Module 3: Input Measures

Question 1

What is a good discipline fo metrics when it comes to your brands?

Answer 1

Identify and monitor at least 5 of them and be able to quote them from memory.

Question 2

What are the the two types of measures and what do they do?

Answer 2

Input measures - These measures measure the scale of communications activity that constitutes the campaign.

Output measures - These measures measure the scale of effects upon business performance and upon consumer behaviour and attitudes.

Question 3

How are input measures split up?

Answer 3

They look at the data we have from the media channels used in the campaign:

• Offline media measures
• Online media measures

Question 4

How are output measures split up?

Answer 4

1. Business measures - Basically hard measures
2. Behavioural measures - Basically soft measures e.g. direct response data (web traffic, phone calls etc.) and buying behaviour
3. Attitudinal measures - How people thought and acted differently as a result of the activity.

Question 5

Name some offline media measures?

Answer 5

• Expenditure
• Impacts (The number of people within a defined target audience group who saw or heard the advertising message)
• Coverage
• Frequency
• Composition
• Competitive spend & share of voice (SOV)

Question 6

Define coverage and state the formula.

Answer 6

The net number or percentage of people who have seen or heard a particular piece of advertising at least once. Expressed as a percentage and often used in conjunction with frequency.

Coverage = (net number of your target audience reached ÷ total target audience universe) x 100

Question 7

Define composition and state the two formulae. Which is more common?

Answer 7

Composition is used to measure the relevancy of a media vehicle at reaching your target audience.

Composition = adults reached in impacts ÷ target audience reached in impacts

Target audience index = target audience reached % / base audience reached % x 100

Question 8

State the formula for share of voice (SOV).

Answer 8

SOV = (brand spend ÷ total competitive activity (including your spend)) x 100

Question 9

What are the key media research data sources? (UK)

Answer 9

1. ABC - Census media measurement
2. BARB - TV audience measurement
3. FAME & Film Monitor - Viewership data for films
4. JICMAIL - Audience estimates for addressed and unaddressed mail.
5. JICREG - Audience data for regional and local press
6. PAMCO - Estimates of the de-duplicated brand reach and readership of the UK’s major published media across all platforms including print, phone, tablet and desktop.
7. RAJAR - Measures of how many people listen to a radio station in an average week.
8. Route - Audience estimates for OOH advertising.

Question 10

Define frequency and state the formula.

Answer 10

Frequency is the average number of times your target audience has the opportunity to see or hear your campaign during a campaign period. Often referred to as Opportunity To See (OTS) or Opportunity To Hear (OTH).

Frequency = Gross Rating Points (GRPs) / Coverage

Question 10

What are the two main ways of measuring competitive activity?

Answer 10

1. Spend

2. Gross Rating Points (GRP)