Media Planning test 1
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deliverss a message. a means by which something is accomplished conveyed or transferred.
singular, certain class of carriers (tv, newspaper and magazines)
Individual carrier within a medium; specific program, publication, or promotional piece used to carry a message
EX: NY times, NBC's the office.
Media Neutral Planning
Unbiased, and consumer centric media planning
What is the 4 C's of marketing strategy?
- Consumer (product)
- Convinience (place)
- Cost (value to consumers) (price)
- Communication (promotion)
target is exposed 3 or more times
- % of target exposed at least once
- *can never have 100% reach. 1 person will always miss it.
# of times person is exposed
How to get GRP? or gross rating point
Reach X Frequency. GRPs can be added only when its the same audience
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).
What is media planning? (equation)
Media planning = selection(media categories) + Scheduling(which month or how often)
Attempt to sell same thing to a wide range of customers
Grouping customers or prospects according to common characteristics
Segmenting and targeting calls for careful balancing of two objectives:
aquisition: attarcting new consumers
retention: keeping current ones happy
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.
duplication, multiple exposures
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.
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.
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%
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
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.
What would you like to do?
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