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T340 Unit 3 (Final Exam)
T340 Media in Advertising Unit 3 Exam cards, Indiana University
68
Advertising
Undergraduate 4
12/17/2013

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Cards

Term
GRPs
Definition
Gross Rating Points.

example: a weekly schedule of 5 commercials on programs with a household rating of 20 would yield 100 GRPs
Term
CPP
Definition
Cost Per (rating) Point.

cost/rating
Term
CPM
Definition
Cost Per Thousand (cost per mille)

cost/thousands of people
Term
message weight
Definition
size of the audience for a series of ads or a campaign
Term
media planning
Definition
process that directs ad messages to the right people at the right time
Term
audience reach
Definition
the number of different people exposed
Term
exposure frequency
Definition
the intensity of the schedule
Term
continuity
Definition
the duration of an advertising message over a given period of time
Term
effective reach
Definition
describes the quality of exposures
Term
effective frequency
Definition
the number of times a person must be exposed to a message before it is effective
Term
average frequency
Definition
total exposures/audience reach
Term
advertising response curve
Definition
S-shaped curve that suggests that at a low frequency there is little response.
once a threshold is crossed, there is a dramatic response to increasing levels of advertising
Term
brand development index
Definition
indicates the sales strength of a brand in a specific market
Term
Pros of Broadcast TV Advertising
Definition
-Mass Coverage
-Low cost per exposure
-Some Selectivity
-Creativity & Impact
-Prestige
-Social Dominance
Term
Cons of Broadcast TV Advertising
Definition
-High Production Cost
-High Airtime Cost
-Limited Selectivity
-Brevity
-"Zipping & Zapping"
-Clutter
Term
Percent of US who listen to radio in an average week?
Definition
93%
Term
Percent of US who listen to radio in an average day?
Definition
71%
Term
imagery transfer
Definition
happens when audio from TV spots are converted to radio spots
Term
radio dayparts
Definition
6 AM - Morning Drive
10 AM - Daytime
3 PM - Afternoon/Evening Drive
7 PM - Nighttime
Midnight - All Night
Term
Pros of Radio Advertising
Definition
-Reach & Frequency
-Selectivity
-Cost Efficient
-Timely
-Immediate
-Locally Relevant
-Creatively Flexible
Term
Cons of Radio Advertising
Definition
-Heard, but not seen
-Segmented Audiences
-Short-Lived
-Half-Heard
-Cluttered
Term
situation analysis
Definition
Performed to understand the marketing problem.
Analyzes a company and its competitors on strenghts & weaknesses, and external opportunities & threats.
Term
circulation
Definition
statistical measure of a print medium's audience
Term
RPC
Definition
Readers Per Copy.
variable used to determine the total reach of a given print medium
Term
pass-along rate
Definition
number of people who read a magazine without buying it
Term
GRPs are calculated as...
Definition
reach X frequency
Term
frequency is important to create memory, while _________ is important to sustain it
Definition
continuity
Term
effective frequency
Definition
number of times a person must see or hear a message before it becomes effective
Term
wearout
Definition
point at which advertising message has been seen or heard so often that it starts to irritate consumers
Term
2 types of media objectives
Definition
*audience objectives- (types of people)
*message-distribution objectives- (where, when, how often)
Term
5 M's of effective media strategy
Definition
1. Markets- groups who share common interest
2. Money
3. Media- communications vehicles
4. Mechanics- involves creativity
5. Methodology- overall strategy
Term
BDI
Definition
Brand Development Index.
indicates the sales strength of a particular brand in a specific market area.
calculated as % of brand's sales/% of US population
Term
CDI
Definition
Category Development Index.
determines strength of the whole product category
Term
exposure value
Definition
value of a medium determined by how well it exposes an ad to the target audience
Term
attention value
Definition
degree of attention paid to ads in a particular media by those exposed to them
Term
cost efficiency
Definition
the cost of exposing the message to the target audience rather than the total audience
Term
TCPM
Definition
Target Cost Per Thousand
Term
synergy
Definition
effect achieved when the sum of parts is greater than that expected from simply adding the components
Term
continuous schedule
Definition
advertising runs steadily during campaign period
Term
flighting
Definition
alternates periods of advertising with periods of no advertising
Term
pulsing
Definition
mixing flighting and continuous scheduling. uses pulses to heavy up during peak selling periods
Term
bursting
Definition
running the same ad every half hour during prime time
Term
roadblocking
Definition
buying airtime on all three networks simultaneously
Term
blinking
Definition
flooding both network and cable channels with ads for a day, making it nearly impossible to miss
Term
reach
Definition
total number of different people or households exposed during a given time. exposed does not mean consumed
Term
effective reach
Definition

describes the quality of exposure.

measures percentage of audience who recieve enough exposures to truly notice the message

Term
frequency
Definition

repetition of message.

average number of times individuals or homes are exposed to media vehicle during a specific time.

 

total exposures/audience reach

Term
spot announcement
Definition
a commercial message run between two programs, no relation to either. must be purchased by contacting stations directly
Term
inventory
Definition
commercial time available to advertisers
Term
off-network syndication
Definition
reruns are sold to individual stations for rebroadcast
Term
first-run syndication
Definition
programs produced specifically for the syndication market
Term
barter syndication
Definition
marketing of first-run TV programs to local stations free or for a reduced rate because some ad space has been presold to national advertisers
Term
PLA
Definition
program-length advertisement (infomercials)
Term
sweeps
Definition
four month-long periods each year when rating services measure all TV markets.
February, May, July, and November
Term
DMA's (Designated Market Areas)
Definition
geographic areas from which TV stations attract most of their viewers
Term
primetime
Definition
8pm-11pm
Term
audience composition
Definition
distribution of an audience into demographic or other categories
Term
makegoods
Definition
spots aired to make up for spots that were missed or run incorrectly
Term
rating vs. share
Definition
rating is based upon households with TVs, and share is based on households with TVs turned on
Term
drive times?
Definition
6-10am & 3-7pm
Term
AQH persons
Definition
Average Quarter-Hour persons.
the average number of people who are listening to a specific station for at least 5 minutes during a 15-minute period
Term
protocols
Definition
common rules for linking and sharing information
Term
distributed network vs. centralized network
Definition
In a centralized network, a hub distributes too many receivers. A distributed network has many different hubs and links.
Term
broadband
Definition
type of digital transmission that enables a single wire to carry multiple signals simultaneously
Term
composition
Definition
rough draft of an ad
Term
click rate
Definition
clicks/requests
Term
rich-media ad
Definition
advertising that utilizes full motion and animated technology
Term
CRM
Definition
customer relationship management. focuses on keeping existing clients
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