MEDIA PLANNING EXAM PREP
MEDIA PLANNING EXAM PREP Lecture 1 - Above the line media - Below the line media - Through the line - Traditional media - Conversational media
Lecture 5 - Weekly frequency distribution - Three hit theory - Cumulative reach - Effective frequency - Recently planning
Lecture 2 - Index - Cost per thousand - Target cost per thousand
Lecture 6 - Media research - Product usage data - Media usage data
Lecture 3 - TV audience measurement - The people meter - Households using TV - Peple using TV - TARPS - Cost per TARP
Lecture 7 - Brand development index - Category development index
Lecture 4 - Reach - Combined reach - Benefits of expanding the media mix - Gross rating points - Frequency/average frequency - Impressions
Lecture 8 - Media categories and media vehicles - Postanalysis Lecture 9 - Scheduling - Setting advertising budgets Lecture 10 - Media appearance schedule - Sampling error - Glossary
Lecture One 1. Above the Line – traditional mass media: TV, radio, newspapers, magazines. 2. Below the line – Do not pay commission to the advertising or media agency, e.g. direct mail, trade shows, catalogues and the Internet. 3. Through the line – the “line” is the commission line. Refers to using both BTL and ATL in the same campaign to achieve optimal IMC effect. Radio Dayparts: - Breakfast (6am – 9am) - Morning (9am – 12 noon) - Afternoon (12 noon – 4 pm) - Drive (4pm – 7pm) - Evening (7pm – midnight) ROS – Run of Station. Advertiser buys a package of radio spots which are aired during specific dayparts, but exact time is at discretion of radio station. TV Primetime – 6-11pm. Standard commercial is 30 seconds. Conversational Media - Banners, rich media (online commercials, animated banners etc), keyword search, SMS. - Audience are interactive participants. - Low barriers to entry. - Audience measurement and customised targeting.
Lecture Two – Media Maths Index - Index numbers are used to make sense of a group of numbers, allowing us to interpret and compare. - Simplified number based on a ref. point of 100, e.g. an index of 125 means 25% more than the average. Index = year 2/year 1 x 100. NB: base year is always year 1.
2/11=18 27/14 = 193
Lecture 5 - Weekly frequency distribution - Three hit theory - Cumulative reach - Effective frequency - Recently planning
Lecture 2 - Index - Cost per thousand - Target cost per thousand
Lecture 6 - Media research - Product usage data - Media usage data
Lecture 3 - TV audience measurement - The people meter - Households using TV - Peple using TV - TARPS - Cost per TARP
Lecture 7 - Brand development index - Category development index
Lecture 4 - Reach - Combined reach - Benefits of expanding the media mix - Gross rating points - Frequency/average frequency - Impressions
Lecture 8 - Media categories and media vehicles - Postanalysis Lecture 9 - Scheduling - Setting advertising budgets Lecture 10 - Media appearance schedule - Sampling error - Glossary
Lecture One 1. Above the Line – traditional mass media: TV, radio, newspapers, magazines. 2. Below the line – Do not pay commission to the advertising or media agency, e.g. direct mail, trade shows, catalogues and the Internet. 3. Through the line – the “line” is the commission line. Refers to using both BTL and ATL in the same campaign to achieve optimal IMC effect. Radio Dayparts: - Breakfast (6am – 9am) - Morning (9am – 12 noon) - Afternoon (12 noon – 4 pm) - Drive (4pm – 7pm) - Evening (7pm – midnight) ROS – Run of Station. Advertiser buys a package of radio spots which are aired during specific dayparts, but exact time is at discretion of radio station. TV Primetime – 6-11pm. Standard commercial is 30 seconds. Conversational Media - Banners, rich media (online commercials, animated banners etc), keyword search, SMS. - Audience are interactive participants. - Low barriers to entry. - Audience measurement and customised targeting.
Lecture Two – Media Maths Index - Index numbers are used to make sense of a group of numbers, allowing us to interpret and compare. - Simplified number based on a ref. point of 100, e.g. an index of 125 means 25% more than the average. Index = year 2/year 1 x 100. NB: base year is always year 1.
2/11=18 27/14 = 193
