Media Planning. Media planning is the process of determining how to use time and space to achieve marketing objectives. The Media Planning Process. Sources of Information in Media Planning. Whom to Advertise To. Which Geographic Areas to Cover. When to Advertise. Setting Media Objectives.
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Which Geographic Areas to Cover
When to AdvertiseSetting Media Objectives
What the Duration of the Campaign Should Be
The Basic Goals That Direct Media Strategy Typically Focus on:
What the Size or Length of the Ad Should Be
Number of Different People Exposed to the Message
Degree of Exposure Repetition
Factors to Consider
Cost Per Thousand Efficiency of Selected Vehicles
with a Fixed Budget
% of the Target
At Least Once to
Mess age During a
Number of Times the
Is Exposed to the
Message During a
Measure of the Size of the Audience
Audiences of All Media
Vehicles Used in a Time Spot
Number of People Viewing
Percentage of Exposure
Gross Rating Point
Divide the Total Number of Impressions by Size
of Target Population and Multiply by 100.
CPM = Cost of page or fractional page unit x 1,000
Target audience readers
total TV households
households watching TV
GRP (total rating for all ads)
AQH Rating = AQH persons
AQH Share = AQH persons to a station
AQH persons to all stations
LPD = AQH Persons
cost of ad
Discusses Media Options, Opportunities and Target Audience.
Selection of Media
Media Objectives &
Explains Why a Single Medium or Set of Media is Appropriate.
Goal or Task that Media Can Accomplish Based on Aperture Opportunities.
Flow Chart Scheduling
Media Buyers Convert Objectives and Select, Negotiate, & Contract for Media Space.Media Plan
A Media Plan is a Written Document that Summarizes the Recommended Objectives, Strategies, and Tactics Pertinent to the Placement of a Company’s Advertising Messages.
Other MediaThe Media