JCOM 361 Midterm Notes

Media Planning

The original approach focused on connecting communication to its intended audience.

Communication Planning

A more complex form of media planning that involves influencing audiences and utilizing a multichannel strategy.

4 P's of Marketing

Product, Price, Place, Promotion.

Promotion

The 4 P's of marketing that relates to Brand Communication or Advertising.

ATL

Above The Line communication, using paid media to reach a large audience.

BTL

Below The Line communication, current expenditure without an ad agency, such as direct mail and telemarketing.

TTL

Through The Line communication, an integrated strategy that engages consumers.

Primacy

The advertising principle that emphasizes being the first brand seen or heard before purchasing.

Recency

The advertising principle that emphasizes being the last brand seen or heard before purchasing.

Paid Media

Media where a brand pays to reach an audience, like buying ads on Instagram.

Owned Media

Media that is controlled by the brand, such as their website.

Earned Media

Media that is generated organically by consumers, like product reviews from influencers.

Advantages of Paid Media

1. Targeting a specific audience; 2. Large audience reach; 3. Positive content association.

Advantages of Owned Media

1. Control over messaging; 2. Timely responses; 3. Lasting message retention.

Advantages of Earned Media

1. Cost-effective; 2. Higher trust from consumers.

Disadvantages of Earned Media

1. No guarantees of success; 2. Time-consuming to manage.

DMA

Designated Market Area, used in planning to identify target geographies for advertising.

Media Strategy

The overall plan for media use to reach specific objectives.

Media Tactic

The specific details and methods employed to execute a media strategy.

TRP

Target Rating Points, summing ratings for a specific target audience over time.

GRP

Gross Rating Points, measuring total exposure to an ad, including all audiences.

CPM

Cost Per Thousand, measuring the cost of advertising per 1,000 impressions.

CPP

Cost Per Point, measuring cost against rating points in media purchases.

CPC

Cost Per Click, the cost incurred each time a user clicks on an ad.

CPL

Cost Per Lead, the cost involved in obtaining a lead through online advertising.

CPA

Cost Per Action, the cost associated with a specific action taken by a consumer.

CPO/CPT

Cost Per Order or Cost Per Transaction, measuring cost per sale initiated.

70/20/10 Rule

Budget allocation strategy intending to spend 70% on proven media, 20% on tested media, and 10% on new experiments.

Quantitative Data

Numerical data often used for statistical analysis.

Qualitative Data

Descriptive data that reflects opinions, motivations, and attitudes.

GDPR

General Data Protection Regulation, which protects consumer data privacy.

Test Marketing

Controlled tests in selected markets to gather insights and fine-tune marketing strategies.

Control Market

A baseline group used to compare against test markets in evaluations.