Advertising Study Guide
Advertising Study Guide
Chapter 11 and 14
Sources of Media Planning 3 Categories (mkt, creative, media)
Advertisers must target their media
Advertisers must target the season
Advertisers must target their message
Marketing Mix Variables
Sales Date
By territory
By season
Distribution (i.e. Retail Stock
Competitive Promotions
Price
Media Information
Media demographics
Media Circulation
Media Costs
Media Characteristics (i.e. Quality, Credibility, Intimacy, Intrusiveness)
Creative Factors
Theme
Message
The Media Process: Who, what, when, where, how long
Who? Target Audience
Demographics
Psychographics
Behavior
Target Market VS Target Audience
Target market are those whom you are targeting in selling your products. these people will use your products/services, the end users.
Target audience is the people who are reached by the various media you are using to communicate your marketing activities.
Where? Geographic
Brand Development Index (BDI)
Compare brand sales of a particular market to total sales
BDI= % of brand’s total sales/ % of U.S. Population X 100
Example:
Atlanta BDI= 20.0 of Coke US sales/ 15.0 (15% of US population) X 100 = 133.3
Category Development Index (CDI)
Compares category sales of a particular market to total sales
CDI= % of product category sales/ % of US population X 100
Example:
Atlanta CDI= 19.0 (soft drink sales) / 15.0 (15% of US pop) X 100 = 126.6
When? Timing
Aperture: The ideal moment to expose the audience to the message.
Seasonal
Holiday
Day-of-week
Time-of-day
How long? Duration
Media schedules
Continuity: steady graph (i.e. long distance services)
Pulse: high and low graph (i.e. fast food, travel)
Flight: two separate humps on graph (i.e. holiday, seasonal items)
Audience Measures: Quantitative (reach and frequency) Calculate
Gross Impressions: sum of ALL media vehicles
Example: (look at slides)
Gross Rating Points: Audience exposure expressed as a
Chapter 11 and 14
Sources of Media Planning 3 Categories (mkt, creative, media)
Advertisers must target their media
Advertisers must target the season
Advertisers must target their message
Marketing Mix Variables
Sales Date
By territory
By season
Distribution (i.e. Retail Stock
Competitive Promotions
Price
Media Information
Media demographics
Media Circulation
Media Costs
Media Characteristics (i.e. Quality, Credibility, Intimacy, Intrusiveness)
Creative Factors
Theme
Message
The Media Process: Who, what, when, where, how long
Who? Target Audience
Demographics
Psychographics
Behavior
Target Market VS Target Audience
Target market are those whom you are targeting in selling your products. these people will use your products/services, the end users.
Target audience is the people who are reached by the various media you are using to communicate your marketing activities.
Where? Geographic
Brand Development Index (BDI)
Compare brand sales of a particular market to total sales
BDI= % of brand’s total sales/ % of U.S. Population X 100
Example:
Atlanta BDI= 20.0 of Coke US sales/ 15.0 (15% of US population) X 100 = 133.3
Category Development Index (CDI)
Compares category sales of a particular market to total sales
CDI= % of product category sales/ % of US population X 100
Example:
Atlanta CDI= 19.0 (soft drink sales) / 15.0 (15% of US pop) X 100 = 126.6
When? Timing
Aperture: The ideal moment to expose the audience to the message.
Seasonal
Holiday
Day-of-week
Time-of-day
How long? Duration
Media schedules
Continuity: steady graph (i.e. long distance services)
Pulse: high and low graph (i.e. fast food, travel)
Flight: two separate humps on graph (i.e. holiday, seasonal items)
Audience Measures: Quantitative (reach and frequency) Calculate
Gross Impressions: sum of ALL media vehicles
Example: (look at slides)
Gross Rating Points: Audience exposure expressed as a