Media Planning

The key figure obtained when using the given formula is CPM (Cost Per Thousand Impressions). CPM is a metric used in advertising to measure the cost of reaching one thousand potential customers or viewers. It is calculated by dividing the advertising costs by the audience size or circulation or impressions, and then multiplying it by 1000. CPM helps advertisers understand the efficiency and effectiveness of their advertising campaigns by comparing the cost of reaching a specific target audience across different media channels.

The correct answer is "Objectives - strategy - tactics - logistics". This sequence is the most logical and effective way to write a media plan. First, the objectives need to be defined, as they will guide the entire plan. Then, the strategy is developed to achieve those objectives. Next, specific tactics are determined to implement the strategy. Finally, logistics are considered to ensure the plan can be executed successfully. This sequence ensures a clear and strategic approach to media planning.

When launching something new, it is important to prioritize reach in the media plan. This is because reaching a large audience is crucial in order to generate awareness and interest in the new product or service. By focusing on reach, the message can be effectively communicated to a wide range of potential customers, increasing the chances of a successful launch. Additionally, in a competitive market with high clutter levels, reaching a larger audience becomes even more important to stand out from the competition.

The first statement is false because reach is a measure of the total number or percentage of people who have been exposed to a message, not the average person in the target market. The second statement is true because media planners need to have knowledge of the reach, frequency, and impact of different media types in order to effectively plan and allocate advertising budgets.

GRP stands for Gross Rating Points, which is a measure of the total advertising impact. It is calculated by multiplying the gross impressions by the numerical reach and dividing by the total population. In this case, the gross impressions are given as 12,000, the numerical reach is given as 15,000, and the total population is given as 30,000. Therefore, the calculation would be (12,000 * 15,000) / 30,000 = 6,000. However, the answer options provided do not match this calculation. Therefore, the correct answer cannot be determined based on the given information.

The rating of the European Soccer Championship can be calculated by dividing the number of households watching the championship by the total number of TV households. In this case, there are 200,000 households watching the championship out of a total of 400,000 TV households. Therefore, the rating is 50%.

Looking at the bounce rate is important when measuring the performance of a website because it tells you how many visitors navigate away from the entrance page. This metric indicates the percentage of visitors who leave the website after viewing only one page. A high bounce rate can suggest that visitors are not finding what they are looking for or that the website's content or design needs improvement. By monitoring the bounce rate, website owners can identify areas for optimization and make necessary changes to improve user engagement and retention.

Outdoor advertising is known for its ability to deliver a simple and concise message due to its limited space and quick exposure to viewers. It is not suitable for delivering complex messages that require detailed explanations or in-depth information. Therefore, the ability to deliver a complex message is not a benefit of outdoor advertising.

CPM (Cost Per Mille) is the best performance-based pricing model for an advertising campaign focused on brand awareness. CPM charges advertisers for every thousand impressions their ad receives, regardless of the number of clicks or actions taken by users. This model ensures that the brand's message is exposed to a large audience, increasing its visibility and creating brand awareness.

The Gross Rating Points (GRP) for a campaign is calculated by summing up the ratings of each individual ad insertion. In this case, the ratings for each ad insertion are 8, 12, 11, and 7. By adding these ratings together, we get a total of 38. Therefore, the campaign "scored" 38 GRPs.

Low waste is NOT an advantage of a general consumer magazine advertising because consumer magazines typically have a wide distribution and reach a large audience. This means that there is a higher likelihood of reaching individuals who are not interested in the advertised product or service, resulting in wasted advertising efforts and resources.

When using more than one advertising medium, it can help to increase reach by targeting a larger audience across different platforms. It also helps to reduce message fatigue, as using different mediums allows for varied messaging and prevents the audience from becoming bored or disengaged. Additionally, using multiple advertising mediums can help achieve strategic impression objectives, such as creating a cohesive brand image or reinforcing key messages. Therefore, using more than one advertising medium is beneficial in all of these cases.

Rating is the correct answer because it refers to the percentage of the total population that sees or hears a particular program or advertisement. It is a measure of the audience size and popularity of a specific media content. Ratings are commonly used in the television and radio industry to determine the success and reach of programs or ads.

The conversion ratio of 0.5% means that for every 1000 unique visitors, 5 of them make a purchase. Since the average profit per item is €100, the profit per week can be calculated by multiplying the number of purchases (5) by the average profit per item (€100), resulting in €500. Since the web-shop advertises with Google Adwords for €50 per day, the total advertising cost per week is €50 * 7 = €350. Subtracting the advertising cost from the profit, the remaining profit per week is €500 - €350 = €150. Therefore, the profit per week is €150.

When you want to communicate a new product feature, a high reach level of advertising might be beneficial. This is because reaching a large audience can help ensure that the message about the new product feature is seen and heard by as many people as possible. This can create awareness and generate interest in the new feature, increasing the chances of it being remembered and potentially leading to more sales or adoption of the product.

A contingency plan should not be part of a briefing for an advertising agency because it is a plan that outlines actions to be taken in case of unexpected events or circumstances. Briefings for advertising agencies typically focus on the goals of the marketing campaign, the choice of media to be used, and the description of the target group. Including a contingency plan in the briefing would be unnecessary as it is not directly related to the agency's role in creating and executing the advertising campaign.

Weighted CPP (Cost Per Point) is a metric used by advertisers and media planners to measure the effectiveness of certain media in a campaign. It calculates the cost of reaching the target audience based on the average number of GRPs (Gross Rating Points) and the total cost per thousand impressions. By comparing the weighted CPP of different media channels, advertisers can determine which ones are more cost-effective in reaching their desired audience and allocate their advertising budget accordingly.

The first statement is true because seasonality does impact the frequency of advertisements. During the Christmas season, ads are seen more frequently from various marketers. During other seasons, the frequency of ads will change significantly.

The second statement is also true. The advertiser does have to choose the pattern of ads. Continuity refers to scheduling ads evenly within a given period, while pulsing means scheduling ads unevenly over a given time period.

Effective Rating Points (ERPs) measure the gross reach of a campaign for individuals who have been reached at least three times, expressed as a percentage of the target audience. ERPs focus on the frequency of exposure, aiming to ensure that the message is delivered multiple times to the same individuals to increase the likelihood of retention and memorization. By calculating ERPs, advertisers can assess the effectiveness of their campaigns in terms of reaching and engaging the target audience.

The continuous pattern is the most suitable for the given scenario. This pattern involves consistently reminding customers about the brand over a period of time. By implementing a continuous reminder campaign, the brand can maintain a consistent presence in the minds of customers, increasing the chances of building brand loyalty. This pattern ensures that customers are regularly exposed to the brand and its messaging, reinforcing their awareness and potentially influencing their purchasing decisions.

When consumers have high involvement with products and make rational buying decisions, it is important to provide them with detailed information and rational arguments to support their decision-making process. Using long format media such as brochures, websites, and videos allows for a thorough presentation of the product's features and benefits. Additionally, these mediums provide ample opportunity to highlight rational arguments that resonate with the target audience. By considering long format media, the campaign can effectively cater to the needs and preferences of consumers who prioritize rationality in their buying process.

The conversion rate (CR) is important because it indicates how many people took the desired action at each level of the funnel. This means it measures the effectiveness of your website in converting visitors into customers or achieving any other desired action. By tracking the CR, you can identify areas of improvement in your funnel and make necessary optimizations to increase conversions. Ultimately, a higher CR signifies that more people are successfully progressing through the funnel and taking the desired action, leading to better website performance.

The advantage of the CPA payment model is that it offers a low risk for the advertiser. This is because the advertiser only pays after making a profit. Unlike other payment models where advertisers pay upfront or based on the number of leads generated, the CPA model ensures that advertisers only pay when a desired action, such as a sale, is completed. This reduces the risk of spending money on advertising campaigns that may not result in any profit for the advertiser.

The essential difference between GRP (Gross Rating Points) and CPM (Cost Per Thousand) is that CPM measures in numbers, while GRP is in percentages. CPM calculates the cost required to reach 1,000 individuals, whereas GRP measures the percentage of the target audience reached by a specific media or advertising campaign. Therefore, CPM focuses on the cost efficiency of reaching a specific audience size, while GRP focuses on the percentage of the target audience reached.

The statement "Cost per mille will be lower than price per sale" explains the relation between the cost per mille (CPM) and the price per sale. CPM refers to the cost of 1000 impressions or views, while price per sale refers to the cost incurred for each successful sale. Since CPM is a measure of the cost per impression, it is generally lower than the price per sale, which represents the revenue generated from each sale. Therefore, the statement correctly explains the relation between CPM and price per sale.

not-available-via-ai

When creating ad campaigns, the copywriter and art director work together to generate creative concepts. They collaborate to come up with various ideas, with the hope that one of these concepts will become the big idea for the campaign. The copywriter is responsible for crafting the written content and messaging, while the art director focuses on the visual elements and overall design of the campaign. Together, they bring their expertise and skills to create effective and compelling advertisements.

The given answer, "Achieve 50% spontaneous awareness during the advertising period," is not a media objective because it does not pertain to the reach or frequency of the advertising message. Media objectives typically focus on reaching a specific target audience, maintaining reach levels during advertising periods, or maximizing reach and frequency during specific sales peaks. However, achieving spontaneous awareness is more related to the effectiveness of the advertising message in creating brand recall or recognition, which falls under the realm of creative or communication objectives rather than media objectives.

In this situation, both the market share and the share of voice of the competitor are low. To tackle this, the best approach would be to attack the competitor and use large advertising spending. By doing so, the company can increase its share of voice and gain a competitive advantage over the competitor. This strategy allows the company to aggressively promote its products or services and attract more customers, potentially leading to an increase in market share.

In case ii, iii, and iv, the frequency will be lower. This is because high market share, dominant brand, and an established brand already have a strong presence in the market. Therefore, they may not need to advertise as frequently as brands with low brand loyalty, less market share, and less brand recognition.

The given statement that CPP is advertising costs divided by 1000 rating points is correct. CPP stands for Cost Per Point and is a metric used in media planning and buying to compare the cost efficiency of different media channels. It is calculated by dividing the advertising costs by the number of rating points, which represents the percentage of the target audience reached by a particular media channel. Therefore, the statement that CPP is advertising costs divided by 1000 rating points is accurate.

The CPC (Cost Per Click) for this campaign can be calculated by dividing the total cost (CPM) by the number of clicks. In this case, the CPM is 20 € and the CTR is 2%. Since the CTR is given as a percentage, we need to convert it to a decimal by dividing it by 100. So, 2% is equal to 0.02. To calculate the CPC, we divide the CPM by the CTR: 20 € / 0.02 = 1000 €. However, the question asks for the answer in euros, so we need to convert it to euros by dividing by 1000: 1000 € / 1000 = 1 €.

The correct answer is "The lower the impact score, the higher the weighted CPM." This means that when the impact score is lower, the weighted CPM (cost per thousand impressions) is higher. In other words, as the impact score decreases, the cost to reach a thousand impressions increases. This indicates that lower impact advertising placements or campaigns are more expensive on a per-impression basis.

Pulsing does not mean scheduling ads evenly over a given time period, so statement i) is false. However, lead time and production costs are indeed examples of production issues, so statement ii) is true.

The outcome of Morgensztern's Beta analyses indicates that there is a relationship between the number of exposures and the degree of memorization.

Net reach refers to the total number of individuals who have been exposed to a particular campaign or message through a specific medium. It includes all people who have had contact with the medium and have been exposed to the message, regardless of whether they are potential customers or not. This means that even if someone did not have any prior contact with the medium, they would still be included in the net reach if they were exposed to the campaign through that medium.

The given options are all related to the considerations involved in defining the medium strategy. Media behavior analyses involve analyzing the behavior of the target audience in relation to media consumption. Rough budget allocation refers to determining how much budget should be allocated to different media channels. Media channel choice questions involve deciding which media channels would be most effective in reaching the target audience. Therefore, the option that is not a part of the strategy considerations is media vehicle choice questions.

Based on the given information, the daily budget limit is 15 euros and the CPC (cost per click) is 1.20 euros. To calculate the expected number of clicks per day, we divide the daily budget limit by the CPC: 15 euros / 1.20 euros = 12.5 clicks. Since we are asked to round down, the expected number of clicks per day is 12. Therefore, the correct answer is 12 clicks per day.

Lead time issues refer to the amount of time required for media planning and execution. Technical media mix criteria involves considering factors such as lead time, availability, and compatibility of different media channels. Therefore, lead time issues are a part of technical media mix criteria.

The GRP (Gross Rating Points) per day in this case is 107.14. GRP is calculated by multiplying the reach by the frequency. In this case, the reach is 60 and the frequency is 12.5. Multiplying these two numbers gives us a GRP of 750. Since there are 7 days in a weekly period, we divide the GRP by 7 to get the GRP per day, which is 107.14.