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Media Strategy. 14. 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. 2. The Media-Planning Process. 1. Selecting the target audience.

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Presentation Transcript
the media planning process
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

2

the media planning process3
The Media-Planning Process

1. Selecting the target audience

2. Specifying media objectives

3. Selecting media categories and vehicles

4. Buying media

3

selecting the target audience
Selecting the Target Audience

Four major factors

(1) Geographic

(2) Demographic

(3) Product usage

(4) Lifestyle/psychographics

4

specifying media objectives
Specifying Media Objectives

Reach

Frequency

Weight

Continuity

Cost

5

reach
Reach

Percentage of target audience that is

exposed to an advertisement at least

once during a certain time frame

(usually four weeks)

6

factors determining the reach
Factors determining the Reach
  • More people are reached when a media schedule uses multiple media
  • The number and diversity of media vehicles used
  • By diversifying the day parts

7

specifying media objectives8
Specifying Media Objectives

Reach

Frequency

Weight

Continuity

Cost

8

frequency
Frequency

Average number of times

an advertisement reaches

the target audience in a

four-week period

9

frequency10

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

specifying media objectives11
Specifying Media Objectives

Reach

Frequency

Weight

Continuity

Cost

11

weight
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=Reach(R) X Frequency(F)

12

determining grps in practice
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

the concept of erps
The Concept of ERPs
  • Do not worry about this

14

how many exposures are needed
How Many Exposures are Needed?

Three-Exposure Hypothesis

The minimum number of exposures

needed for advertising to be effective

is three

15

how many exposures are needed16
How Many Exposures are Needed?

The Efficiency-Index Procedure

Do not worry about this.

16

specifying media objectives17
Specifying Media Objectives

Reach

Frequency

Weight

Continuity

Cost

17

continuity
Continuity

How advertising is allocated during

the course of an advertising

campaign : how should the media

budget be distributed?

18

continuity19
Continuity
  • Continuous schedule
  • Pulsing
  • Flighting
  • Shelf-Space model of advertising

19

continuous pulsing and flighting schedules

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

shelf space model of advertising
Shelf-Space Model of Advertising

Shelf-space model

(1) Consumers’ first exposure to an advertisement is the most powerful

(2) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency

21

specifying media objectives22
Specifying Media Objectives

Reach

Frequency

Weight

Continuity

Cost

22

1 800 collect media strategy
1-800-COLLECT Media Strategy
  • 1-800-Collect media strategy guide

23