SMP2

A target audience is the [blank_start]profitable[blank_end] [blank_start]audience[blank_end] and those [blank_start]likely[blank_end] [blank_start]to[blank_end] [blank_start]respond[blank_end] to marketing communication.

Two of the most common types of segmentation are [blank_start]demographics[blank_end] and [blank_start]psychographics[blank_end].

Psychographics refer to [blank_start]lifestyle[blank_end] [blank_start]insights[blank_end] about a particular person or group of people.

The remaining four types of segmentation are: -[blank_start]Product[blank_end] [blank_start]usage[blank_end] -[blank_start]Consumer[blank_end] [blank_start]behavior[blank_end] -[blank_start]Purchase[blank_end] [blank_start]power[blank_end] -[blank_start]Geographics[blank_end]

The type of person you could be in regards to purchase power is a decision [blank_start]maker[blank_end] or a decision [blank_start]influencer[blank_end].

The three degrees of product usage are [blank_start]heavy[blank_end] users, [blank_start]loyal[blank_end] users, and [blank_start]switchers[blank_end].

A [blank_start]profile[blank_end] is a description of the target audience that [blank_start]personifies[blank_end] the potential customer of a particular brand.

B2B segmentation can be categorized by: [blank_start]industry[blank_end], [blank_start]size[blank_end], [blank_start]geographic[blank_end] location, [blank_start]product[blank_end] [blank_start]usage[blank_end] and [blank_start]customer[blank_end] value.

Global/worldwide, national, regional, DMA, metro area and retail area are all examples of [blank_start]market[blank_end] [blank_start]types[blank_end].

Some brands strategize [blank_start]globally[blank_end], while others strategize [blank_start]market[blank_end]-by-[blank_start]market[blank_end].

The first three steps of the media plan are: -[blank_start]Identify[blank_end] and [blank_start]define[blank_end] TA -State [blank_start]media[blank_end] [blank_start]objectives[blank_end] -Outline [blank_start]media[blank_end] [blank_start]strategies[blank_end]

When stating media objectives, you want those that are both [blank_start]measurable[blank_end] and [blank_start]specific[blank_end].

Aspects of media strategy include [blank_start]reach[blank_end] and [blank_start]frequency[blank_end], the [blank_start]media[blank_end] [blank_start]mix[blank_end], [blank_start]geography[blank_end], and [blank_start]scheduling[blank_end].

When identifying the TA, the idea is to select media vehicles that are compatible with [blank_start]creative[blank_end] [blank_start]execution[blank_end] and whose [blank_start]audience[blank_end] best [blank_start]matches[blank_end] those of the brand's TA.

The [blank_start]reach[blank_end] is the percentage of different people exposed to the [blank_start]message[blank_end].

The [blank_start]frequency[blank_end] is the [blank_start]repetition[blank_end] of message exposure.

Two types of reach are [blank_start]targeted[blank_end] reach and [blank_start]wasted[blank_end] reach.

The types of frequency are [blank_start]average[blank_end] frequency, [blank_start]effective[blank_end] frequency, and [blank_start]wasted[blank_end] frequency.

Objectives must be measurable within a specific [blank_start]time[blank_end] [blank_start]frame[blank_end].

You can seldom reach [blank_start]100%[blank_end] of your target audience.

At times, [blank_start]frequency[blank_end] is more important than [blank_start]reach[blank_end].

Regardless of the budget, the goal is to reach the right [blank_start]people[blank_end] at the right [blank_start]time[blank_end] with the right [blank_start]message[blank_end].

A [blank_start]heavy-up[blank_end] schedule is advised in DMAs where the product is available or projected sales are higher.

CDI stands for [blank_start]category[blank_end] [blank_start]development[blank_end] [blank_start]index[blank_end] which is used to determine rates of [blank_start]consumption[blank_end] for a product [blank_start]category[blank_end].

BDI stands for [blank_start]brand[blank_end] [blank_start]development[blank_end] [blank_start]index[blank_end] which is used to determine the strength of the [blank_start]brand[blank_end] in [blank_start]geographic[blank_end] areas.

ARF stands for [blank_start]Advertising[blank_end] [blank_start]Research[blank_end] [blank_start]Foundation[blank_end].

The ARF response model is: -[blank_start]Sales[blank_end] [blank_start]Response[blank_end] ---[blank_start]Advertising[blank_end] [blank_start]Response[blank_end] -----[blank_start]Advertising[blank_end] [blank_start]Persuasion[blank_end] -------[blank_start]Advertising[blank_end] [blank_start]Communication[blank_end] ---------[blank_start]Advertising[blank_end] [blank_start]Attentiveness[blank_end] -----------[blank_start]Advertising[blank_end] [blank_start]Exposure[blank_end] -------------[blank_start]Vehicle[blank_end] [blank_start]Exposure[blank_end] ---------------[blank_start]Vehicle[blank_end] [blank_start]Distribution[blank_end]

Effective reach refers to the [blank_start]percentage[blank_end] of the [blank_start]target[blank_end] [blank_start]audience[blank_end] that is exposed to the ad during a specific [blank_start]time[blank_end] [blank_start]frame[blank_end].

[blank_start]Effect[blank_end] [blank_start]frequency[blank_end] is the number of times an audience member is exposed to the message (before incurring waste).

Effective reach requires the media planner to know the effective frequency, then [blank_start]build[blank_end] [blank_start]reach[blank_end] in order to expose the target audience the desired number of times.

Effective frequency = minimum of [blank_start]3[blank_end] exposures and no more than [blank_start]10[blank_end] total exposures.

The "mommy theory" refers to [blank_start]effective[blank_end] [blank_start]reach[blank_end].

[blank_start]Recency[blank_end] theory focuses on those consumers who are [blank_start]primed[blank_end] for a [blank_start]purchase[blank_end], instead of thinking that advertising moves consumers through the purchase cycle.

Recency maximizes [blank_start]reach[blank_end] during critical [blank_start]apertures[blank_end] to serve as reminders.

Recency theory uses [blank_start]flighting[blank_end] schedules.

[blank_start]Continuity[blank_end] is a scheduling process based on always advertising at consistent levels.

A [blank_start]flighting[blank_end] schedule consists of periods of ads followed by absences of ads.

A [blank_start]pulsing[blank_end] schedule consists of always advertising with periods of more intensity.

Purchase Funnel: [blank_start]Awareness[blank_end] [blank_start]Familiarity[blank_end] [blank_start]Opinion[blank_end] [blank_start]Consideration[blank_end] [blank_start]Purchase[blank_end] [blank_start]Intention[blank_end] [blank_start]Shopping[blank_end] [blank_start]Purchase[blank_end]

The purchase funnel theory is considered by many to be [blank_start]insufficient[blank_end] in the digital era.

Most consumers nowadays use [blank_start]the[blank_end] [blank_start]web[blank_end] to research products before buying.

Engagement is turning on a [blank_start]prospect[blank_end] to a brand [blank_start]idea[blank_end] enhanced by surrounding [blank_start]context[blank_end].

Engagement is a [blank_start]scale[blank_end] indicating the degree to which a consumer is likely to or has [blank_start]internalized[blank_end] a communication.

[blank_start]Multi[blank_end]-[blank_start]media[blank_end] and [blank_start]cross[blank_end]-[blank_start]platform[blank_end] data are key when measuring engagement.

[blank_start]Inspirational[blank_end] engagement is when media inspire and connect emotionally with consumers.

[blank_start]Trustworthy[blank_end] engagement is when media are trusted and do not sensationalize.

[blank_start]Social[blank_end] [blank_start]interaction[blank_end] engagement is when media give consumers fodder for conversations with family and friends.

[blank_start]Life[blank_end] [blank_start]enhancing[blank_end] engagement is when consumers learn new things from the medium, which helps them make better decisions.

[blank_start]Personal[blank_end] [blank_start]timeout[blank_end] engagement is when consumers say the time they spend with the medium is just for them and generally improves their mood.

[blank_start]Advertising[blank_end] [blank_start]receptivity[blank_end] engagement is when ads that run in the medium are of interest and the consumer is more likely to purchase products advertised within.

[blank_start]Magazines[blank_end] scored highest across all six dimensions of media engagement.

TV scored highest in [blank_start]personal[blank_end] [blank_start]timeout[blank_end] engagement, but lower in [blank_start]life[blank_end] [blank_start]enhancing[blank_end] and [blank_start]advertising[blank_end] [blank_start]receptivity[blank_end] engagement.

[blank_start]Websites[blank_end] ranked highest in trustworthiness, but low in inspiration.

Perhaps media should be more concerned with [blank_start]disengagement[blank_end] and loss of audience.

[blank_start]Share[blank_end]-of-[blank_start]voice[blank_end] is your brand's percentage of total advertising or communications messages in your primary business category and geographic marketing are and time frame.

[blank_start]Share[blank_end]-of-[blank_start]mind[blank_end] refers to top of mind awareness in a particular category.

Saturation means that incremental [blank_start]increases[blank_end] in advertising produce progressively [blank_start]smaller[blank_end] effects on [blank_start]demand[blank_end] increases.

The [blank_start]ARF[blank_end] [blank_start]Response[blank_end] Model was responsible for asserting that media comparisons must be made on the basis of apples to apples.

[blank_start]Vehicle[blank_end] [blank_start]distribution[blank_end] is a measure of a media vehicle's delivery, and it is different for each medium.

[blank_start]Vehicle[blank_end] [blank_start]exposure[blank_end] is actual contact between vehicle and target consumer.

[blank_start]Advertising[blank_end] [blank_start]exposure[blank_end] means actual exposure to the ad, not just the vehicle that carries it.

[blank_start]Advertising[blank_end] [blank_start]attentiveness[blank_end] is a measure of how many persons exposed to the ad actually paid attention to it.

[blank_start]Advertising[blank_end] [blank_start]communication[blank_end] measures how well someone can retell the gist of the advertising message.

[blank_start]Advertising[blank_end] [blank_start]persuasion[blank_end] is a measure of how advertising influences those who see and remember it.

[blank_start]Advertising[blank_end] [blank_start]response[blank_end] refers to action prompted by advertising.

[blank_start]Sales[blank_end] [blank_start]response[blank_end] is a measure of actual product or service purchase by an audience member because of an ad.

Ebbinghaus is responsible for the idea of [blank_start]decay[blank_end] in relation to effective frequency, which states that initial learning increases quickly and then decays exponentially and rapidly in a short period.

Zielske is responsible for the [blank_start]awareness[blank_end] v. [blank_start]recall[blank_end] idea relating to effective frequency. As soon as [blank_start]exposures[blank_end] stop, recall plummets.

Awareness v. recall has to do with the [blank_start]flighting[blank_end] schedule.

[blank_start]Carry[blank_end]-[blank_start]over[blank_end] describes the prolonged or lagged effect of advertising on consumer purchase behavior.

According to adstock advocates, advertising tries to expand consumption by [blank_start]reminding[blank_end] and [blank_start]teaching[blank_end].

[blank_start]Saturation[blank_end] refers to the idea that increasing the amount of advertising increases the percentage of the audience reached by the advertising. This increases demand.

In the recency model, [blank_start]reach[blank_end] is the most important parameter.

Measuring SOV is done through calculating your [blank_start]spending[blank_end] in relation to competitive media [blank_start]spending[blank_end].

Familiarity is a lot like share of [blank_start]mind[blank_end].