o National coverage – assumes widespread availability of the product, with all geographic areas figuring equitably in the success of the product o Regional coverage – a regional strategy involves an evaluation of each region’s contribution to a brand’s (or company’s) success Brand development index (BDI) – the percentage of a brand’s sales in an area in relation to the population in that area; determines if the brand is underdeveloped or overdeveloped in each area o Key market coverage – give priority to those members of the target market residing in key urban markets. Timing of Advertising - Flight – a period of time in which advertising is scheduled - Skip schedule – the scheduling of media advertising on an altering basis, such as every other week or every other month
- Pulse schedule – a scheduling of media advertising in flights of different weight and duration - Seasonal schedule – Scheduling media advertising according to seasonal sales trends; usually concentrated in the pre-season or the period just prior to when the bulk of the buying occurs - Blitz schedule – the scheduling of media advertising so that most spending is front-loaded in the schedule; usually involves a lot of money spent in a short period - Build-up schedule (teaser campaign) – the scheduling of media advertising so that the weight of advertising starts out light and gradually builds over a period of time - Even schedule (continuous schedule) – the uniform scheduling of media advertising over an extended period Reach/Frequency/Continuity - Reach – the total unduplicated audience exposed one or more times to a commercial message during a specific period (usually a week) - Frequency – the average number of times an audience has been exposed to a message over a period of time, usually a week - Gross rating points (GRPs) (RxF) – an expression of the weight of advertising in a media schedule; calculated by multiplying reach by frequency - Continuity – the length of time required in an advertising medium to generate the desired impact on the target audience Engagement - Engagement – the degree of involvement a person has with the medium when using it Media Execution - Media execution – the translation of media strategies into specific media action plans; involves recommending specific media to be used in the plan and negotiating the media buys Media Selection - Selecting the right media to resolve the problem at hand is a three-step decision process: o Selecting the general type of media (television, radio, newspapers, magazines, out-of-home) o Selecting the class of media within the type o Selecting the particular medium - Cost per thousand (CPM) – the cost of delivering an advertising message to 1000 people; calculated by dividing the cost of the ad by the circulation in thousands Media Schedule and Budget Allocations - Media calendar (blocking chart) – a document that shows allocation of a brand’s media budget according to time of year and type of medium; shows coordination of various media recommendations Assessing Media Alternatives
- Primary medium – a medium that receives the largest allocation of an
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- Fall '13
- Advertising, Brand, media advertising