chap 5

24問 • 1年前

問題一覧

is an exercise to find the best medium or combination of media that will produce the best overall effect relative to the needs of the advertised brand

media planning

STEPS IN MEDIA PLANNING (6)

decide target market market objectives selection of media types selecting specific media vehicle allocation of funds media scheduling

are often stated in term of reach, frequency, gross rating points and continuity.

media objectives

It refers to the number of different persons or household exposed to a particular media schedule at least once during a specific time period.

reach

refers to the number of times within the specified time period that an average person or household is exposed to message.

frequency

It refers to the total weight of a media effort in quantitative terms.

gross rating points

GRP's are equal to each multiplied by average frequencies. (T or f)

true

It refers to the timing of the media insertions.

continuity

(a) Newspapers and (b) Magazines and Journals.

press advertising media

(i) Posters, (ii) Advertising Boards, (iii) Sandwich Boards, (iv) Electric Display, (v) Vehicular, (vi) Sticker, and (vii) Sky Writing.

outdoor or mural advertising

(i) Circulars, (ii) Price-lists, (iii) Booklets, (iv) Leaflets, and Folders, (v) Business Reply Envelops and Cards, (vi) Gift Novelties, and (vii) Personal Letters.

direct mail advertising

(a) Radio, (b) Television

broadcast advertising media

(i) Window Display, (ii) Show- Room, (iii) Exhibitions and Fairs, (iv) Interior Display, (v) Trade Shows, (vi) Samples, Coupons and Premiums etc.

promotional advertising media

(a) Cinema and Cinema Slides, (b) Speciality Advertising, (c) Purchase Point Advertising, and (d) Video Advertising etc.

miscellaneous advertising media

The specialist who is the counter part of the media sales representative is the ___

media buyer

refers to the number and spread message outlets provided by the media vehicle. When the media vehicle provides large coverage, the changes of message exposure to customers is also greater.

coverage

refers to the credibility of media in the mind of target customers. It is a relevant criterion for evaluating a media vehicle since the credibility of advertising message is positively related to the media vehicle‟s credibility.

consumer confidence

as an evaluation criterion refers to the vehicle‟s access to different homes or individuals over a given period of time.

reach

refers to the money spent on using a particular vehicle media. In order to make a decision, it is suggested that the advertiser should make out an inter-vehicle cost comparison.

cost

The reasons for the importance of the decision may be two-fold - (i) Seasonalability of product sales, and (ii) staggered effects of advertising.

timing

means devising a programme in such a manner as to optimally use the advertising space, the broadcast time, or other advertising media, in exposing an advertiser‟s message to potential consumers.

media planning

is the responsibility of advertiser or the advertising agency. It is a proper process which includes the steps like deciding target market and media objectives, selecting specific media vehicle, allocating funds etc.

systematic media planning

refers to the ability of viewers to fast-forward through commercials, typically using VCRs or DVRs, thereby skipping advertisements altogether.

zipping

refers to viewers changing channels during commercials using a remote control, allowing them to avoid watching ads.

zapping

Chap 1

Jake Matthew · 10問 · 1年前

Chap 1