Mathematics with Business Applications
6th EditionMcGraw-Hill Education
3,760 solutions
Mathematics with Business Applications
6th EditionMcGraw-Hill Education
3,760 solutions
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1,600 solutions
Mathematics with Business Applications
5th EditionMcGraw-Hill Education
3,755 solutions
Index Number
Good indicator of the potential of a market
% of users in a demographic segmant/ percentage of population in the same segment
Survey of buying power index
Charts the potential of a particular metro area, county, or city relative to the United States as a whole
• Gives media planners insight into the relative value of a
market
Brand development index
Factors the rate of product usage by geographic area into the decision process
Category Development Index
Provides information on the potential for development of the total product category and not specific brands
Target Market coverage
Matches the most appropriate media to a market
Goal - Extend media coverage to members of the target audience while minimizing waste coverage
Scheduling Tool
...
Reach vs. Frequency
-Reach and frequency have an inverse relationship - if you want high reach, than you might have to sacrifice
frequency.
-Minimize waste-
• Get the best reach and frequency
• Lowest CPM
• Targeted to the right people
Determining an effective reach
Represents the percentage of audience reached at each effective frequency increment
Based on assumption that one exposure to an ad may not be enough to convey the desired message
factors important to determining frequency levels
marketing factors
message factors
media factors
CPM (cost per thousand)
The media cost of exposing 1,000 readers to an ad.
CPRP (cost per rating point)
cost of commercial time/program rating
refers to the potential audience that might receive a message through a media vehicle
Coverage
Frequency
reach
viewer number
exposure
coverage
Helios Inc. has a low market share for its Achilles range of running shoes in the South Atlantic region. Which of the following indices reflects the information provided in the scenario?
Low brand development index (BDI)
High brand development index (BDI)
Low category development index (CDI)
High category development index (CDI)
High survey of buying power index (BPI)
Low Brand Development index (BDI)
the more the number of readers per copy of a magazine, the higher the pass-along rate
True
False
True
Which of the following statements is true about advertising reach?
Reach refers to the number of times a viewer is exposed to an ad.
Reach of a media vehicle can be defined as the "opportunities to see" an ad.
Frequency level expressed in a media plan overstates the actual level of reach to an ad.
The actual exposure to an ad is referred to as reach of a media vehicle.
Reach is of trivial importance at later stages of the adoption hierarchy.
Reach of meda vehicle can be defines as the "Opportunities to see" an ad
The rate of product usage in a geographical area may be calculated through the use of:
gross rating points.
reach and frequency.
brand development index.
benchmark designated index.
category development index.
category development index
Effective reach refers to the:
percentage of people in the primary target audience a media buy reaches effectively.
percentage of people who see and respond to an ad through purchase action.
percentage of people in the target audience who can recall an ad after being exposed to the ad once.
percentage of a media vehicle's audience reached at each effectual frequency increment.
number of times an ad appears in prime-time television.
Percentage of a media vehicles audience reached at each effectual frequency increment
An index number below 100 means that the use of the product is proportionately greater in that segment than in one that is average.
true
false
false
is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.
Contact
Reach
Viewer number
Coverage
Exposure
reach
After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and Low CDI. Which of the following is likely to be true of the product class and the product?
High market share and good market potential
Low market share and good market potential
High market share with required monitoring for sales decline
Low market share and poor market potential
High market share but not a good market to advertise in
Low market share and poor market potential
is the number of times a receiver is exposed to a media vehicle in a given time period
Potency
Reach
Coverage
Frequency
Audience contact
Frequency