advertising media planning

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advertising media planning Main idea: how much of your target are you reaching, and how many times? Reach & Frequency

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advertising media planning. Main idea: how much of your target are you reaching, and how many times? Reach & Frequency. gross impressions. The raw numbers of media audiences, in duplicated form (the same person can be counted more than once). target audience reach. Total Target 100%. 80% - PowerPoint PPT Presentation

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Page 1: advertising media planning

advertising media planning

Main idea: how much of your target

are you reaching, and how many times?

Reach & Frequency

Page 2: advertising media planning

gross impressions

The raw numbers of media audiences, in duplicated form (the same person can

be counted more than once)

Page 3: advertising media planning

The total number of different persons exposed to an ad at least once, as a percentage of the total population of

the target audience

Total Target 100%

80%Reach

target audience reach

Page 4: advertising media planning

reach & frequency

When to emphasize reach

New product introduction

New marketing/advertising objectives

Increase brand awareness

Sales promotion support

Exploit competitor weaknesses

Page 5: advertising media planning

reachRadio Delivery Analysis

58.0

63.7

67.169.3

70.7 71.8 72.6 73.2 73.6 74.0 74.3

45.7

-

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

100 200 300 400 500 600 700 800 900 1,000 1,100 1,200

Target Rating Points (TRPs)

% R

each

Page 6: advertising media planning

The average number of times the audience reached is exposed to a

specific advertisement

4.0xFrequency

=

frequency

Page 7: advertising media planning

reach & frequency

When to emphasize frequency

Lack of unique message

Limited brand differentiation

Significant competitive noise levels

Combat competitive attack

Overcome media and/or budget limitations

Page 8: advertising media planning

frequency

Frequency distribution

Quintiles

Individual exposures

Relationship of reach to frequency

Reach x frequency=GRPs

Inversely related

Page 9: advertising media planning

effective frequency

Effective frequency numbers

Standard 3+ for TV or printCould be higher (5+) for radioFrequency caps for internet

Effective reach numbers (usually 3+)

Identify reach goal at established effective frequency level

Page 10: advertising media planning

The percent of the target exposed to a message a specific

number of times, thereby communicating the message

effectively

Usually 3+

+

+

+

+

+

Message Frequency% Target

75%

65%

55%

45%

35%

Reach 55% of the target 3 or more times

effective reach

Page 11: advertising media planning

effective (3+) reachRadio Delivery Analysis

58.0

63.7

67.169.3

70.7 71.8 72.6 73.2 73.6 74.0

27.6

36.5

42.5

46.649.6

51.953.7

55.1 56.3 57.2

74.3

45.7

58.0

13.2

-

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

100 200 300 400 500 600 700 800 900 1,000 1,100 1,200

Target Rating Points (TRPs)

% R

each Reach

3+ Reach

Page 12: advertising media planning

media mix

When to mix media types

Extend reach

Flatten frequency distribution

Reinforce message/creative synergy

Reach different audiences

Page 13: advertising media planning

media mix

Estimating media mix reach & frequency

Random duplication

Reach= (a + b) – (a*b)

Page 14: advertising media planning

MEDIA BUYINGMEDIA BUYING

Page 15: advertising media planning

some considerations in buying media

Supply & demand

Media buyer input

Media buying experience

Page 16: advertising media planning

cost-per-thousand

CPM = cost to reach 1,000 people in the target

Important to evaluate the price versus the amount of audience

Page 17: advertising media planning

cost-per-thousand

Print Media

CPM =Cost of 1 page X 1,000

# of prospects (readers or circulation)

Page 18: advertising media planning

cost-per-thousand

Broadcast Media

(based on homes or audience reached by a given program or time)

CPM = Cost of 1 unit of time X 1,000

# of homes or persons (audience)

Page 19: advertising media planning

Example

(Cost / Audience) X 1,000=CPM

($411,250 / 60,120,600) x 1,000

= $6.84

cost-per-thousand

Page 20: advertising media planning

measuring audiences in advertising vehicles

Cost-per-rating point (CPP)

Important to evaluate the price versus the amount of audience

represented by the ratings

Page 21: advertising media planning

cost-per-point

Broadcast Media

(based on homes or audience reached by a given program or time)

CPP =Cost of one unit

Program rating: household/demo

Page 22: advertising media planning

Example

Everybody Loves Raymond Series Finale

Unit Cost/TRPs=CPP

$500,000/12.5

= $40,000 CPP

cost-per-point

Page 23: advertising media planning

media costs

TV – buy “spots” (standard :30)

Television

Dayparts

Network TV

Local Stations

Syndication

Cable TV

Page 24: advertising media planning

media costs

Radio – buy “spots” (standard :60)

Network radio

Spot radio

Page 25: advertising media planning

media costs

Magazines – buy pages (standard FP4C)

General-interest (dual-audience) magazines

Women’s service magazines

Home (shelter) magazines

“Twenty-something” adult magazines

Page 26: advertising media planning

media costs

Newspapers – buy “column inches” (i.e., 3 cols x 10.5” = quarter page)

Run of paper

Supplements

Custom inserts

Page 27: advertising media planning

media costs

Internet – buy “impressions”

Banners

Rich media

Other Internet advertising

Page 28: advertising media planning

media costs

Internet – can also buy other ways:

Cost-per-click (CPC) standard for search

Cost-per-acquisition (CPA) for direct response campaigns

Page 29: advertising media planning

media costs

Out-of-home media – buy “panels” for 4 weeks

Poster panels

Bulletins

Transit advertising