Study Guide of Media Planning for Final Exam | ADV 350, Study notes of Media & Society

Download Study Guide of Media Planning for Final Exam | ADV 350 and more Study notes Media & Society in PDF only on Docsity! The final exam will consist of 35 multiple choice and 10 true/false questions. You should focus on lecture notes and use them as a guide for reviewing the assigned readings. Note: You may use during the exam one 3x5 index card for HAND-WRITTEN notes on only ONE side. Weighting & Scheduling - Geographic weighting: What and Why -the practice of giving additional or heavy-up media effort in one or more geographic areas than other areas - Two general approaches for geographic weighting: offensive versus defensive -Defensive approach: -media planners set budget priorities to defend and support the existing strengths -message delivery is directed towards the areas of greatest existing sales -Offensive approach: -media planners set budget priorities in an aggressive manner -message delivery is directed offensively towards the areas of greatest potential rather than existing sales - Differences between dollar allocation technique and gross impression allocation Technique -Dollar Allocation technique -allocates proportionately more money to markets with good sales potential -does not consider varying CPMs -more GIs/GRPs in markets where CPM is cheap, fewer GIs/GRPs in markets where CPM is expensive -GI/GRP Allocation technique -allocates proportionately more GIs/GRPs to markets with good sales potential -Does consider varying CPMs -more GIs/GRPs in markets with goods sales potential, fewer GIs in weak sales markets, regardless of cost -most media buying is based on GRPs - Definition, advantages, and disadvantages of continuity, flighting, and pulsing scheduling -Continuity strategy -approximately the same amount of media effort remains constant throughout the entire campaign period -Adv: works as a reminder, covers the entire purchase cycle, opportunities for large media discounts -disadv: ignores competition -Flighting strategy -characterized by no advertising period followed by relatively intense flights of high reach and frequency scheduling -Adv: good for countering competition, save money by placing adv just prior to sales peaks and by not placing advertising when people are not buying -Disadv: out of sight out of mind, competitors may add heavy-up media effort when I’m not advertising at all -Pulsing Strategy -combo of continuity and flighting -characterized by exerting a heavy-up media effort just prior to sales peaks and by maintaining a light media effort at all other times during the campaign period -Adv: represents the best of both continuity and flighting, the safest of the three scheduling techniques, good for products which have year round sales activity with some key sales concentrations during the year Media Objectives - Main elements of media objectives -Target Audience, reach/frequency, geography, scheduling, budget (80-85%) - What to consider when developing each element of media objectives -Target audience -whom are you trying to reach (primary target audience and secondary -objective statement should start with an action word -Reach/Frequency -should you emphasize reach or frequency? What is more important? -Geography -where should advertising be placed? Is there a need for geographic weighting? State whether national and/or local media will be used -Scheduling -do you need to cover the entire year and yet add weight to a particular season? Or is any other pattern of scheduling necessary? Consider seasonal sales skews, product purchase cycle and competitors advertising strategies -Budget -how much money do we need in order to achieve all of the above objectives efficiently? What percent of total campaign budget should be allocated to media? - Relationship between reach, frequency, continuity, and number of markets within a fixed budget size. MFP Tutorial - What MFP program does - Types of reports available on MFP program Media Class/Vehicle Selection - Advantages and disadvantages of using newspaper, magazines, broadcast TV, cable TV, radio, outdoor, internet, direct mail, and transit -Newspaper -Advantages 1.prestigious place to adv 2.readers tend to be upscale 3.readers really use advertising 1.ideal for reaching customers on the go 2.captive audience 3.ad message can be changed frequently 4.high frequency: continuous exposure 5.economical -Disadvantages 1.necessary brevity of the messages 2.high competition from other activities 3.advertisements subject to vandalism - Reasons for using either media concentration or media mix -Media Concentration 1.Impact value -refers to special media quality that attracts notice and comment -gives the advertiser’s message a spotlight that showcases the brand 2.Negotiation strength -the bigger the contract, the better the deal potential 3.Lower creative/production cost -creating ads for one medium rather than over a number of media reduces creative and production cost -Media Mix 1.multi audience segmentation -can reach both the product user and the product purchaser 2.better creative treatments -no medium is a creative superhero 3.creative synergy -media mix produces a better ad/brand recall than media concentration 4.reach extension -diversity extends reach - Primary and secondary objective criteria for selecting media vehicles -Primary 1.coverage -the % of target audience that reads a magazine, watches a TV show, or uses other media 2.composition -the percentage of a media vehicle’s audience that is within an advertiser’s target audience 3.cost efficiency (CPM) -the cost of an ad to deliver 1000 target audience 4.Total ad cost -Secondary 1.ad positions within a media vehicle -for a magazine = 4th cover > 2nd cover and page 1 > page 3-20 -for TV = first or last in the pod position -for Newspaper = relevant editorial sections 2. match between editorial content and brands image - Definitions and calculations of coverage, composition, and CPM - Comparison between using mass magazine (e.g., people) and using special interest magazine (e.g., fitness) in terms of coverage, composition, out-of- pocket cost, and waste of money - Characteristics of creative media planning -one that is different from and more innovative than media planning of competitors -the difference must help the advertising succeed -should not cost the client more money just because it is creative -should FIRST prove that it is delivering the objective numbers required, but then it may go beyond numbers to subjective proof of quality - Guidelines of giveaways Media Cost & Buying - Top 5 media based on US ad spending totals in 2007 - Newspaper: advertising cost source, unit of sale, color ad rate, cost estimation - Magazine: advertising cost source, color ad rate, bleed, cost estimation (Handout Exercise) - Network TV: supply-demand market, dayparts - Definition, advantages, and disadvantages of upfront, scatter, and opportunistic buying - Spot TV & spot radio: advertising cost source, daypart, cost estimation - Outdoor advertising: types, size, and unit of sale of poster panels Media Plan Testing/New Media Planning - Definition, purposes, and guidelines of test marketing - Guidelines of market selection for media testing - Definition and problems of spill-in/spill-out - Definition of media translations - Characteristics of “Little USA” and “As It Falls” - Types of Internet ad formats - Types of web audience measurements Current Issue Presentation Final Exam December 15 (Tuesday), 12:45-2:45pm