J4200 Exam 2

• CPM


  The cost to purchase 1,000 impressions. Allows planners to compare costs/delivery across different media/markets.
• CPM formula


  cost/impressions/1000
• Media Plan


  specifies the media in which advertising messages will be placed to reach the desired target audience.
• Media vehicle


  the particular option for placement within a media class.

  Ex: Newsweek is a media vehicle within the magazine-media class
• Media Mix


  the blend of different media that will be used to effectively reach the target audience.
• Media Class


  a broad category of media, such as television, radio or newspapers.
• Gross impressions


  the sum of exposures to the entire media placement in a media plan.
• Geo-targeting


  the placement of ads in geographic regions where higher purchase tendencies for a brand are evident.

  EX: a geographic region that buys more Prego sauce will be geo-targeted
• Message Weight


  the total mass of advertising delivered (a media measure). It is the gross number of advertising messages or exposure opportunities delivered by the vehicles in a schedule.
• Between-vehicle duplication


  when people are exposed to an advertisement through multiple vehicles.

  EX: the same ad seen during 2 separate programs and in a newspaper.
• within-vehicle duplication


  when people are exposed to an advertisement multiple times within the same vehicle.

  EX: the same ad seen in a newspaper on Monday and Tuesday.
• Frequency


  the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time (typically a week or a month).
• Reach


  refers to the number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time.
• Flighting


  achieved by scheduling heavy advertising for a period of time, usually two weeks, then stopping advertising altogether for a period, only to come back with another heavy schedule.

  EX: reddit wip ads during holiday season to help merchandising efforts.
• Pulsing


  advertisements are scheduled continuously in media over a period of time but with periods of much heavier scheduling. (flight)

  -it is a combo of both

  -most appropriate for products that are sold regularly year long but have seasonal requirements.
• Continuous scheduling


  a pattern of placing ads at a steady rate over a period of time.

  EX: running one ad each day for four weeks during General Hospital
• Paid media


  Brand pays to leverage a channel.

  EX: display ads, paid search, sponsorships

  ROLE: shift from foundation to a catalyst that feeds owned and creates earned media

  BENEFITS: in demand, immediacy, scale and control

  CHALLENGES: clutter, declining response rates, poor credibility
• Owned media


  channel a brand controls

  EX: website, mobile site, blog, twitter account

  ROLE: build for longer-term relationships with existing potential customers and earn media

  BENEFITS: control, cost efficiency, longevity, versatility, niche audiences

  CHALLENGES: no guarantees, company communication not trusted, takes time to scale
• Earned media


  when customers become the channel

  EX: word of mouth, buzz, viral

  ROLE: listen and respond- earned media is often the result of well-executed and well-coordinated owned and paid media

  BENEFITS: most credible, key role in most sales, transparent and lives on

  CHALLENGES: no control, can be negative, scale, hard to measure
• Display advertising


  in newspapers includes the standard components of a print ad-headline, body copy, and an illustration-to set it off from the news content of the paper
• Co-op advertising


  a manufacturer pays part of the media bill when a local merchant features the manufacturer's brand in advertising.
• Preprinted insert


  an advertisement delivered to the newspaper fully printed and ready for insertion into the newspaper.
• Free-standing insert


  an insert ad that contains cents-off coupons for a variety of products and is typically delivered with Sunday newspapers.
• Classified advertising


  newspaper advertising that appears as all-copy messages under categories such as sporting goods, employment and automobiles.

  -taken out by individuals, real estate firms, car dealers.
• Hyper-localism


  where people will get their global and national news from the Web but turn to local newspapers for sales and local news.
• Narrowcasting


  development and delivery of specialized programming to well-defined audiences.

  EX: MTV and ESPN
• Pass-along readership


  when people visit a magazine subscriber's home (or professional offices) and look at magazines
• Television syndication


  original programming or programming that first appeared on network TV. it is then rebroadcast on the Internet
• First-run syndication


  programs developed specifically for sale to individual stations.

  EX: Star Trek: the Next Generation
• Newspaper advantages & disadvantages

  ADVANTAGES:

  geographic selectivity

  timeliness

  creative opportunities

  credibility

  audience interest and demographics

  low cost

  DISADVANTAGES:

  limited segmentation

  creative constraints

  cluttered environment

  short life
• Magazines advantages & disadvantages

  ADVANTAGES:

  audience selectivity

  audience interest

  creative opportunities

  long life

  DISADVANTAGES:

  limited reach and frequency

  clutter

  long lead times

  can be costly
• Television advantages & disadvantages

  ADVANTAGES:

  creative opportunities

  coverage, reach and repetition

  cost per contact

  audience selectivity

  DISADVANTAGES:

  fleeting message

  high absolute cost

  poor geographic selectivity

  poor audience attitude and attentiveness

  clutter
• Radio advantages & disadvantages

  ADVANTAGES:

  cost-effective

  reach and frequency

  target audience selectivity

  flexibility and timeliness

  creative opportunities

  DISADVANTAGES:

  poor audience attentiveness

  creative limitations

  fragmented audiences

  chaotic buying procedures
• Viral identity


  how the consumer or brand uses images and text online to construct or showcase its identity.
• Bounce rate


  a percentage of visitors to a particular website who navigate away from the site after viewing only one page
• Site stickiness


  anything from a website that encourages a visitor to stay longer.
• Pay-per-click


  an advertising revenue model where the advertiser is charged by the number or people who click on, or tap, the ad to pull it up for more information or to see the ad in entirety.
• Pop-under ads


  ads that are present under the active window and are only visible once the surfer closes that window
• Pop-up ads


  ads that open in a separate window while a page is loading
• Paid search


  the process by which advertisers pay websites and portals to place ads in or near relevant search results based on keywords.