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Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 1 Media Planning and Buying.

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Presentation on theme: "Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 1 Media Planning and Buying."— Presentation transcript:

1 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 1 Media Planning and Buying

2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 2 1.marketing business 2.connection business 3.advertising business 4.multichannel business Media planners are in the _____.

3 1.marketing business 2.connection business 3.advertising business 4.multichannel business Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 3 Media planners are in the _____. Media planners are in the connection business. Their work connects brand messages with customers and other stakeholders.

4 _____ is central to media planning. 1.Copywriting 2.Collectivism 3.Media research 4.Selective perception Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 4

5 1.Copywriting 2.Collectivism 3.Media research 4.Selective perception _____ is central to media planning. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 5 Media research is central to media planning, since data and information must be gathered, sorted, and analyzed before media planning can begin.

6 1.when (time frame) 2.who (target audience) 3.how big (media weight) 4.at what cost (cost efficiency) All of the following strategies except _____ are detailed in a media plan. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 6

7 1.when (time frame) 2.who (target audience) 3.how big (media weight) 4.at what cost (cost efficiency) All of the following strategies except _____ are detailed in a media plan. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 7 A media plan’s objectives include the target audience, media vehicles used, and objectives; the strategies include the time frame, geography, media weight, and cost efficiency.

8 The four basic steps in media planning do not include _____. 1.setting media objectives 2.developing media strategies 3.consolidating media services 4.analyzing the metrics of a media plan Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 8

9 The four basic steps in media planning do not include _____. 1.setting media objectives 2.developing media strategies 3.consolidating media services 4.analyzing the metrics of a media plan Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 9 The four basic media planning steps are targeting, setting media objectives, developing media strategies, and analyzing the metrics of a media plan.

10 Finding appropriate media and delivering a relevant message are easier if _____. 1.the target market is broad 2.the target market is diverse 3.the target market is focused 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 10

11 1.the target market is broad 2.the target market is diverse 3.the target market is focused 4.None of the above Finding appropriate media and delivering a relevant message are easier if _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 11 The tighter the focus on a target market, the easier it is to find appropriate media to deliver a relevant message.

12 _____ identifies the percent of people exposed to an ad in a specific time period. 1.Reach 2.Frequency 3.Bleed-through 4.Cost per point Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 12

13 1.Reach 2.Frequency 3.Bleed-through 4.Cost per point _____ identifies the percent of people exposed to an ad in a specific time period. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 13 The percent of people exposed to a brand message one or more times within a specified period of time is called reach.

14 Most brands use a _____ to reach current and potential customers. 1.media mix 2.media blitz 3.media router 4.media mélange Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 14

15 Most brands use a _____ to reach current and potential customers. 1.media mix 2.media blitz 3.media router 4.media mélange Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 15 Most brands use a variety of targeted media vehicles, a media mix, to reach current and potential customers.

16 A _____ estimates the strength of a brand in various geographical areas. 1.market development index (MDI) 2.brand development index (BDI) 3.category development index (CDI) 4.location development index (LDI) Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 16

17 A _____ estimates the strength of a brand in various geographical areas. 1.market development index (MDI) 2.brand development index (BDI) 3.category development index (CDI) 4.location development index (LDI) Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 17 Marketers compute a brand development index (BDI) to estimate the strength of their brand in various geographical areas.

18 The _____ refers to the way it is spread over the length of a campaign. 1.timing of an advertisement 2.duration of an advertisement 3.continuity of an advertisement 4.placement of an advertisement Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 18

19 The _____ refers to the way it is spread over the length of a campaign. 1.timing of an advertisement 2.duration of an advertisement 3.continuity of an advertisement 4.placement of an advertisement Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 19 Three scheduling strategies involve timing, continuity, and duration. Continuity refers to the way the advertising is spread over the length of a campaign.

20 In a _____ periods of intense advertising are followed by periods of no advertising. 1.fighting strategy 2.push-pull strategy 3.pulsation strategy 4.weighted strategy Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 20

21 1.fighting strategy 2.push-pull strategy 3.pulsation strategy 4.weighted strategy In a _____ periods of intense advertising are followed by periods of no advertising. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 21 A fighting strategy is characterized by alternating periods of intense advertising activity and periods of no advertising, called a hiatus.

22 Media planners use _____ to determine the weight, or efficiency, of a media plan. 1.gross rating points (GRPs) 2.gross cost thresholds (GCTs) 3.general media targets (GMTs) 4.general impression measures (GIMs) Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 22

23 1.gross rating points (GRPs) 2.gross cost thresholds (GCTs) 3.general media targets (GMTs) 4.general impression measures (GIMs) Media planners use _____ to determine the weight, or efficiency, of a media plan. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 23 Gross rating points (GRPs) indicate the weight (efficiency) of a media plan. The more GRPs in a plan, the more “weight” the media buy is said to deliver.

24 In _____, various media works together to create coherent brand communication. 1.cross-media integration 2.multimedia interpolation 3.cross-functional enhancement 4.frequency quintile distribution Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 24

25 In _____, various media works together to create coherent brand communication. 1.cross-media integration 2.multimedia interpolation 3.cross-functional enhancement 4.frequency quintile distribution Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 25 Planners use cross-media integration, to create a synergistic or coherent effect between the different media used to deliver brand communication.

26 Which of the following is most relevant to the practice of global media planning? 1.Television is a true global medium 2.The Internet is a true global medium 3.Social networking is a true global medium 4.A true global medium does not exist yet Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 26

27 1.Television is a true global medium 2.The Internet is a true global medium 3.Social networking is a true global medium 4.A true global medium does not exist yet Which of the following is most relevant to the practice of global media planning? Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 27 A true global medium does not currently exist; thus, global media plans have to piece together worldwide coverage, using a variety of media tools.

28 Media buyers perform which of the following functions? 1.Providing information 2.Selecting media vehicles 3.Monitoring media choices 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 28

29 Media buyers perform which of the following functions? 1.Providing information 2.Selecting media vehicles 3.Monitoring media choices 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 29 Media buyers provide information, select media vehicles, negotiate costs, monitor media choices, evaluate media after the campaign, and handle billing and payment.

30 Common technical problems encountered by media buyers include _____. 1.missed closings 2.program preemptions 3.out-of-register color 4.post-campaign metrics Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 30

31 Common technical problems encountered by media buyers include _____. 1.missed closings 2.program preemptions 3.out-of-register color 4.post-campaign metrics Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 14 - 31 Common technical problems include bleed-through (printing on one side interferes with text or images on the other) and out-of-register color (imperfect alignment).

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