JCOM 361 Midterm Notes

What is the difference between Media Planning and Communication Planning?

Media planning was originally a simpler form of communication planning and has overtime, grown into communication planning. Media planning's goal was to connect communication to its intended audience. Communication planning is a bit more complex. It has shifted from advertising support to brand support, from reaching audiences to actually influencing audiences, from multimedia strategy to multichannel strategy, and moving from simple paid ads to impactful content. 

What are the 4 P's of the Marketing discipline?

2. Product, Price, Place, Promotion

Which of the Marketing 4 P's relates to the discipline of Brand Communication or Advertising?

Promotion

What is the difference between ATL, BTL and TTL communications?

Above The Line communication is paid media that is meant to reach and influence a large audience, and is typically a long term investment. Below The Line is current expenditure that is provided by companies without an ad agency, so advertisements like direct mail and telemarketing. Through The Line communication is an integrated strategy that is not limited to ATL and can focus on how the consumer engages with the product. 

Name the 3 ATL and 3 BTL communication vehicles?

ATL: TV, Radio, Print. BTL: Direct Marketing, Events, Sales Promotions

What is the difference between primacy and recency in advertising?

Primacy is the idea of being the first brand seen or heard before buying a product. Recency is being the last brand seen or heard of before buying a product.

What is the difference between Paid, Owned and Earned Media?

Paid Media is when a brand pays a media company to have access to their audience, like buying an Instagram Ad. Owned media is when the brand controls the channel, like having their own website. Earned media is when consumers become a channel for the brand, like influencers reviewing a product. 

Name 3 advantages of Paid Media.

3 advantages of Paid Media: able to place a message in front of a specific audience, ability to have a large audience see the message, and positive content association.

Name 3 advantages of Owned Media.

3 advantages of Owned Media: able to control the message, can respond to situations in a timely manner, and allows you to have a lasting message.

Name 2 advantages and 2 disadvantages of Earned Media.

2 advantages of Earned Media: it is "free" and it is more trustworthy to consumers.2 disadvantages of Earned Media: there are no guarantees because it relies on consumers loving the brand. Creating earned media may be "free" but it costs time and effort. Earned media actually does carry a cost.  Companies have to monitor consumer feedback, reviews, and comments on their social media pages.  Responses may be needed and that is a time and employee cost.

What factors can affect the cost of TV/Video advertising?

Size of the audience, time of day, and length of the spot can affect the cost of TV/video advertising.

What is the best TV daypart to reach evening viewers between 7-10pm.

Prime Time

What is the difference between Terrestrial and Streaming Radio?

Terrestrial radio is what you think of when you hear 'traditional radio.' It has specific channels catered to different topics like sports or business. Streaming radio lets the user create their own channel based on their own personalized interests. 

What are some advantages of radio advertising?

Advantages of radio advertising: able to target niche audiences, can take note of special sound cues, daily consistency for cheaper than other advertising methods. 

What is the meaning of a frequency discount in Print Media?

Frequency discounts refer to discounts based on the number of ad placements. 

In your opinion, why is digital advertising taking share away from traditional advertising spending and usage?

As our society continues to progress, technology continues to take over almost every aspect of our lives. Digital advertising is taking away from traditional advertising because traditional advertising tactics are no longer the best way to reach the target audience. The best way to reach people now is digitally. 

What is the difference between Business to Business (B2B) and Business to Consumer (B2C) Advertising?

Business to business advertising is more informational and less entertaining than advertising for consumers. It is meant to sell a product or a solution for a company. Business to Consumer advertising sells products directly to consumes. 

Why is it important to align your advertising and communication objectives with your Client's overall marketing objectives

 It's important to align your advertising and communication objectives with your client's overall marketing objectives so that the client's goals and visions are met. If the advertising's objectives don't align with the overall marketing objectives then the campaigns will not be successful in completing the client's goal and the resources and time used would go to waste.

What are some research questions you should ask yourself or discuss with the planning team prior to developing the communication and media objectives?

All objectives are based on research. The research questions should be based around the ideal audience and people to target. They should also include the best places and locations to market the product. RE #2, some objectives are based on client directives or past campaign learning and intuition. Using research is always a good way to back-up your recommendations.

What is a marketing or media funnel and why is it used in planning?

marketing media funnel is a way to describe the steps a consumer takes from first hearing about the product, to buying it, to potentially becoming a loyal consumer of the brand. It's important for brands to consider the marketing funnel so that they continue to engage consumers and don't lose touch throughout the process. 

What is an example of a Brand Marketing Objective?

An example of a brand marketing objective would be to raise consumer awareness by 25% among women in their early 20s in 12 months. 

What is an example of a communication and media objective that layers up to your marketing objective in question 4 above?

A communication objective would be to build brand awareness and recognition by creating a connection through humor with the brand. A media objective would be to reach 75% of our target audience, women in their early 20s, through TikTok by posting 3 times a month.

Why is it important to develop a Target Persona ("day in the life" of your primary target audience)?

Attaching a persona to the target audience helps narrow down the planning and strategy to successfully reach the specific audience you want to.

Write an example of a Target Persona.

Sally is 22, a senior in college, studying psychology. She works out a few times a week, is always hanging out with her friends, and enjoys finding new places to eat. She is extroverted and loves staying out late. She doesn't have too many classes her senior year, but is busy constantly working and saving money for post-grad. She's typically quick to follow trends and gets most of her information from TikTok.

What are brand and purchase influencers and why are they important to consider when building your target audience?

The purchase influencers are those in the household that are influencing the purchase, but are not necessarily the ones purchasing the item. The brand influencers can be the employees of the brand and their own pride about the brand. These are all important to consider when building the target audience because it changes which demographic you should be focusing on.

What does DMA stand for and how is it used in planning?

DMA stands for designated market area. DMAs help to decide where and when to advertise. DMAs are also where the TV and Radio signals reach.  so if you are planning to reach the PNW, you'd want to buy the DMAs that align with that geographic region, which is also where your TV and Radio ads will air.

What is the difference between a media strategy and a media tactic and how are they related to each other?

Media strategy is the overall plan, while media tactics are the smaller more specific details of the plan. Both of them interact when creating the strategy behind the plan and would not succesfully exist without the other. 

What is the difference between working media dollars and non-working media dollars?

Working media dollars are used to get the advertisement out and into the public. This can be spent on earned, owned, or paid media. It is spent on basically anything that can influence the public. Non-working media is the money spent on making the campaign possible. This does not have to do with getting the advertisement into the world, but with making sure the creative is possible.

What is the difference between a TRP and GRP and what do these acronyms stand for?

TRP stands for Target Rating Points which is the sum of ratings for a certain period of time. GRP stands for Gross Rating Points which measures the total exposure of an ad. TRP focuses on just the target audience while GRP is the sum of everyone's exposure. 

What does CPM stand for and what does it typically measure?

CPM stands for cost per thousand. CPM is used to compare one media vehicle to another, or to compare one medium to another. 

What does CPP stand for and what how is it used in media buying?

CPP stands for cost per point. CPP is used to compare costs among a variety of media.

How is digital advertising priced - Name four "Cost per" models and describe what each of them stand for.

CPC - cost per click

CPL - cost per lead

CPA - cost per action/acquisition 

CPO/CPT - cost per order or cost per transaction

What is the 70/20/10 rule in media buying?

The 70/20/10 rule states that a brand should plan to spend 70% of their budget on previously successful media platforms and mediums. 20% should be spent on mediums and vehicles that they've tested on a smaller scale and have evidence that they will have a positive effect on the brand's goal. And then spend the last 10% on test-and-learn investments.

Complete the following calculations:

What is the Planned CPM for the following numbers? Media Budget: $100,000 Planned Ad Impressions: 4 million CPM:

100,000/4,000,000 X 1,000 = 25

CPM = $25 

What are the delivered clicks for the following numbers?

Media Spend $10,000

Delivered CPC: $2.00

Delivered Clicks:

 10,000/2 = 5,000

Delivered clicks = 5,000

What is the Planned CPP for the following numbers?

Media Budget: $75,000

Planned GRPs: 1,000

CPP:

 75,000/1000 = 75

CPP = $75 

How many TRPs does it take to meet the following Reach and Frequency goals?

Reach: 50%

Frequency: 5X

TRPs:

50 x 5 = 250

TRP = 250 

What is the % agency planning commission of the below Gross Media budget?

Gross Media Budget: $500,000

Agency Planning Fees: $75,000

Commission:

75,000/500,000 x 100 = 15

Commission = 15%

1) CPM Calculation ($):

CPM=

Cost of media x (1,000 / Audience Delivered)

or

(Total campaign spend ÷ Number of impressions) × 1,000

Try this problem:

If you reached 5 million viewers for $20,000, then what is your effective CPM?

20,000/5,000,000 = 0.004

0.004 x 1,000

CPM = $4.00

2) Media Composition (%):

Calculation: The % population of target reached divided into total market population (or media universe) 

Try this problem:

A major magazine has a total of 200,000 subscribers, and the publication subscriber study found that there are 125,000 female subscribers and 75,000 male subscribers reading the magazine each month.  What is the average % Female composition and separately, the % male composition of that magazine?

Female: 125,000/200,000 = 0.625

 = 62.5% female

Male: 75,000/200,000 = 0.375

= 37.5% male

3) Click Through Rate (%):

Calculation: Clicks / Impressions

Your Facebook campaign delivered 100,000 impressions and 650 clicks in its first week.  What is your Click Through Rate averaging after its first week?

650/100,000 = 0.0065

CTR = 0.65% 

4) Cost per Click ($):

Calculation:  Cost of Media / Clicks delivered with media schedule

Try this problem:

The Display campaign you were running on your agency's programmatic platform has delivered 12,750 clicks at a working media cost of $45,000.   What is the net cost per click?

45,000/12,750 = $3.53 per click 

5) Agency Commission (%)

Calculation: Agency Fees / Gross media budget

Try this problem

Media Star Agency charges its clients a 15% commission on a client's gross budget for an upcoming media plan.  If your client has a gross media budget of $3.5 million, how much agency commission will your company make? 

0.15 x 3,500,000 = $525,000

6) Reach, Frequency and GRPs (#)

Calculation: Average Reach (Points) x Average Frequency = Gross Rating Points

One Reach Point = 1% of your target universe

(Example:  10 Reach (%) points x 6X average Frequency = 60 Gross Rating Points or GRPs)

Try this problem:

Your TV schedule is estimated to deliver an average 35% reach of all Women 18-49 Households an average of 5X over a 4-week period.  How many W18-49 GRPs is your schedule estimated to deliver over a 4 week period?

35 x 5 = 175 GRP

What is the difference between 1st, 2nd and 3rd party data?

First party data is information the brand owns about their customers through their own systems that collect data. Second party data is information brands gain through strategic relationships with other brands that have interests in the same target audiences. Third party data is information collected by outside providers that can sell the data. 

What is the difference between quantitative and qualitative data as it relates to media plan evaluation?

Quantitative data is numerical like statistics, facts, and figures. Qualitative data reflects attributes and characteristics like values, beliefs, motivations, and sentiments. 

What does GDPR stand for and what does it regulate?

GDPR stands for General Data Protection Regulation. GDPR provides consumers with more control over their personal information. Since its introduction, more countries have more closely regulated the collection of consumer data. 

What are some examples of measuring the quantitative performance of media?

Some examples of measuring the quantitative performance of media are reach, click through rate, impressions, SEM, pay per click, and ROI.

What are some examples of measuring the qualitative performance of media?

Some examples of measuring the qualitative performance of media are reviewing print placement and reproduction, examining if it had an impact on the intended audience, and AA&U.

What is test marketing and why should you do it?

Test marketing is the use of controlled tests in one or more geographic areas to gain information about the consumers and the competitors. You should use test marketing because it gives the team many options on how to fine tune the strategy. 

What is the difference between a test market and a control market?

Control markets serve as a baseline to compare against the test markets.