Ratings Points

Ratings Points - 10-6 Flexibility in Media Planning...

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Ratings Points Gross ratings points (GRPs) GRP = Reach X Frequency Target ratings points (TRPs) The number of people in the primary target audience the media buy will reach The number of times they will be reached 10-1
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Effective Reach 10-2
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Marketing Factors Determining Frequency Target Group Brand History Share of Voice Purchase Cycles Brand Loyalty Brand Share Usage Cycle Marketing Factors 10-3
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Message Factors Determining Frequency Message Complexity Message Uniqueness New vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units Message or Creative Factors 10-4
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Media Factors Determining Frequency Clutter Number of Media Used Repeat Exposure Editorial Environment Scheduling Attentiveness Media Factors 10-5
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Creative Aspects and Mood Creative aspects Media may drive strategy, or strategy may drive media Media and creative departments must work closely together Mood Media can drive mood Media and vehicle image can carry over to the message placed within them
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Unformatted text preview: 10-6 Flexibility in Media Planning Strategies Market opportunities Market threats Availability of media Changes in media or media vehicle Flexibility 10-7 Test Your Knowledge Why should an effective media strategy be flexible? A) Due to the potential development of new advertising media B) Due to an alteration of a competitor's media schedule C) Due to the unavailability of the desired medium D) Due to a drop in the ratings of a show previously on the media schedule E) Due to all of the above 10-8 Determining Relative Cost of Print Media Cost of ad space (absolute cost) Circulation CPM = X 1,000 Cost per thousand (CPM) 10-9 Determining Relative Cost of Broadcast Media CPRP = Cost of commercial time Program rating Cost per rating point (CPRP) 10-10...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Ratings Points - 10-6 Flexibility in Media Planning...

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