per copy |
number of primary and pass along readers of a publication |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| free circulation |
circulation that is distributed to readers free of charge, generally at specific locations |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| subscription (controlled/qualified) |
The circulation that is sent free of charge to specific individuals who have qualified for free copies because of their occupation, special area of interest, etc. |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| subscription (paid) |
Circulation that is paid for in advance, at a variety of prices and subscription duration, usually below the cover price. |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| single copy sales |
Circulation that is paid for on an ad hoc basis. Purchaser pays the full cover price. |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| What medium is circulation primarily used? |
print |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| rate base |
the circulation figure upon which advertising rates are based (may or may not be "guaranteed") |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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| circulation |
the number of distributed copies of a publication (may or may not be "guaranteed") |
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nms528 Mon, 12 Oct 2009 03:39:44 GMT |
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