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Media Planning and Analysis

This resource details the crucial steps in the media planning process, focusing on selecting the target audience, specifying media objectives, and choosing the right media categories. The guide emphasizes four key factors for audience selection: geographic, demographic, product usage, and lifestyle/psychographics. It outlines important media objectives like reach, frequency, weight, continuity, and cost, and introduces concepts like Gross Rating Points (GRPs) and advertising schedules. Effective strategies are provided for achieving optimal exposure and advertising impact.

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Media Planning and Analysis

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  1. Media Planning and Analysis 13

  2. The Media-Planning Process Media planning 2

  3. The Media-Planning Process 1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles 4. Buying media 3

  4. Selecting the Target Audience Four major factors (1) Geographic (2) Demographic (3) Product usage (buyographics) (4) Lifestyle/psychographics 4

  5. Specifying Media Objectives Reach Frequency Weight Continuity Cost 5

  6. Reach 6

  7. Factors determining the Reach 7

  8. Specifying Media Objectives Reach Frequency Weight Continuity Cost 8

  9. Frequency 9

  10. 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 10

  11. Specifying Media Objectives Reach Frequency Weight Continuity Cost 11

  12. 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= 12

  13. Determining GRPs in Practice • GRPs are the sum of all vehicle ratings in a media schedule • Rating: proportion of the target audience presumed to be exposed to a single occurrence of an advertising vehicle in which the advertiser’s brand is advertised 13

  14. The Concept of ERPs • Do not worry about this 14

  15. How Many Exposures are Needed? Three-Exposure Hypothesis The minimum number of exposures needed for advertising to be effective is three 15

  16. How Many Exposures are Needed? Three-Exposure Hypothesis 15

  17. How Many Exposures are Needed? The Efficiency-Index Procedure Do not worry about this. 16

  18. Specifying Media Objectives Reach Frequency Weight Continuity Cost 17

  19. Continuity 18

  20. Continuity • Continuous schedule • Pulsing • Flighting • Recency principle (shelf-space model of advertising) 19

  21. 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 20

  22. 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 21

  23. Specifying Media Objectives Reach Frequency Weight Continuity Cost 22

  24. Cost Considerations • CPM • Cost of ad/ number of total contacts (in 1000s). Or: Cost/ ratings • CPM-TM • Denominator is # target market contacts

  25. Cost Considerations • CPM

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