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Media Planning and Analysis. 13. The Media-Planning Process. Media planning Involves the process of designing a scheduling plan that shows how advertising time and space will contribute to the achievement of marketing objectives. Media Vs. Vehicles. Vehicles. Media.
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The Media-Planning Process Media planning Involves the process of designing a scheduling plan that shows how advertising time and space will contribute to the achievement of marketing objectives
Media Vs. Vehicles Vehicles Media
The Media-Planning Process 1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles 4. Buying media
Selecting the Target Audience Four major factors
Specifying Media Objectives Reach Frequency Weight Continuity Cost
Reach Percentage of target audience that is exposed to an advertisement at least once during a certain time frame (usually four weeks)
Specifying Media Objectives Reach Frequency Weight Continuity Cost
Frequency Average number of times an advertisement reaches the target audience in a time period (usually four weeks)
Dodge Rambler Advertised in Rolling Stone Magazine Target-Audience Member Total Exposures Week A B C D E F G H I J x x x x x x x x x x x x x x x x x x x x 5 5 5 5 1 2 3 4 Total Exposure 2 4 0 3 2 1 3 1 2 2 Summary Statistics Frequency Distribution (F) Percentage F Percentage F+ Audience Members 0 10% 100% C 1 20 90 F,H 2 40 70 A,E,I,J 3 20 30 D,G 4 10 10 B Frequency
Specifying Media Objectives Reach Frequency Weight Continuity Cost
Weight Gross rating points, or GRPs, are an indicator of the amount of gross weight that a particular advertising schedule is capable of delivering GRPs=
Determining GRPs in Practice • GRPs are the sum of all vehicle ratings in a media schedule • Rating:
How Many Exposures are Needed? Three-Exposure Hypothesis The minimum number of exposures needed for advertising to be effective is three
How Many Exposures are Needed? Three-Exposure Hypothesis
How Many Exposures are Needed? Frequency Value Planning Do not worry about this.
Specifying Media Objectives Reach Frequency Weight Continuity Cost
Continuity How advertising is allocated during the course of an advertising campaign : How should the media budget be distributed?
Continuity • Continuous schedule • Pulsing • Flighting • Recency principle (shelf-space model of advertising)
Advertising Schedules 600 J F M A M J J A S O N D 400 Ad $ (in thousands) 200 0 (months) Flighting Continuous Pulsing Continuous, Pulsing, and Flighting Schedules
Recency/Shelf-Space Model (1) Consumers’ first exposure to an advertisement is the most powerful (2) Adv’g main role: influence brand choice (3)Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency
Specifying Media Objectives Reach Frequency Weight Continuity Cost
Cost Considerations • CPM • Cost of ad/ number of total contacts (in 1000s). Or: Cost/ ratings • CPM-TM
Cost Considerations • CPM • Use with caution! • Comparing across vehicles, not media • Efficiency is not effectiveness