What refers to the average number of times and individual with target audience is exposed to a media vehicle during a given period of time?

Weighting your media refers to determining the potential exposures of your marketing message to your target audience that each of your chosen media can produce. Basically, by weighting your media, you are trying to determine how much advertising is enough to reach your objectives. To do this, you'll come up with a total number of gross rating points. To do that, you need to understand a little bit about reach, frequency, and impressions.

• Impressions are the number of times your audience sees your advertising message.
• Reach refers to the number of individuals within your target market that are exposed to a specific ad over a specific period of time. This number is expressed as a percentage of your total market.
• Frequency refers to the number of exposures those individuals got to your specific ad over the same specific period of time.
• To get your Gross Rating Points (GRPs), just multiply the percent reach (% of your total market) by the frequency.

For example, if your marketing strategy is to reach 70% of your market for a specific campaign, and you know you want to reach them at least 10 times in order to convince them to act, then you would need a schedule that would give you 700 GRPs.

Each medium will have a slightly different calculated GRP, so go through each and determine those numbers before you begin planning your media schedule. As a general rule, just make sure you are calculating the percentage of your target audience as a part of the total circulation, exposure, etc., and then multiply that by the number of insertions, or ads you run should.

To help you estimate the total GRP needed to reach your sales goals, here are some rules of thumb:

• Try for a reach of 50 to 90+ of your total market.
• Assume it will take at least three exposures for your target audience to act on your offer.
• New products will need more frequency than established products.
• Complex products will need more frequency than simple products.
• Products with a lot of competition will need more frequency.
• An average GRP goal for a typical packaged product is 1,000 to 5,000 in a year.
• An average GRP goal for a service or retail establishment is 2,000 to 10,000 in a year.
• An average GRP goal for business-to-business is 600 to 4,000 in a year.

Determining these numbers isn't easy. There are some resources on the Web that might help. Check out the last page of this article for some sites that offer calculators and guidelines.

Other things to consider when planning and scheduling your media include:

• Your media vehicle's Cost per Thousand (CPM). This is useful because it helps you compare the values of different vehicles. For example, you may have two publications you are considering. Both reach your target audience, and all other aspects are equal. One, however, is more expensive than the other. Determining the CPM can help you decide which is the better vehicle for your advertisement. You can get the CPM by dividing the total number of subscribers that fall into your target market by the cost of running an ad. This is expressed as the cost per thousand impressions.
• Strive for a good balance of various media. In other words, don't put all of your eggs in one basket.
• Don't forget new media, such as the Internet and other interactive media like CD-ROM.
• Look at the strengths and weaknesses of each medium as it would effectively carry your marketing message and product positioning. Some media can't effectively communicate certain information. For example, a complicated product would not make good use of a billboard or other "quick" impression media.
• Don't forget to consider the seasonality of your product and geographic concentrations of your audience when selecting and scheduling your media.
• Remember that the percentage of your target audience that a particular media vehicle reaches will not be the number that actually see your message. Many will skim, change channels, or just miss it. So keep your expectations realistic in this respect.

Question

Media Strategy is all about

Answer

• Scheduling and Selection

• Reach and Frequency

• Pulsing, Flighting and Continuity

• All of the above

Question

Media Scheduling Decisions look at [blank_start]how long and how often[blank_end] to advertise; whereas Media selection decisions look at [blank_start]where[blank_end] to advertise

Answer

• how long and how often

• where

• where

• how long and how often

Question

Media Scheduling deals with:

Answer

• reach and frequency

• pulsing flighting and continuity

• scheduling and selection

• all of the above

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Purchase cycle is

Answer

• the time interval between purchases in the product category, for the average target audience member

• the number of purchases made within a particular time frame

• the time interval between how frequently people purchase an item from one consumer to the next

• all of the above

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Rossiter & Percy define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

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Belch & Belch define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

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Belch & Belch define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.

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Rossiter & Percy define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.

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When Rossiter & Percy say 'exposure to the advertising' they mean exposure to the media vehicle.

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How do you calculate frequency according to Rossiter and Percy?

Answer

• Count the number of times a target audience member is exposed to the advertisement

• Count the number of times the ad was viewed, and divide by the number of people reached

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How do you calculate frequency according to Belch and Belch?

Answer

• Count the number of times the ad was viewed, and divide by the number of people reached

• Count the number of times a target audience member is exposed to the advertisement

Answer

• 6

• 5

• 16

• 30

• 8/10 people or 80%

Answer

• 6

• 5

• 16

• 30

• 8/10 people or 80%

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What is the minimum effective frequency (MEF)?

Answer

• The minimum number of ad exposure that will maximise the likelihood of the average target audience member purchasing the brand

• The minimum number of target audience individuals that will see the advertisement before purchasing

• The minimum number of sales needed to maximise ad exposure

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What is Effective Reach?

Answer

• The number of target audience individuals exposed to the ad at minimum effective frequency or higher

• The number of sales had per target audience member after being exposed to the ad

• The minimum number of ad exposures that will maximize the likelihood of the average target audience member purchasing the brand

Answer

• 3, 4, 3

• 4, 3, 4

• 6, 5, 5

• 10, 10, 10

Answer

• 1.6, 2, 2

• 6, 5, 5

• 10, 10, 10

• 3, 4, 3

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Gross Rating Points (GRPs) refer to

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• the total audience a media schedule may reach

• the total number of people in the primary target audience the media buy will reach and the number of times it does

• the total ratings a customer gives back after they buy a product

• none of the above

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A Target Audience Rating Point is (TARP):

Answer

• the total number of people in the primary target audience the media buy will reach and the number of times it does

• total audience a media schedule may reach

• the average rating a target audience member will give the product after purchase

• REACH x FREQUENCY

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If Reach is 100 and frequency is 5 what is GRP?

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What are the three scheduling (or continuity) methods

Answer

• continuity, flighting, pulsing

• exchange, value, activity

• reminder, teaser and user-generated content

• script, story board, approval

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[blank_start]Continuity[blank_end] is a continuous pattern of advertising, which may mean every day, every week, or every month. [blank_start]Flighting[blank_end] is a less regular schedule, with intermittent periods of advertising and non-advertising. [blank_start]Pulsing[blank_end] is where continuity is maintained, but at certain times promotional efforts are stepped up

Answer

• Continuity

• Flighting

• Pulsing

• Flighting

• Continuity

• Pulsing

• Pulsing

• Continuity

• Flighting

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[blank_start]Media Planning[blank_end] is a series of decisions involved in delivering the promotional message to the prospective users of the product or brand. [blank_start]Media objective[blank_end] is an objective formulated to organise a media plan. [blank_start]Media strategy[blank_end] is a plan of action designed to attain the media objectives. [blank_start]Medium[blank_end] is a general category of available delivery systems.

Answer

• Media Planning

• Media objective

• Media strategy

• Medium

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[blank_start]Media vehicle[blank_end] is a specific carrier within a medium category [blank_start]Reach[blank_end] is the measure of the number of different audience members exposed at least once to a media vehicle in a given period of time [blank_start]Coverage[blank_end] is the potential audience that might receive the message through a vehicle [blank_start]Frequency[blank_end] is the number of times the receiver is exposed to the media vehicle in a specified period

Answer

• Media vehicle

• Reach

• Coverage

• Frequency

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Media objectives should not be limited to those that can be accomplished through media strategies.

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1. [blank_start]Analyse the Market[blank_end] 2. [blank_start]Establish Media Objectives[blank_end] 3. [blank_start]Develop Media Strategy[blank_end] 4. [blank_start]Implement Media Strategy[blank_end] 5. [blank_start]Evaluate Performance[blank_end]

Answer

• Analyse the Market

• Establish Media Objectives

• Develop Media Strategy

• Implement Media Strategy

• Evaluate Performance

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What are the internal factors operating when picking the target market?

Answer

• Size of the media budget

• Managerial and administrative capabilities

• Organization of the agency

• The economy (rising costs of media)

• Changes in technology

• Competitive factors

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Wastes Coverage refers to Media coverage that reaches people who are not potential buyers and/or users

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[blank_start]Target Market Coverage[blank_end] : Matches the most appropriate media to a market with the goal of extending media coverage whilst minimising waste coverage [blank_start]The Media Mix[blank_end] : Adds more versatility to the media strategies by increasing coverage, reach and frequency levels. It also improves the likelihood of achieving overall communications and marketing goals. [blank_start]Creative aspects and mood[blank_end] : Requires media and creative departments to implement creativity through an appropriate medium and enhance the message. [blank_start]Flexibility[blank_end] : an effective media strategy that deals with market opportunities, threats, availability of media and changes in media or media vehicles

Answer

• Target Market Coverage

• The Media Mix

• Creative aspects and mood

• Flexibility

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Problems in Media Planning include

Answer

• insufficient information, inconsistent terminologies, time pressures and difficulty measuring effectiveness

• less experience, objectivity and flexibility

• exposure, frequency and cost

• insufficient imaging, saturation, time pressures and reach

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What are the factors determining frequency levels?

Answer

• Media Factors

• Message Factors

• Creative factors

• Marketing Factors

• Target Market Factors

• Dispositional Factors

• Environmental Factors

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What is the Brand Development Index (BDI)?

Answer

• Factors the rate of product usage by geographic area into the decision process

• Provides information on the potential for development of the total product category and not specific brands

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What is the Category Development index (CDI)?

Answer

• Factors the rate of product usage by geographic area into the decision process

• Provides information on the potential for development of the total product category and not specific brands

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Relative cost is the cost required to place the message; whereas Absolute Cost is the relationship between the price paid for advertising and the size of audience delivered (used to compare media vehicles)

Answer

• High BDI/high CDI

• high bdi/low cdi

• low bdi/high cdi

• low bdi/low cdi

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Promoting certain international foods like edamame in traditional/small towns where interest in such foods is likely to be low would not make sense. It is better to advertise edamame in big cities instead which have a diverse population. This is an example of

Answer

• Geographic Coverage

• Reach and Frequency

• Situational Diversity

• Recency Planning

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Recency Planning (Part of Reach versus Frequency Media Strategy)

Answer

• Focuses on short interval reach at minimum frequency levels as close to the purchase decision as possible

• Has a continuous schedule over a one week period rather than focusing on a four-week planning period for reach

• Targets less to gain exposure to reach as many potential consumers as possible

• All of the above