Is the measure of the number of different audience members exposed at least once to a media vehicle program?

A process. The series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. (The guide for media selection).

Part of the Media planning process. 

Plans of action designed to attain media objectives

The general category of available delivery systems (includes: TV, Radio, Print media (newspapers and magazines), direct marketing, outdoor advertising, and more.

The specific carrier within a medium category (ie. Time and Newsweek are print vehicles; 60 Minutes is a broadcast vehicle).

A measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. (actual audience delivered)

The potential audience that might receive the message through a vehicle. (potential audience)

The number of times the receiver is exposed to the media vehicle in a specified period.

One problem with media planning is the timing of measurements. For example, ___________ in February, May, July, and November are used for measuring TV audiences and setting advertising rates.

What are the four problems with media planning?

1. Insufficient information

2. Inconsistent terminologies

3. Time pressures

4. Difficulty measuring effectivenes

Good indicator used to determine the potential of the market (assist with determining target market). For example, depending on their overall strategy, marketers may wish to use certain data to determine which groups are now using the product and target them or to identify a group that is currently using the product less and attempt to develop that segment.

Might involve the size of the media buidget, managerial and administrateive capabilities, or the organization of the agency.

Might include the economy (rising costs of media), Changes in technology (the availability of new media), and competitive factors.

A wide variety of media (mediums) used by advertisers. By employing the ____________ , advertisers can add more versatility to their media strategies.

When a marketer is faced with a problem of overexposure, in which the media coverage exceeds the targeted audience. (Basically if media coverage reaches people who are not sought as buyer or potential users of your product - often happens with mass media advertising)

The primary objective of _________ is to time promotional efforts so that they will coincide with the highest potential buying times.

What are the three scheduling methods available to the media planner?

Continuity, flighting, and pulsing.

Refers to a continuous pattern of advertising, which may mean every day, every week, or every month. The key is that a continuous pattern is developed without nonadvertising periods. (i.e.. food products, laundry detergents, or other products consumed on regular basis w/o regard to seasonality).

Employs a less regular schedule, where there are some time periods of advertising and some there may be non at all. (i.e. Snowboarding are adv heavily between October and April; less in May, August, and September; and not at all in June and July. 

A combination of continuity and flighting. This is when continuity is maintained, but at certain times promotional efforts are stepped up. ( I.e. in the beer industry, adv continues throughout the year but may increase at holiday periods such as Memorial Day, Labor Day, or the Fourth of July.

If the ad is placed on two shows, the total number exposed once is ______________.

Some people will see the ad twice. The reach of the two shows includes a number of people who were reached by both shows. (an overlap).

A measure of potential reach in the broadcast industry is the TV (or radio) _______________. This number is expressed as a %.

Gross Ratings Points (GRPs)

A summary measure that combines the program rating and the average number of times the home is reached during this period (frequency of exposure), a commonly used reference point.

Target Ratings Points (TRPs)

Refers to the # of people in the primary target audience the media buy will reach --- and the # of times.

Represents the % of a vehicle's audience reached at each effective frequency increment. (Assuming that one exposure to an ad may not be enough to convey the desired message).

Average # of times the target audience reached by a media schedule is exposed to the vehicle over a specified period.

focusing on short interval reach at minimum frequency levels as close to the purchase decision as possible.

the actual cost required to place the message.

Refers to the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles.

What are the three cost bases used to evaluate alternatives?

1. Cost per thousand

2. Cost per reatings pont

3. Daily inch rate.

a relative cost comparison that calculates CPMs based on the target audience as opposed to the overall audience

• Variable used to determine the total reach of a given print medium.
  
• Multiplied by the number of vendor and subscription sales to determine the total audience size.

estimating the number of people who read the magazine without buying it

Is the number of times a receiver is exposed to a media vehicle in a given time period?

Is the measure of the number of times a person is exposed to an advertisement?

Which term refers to all of the individuals who might be within a media vehicle's audience?

What is used to compare media vehicles?