advertising chapter 9
allocating funds, gross impressions and gross rating points, reach and frequency, mixed media approaches, cost per thousand, continuity, media flowchart
defining media objectives
audience objectives, distribution objectives, message weight, reach, frequency, continuity
markets, money, media mechanicts, and methodology
methods of scheduling media
continuous schedule, flighting, pulsing, bursting, roadblocking, and blinking
conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
analyze the market and evaluate media channel effectiveness
define the specific types of people thea advertiser wants to reach
magazines or shows that expose the message to the media audience that most closely resembles the desired target consumer.
define where, when and how often advertising should appear. message weight, reach, frequency and continuity
total size of the audience for a set of ads or an entire campaign, because it gives some indication of the scope of the campaign in a given market. include gross impressions and gross rating points
possible exposure of an advertising message to one audience member
number of possible exposures to the ad by people
percentage of homes exposed to an advertising medium
gross rating points
the percent of TVHH/ people watching who could have seen the ad. One rating point equals one percent.
Total number of different people exposed at least once to an ad in a given time period
Number of times the same person is exposed to an ad in a given time period
duration of an advertising message or campaign over a given period of time
various targets of a media placn: trade and consumer audiences; global, national, or regional audiences, or other stakeholders
how much to budget and where to allocate it
include all communications vehicles available to a marketer. includes radio, tv, newspapers, magazines, outdoor, online, etc.
have to deal with non traditional media, everything from shopping bags to multimedia kiosks on the internet
overall strategy of selecting and scheduling media vehicles to achieve the desire message weight, reach, frequency and continuity objectives
advertising runs steadily and varies little over the campaign period.
alternates periods of advertising with periods of no advertising.
mixes continuous and flighting strategies
running the same commercial every half hour on the same network during prime time- can be effective
buying air time on all three networks simultaneously
flooding airwaves on sundays to make it impossible the miss the ads.
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