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Exam 2 study guide(2) - Designing Persuasive Communications...

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Designing Persuasive Communications Fall 2011 Second Exam Study Guide Below is a summary of material that will be covered on the exam. Questions will be based on the book, PowerPoint materials, in-class discussions and readings. Note that this is only a guide. The format will be the same as the first exam with 10 true/false, 20 multiple choice, and 2 short essay questions. Statements in italics include material that may be used for the essay questions. Chapter 7 - Media Planning What are the five different measurements of exposure (reach, frequency, gross impressions, GRPs, targeted rating points)? *If you increase exposure you need to decrease # of people 1. Reach: # of different people/HHs exposed to a schedule during a given period 2. Frequency: avg. # of exposures for each person/HH during the period/ o Effective reach: # or % of people received at frequency o Effective frequency: # of repititions need to achieve desired effect o Frequency is more difficult 3. Gross impressions: total impressions obtained by a schedule in a cycle o Example: Have two difference ads show during a football game, 13.5 million audience impressions, 27 million total impressions. 4. Gross rating points (GRPs): the sum of the % reach for each ad in a cycle 5. Targeted rating points: GRPs aimed at a specific demo Duplication: the extent to which an audience of one vehicle overlaps with another or itself Rating point: % of a population (TV Households) that is tuned into a broadcast Advertisers look @ rating points What tradeoffs must be made among media objectives with a given budget? For any budget, shifts among reach, frequency, and either size of ad or number of cycles. If you have a set budget, reach and frequency have an inverse relationship Defensive strategy o Allocate media budget to capitalize on past sales success Time periods Geographic markets Target audiences Offensive strategy o Allocate media budget to weaker areas and times *What are the four main elements in a media strategy? 1. Identify target audiences a. Geographic location b. Audience profile: demographics, psychographics, lifestyle, product use, geo-demographics
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2. Choose media classes (types) a. Ability to deliver audience b. Other factors i. Need for demonstration, color, sound ii. Product personality iii. Legal restrictions, social ‘norm considerations iv. Intended effects v. Amount of processing, time needed for level of involvement c. Newspaper, TV, radio, magazine, outdoor, new media 3. Establish media mix: a. Concentrated i. Use of a single media type or limited number of vehicles ii. Effects on competitors, dealers, media, production costs b. Assorted i. Use of several media types ii. Effects on target audiences, message content, reach and frequency goals c. Could be mostly TV or different approach (TV, print, online) 4. Determine media timing a. Dictated by product & goals b. Seasonality? Quarter c. Match sales spatterns What criteria are used in choosing media types? What are attributes of key forms of media?
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