Media Strategy & Planning

 Strategic MediaConcepts

• Reach - the ____________________ exposed to a media vehicle or schedule _______________________________
• Frequency - the _______________________________a consumer is _______________________________ to the vehicle during a specific time period
• Continuity - _______________________________over a particular time period
• Gross Rating Points - the _______________________________ of a media effort

Target Market Definition

Product _______________ and __________________--

Product Usage Data

• ___________________

Brand Development and Category Development Indices

• Geographic Region

Seasonality: When to Advertise?

Media Mix Strategies

Concentrated - _______________________________

• used for _______________________________
• gain _______________________________
• used for consumers with _______________________________

• used by advertisers with_______________________________
• can communicate with targets in _______________________________
• helps to maintain the _______________________________over a longer time span
• _______________________________ of the message is enhanced

 

Geography

Reach and Frequency Goals

• The Ad Budget
• Consumer-Use Cycles
• Competition
• the concept of "share"

Selecting Acceptable Media

• Reach and audience characteristics
• Content
• The media vehicle's mood
• Media clutter

Scheduling Media

• continuity: _______________________
• flighting: intermittent pattern--periods of advertising with _______________________________g
• pulsing: intermittent pattern--____________________________ ___, but periods of ________________________scheduling

Media Evaluation Tools and Concepts

• Audience measures
• Ratings and reach measures
• Gross impressions and gross rating points
• Reach
• Frequency and average frequency
• Cost Per Thousand and Cost per Rating Point