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Subiect
Media planning
Tot despre acest subiect: termeni, proceduri, analize de caz și instrumentul care calculează.
Proceduri
- Benchmark share of voice against competitors
- Compare money share against rating share by daypart
- Define the universe before sizing a plan
- Estimate reach and frequency from a GRP budget
- Reallocate channel budgets using an MMM read-out
- Score a program's fit using the affinity index
- Set frequency to hit an effective reach target
- Split a budget across channels by media mix
Termeni
- Affinity Index (Target Audience Index)
- Audience Share (%)
- Daypart
- Effective Reach (3+)
- Frequency
- Impressions
- Marketing Mix Modeling (MMM)
- Media Mix (Channel Mix)
- Money Share vs Rating Share
- Prime Time vs Off-Prime
- Rating (%)
- Reach
- Reach Curve (GRP-to-Reach Conversion)
- Share of Voice (SOV)
- Universe (Population Base)