Chapter Thirteen. Planning for and Analyzing Advertising Media . Chapter Thirteen Objectives. Describe the major factors used in segmenting target audiences for media planning purposes.
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Planning for and Analyzing Advertising Media
The design of a strategy that shows how
investments in advertising time and space will contribute to the achievement of
1. Selecting the target audience
2. Specifying media objectives
3. Selecting media categories and vehicles
4. Buying media
Four major factors
Percentage of target audience that is
exposed to an advertisement, at least
once, during a certain time frame
(usually four weeks)
Average number of times, on average, during the media-planning period that members of the target audience are exposed to the media vehicles that carry a brand’s advertising message.
In the hypothetical situation, 90% of the Esuvee’s target audience is reached by the advertising schedule and they are exposed an average of 2.2 times during the four-week advertising schedule in Sports Illustrated.
How much advertising volume is required to accomplish advertising objectives
Three weight metrics:
Ratings, in an advertising sense, simply mean the percentage of an audience that has an opportunity to see an advertisement placed in a particular vehicle.
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)
The Gross Ratings generated by a particular media schedule simply equal the sum of the individual ratings obtained across all vehicles included in that schedule.
Adjust a vehicle’s rating to reflect just those individuals who match the advertiser’s target audience
The minimum number of exposures
needed for advertising to be effective
How advertising is allocated during
the course of an advertising
campaign: how should the media
budget be distributed?
The cost of reaching 1,000 members of
the target audience, excluding those
people who fall outside the target market
Cost per Thousand (CPM)
Target Market (TM)
CPM= Cost of ad
# of contacts (expressed in thousands)
CPM-TM= Cost of ad
# of TM contacts
(expressed in thousands)
1. User develops a media database
2. User selects criterion for schedule optimization
3. User specifies constraints
4. User seeks out the optimum media schedule
Campaign Target and Objectives
Position the brand as tasting more like regular Dr. Pepper.
Media plan for
Diet Dr. Pepper
Media plan for
Diet Dr. Pepper
A mass-market advertising campaign was undertaken with the following objectives:
The m:robe—an MP3 player and a camera all in one.Olympus Camera Media Plan