MKTG_2202_-_Lec_13_-_Ch_10_Media_Planning

Media Plan

A structured approach that guides decisions on the delivery of a promotional message, including where, when, and how often to expose audiences.

Media Mix

The variety of media options available for advertising, influenced by objectives, product characteristics, budget, and target audience preferences.

Target Audience Coverage

Refers to how a media plan ensures that advertisements reach the desired audience segment effectively.

Geographic Coverage

A strategy that involves determining the best locations for advertising spending, often using Brand Development Index (BDI) and Category Development Index (CDI) calculations.

Continuity

A scheduling method that serves as a constant reminder to consumers by covering the entire buying cycle.

Flighting

An advertising strategy where advertising is only conducted during specific purchase cycles to maximize efficiency.

Pulsing

A media scheduling strategy that combines continuity and flighting methods to maintain an ad presence while allowing for heavier exposure during peak times.

Reach

The number of different people or households exposed to an advertisement at least once during a specific period.

Frequency

The average number of times an individual or household is exposed to an advertisement in a given time frame.

Gross Rating Points (GRPs)

A measurement of the total exposure of an advertisement, calculated as reach multiplied by frequency.

Relative Cost Estimates

The assessment of advertising costs in relation to the audience reached, often expressed as CPM (Cost Per Thousand) or CPRP (Cost Per Ratings Point).

Blocking Chart

A visual tool summarizing media strategy and tactics decisions, formatted in a calendar to guide media buyers in achieving objectives.

Top-Down Budgeting

A budgeting approach where top management sets a spending limit, and promotional activities are planned within that budget.

Bottom-Up Budgeting

A budgeting method where promotion activities are planned first, and then costs are estimated and added up to create a total budget.

Objective & Task Method

A budgeting approach that establishes advertising objectives and estimates the costs associated with specific promotional tasks to achieve those objectives.