Media Planning Exam 1

Ad buy

Acquiring ad space or time on various media channels intended to reach a specified target audience

Ad impressions share

The percentage of ad impressions an ad or ad campaign generated compared to the total possible impressions within a media channel

Ad inventory

The total stock of available ad space or time slots media platforms have to offer advertisers

Ad placements

The ad spaces available, including size, type, and location (i.e., where a display ad goes on a website or a print ad is placed in a newspaper

Click-Through Rate (CTR)

A metric measuring the effectiveness of a digital ad or ad campaign on a particular site, based on the number of users who clicked on a defined link

Cost Per Click (CPC)

The monetary amount an advertiser spends to get an ad clicked

Dayparting

A strategy of scheduling ads or ad campaigns to run during particular times or days of the week to reach a target audience effectively

Gross Rating Points (GRP)

The audience size reached by an ad or ad campaign, calculated by multiplying the reach (expressed as an decimal) by the frequency

Impressions

The total number of times an ad or ad campaign was displayed

Impressions share

A metric that measures how effectively an ad campaign reaches its target audience compared to the total potential impressions

Media Budget

The allocated funds for an ad or ad campaign across various channels within a specific time frame

Media Buy

Acquiring ad space or time on various media channels intended to reach a specified target audience

Media Creative

An ad’s actual imagery, design, and content

Media Research

Examining available data—from media consumption to audience behavior to competitive analysis—to inform media planning

Media Schedule

A timetable detailing when and where advertisements will appear across varying media channels to maximize impact

Media Vehicle

A specific TV program, website, magazine, radio station, etc. used to carry an ad or ad campaign (e.g., Cosmopolitian is a media vehicle)

Return on Investment (ROI)

A metric assessing the effectiveness and profitability of ad efforts by taking net profits, dividing them by the investment made, and calculating a percentage

Competitive intelligence

Gathering data about competitors’ marketing and business activities to help inform decision-making in media planning and beyond.

Think of a brand that would want to try to guarantee programming at a specific time of day (Dayparting)

Starbucks could use dayparting to ensure ads during the morning commute when people are most likely thinking about coffee and breakfast. This helps the brand reach its target audience at the exact time when they are most likely to make a purchase

ROAS (Return on Ad Spending)

A measurement of how much revenue a company earns for every dollar spent on advertising

Why should we have competitive intelligence in our media plan?

Helps us understand what our competitors are doing so we can make smarter media planning decisions, which t allows us to identify opportunities, avoid strategies that aren’t working, and find ways to stand out from other brand competitors

How does Return on AD spending relate to media planning and buying?

helps determine which channels and ad placements are generating the most revenue so companies can put more of their budget toward the advertising that is working best

What is the difference between media channels and media vehicles?

Media channels are the channels you use to reach your audience, like social media, television, radio, print, websites, and podcasts. Media vehicles are the specific platforms, programs, or publications within that channel where your ad will appear. For example: media chanel is social media and the media vehicle is instagram

Pick a mass communication theory and tell me about it

Framing Theory: The media can influence how we understand something by choosing how they present it. Easy example: If a news story about a basketball team focuses on their big win, the team looks successful. If it focuses on their mistakes and losses, the same team may look unsuccessful.

Research methodology

The process researchers use to collect and analyze information to study how media and communication affect people, society, or audiences.

Why do media professionals care about research methods?

They help them understand their audience and make informed decisions. Research can show what people watch, read, or respond to, helping professionals create better content, advertising, and media strategies

Cost Per Acquisition (CPA)

A metric quantifying an advertisers total cost to acquire a new customer or lead through a media campaign

What is media planning: The who, what, where, when of media planning according to phoebe’s presentation 

Media planning is the process of deciding who you want to reach, where and when to reach them, what message to deliver, how to spend your advertising budget, and how to measure success. It takes place before, during, and after advertising to make sure the campaign reaches the right audience effectively and uses the budget wisely

What is the 4 core pieces of media planning (mollys presentation)

Understanding your audience, choosing the right channels, setting a schedule, and allocating budget for desired outcome

What is the point of media planning?

Getting the right message to the right channel, to the right audience, at the right time 

Name the 5 best practices for media planning based on Cats presentation

Understand your audience, use consumer insights, research competitors, test different approaches, and stay flexible by adjusting your strategy based on results and changing consumer behavior

What are the three types of media planning according to Danielle's presentation, and which one of these three are we concentrating in class?

Paid media, which is advertising that results from paid placement by the brand, owned, which is owned by the brand, and earned, which is publicity the brand receives from sources outside the company

Tell me 4 of the 6 types of media plan from Alayna’s presentation

• Continuous: Advertising runs steadily throughout the campaign to maintain visibility and stay relevant year-round.

• Flighting: Advertising runs intensely for a short period and then stops completely for a period of time.

• Pulsing: Advertising runs consistently but increases during important peak periods when demand is higher.

• Seasonal: Advertising focuses on specific times of the year when consumers are most likely to buy, such as holidays.

What are 4 traits of media planning and what are 4 traits of media buying according to Allies presentation

Media planning sets the strategy, identifies the target audience, determines goals, and chooses appropriate media. Media buying executes the strategy, purchases ad space/time, negotiates placement, and manages the budget

According to Kyndal’s presentation, what are 3 characteristics of direct media buying, and what are 3 characteristics of programmatic media buying?

Direct media buying is relationship-driven, has direct contracts with publishers, and involves high-touch negotiations for premium or custom placements. Programmatic media buying is data-driven, automated real-time bidding using algorithms, and focuses on precision audience targeting and efficiency

What are Steps 3 and 5 of the media buying process, and how do they relate to one another?

Step 3 is to develop and send RFPs (Requests for Proposals), which are sent to media vendors to get bids and proposals based on your campaign goals, target audience, budget, and KPIs. Step 5 is sending Insertion Orders (IOs), which are legal agreements that confirm the selected media placement, including the cost, run dates, ad specifications, and other details. The two steps are connected because the RFP starts the transaction by gathering bids from vendors, while the IO completes the transaction by making the chosen media buy official and contractual.

Tell me 4 things about Molly Goff

Molly Goff is from Duluth and graduated from Norcross High School, class of 2023, and she misses her family and friends from Duluth. This is funny because she actually knows a home-time and long-time family friend of mine, which is so cool. She is also an only child and didn’t originally have college plans, but her parents made her go to a college fair, and there was a bright light shining at the GSCU table, and ending up loving her conversation with them and decided to go here!