ADV 275
Terms
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- media planning
- is the series of decisions involved in delivering the promotional message to the prospective purchasers and/ or users of the product or brand
- worst days
- friday and saturday
- radio and tv similarities
- time oriented, sold in segments, network affiliates, public airway, some independents
- message uniqueness
- more unique, lower frequency
- prestige
- magazines ads are the prestige the product or service may gain from advertising in publications with a favorable image
- inserts
- return cards, coupons,
- leading nation advertisers
- general motors, procter and gamble
- disadvantages of magazines
- cost, limited reach and frequency, long lead time, competition
- media
- various categories of delivery systems, including broadcast and print media
- permanence
- magazines have long life spans, are kept for reference longer than any other medium
- advantages of radio
- cost and efficency, selectivity, flexibility, mental imagery, IMC
- message complexity
- simpler the message, the less frequency required
- print media
- publications, such as newspapers, magazines, direct mail, outdoor, ect.
- pulsing
- continuity is maintained, but a certain times promotional efforts are stepped up
- multimagazine deals
- involve tow or more publishers offering their magazines to an advertiser as one package
- cross magazine
- deals that include several different media opportunities from a single company or a partnership of media providers
- most popular days
- sunday
- advantages of magazine
- selectivity, creative flexibility, reproduction quality
- frequency
- number of times the receiver is exposed to the media vehicle in a time period
- television advantages
- creativity and impact, coverage, cost effectiveness, attention, selectivity, and flexibility
- bleed page
- advertisement extends all the way to the end of the page, with no margin of white space around the ad
- media strategy
- decisions on how the media objectives can be attained
- market threats
- internal or external factors may pose a threat to the firm, ad a change in media strategy is dictated
- prime-time access
- 7:30-8:00 m-f
- gatefolds
- enable an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra-large spread
- flighting
- employs a less regular schedule, with intermittent periods of advertising and no advertising
- coverage
- refers to potential audience that might receive the message through a vehicle
- limitations to radio
- creative limitation, fragmentation, limited listener attention, clutter
- broadcast media
- either radio or television network or local station broadcasts
- roles of magazine
- reader sets pace, not intrusive, high readership, high involvement, selective audience
- continuity
- refers to a continuous pattern of advertising which may mean every day, or every month
- availability of media
- sometimes a desired medium is not available to the marketer
- prime time
- 8:00-11:00 m-f and 7:00-11:00 SUNDAY
- television disadvantages
- cost, lack of selectivity, fleeting message, clutter, limited viewer attention, negative evaluation
- reach
- is a measure of the number of different audience members exposed at least ONCE to a media vehicle in a give period of time
- message variation
- single message requires less frequency
- cable tv characteristics
- national, regional, local available--targets specific geographic areas
- media vehicle
- is the specific carrier within a medium category
- media objectives
- goals to be attained by the media strategy and program
- methods of buying time
- sponsorship, spot announcements, participants
- market opportunities
- the development of a new advertising medium may offer an opportunity that was not previously available