Study Media Strategy midterm Flash Cards

 
Pile Management Card
Media Strategy midterm

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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
core media strategies (5)
1. target
2. geography
3. timing
4. communication/weight levels
5. media selection
media consumption differs most by...
gender and age
Low CDI and Low BDI
most often not able to overcome
Low CDI and High BDI
increase market share
High CDI and Low BDI
increase category penetration and protect share
High CDI and High BDI
maintain sales/protect brand
reasons for higher levels of frequency
introductions, competitive levels, complicated message, commodity/low interest categories, impact of medium/clutter levels
recency planning
this is based on the premise that a single exposure close to category purchase decision is most effective
effective frequency planning
this is based on the premise that multiple exposures are required to generate awareness, recall and behavior (sale)
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.
reason for using CPP
most media plans are costed-out using CPPs for each medium and/or daypart
CPP formula
medium or schedule cost/#TRPs = CPP
cost per rating point (CPP)
the cost to reach one percent (1 rating point) of the homes or individuals in a specific geographic area
cost per thousand formula
media schedule cost/medium or schedule audience delivery = CPM (remember to drop last three zeros)
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.
frequency distribution
potential reach arrayed according to the level of frequency
calculating average frequency
TRPs/reach
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
effective frequency
# of times one determines needs to be exposed to message in order for it to be effective
frequency
the potential number of times people (or households) are exposed to an advertising schedule over a given period of time
impressions
the raw number of exposures to homes or individuals
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)
calculating target rating points (TRPs)
program rating (or % coverage) x number of announcements (or insertions)
target rating points
the sum of the target points
gross rating points (GRPs)
the sum of the household ratings of the individual media vehicles that make up an advertising schedule
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
RATING POINT
a number (readers/viewers/listeners) expressed as a percentage equivalent to one percent of the target universe (demographic or geographic)
ratings formula
% rating = media vehicle delivery/target universe
sum of all household ratings...
...add up to the HUT level
ratings
the percentage of individuals (or homes) exposed to a particular media vehicle
importance of HUTs/PUTs/PURs
these can be estimated and used as a basis for projecting program ratings
PURs
people using radio
PUTs
people using television
HUTs
households using television
calculating % composition
# of people in target audience group/total audience
(ex: W18-49/total = percent composition)
percent coverage
percent of persons or homes covered by a medium or vehicle (aka rating)
percent composition
percent concentration of the target audience within a media vehicle's total audience
reading time
the amount of time it takes the average reader to complete their reading of a publication
calculating total readership
circulation x readers per copy = total readers
pass along (secondary) readers
readers of a publication who are not members of a purchasing household
primary readers
readers who purchased a publication or who are members of a household where the publication was purchased
reader's per copy
number of primary and pass along readers of a publication
free circulation
circulation that is distributed to readers free of charge, generally at specific locations
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.
subscription (paid)
Circulation that is paid for in advance, at a variety of prices and subscription duration, usually below the cover price.
single copy sales
Circulation that is paid for on an ad hoc basis. Purchaser pays the full cover price.
What medium is circulation primarily used?
print
rate base
the circulation figure upon which advertising rates are based (may or may not be "guaranteed")
circulation
the number of distributed copies of a publication (may or may not be "guaranteed")
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