Media Planning and Buying

These flashcards cover essential terminology and concepts related to media planning and buying, based on the lecture notes.

Media Planning

The process of analyzing and selecting channels to communicate advertising messages to the right audience at the right time.

Audience Fragmentation

The disruption of a large audience into smaller segments due to a variety of media options available.

Message-Distribution Objectives

Goals that outline where, when, and how advertising should appear to reach the target audience effectively.

Gross Rating Points (GRPs)

A metric that measures the total audience delivery or weight of a media schedule.

Effective Reach

The quality of exposure that measures how many audience members receive a sufficient number of exposures for the message to be effective.

Continuous Schedule

A media scheduling method where advertising runs steadily over a period with little variation.

Flighting

A media scheduling technique that alternates periods of advertising with periods of no advertising.

Pulsing

A media scheduling strategy that combines continuous and flighting techniques to optimize resource use.

The Five Ms’

The five factors influencing media strategy: Markets, Money, Media, Mechanics, and Methodology.

Programmatic Advertising

An automated process that uses data from consumer behavior analysis for ad space procurement through real-time auctions.

Cost per Thousand (CPM)

A metric that measures the cost of reaching one thousand members of a target audience in a specific medium.

Reach

The total number of different people or households exposed to a media schedule during a specific time.

Frequency

The number of times an individual is exposed to an advertising message within a given time frame.

S-shaped Response Curve

A graphical representation showing that effectiveness increases with frequency up to a point, after which additional frequency may lead to diminished returns.

Competitive Strategies

Approaches companies take in response to competitor actions in order to maximize market effectiveness.