Ch. 13: Media Planning - Magazines, Newspapers, TV, Radio

Traditional Mass Media Reinvention

The process where traditional media (TV, radio, print) become convergent and synergistic with digital platforms to remain relevant.

Consumer Media Control

A trend where consumers are more active in choices and exert more control over their content exposure.

User-Generated Content (UGC)

Noncommercial brand information created by consumers via viral videos or social media.

Synergizing Media

The future of effective IBP, which involves combining digital, social, and mobile media with traditional mass media like TV and radio.

Data Analytics in Traditional Media

Used by media companies to position themselves based on how consumers seek brand information.

Performance Tracking

Measuring ad exposure, conversion rates, and brand awareness to evaluate campaign success.

Geographic Selectivity (Newspapers)

An advantage allowing advertisers to reach a specific local geographic area.

Timeliness (Newspapers)

An advantage referring to the short lead time required to place an ad.

Credibility (Newspapers)

The perceived reliability of the medium, which benefits the advertisers using it.

Limited Segmentation (Newspapers)

A disadvantage where it is difficult to target very specific niche groups compared to other media.

Cluttered Environment (Newspapers)

A disadvantage where many ads compete for the reader's attention on a single page.

Short Life (Newspapers)

A disadvantage because newspapers are usually read once and then discarded.

Hyper-localism

A strategy for newspapers to stay viable by providing in-depth coverage of issues focusing on the local community.

Pay-per-inquiry Model

A model newspapers may adopt from the Internet where advertisers pay based on the response/inquiries generated.

Audience Selectivity (Magazines)

A major advantage due to the specialized content of many niche magazines.

Pass-along Readership (Magazines)

An advantage where magazines are kept for long periods and shared with multiple readers.

Long Lead Times (Magazines)

A disadvantage where ads must be submitted weeks or months before publication.

Magazine ROI

Advertisers often see a higher return on investment from niche magazines than from traditional TV or display ads.

Cannibalizing Print Circulation

The risk publishers face when digital versions of magazines reduce the sales of their print versions.

Interactive Magazine Environments

Publishers leveraging social media and TV to engage consumers beyond the printed page.

Network TV

Broadcasts programming over airwaves to affiliate stations

Cable TV

Transmits programming through wires

Video on Demand (VOD)

The fastest-growing TV category where subscribers watch selections at any time.

Narrowcasting

Television's ability to reach very specific, well-defined audiences through specialized programming.

Cost Per Contact (TV)

An advantage where TV can reach mass audiences at a low cost per individual reached.

Poor Audience Attentiveness (TV)

A disadvantage caused by channel grazing, DVRs, and multitasking.

Fleeting Message (TV)

A disadvantage because a TV commercial lasts only seconds and then is gone.

TV Households

An estimate of the number of households in a market that own a television.

Households Using TV (HUT)

A measure of the number of households tuned to any TV program during a specific time period.

Program Rating

The percentage of TV households in a market tuned to a specific program.

Ratings Point

Indicates that 1 percent of all TV households in an area were tuned to a specific program.

Share of Audience

The proportion of households actually using TV that are tuned to a particular program.

Cutting the Cord

The trend of households dropping cable TV in favor of streaming services.

TV Everywhere Concept

A future trend where TV content is accessible across all digital platforms and devices.

Satellite Radio Advantages

Features minimized ad clutter, multiple detailed choices, and high audio quality.

Local Spot Radio Advertising

Advertising placed directly with individual stations

National Spot Radio Advertising

Placing ads within nationally syndicated radio programming to reach millions nationwide.

Dayparts (Radio)

Specific times of the day (e.g., morning drive) used for target audience selectivity in radio advertising.

Fragmented Audiences (Radio)

A disadvantage where the large number of stations makes it hard to reach a mass audience.

Radio Market Consolidation

A trend leading to more consistent programming quality and easier ad buying.