Advertising Media / Vehicles

media

-general communication methods that carry advertising messages

-TV, magazines, social media

vehicles

-the specific broadcast programs or print choices In which advertisements are placed

-Wall Street journal, YouTube

hand in glove approach

-advertising message and media considerations are inextricably related

-creatives and media specialists must team up to design ads

factors to consider for choosing best medium

-reach

-weight

-recency

-cost

-continuity

-frequency

reach

the percentage of the target audience exposed, at least once, during a specified time frame to the vehicles

reach is more important when…

you want awareness among new people

frequency

the average number of times during a media planning period that the target audience members are exposed to media vehicles carrying a brand’s ad

frequency is more important when…

you want people to recall or be reminded of you

determinants of reach

-use of multiple media

-diversification of vehicles within each medium

-varying departs for radio and tv advertising

gross rating points (GRPs)

-represents the gross weight that a particular ad schedule is capable of delivering

-the sum of all vehicle ratings in a media schedule

-reach x frequency

weight

the advertising volume required to accomplish advertising objectives

concept of effective reach (frequency)

answers the question of how often does the target audience have an opportunity to be exposed

three exposure hypothesis

a minimum of three exposures to an advertising message needed for effective advertising

continuity

-involves how advertising is allocated during an ad campaign

-addresses fundamental issue of how the media budget be distributed

continuous advertising schedule

an equal number of ad dollars are invested throughout the campaign

pulsing

some advertising is used during every period of the campaign, but the amount of advertising varies from period to period

flighting

the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months

recency planning

an advertising strategy that focuses on reaching consumers shortly before they make a purchase, emphasizing broad reach and being present when purchase decisions occur