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Media
deliverss a message. a means by which something is accomplished conveyed or transferred.
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medium
singular, certain class of carriers (tv, newspaper and magazines)
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Vehicle
Individual carrier within a medium; specific program, publication, or promotional piece used to carry a message
EX: NY times, NBC's the office.
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Media Neutral Planning
Unbiased, and consumer centric media planning
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What is the 4 C's of marketing strategy?
- Consumer (product)
- Convinience (place)
- Cost (value to consumers) (price)
- Communication (promotion)
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Effective reach
target is exposed 3 or more times
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Reach
- % of target exposed at least once
- *can never have 100% reach. 1 person will always miss it.
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Frequency
# of times person is exposed
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How to get GRP? or gross rating point
Reach X Frequency. GRPs can be added only when its the same audience
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Effective frequency with Ostrows Model. What is important to remember?
At least 3 ppl remember details, So always add 3 to our total (3 is your baseline).
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What is media planning? (equation)
Media planning = selection(media categories) + Scheduling(which month or how often)
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Mass marketing
Attempt to sell same thing to a wide range of customers
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Segmentation
Grouping customers or prospects according to common characteristics
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Segmenting and targeting calls for careful balancing of two objectives:
aquisition: attarcting new consumers
retention: keeping current ones happy
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How projections are made? rating system used etc..
get the number of people who watched a certain show and divide that into the total number of metered tvs in the u.s. multiply times 100 to get a percentage. then divide this percentage into the total population of ppl with tvs and this will give you an estimate of the amount of ppl who tuned in to the show.
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Gross
duplication, multiple exposures
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how to calculate index number/ what are index numbers
divide segmented pop vertical number into total pop vertical number and multiply by 100.
Indicate level of usage; can be average, lower than average or higher than average.
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Is newspaper a frequently used medium
for this group? How do you know?
(How to answer quartile questions. 2 parts)
- Yes, high index numbers in
- quintile 1, 2, the heavy usage quintiles.
Yes, medium index numbers in row 3 and 4 reflect medium usage levels.
etc
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steps to calculating EV percentage
- Raw data
- convert all column into %
- weight column(s)
- convert weight colum back into % form
- weighted column(s) back into 100%-form à
- add all %s to calculate total across column (4 columns indicated with red arrows)
- calculate EV%
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how can index numbers mislead?
need to first look at % from population and % of usage. make sure that even though an index number is average it still might be worth targeting if its a large percentage of product usage in that segment
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what is weighting?
emphasis on a column of data important to the brand. markets with graeter potential will be given bias during selection. should start by 1.5 weighting which is moderate weight.
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