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Flashcards

Media Buying & Planning

james_allbeury8 English 94 cards

Cards in this deck (94)

  1. 1What is CPMCost per thousand
  2. 2How do you calculate GRPS (gross rating points)Reach x frequency
  3. 3Calculate frequencyGRPs / Reach
  4. 4Calculate ReachGRP / Frequency
  5. 5Who measures the print medium in Australia?Roy Morgan
  6. 6When referring to or calculating a newspaper ad size, how is it always expressed?CM X COLUMN
    CM X COLUMN
    CM X COLUMN
  7. 7What is a ratingThe percentage of the potential audience that is viewing a particular station or program at a particular time
  8. 8What is a population?The number of people in the target group or represented by a survey
  9. 9What is a sample?The number of people identified as being eligible for a survey
  10. 10What is an index?A percentage which relates numbers to a given base - used to demonstrate quickly what is average
  11. 11What is a cume?The number of different people reached at least once by an advertising message
  12. 12What is a station share?In radio its the percentage of the listening audience in the total population in a given time period over a given date range tuned to a particular station
    OR the % of the total TV viewing audience watching a program
  13. 13Calculate CPMCost of 1 Ad x 1000 / circulation OR number of prospects reached
  14. 14Calculate indexIndex AB = (Number A / Number B) x 100
    Round the answer then
    calculate the difference by misusing 100 = the %
  15. 15How to estimate the total reach and frequency?Sainsbury Formula:
    Use the difference of the total reach figure e.g. reach is 40%, non reach is 60%
    Multiply the non reach with a decimal point before each figure e.g .60 x.50
    then minus the total non reach sum from 100 and you have your reach
  16. 16To find the combined FREQUENCY?You need the GRPS (reach x frequency = GRPS)
    eg 40% reach x 6 insertions = 240
    Add up the total GRPS figures then divide by the total reach figure which will give you your OTS
  17. 17What are the 6 steps in media planning?1) media objectives = GOAL
    2) Strategy = HOW
    3) Target Audience = WHO
    4) Categories and vehicles = WHERE
    5) Buying the Media = WHEN
    6) Evaluating the plan = RESULTS
  18. 18What are 6 characteristics of a media planner?Passionate
    Street smart
    detail oriented
    Curious
    Creative
    Service orientated
  19. 19What is media planning?A series of decisions that provides the best possible answers to a set of problems.
    Effectively and efficiently deliver the advertising message to the target audience at:
    - the right time
    - the right medium
    - in the right place
    - at the right price to achieve overall marketing objectives
  20. 20MediumSingular, eg television, radio
  21. 21Media?Plural, television and radio
  22. 22What are some examples of traditional media?Television, newspapers, magazines and radio
  23. 23How many TV channels did we have access to in Perth in 1990?THREE
  24. 24Wahat are the four classes of media?- TRADITIONAL MEDIA
    - NON-TRADITIONAL MEDIA
    - ONLINE MEDIA
    - SPECIALISED MEDIA
  25. 25Why is traditional/mass media valuable?- can deliver to large audiences at relatively low costs
    - can deliver ads to special kinds of audiences whoa re attracted toe ash mediums editorial planning
    -Strong viewer loyalty to certain programs
  26. 26When/where was the first paid for TV commercial shown?USA 1941
  27. 27When did TV arrive in Australia?1956
  28. 28When did TV arrive in Perth?1959
  29. 29What are some non-traditional media?TV screens (elevators, waiting areas etc)
    TMM engage in one-way communication from source to the viewer/listener/reader
  30. 30What is the primary goal of media planning?To effectively and efficiently deliver the advertising message to the target audience at the
    right time,
    right medium,
    right, place for
    the right price
  31. 31WHAT IS MEDIA PLANNING?A SERIES OF DECISIONS INVOLVED TO EFFECTIVELY AND EFFICIENTLY DELIVER THE ADVERTISING MESSAGE TO THE TARGET AUDIENCE AT THE RIGHT TIME IN THE RIGHT PLACE AT THE RIGHT PRICE TO ACHIEVE THE OVERALL MARKETING OBJECTIVES
  32. 32WHAT ARE THE 6 GOALS OF MEDIA PLANNING1) MEDIA OBJECTIVES = GOAL
    2) STRATEGY = HOW
    3) TARGET AUDIENCE = WHO
    4) CATEGORIES & VEHICLES = WHERE
    5) BUYING THE MEDIA = WHEN
    6) EVALUATING THE PLAN = RESULTS
  33. 33INVESTMENT COUNSELLING – WHATS THE PROCESS?1) CLIENT BRIEF
    2) RESEARCH
    3) STRATEGIC PLANNING
    4) MEDIA NEGOTIATION & BUYING
    5) POST MONITORING / EVALUATION
    6) INVOICING AND TEAR SHEETS
  34. 34DEFINE COST / COST EFFICENCYCOST EFFICIENCY OF MEDIA CHOICE
  35. 35DEFINE GRPSGROSS RATING POINTS – THE SUM OF TOTAL RATING POINTS OR GROSS AUDIENCE
  36. 36DEFINE RATINGS% OF THE POTENTIAL AUDIENCE THAT IS VIEWING A PARTICULAR PROGRAM OR STATION ATA PARTICULAR TIME
  37. 37WHAT ARE THE TWO TOOLS OF PLANNING?MARKETING RESEARCH
    MEDIA RESEARCH
  38. 38DEFINE MARKETING RESEARCHTELLS US WHO USES THE PRODUCT SO WE CAN WRITE THE MOST EFFECTIVE AD STRATEGY – CONCERNED WITH ATTITUDES BEHAVIOUR, USAGE OCCASIONS, VALUE PERCEPTIONS
  39. 39DEFINE MEDIA RESEARCHIT’S A BUSINESS, ITS QUANTITATIVE RESEARCHITS PRODUCTS ARE NUMBERS USED TO SELL SPACE
  40. 40WHAT ARE THE FOUR AREAS OF MEDIA RESEARCH?1) AUDIENCE MEASUREMENT 2) TARGETING
    3) COMPETITIVE SPENDING
    4) RECURRING QUESTIONS
  41. 41STRATEGIC PLANNINGPrimary function of the process is to consider all the potential points of influence in the lives of the consumer and to identify innovative and effective ways to communicate with them
  42. 42DEFINE QUANTITATIVEresearch justified by numerical data
  43. 43DEFINE QUALITATIVEResearch assumptions justified by non-numeric data eg media environment
  44. 44DEFINE ENVIRONMENTThe intrinsic or special character of a publication or programme that an ad appears in
  45. 45WHAT ARE THE KEY FUNCTIONS OF STRATEGIC MEDIA PLANNING?- TARGET AUDIENCE PROFILE
    - RECOMMENDED MEDIUM
    - ARTICULATE THE ROLE OF EACH CHANNEL IN THE CAMPAIGN
    - THE EFOORT REQUIRED IN EACH MEDIUM EG TV REACH
    - GEORGRAPHIC VARIABLES OR PRIORITY
    - TIMINGS FOR EACH MEIDUM
    - ESTIMATE INVESTMENT REQUIRED
  46. 46DEFINE REACH% OF TARGET AUDIENCE WHO HAVE AN OPPORTUNITY TO SEE/HEAR AN AD AT LEAST ONCE
  47. 47DEFINE FREQUENCYAVERAGE NUMBER OF TIMES AD REACHES THE TARGET AUDIENCE
  48. 48OTSHOW MANY TIMES THE TARGET AUDIENCE HAS AN OPPORTUNITY TO SEE THE AD
  49. 49OTHHOW MANY TIMES THE TARGET AUDIENCE HAS AN OPPORTUNITY TO HEAR AN AD
  50. 50WHAT 6 STEPS MAKE UP THE QUANTITATIVE DISCOVERY PROCESS?1) REACH
    2) FREQUENCY
    3) WEIGHT
    4) CONTINUITY
    5) RECENCY
    6) COST
  51. 51MEASUREMENTSTV MEDIA HABITS / RATINGS = OZTAM
    PRINT MEDIA HABITS? = ROY MORGAN
    RADIO MEDIA HABITS? = NIELSEN
    OUTDOOR VISIBILITY/EXPOSURE? = MOVE
  52. 52DEFINE CIRCULATIONPAID FOR SINGLE COPIES EG SUNDAY TIMES/ THE WEST
  53. 53DEFINE READERSHIPNUMBER OF READERS EACH TITLE HAS
  54. 54DEFINE DISTRIBUTIONFREE NEWSPAPERS EITHER DELIVERED O HOME OR PICKED UP EG WANNEROO TIMES/ WESTERN SUBURBS WEEKLY
  55. 55NAME STRENGTHS OF NEWSPAPERS:- MASS AUDIENCE
    - PERSONAL CHOICE
    - BUILDS HIGH REACH QUICKLY
    - BUILDS FREQUENCY
    - CREDIBLE
    - TARGETED/FLEXIBLE
  56. 56HOW IS NEWSPAPER AD SPACE SOLD1CM X 1 COLUMN
  57. 57CALCULATE THE CPM OF AN ADCOST OF AD X 1000 / CIRCULATION
  58. 58WHAT IS A CATEGORY DEVELOPMENT INDEXSIMILAR TO BDI EXCEPT ITS BASED ON THE PERCENTAGE OF SALES OF A PRODUCT CATEGORY RATHER THAN A BRAND IN A GIVEN MARKET
  59. 59WHAT ARE TELEVISION STRENGHTS?- BUILDS HIGH REACH FAST
    - DEMOGRAPHIC TARGETING
    - GEOGRAPHICALLY SELECTIVE
    - HIGH IMPACT
  60. 60TELEVISION WEAKNESSES- HIGH PRODUCTION COSTS?
    - HIGH CAPITAL
    - EXPENSIVE NATIONALLY
    - DIIFICULT TO GET SPECIFIC TIME
  61. 61BUYING TELEVISION- ONLY 13 COMMERCIAL MINUTES PER HOUR
    - MIN SPOT LENGTH 5 SEC
    - MAX SPOT LENGTH 180 SEC
    - 30 SEC THE NORM
  62. 62WHAT IS A DAYPARTREFERS TO A SELCTED TIME ON TV. KEY DAYPARTS ARE:
    - PEAK (OR PRIME TIME) = SUN-SAT 1800-2230
    - OFF PEAK = ANY TIME OUTSIDE OF PEAK
    - WOMENS DAYTIME = M-F 11AM-3PM
    - FRINGE = SUN-SAT 1700-1600
    - LATE NIGHT = SUN-SAT 10:30PM-11:30PM
  63. 63DEFINE UNIVERSEESTIMATED POPULATION AGAINST WHICH THE MEDIA UDIENCE IS CALCULATED
  64. 64SHAREESTIMATED POPULATION AGAINST WHICH THE MEDIA UDIENCE IS CALCULATED
  65. 65DEFINE STATION SHARETHE PERCENTAGE OF THE TOTAL VIEWING AUDIENCE IN A GIVEN TIME PERIOD OVER A GIVEN DATE RANGE, TUNED TO A PARTICULAR STATION.
  66. 66DEFINE TARPSIMILAR TO RATING BUT MEASURES A SPECIFIC DEMOGRAPHIC AUDIENCE OF A STATION FOR A SPECIFIED PERIOD OF TIME, EXPRESSED AS A % OF THE POTENTIAL AUDIENCE
  67. 67DEFINE CPTCOST PER TARP (COST OF REACHING 1 TARP)
    FORMULA = COST OF SPOT / PROGRAM TARP
  68. 68DEFINE PUTPEOPLE USING TELEVISION – THE NUMBER OF PEOPLE VIEWING TV AT A PARTICULAR TIME
  69. 69DEFINE HUTHOUSEHOLDS USING TELEVISION
  70. 70WHAT ARE THE TWO MAJOR AUSTRALIAN MAGAZINE PUBLISHERSPACIFIC AND BAUER
  71. 71WHAT ARE MAGAZINE STRENGTHS- PERSONAL, PAID CHOICE
    - NICHE AUDIENCE
    - LONG SHELF LIFE
    - NATIONAL COVERAGE
  72. 72WHAT ARE MAGAZINE WEAKNESSES?- IMMEDIACY
    - LONG LEAD TIMES
    - NO URGENCY
    - EXPENSIVE
    - CLUTTER
  73. 73WHO MEASURES PRINT CIRCULATIONABC OR CAB
  74. 74HOW MANY RADIO SETS IN OZ37 MILLION
  75. 75HOW MANY RADIO STATIONS260
  76. 76IDENTIFY RADIO STRENGTHS- SEGMENTED AUDIENCES
    - INTIMATE/PERSONAL
    - CHEAP / LOW PRODUCTION
    - HIGH FREQUENCY
    - SHORT LEAD TIMES
  77. 77RADIO WEAKNESSES?- NO VISUALS
    - BACKGROUND MEDIUM
    - FRACTIONALISED AUDIENCES
    - SUPPORT MEDIUM
    - CLUTTER
  78. 78WHAT ARE THE RADIO SESSIONS (DAYPARTS)?- BREAKFAST = 5:30AM-9AM
    - MORNING = 9AM – MIDDAY
    - AFTERNOON = MIDDAY – 4PM
    - DRIVE = 4PM – 7PM
    - NIGHT = 7PM – MIDNIGHT
    - RUN OF STATION (ROS) = ALL SESSIONS
  79. 79WHAT IS A CUMECUMULATIVE AUDIENCE IS THE RADIO SPECIFIC TOTAL NUMBER OF DIFFERENT PEOPLE WHO LISTEN FOR AT LERATS ONE QUARTER HOUR DURING THE COURSE OF A CHOSEN TIME PERIOD
  80. 80WHAT IS SHARE STATIONTHE % OF THE LISTENING AUDIENCE IN A GIVEN TIME PERIOD EG BREAKFAST MORNING DRIVE ETC
  81. 81SAINSBURY FORMULASAINSBURY FORMULA
  82. 82WHAT IS A MEDIA PLANA MEDIA PLAN IS THE BLUEPRINT FOR HOW THE ADVERTISING MESSAGE WILL BE DELIVERED TO THE TARGET AUDIENCE. ITS ALSO THE DOCUMENT THAT COMMUNICATES THE RATIONALE BEHIND A MEDIA PLANNERS RECOMMENDATION TO SPEND SIGNIFICANT AMOUNTS OF MONEY
  83. 83WHO IS THE MEDIA PLAN FOR?- THE CLIENT AND ACCOUNT MANAGEMENT
    - MEIDA BUYERS
    - PRODUCTION & CREATIVES
  84. 84WHAT IS THE ROLE OF A MEDIA BRIEF?- SHOULD BE SHAPED TO FIT THE NEEDS OF INDIVIDUAL BRANDS
    - USED A S AREFERENCE AND THROUGHOUT PLANNING PROCESS TO FORM DECSIONS
  85. 85WHATS INCLUDED IN THE MEDIA PLAN?- MEDIA OBJECTIVES
    - COMPETITOR ANALYSIS
    - TARGET AUDIENCE ANALYSIS AND RECOMMENDATION
    - MEDIA HABITS
    - MEDIA SELECTION AND RATIONALE
    - MEDIA STRATEGY
    - FLOWCHART, BUDGET
  86. 86WHAT ARE MEDIA OBJECTIVES?THE GOALS THAT A MEDIA PLANNER BELIEVES ARE MOST IMPORTANT TO ATTAIN MARKETING OBJECTIVES
  87. 87VEHICLE SELECTION RATIONALE- OPTIMUM FREQUENCY
    - LOWEST CPM
    - MINIMUM WASTE
    - WITHIN BUDGET
  88. 88WHAT ARE THE THREE SCHEDULING METHODS?- PULSING = RUNS CONTINUOUSLY BUT HIGH PULSES AT PEAK PERIODS
    - FLIGHTING = RUNS CONTINUOUSLY BUT BREAKS/STOPS AT VARIOUS PERIODS
    - CONTINUITY = RUNS CONTINUOUSLY THROUGHOUT THE YEAR
  89. 89WHAT IS OOHOUT OF HOME EG BILLBOARDS / BUS SIGNS
  90. 90WHAT ARE THE TOP TEN OUTDOOR ADVERTISERS?1) TELSTRA
    2) COKE
    3) NSW GOV
    4) MCDONALDS
    5) LION NATHAN
    6) SINGTEL
    7) NESTLE
    8) AU GOV
    9) FOSTERS GROUP
    10) VODAFONE
  91. 91WHO MEASURES CINEMAVAL MORGAN
  92. 92CINEMA STRENGTHS?- UNRIVALELD ADVERTISING IMPACT
    - UNCLUTTERED POWERFUL ENVIRONMENT
    - CAPTIVE AND ENGAGED AUDIENCES
    - POSITIVE MIND SET
    - ADS ARE PART OF THE EXPERIENCE
  93. 93What are some general rules of thumb to estimate GRPs needed- AIM FOR 50-90% REACH
    - ASSUME IT WILL TAKE AT LEAST 3 EXPOSURES
    NEW PRODUCTS NEED MORE FREQUENCY THAN ESTABLISHED
    - COMPLEX PRODUCTS NEED MORE FREQUENCY
    PRODUCTS WITH LOTS OF COMPETITION NEED HIGH FREQ
    - AN AVERAGE GRP GOAL IS 1,000 TO 5000 IN A YEAR
    AVERAGE GRP GOAL FOR SERVICE/RETAIL IS 2000 TO 10,000
    AVERAGE GRP GOAL FOR B2B IS 600 TO 4000
  94. 94LIST THE STEPS IN THE CONSUMER DECISION PURCHASE JOURNEY1) TRIGGER
    2) RESEARCH
    3) ACTIVE SELECTION
    4) CLOSURE
    POST PURCHASE

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Flashcards on Media Buying & Planning, created by james_allbeury8 on 09/06/2014.
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