Advertising media planning exam 1

What does CPM stand for in media planning?

Cost per Thousand Impressions

How is CPM calculated?

Cost ($) × 1,000 / Impressions

What does CPP stand for?

Cost per Rating Point

How is CPP calculated?

Cost ($) / Rating

What is the purpose of measures of cost-efficiency in media planning?

To compare the cost-effectiveness of different media vehicles using CPM and CPP.

What is the Marketing Communication Planning Cycle?

A process that includes developmental research, segmentation, targeting, positioning, and evaluation.

What is a media vehicle?

A specific instance of media within a media class.

What is the purpose of a situation analysis in marketing?

To assess the current market conditions and competitive environment.

What does SWOT analysis stand for?

Strengths, Weaknesses, Opportunities, and Threats.

What is share of voice (SOV)?

The brand's advertising weight as a percentage of the total market in a given time period.

How is SOV calculated?

(Brand Media Expenditure / Category Media Expenditure) × 100

What is the target audience in advertising?

The specific group or groups to whom an advertising campaign is directed.

What are the methods for defining a target audience?

Demographics, psychographics, geo-demography, and product usage.

What does BDI stand for?

Brand Development Index

How is BDI calculated?

(% of brand's sales in market / % of population in market) × 100

What does CDI stand for?

Category Development Index

How is CDI calculated?

 (% of category's sales in market / % of population in market) × 100

What is audience measurement?

The process of determining the size and characteristics of an audience for a medium.

What are gross impressions?

The total number of people exposed to an advertisement.

What are gross rating points (GRPs)?

A measure of the total exposure of an advertisement, calculated as the sum of ratings.

What is the significance of the marketing objectives in media planning?

To define what the marketing campaign aims to achieve, such as sales or market share.

What is the role of creative development in media planning?

To develop the message strategy and execution for the advertising campaign.

High BDI + High CDI

strong opportunity

High BDI + Low CDI

Watch for decline

Low BDI + High CD

growth potential

Low BDI + Low CDI

weak potenitial 

Types of auidenices 

• Target audience

• Vehicle audience

• Advertising (message) audience

Geographic Market Factors can be

National, regional, local

Marketing Communication Planning Cycle involves what steps

Strategy Development, Creative Development, Execution / Implementation, Evaluation

Media

All forms of advertising media

medium

Single class of media

what is bdi?

a marketing metric that measures a brand's relative sales strength in a specific market by comparing its share of sales to the market's share of the total population

whats cdi 

a marketing metric that measures a product category's sales performance in a specific geographic area or demographic segment compared to its overall national performance