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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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Presentation Transcript
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Media planning is the process of determining how to use time and space to achieve marketing objectives.
setting media objectives

Whom to Advertise To

Which Geographic Areas to Cover

When to Advertise

Setting 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

timing and duration
Timing and Duration
  • Timing depends on:
    • How often is product bought?
    • Whether it is used more in some months than in others?
    • Timing decisions relate to factors such as seasonality, holidays, days of the week, and time of day.
  • Duration (how long to advertise) depends on:
    • Schedule and advertising budget,
    • Consumer use cycle, and
    • Competitive strategies.
media selection procedures
Media Selection Procedures

Reach

Number of Different People Exposed to the Message

Frequency

Degree of Exposure Repetition

Factors to Consider

When Selecting

Advertising Media

Cost Per Thousand Efficiency of Selected Vehicles

timing and duration strategies
Timing and Duration Strategies

Continuity Option

$ Spent

Campaign Time

reach frequency and media planning
Reach, Frequency and Media Planning

Reach

% of the Target

Population Exposed

At Least Once to

the Advertising

Mess age During a

Specific Time

Frame.

Frequency

Number of Times the

Target Population

Is Exposed to the

Advertising

Message During a

Specific Time

Frame.

Methods Include:

Average Frequency

Frequency Distribution

audience measures used in media planning
Audience Measures Used in Media Planning

Impressions

Measure of the Size of the Audience

Gross Impressions

Audiences of All Media

Vehicles Used in a Time Spot

Gross Values

Number of People Viewing

Rating

Percentage of Exposure

Gross Rating Point

Divide the Total Number of Impressions by Size

of Target Population and Multiply by 100.

print cost per thousand cpm
Print: Cost Per Thousand (CPM)

CPM = Cost of page or fractional page unit x 1,000

Target audience readers

tv cost per rating point cpp
TV: Cost Per rating Point (CPP)
  • Rating = __program audience__

total TV households

  • Share = ___program audience___

households watching TV

  • CPP = ______cost of ads_______

GRP (total rating for all ads)

radio listeners per dollar lpd
Radio: Listeners Per Dollar (LPD)
  • Average Quarter Hour Estimates (AQHE)

AQH Rating = AQH persons

radio households

AQH Share = AQH persons to a station

AQH persons to all stations

LPD = AQH Persons

cost of ad

media plan

Background and

Situation Analysis

Discusses Media Options, Opportunities and Target Audience.

Strategy:

Selection of Media

Media Objectives &

Aperture Opportunities

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

& Budgeting

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.

the media

Electronic

Print

Interactive Media

Out-of-Home

Direct Mail

Other Media

The Media
ad