Media Planning
True or False: The Media landscape evolves at a fast pace
True
What is the main purpose of media objectives?
translate a firm's advertising strategy into goals that media can accomplish
True or False: Media decisions are greatly influenced by factors controlled by the media planner
False: a media planner has little to no control over influencing factors
What is the advertising message of a well-known company like NIKE?
"Just Do It"
What is Methodology?
The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives.
When formulating an advertising campaign, who needs to find answers to questions like where, which, when, what, and how often?
Media Planners
What are audience objectives?
Definitions of the specific types of people the advertiser wants to reach
What does BDI stand for?
Brand Development Index
What 2 factors determine the scope of the media plan
Location and makeup of target audience
What is message weight?
The total size of the audience for a set of ads or an entire campaign.
What is the purpose of media planning?
To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people, in the right place, at the right time.
What are distribution objectives?
When, where, and how often media should appear
Do advertisers consider what other companies are doing with their advertising budget?
Yes, looking especially at competitors
What are the 5 M's?
Markets
Money
Media
Mechanics
Methodology
What is continuity?
The duration of an advertising message or campaign over a given period of time.
True or False: With the emergence of sophisticated software systems that offer various types of data analysis, human intellect is unnecessary when making a media plan.
False, Human intellect and creativity are at the root of any successful media plan.
True or False: Media planning is an art, not a science
False: It is both an art and a science
What are some factors that influence the vehicle selection process?
cost efficiency and advisability of the mix-media approach
Can a media campaign run continuously or in erratic pulses?
Yes, depending on "busy" seasons, high sales, etc.
What is Spillover Media?
Foreign media aimed at a national population that are inadvertently received by a substantial number of the consumers in a neighboring country.
The rise of digital media has allowed companies to have *blank* over their media spending.
More control. For example, Google ads allow anyone with a Google account to become a media planner and display their ads.
When deciding distribution objectives, what are the four terms a media planner should consider?
1) Message weight
2) Reach
3) Frequency
4) Continuity
What are media vehicles intended to maximize?
exposure, attention, and motivation value of their audience
What is the consideration in selecting media based on the medium’s ability to motivate people to act called?
Motivation Value
What is category development index (CDI)?
The percentage of a product category’s total U.S. sales in an area divided by the percentage of total U.S. population in the area.