Advertising and Promotion Belch 11th - Chapter 10

media planning

the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience

media objectives

the specific goals an advertiser has for the media portion of the advertising program

media strategies

plans of action for achieving stated media objectives such as which media will be used for reaching a target audience, how the media budget will be allocated, and how advertisements will be scheduled

medium

the general category of communication vehicles that are available for communicating with a larger audience such as broadcast, print, direct mail, outdoor, and other support media

media vehicle

the specific program, publication, or promotional piece used to carry an advertising message

reach

Number of different audience members exposed at least once to a media vehicles (or vehicles) in a given period

coverage

a measure of the potential audience that might receive an advertising message through a media vehicle

frequency

the number of times a target audience is exposed to a media vehicle(s) in a specified period

sweeps period

The times of year in which television audience measures are taken (February, May, July, and November).

index number

A ratio used to describe the potential of a market. The index number is derived by dividing the percentage of users in a market segment by the percentage of population in the same segment and multiplying by 100.

survey of buying power index

an index that provides information regarding population, effective buying income, and total retail sales in an area

brand development index (BDI)

An index that is calculated by taking the percentage of a brand's total sales that occur in a given market as compared to the percentage of the total population in the market.

Category Development Index (CDI)

An index that is calculated by taking the percentage of a product category's total sales that occur in a given market area as compared to the percentage of the total population in the market.

waste coverage

a situation where the coverage of the media exceeds the target audience

continuity

a media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign

flighting

a media scheduling pattern in which periods of advertising are alternated with periods of no advertising

pulsing

a media scheduling method that combines flighting and continuous scheduling

unduplicated reach

the number of persons reached once with a media exposure

duplicated reach

individuals exposed to the same commercial on two or more media vehicles

program rating

the percentage of TV households in an area that are tuned to a program during a specific time period

Gross Rating Points (GRPs)

A measure that represents the total delivery or weight of a media schedule during a specified time period. GRPs are calculated by multiplying the reach of the media schedule by the average frequency.

Target Rating Points

the number of persons in the primary target audience that the media buy will reach -- and the number of times

effective reach

A measure of the percentage of a media vehicle's audience reached at each effective frequency increment.

average frequency

the number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period

Recency

the idea that advertising will have the most effect on someone who is in the market for the product and that planners should attempt to reach that consumer as close as possible to their purchase decision

recency planning

media planning that attempts to reach the consumer in the period of time just before their purchase decision

absolute cost

the actual total cost of placing an ad in a particular media vehicle

cost per thousand (CPM)

A computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message.

cost per rating point (CPP)

A computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience. The CPP is determined by dividing the cost of the show by the show's expected rating.

daily inch rate

A cost figure used in periodicals based on an advertisement placed one inch deep and one column wide (whatever the column inch).

target CPM (TCPM)

a relative cost comparison that calculates CPMs based on the target audience as opposed to the overall audience

readers per copy

a cost comparison figure used for magazines that estimates audience size based on pass-along readership

pass-along rate

an estimate of the number of readers of a magazine in addition to the original subscriber or purchaser