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Chapter 15-Television
Advertising one traditional medias
41
Advertising
Undergraduate 4
11/30/2011

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Cards

Term
3 Keys to determine the best media values
Definition
1. target reach-TRP
2. Composition
3. Cost-efficiency
Term
Goal of Media Planner
Definition
deliver the marketing targets at the lowest cost with the least amount of waste.
Term
5 Key Media Planning Elements
Definition
1. GRPs- currency of ad media
2. Gross media impressions- GRIMPS
3. Target Reach- TRPs
4. Effective Frequency
5. Working within the budget
Term
Goal of Planning and Selecting TV
Definition
buy minimum # of GRPs/TRPs needed to reach your target at the right frequency.
Term
TV media selection based on... (3 things)
Definition
1. programs and stations selected by dayparts.
2. using rating (coverage) and audience composition to select programs/networks.
3. for age/sex/ethnicity of your target audience.
Term
Info needed to plan TV (5 things)
Definition
1. GRPs(TRPs)
2. CPP
3. Four-week reach
4. Ratings(reach) per show
5. Audience compositions to generate target rating points(TRPs).
Term
Two key selection factors for magazine media planning
Definition
1. demographics
2. product usage
Term
Selecting Magazine Vehicles considerations (4 things)
Definition
1. composition
2. Coverage
3. Delivery of demographic,product-class and psycho-graphic targets.
4. cost efficiency of target delivery
Term
Composition
Definition
Percent of target that reads on regular basis.
Term
CPM
Definition
Key buying factor if everything else is equal.
Term
Magazine Planning Process (6 things)
Definition
1. Select list of candidates.
2. Identify most efficient magazines with CPM ranker
3. Create plan that delivers most reach for the budget
4. Refine plan using marketing judgments
5. Negotiate buy, merchandising
6. Present to client, adjust as needed
Term
Magazine cost efficiency
Definition
once you have a list of A-B-C mags, look at CPM cost efficiency.
Term
Reach
Definition
Total circulation as percent of population of target audience in U.S.
Term
Magazine Flowchart (8 things)
Definition
1. magazine names
2. months of insertions
3. cost per insertion
4. CPM for each publication
5. Reach
6. Total impressions by month
7. Total impressions for plan
8. Total cost per magazine and for all magazines
Term
1990
Definition
outlawed cigarette advertising on billboards this year...
Term
Four Major Outdoor Categories (plus 1 non-major)
Definition
1. Billboards
2. Transit
3. Cinema
4. Street Furniture

5. Alternative
Term
What billboards selection is based on...
Definition
1. location
2. visibility
3. traffic flow
4. market coverage
Term
Three major TYPES of Outdoor Media
Definition
1. 30-sheet
2. Rotary
3. Permanent
Term
Outdoor Plan Key
Definition
to spend to your budget in key markets
Term
3 largest billboard companies (in order)
Definition
1. CBS
2. Clear Channel
3. Lamar
Term
Outdoor Flow Chart
Definition
1. Timing
2. Type of Outdoor
3. GRPs/faces per month
4. Cost per month
5. CPM
6. Total Cost
Term
Cost for 1 radio station/show
Definition
CPP x Rating X No. of spots in 4 weeks=
Term
Radio Flow Chart
Definition
1. Schedule per week
2. dayparts
3. GRPs per month
4. Reach and frequency per month
5. Cost per month
6. Total cost
Term
Ethnic Holidays
Definition
1. Chinese New Year
2. Cinco de Mayo
3. Kwanzaa
Term
Newspapers lists [3 parts] (form of direct response)
Definition
1. selected based on their geographic market coverage.
2. most advertisers choose major papers in their important markets.
3. Major markets also have suburban papers covering outlying areas.
Term
Keyword Search
Definition
main form of internet advertising
Term
Brochure
Definition
Informational Website
Term
eCommerce
Definition
Buy from website
Term
Communities
Definition
Bring people together who have a common interest(start to become social media)
Term
Portals
Definition
provides links to many websites in a category, e.g., a "directory" of advertising agencies.
Term
Search Engines
Definition
Valuable tools, but few people start.
Term
Web Apps
Definition
grossly over hyped except if your a brand.
Term
Methods of Targeting (3)
Definition
1. keyword search
2. contextual
3. behavioral
Term
Rich Media Ads
Definition
ad technologies that employ richer graphics. Interactive becomes robust here.
Term
Search Advertising
Definition
defined as paid search and paid inclusion.
Term
Contextual Targeting
Definition
methodology which matches ads with content or specific keywords on other websites
Term
Behavioral Targeting
Definition
methodology which allows advertisers to expose their ads to web USERS on basis of what websites the visit or what content they read.
Term
Pricing Options
Definition
Cost-per-click, cost-per-action, cost-per-lead, cost-per-purchase
Term
Social Media
Definition
any communications format where the users publish the content. Success comes from word of mouth marketing.
Term
Technocrati
Definition
Tracks blogs
Term
New Media
Definition
pick channel that fits product
old-new media
1993 browser wars
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