class 11 final

Media Plan

Series of decisions involved in delivering promotional Message to prospective consumers

Media Vehicle

Specific carrier within a medium category. Ex: the show being produced in the tv

Reach

Measure of the number of different audience members exposed at least once to media vehicle in a specified period

Frequency

Number of times receiver is exposed to media vehicle in a specified period

Market Analysis

Identifies audience, competition, and media landscape (internal/external factors).

Media Coverage

Goals for media reach, frequency, and impact.

Market Coverage

Extent of audience reached

Waste Coverage

Reaching people outside target audience

Continuity Scheduling

Steady ad exposure year-round.

Flighting Scheduling

Ads in bursts with gaps in between Ex: seasonal ads like only summer time

Pulsing Scheduling

Continuous ads with periodic boosts ex superbowl and march madness

Gross Rating Points (GRPs)

Measures total ad exposure (Reach × Frequency).

Why choose TV as a medium?

High reach, visual storytelling, broad audience

TV Advantages

Mass exposure, creativity, engagement.

network Advertising

National reach but costly.

Tv Disadvantage

too many messages, not personalized and causes fleeting if not part of the target audience, expensive

Spot Advertising

Commercials shown on local TV stations.

dayparts

Specific segments of a broadcast day.

Share of audience:

Percentage of households using TV in a specified period that are tuned to a specific program

Out of Home (OOH) advertising

Billboards, transit ads, digital displays

Digital out of home (DOOH) media

Video advertising networks. • Digital billboards. • Place-based advertising

Areial Advertising

Outdoor advertising incorporating use of airplanes pulling banners, skywriting, and blimps

Mobile billboards

Devices that carry advertisements and are mobile.
• Cars, small billboards on trailers

In store media

Reach shoppers at the place where they buy, ex aisle display, shopping cart signage etc

transit advertising

Targets people who are exposed to commercial transportation
facilities. train Bus

Promotional Products Marketing

Promotional medium or method that uses promotional products. EX: SWAG Giveaways

Direct marketing

Organizations communicate directly with target customers to generate a response or transaction.

One step approach

Medium is used directly to obtain an order (immediate purchase call to action)

Two step approach

Uses more than one medium

Direct Mail

Targeted, physical advertising via mail.

Mailing lists

Database from which names are generated.