Comprehensive Guide to Media Planning and Brand Strategy in Advertising

Humor Ads

Ads that create a pleasant association with the brand.

KPI Objective #8

Defining the brand's social meaning.

Pulsing advertising

Identifying advertising before an open aperture, then reducing until the next open aperture.

Frequency

Average number of times an individual/household is exposed to a media vehicle in a certain timeframe.

Impressions

Sum of all exposures to the entire media placement in a certain timeframe.

Product placement

Incorporating products into entertainment content to promote them.

Below the line promotion

Promotional efforts that include in-store promotions and discounts.

measure weight

A sum of the total audience size of all the media specified in a media plan; the gross number of ad messages or exposure opportunities delivered by the vehicles in a schedule.

gross impressions

The sum of exposures to all the media placement in a media plan.

continuous scheduling

Pattern of placing ads at a steady rate over a period of time.

Network radio advertising

Radio advertising placed within national network programs.

App Ads

Ads within a web, tablet, or smartphone application associated with a third party.

Display Ads

Advertisements placed on websites that contain editorial material.

Mobile Marketing

The process of optimizing digital content for reaching consumers on Internet-enabled mobile devices.

KPI Objective #1

Promote brand recall.

Repetition Ads

Ads that buy lots of placements and repeat the brand name to enhance cognitive accessibility.

Slogans and Jingles

Designed to become earworms, slightly more complex than simple repetition.

KPI Objective #2

Link key attributes to the brand name.

Unique Selling Proposition (USP)

What a brand wants to be known for, emphasizing a supposedly unique quality.

KPI Objective #3

Persuade the consumer.

Reason Why Ads

Ads that point out reasons why a brand is appropriate and beneficial.

Comparison Ads

Ads that demonstrate a brand's benefits by comparing it to the competition.

Infomercials

Extended commercials that often resemble entertainment programming.

Feel Good Ads

Ads that attempt to connect positive emotions with the brand.

Fear Appeal Ads

Ads that highlight risks to motivate consumer action.

KPI Objective #6

Action via anxiety.

Image Ads

Ads that convey the brand's core meaning with heavy reliance on imagery.

KPI Objective #9

Connect to social disruption and cultural movements.

Online and below-the-line promo

Digital and experiential media including Internet search, display, Mobile, Special and influencer, In store placement, Coupons, Loyalty programs, Events.

Media agnostic

A concept where media is not limited to a specific type, allowing for flexibility in strategy.

Media class

Broad category of media such as ad, TV, radio, or newspapers.

Media vehicle

Specific option within a media class.

Continuous advertising

Spreading advertising continuously and evenly over the length of the campaign.

Brand safety

Ensuring the advertising environment does not harm the brand's equity or legacy.

Competitive media assessment

Accessing competitors' media spending to determine the best path forward.

Objective

What the advertiser hopes to achieve

Method

How the advertiser plans to achieve the objective

Promote brand recall

To get consumers to recall its brand name(s) before any competitors' brand names

Recall tests

Used to evaluate the effectiveness of linking key attributes to brand names

Infomercial

An extended advertisement that runs for 5-60 minutes on TV

Affective association

To get the consumer to feel good about the brand

Cultural contradictions

Tensions and conflicts within society that brands can address.

Social context in branding

Situating a brand within a social framework to give it meaning.

Parity products

Products with few major objective differences between brands.

Jingles

Slogans set to music to enhance memorability.

Unique selling proposition

Advertising that emphasizes a unique quality of a brand.

Measured media

Media that are closely tracked for advertising costs and effectiveness.

Above the line promotion

Traditional advertising through conventional media.

Media investment allocation

The budget a brand allocates for media spending.

Media plan

A strategy outlining where and when advertising messages will be placed.

Geo targeting

Placing ads in regions with higher purchase tendencies.

media classes

Categories of media such as TV and magazines.

vehicles

Specific programs or magazines.

number of adv insertions

Frequency.

continuity

Pattern of placement of advertisements in a media schedule.

square root law

The recognition that print ads increase in memorability with the square of the illustration.

CPM calculation

Used to compare the relative efficiency of two media choices within a media class or between media classes.

push media

A form of media in which the brand is 'pushed' at the consumer.

media buying service

Securing the electronic media time and print media space specified in a given account's schedule.

programmatic media buying

Automatic buying of ads based on data such as online consumer behavior.

media buying service

An independent organization that specializes in buying media time and space, particularly on radio and TV.

Newspapers

Can be categorized by target audience, geographic coverage, and frequency of publication.

Lead Time

The time it takes to develop and place an ad.

Absolute Cost

The cost or media vehicle cost.

Inserts

Advertisements folded into the newspaper before distribution.

Preprinted Insert

An advertisement delivered to a newspaper fully printed and ready for insertion.

Free Standing Insert (FSI)

A newspaper insert ad that contains cents-off coupons for a variety of products.

Audience Selectivity

A characteristic of magazines that allows targeting demographics, lifestyle, and special interests.

Passalong Readership

People other than the primary subscriber who read a publication.

Media Kit

A resource of information provided by a publisher to assist ad buyers, reporters, and media professionals.

Cable Television

A type of television that transmits a wide range of programming to subscribers through wires.

Syndicated Television

Original programming or programming that first appeared on network TV that is then rebroadcast on other stations.

Local TV

Television programming other than the network broadcast offered by independent stations.

Short Life of Newspapers

A disadvantage of newspapers due to their limited time relevance.

Channel grazing

Using a TV remote control to monitor programming on other channels while an advertisement is being broadcast.

Digital video recorders (DVRs)

A computer-like hard drive that can store many hours of television programming.

Rating point

A measure indicating that 1 percent of all the television households in an area were tuned to the program measured.

Syndication (radio)

A type of radio that provides complete programs to stations on a contract basis.

Web 3.0

A stage of Internet progression which entails sites and e-services that use machine learning and artificial intelligence.

Paid media

Media that are paid for on social media or other media; advertisements that can be purchased on a social network.

Blogs

Key characteristics include a journal format and informal style, helpful for advertising messages.

Virtual identity

How the consumer or brand uses images and text online to construct or showcase identity.

Site stickiness

A digital marketing metric measured by how long a consumer stays on a website or page.

Bounce rate

The percentage of people who come from or go to another site after clicking on a website.

Cost per click

Digital advertising revenue model based on cost-per-thousand exposures.

CPC

An advertising revenue model where the advertiser is charged by the number of people who click on the ad.

Banner Advertising

Well suited to generating awareness for new products and for brand building.

Paid Search

The process by which advertisers pay to place ads in or near relevant search results based on keywords.

Search Engine Optimization (SEO)

A process to improve the volume and quality of traffic to a website from search engines.

Digital Footprint

The trail of social media posts, videos, photos, and online information on a person or brand.

Interactivity

Two-way communications that can feed off one another, an advantage of digital media.

Click Through

A measure of the number of page elements that have been requested from the display/banner ad.

Privacy Seal

Logo on websites indicating endorsement or membership of a third-party privacy endorser.

Subject Matter Expert (SME)

A person with extensive experience or knowledge about a specialty area.

Advergaming

Advertising and brand placement within video games.

Cross Device Measurement

Important because online consumer experiences typically occur on multiple screens.

Email Marketing

One of the least expensive marketing tools providing high ROI and campaign effectiveness measurement.

Sampling and Trial Offers

Can be promoted via mobile or digital with email campaigns or directly on the company website.

Communications Planning

A process that involves setting objectives and methods for brand strategy.

Comms Platform

A central inspired theme from which all media, creative, and PR activations stem.