media planning. media planning is the process of determining how to use time and space to achieve...
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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 ToWhom to Advertise To
Which Geographic Areas to CoverWhich Geographic Areas to Cover
When to AdvertiseWhen to Advertise
What the Duration of the Campaign Should BeWhat the Duration of the Campaign Should Be
What the Size or Length of the Ad Should BeWhat the Size or Length of the Ad Should Be
Setting Media ObjectivesThe Basic Goals That Direct Media Strategy Typically Focus on:
Timing and DurationTiming 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.
Reach Reach Number of Different People Exposed to
the Message
Reach Reach Number of Different People Exposed to
the Message
FrequencyFrequency Degree of Exposure
Repetition
FrequencyFrequency Degree of Exposure
Repetition
Cost Per ThousandCost Per Thousand Efficiency of Selected
Vehicles
Cost Per ThousandCost Per Thousand Efficiency of Selected
Vehicles
Factors to Consider When Selecting
Advertising Media
Factors to Consider When Selecting
Advertising Media
Media Selection Procedures
Reach, Frequency and Continuity Relationships with a Fixed Budget
Timing and Duration Strategies
Campaign Time
Continuity Option $
Spe
nt
Steady Versus Flighting Media Schedules
ReachReach% of the Target
Population ExposedAt Least Once tothe Advertising
Mess age During aSpecific Time
Frame.
ReachReach% of the Target
Population ExposedAt Least Once tothe Advertising
Mess age During aSpecific Time
Frame.
FrequencyFrequencyNumber of Times the
Target Population Is Exposed to the
AdvertisingMessage During a
Specific TimeFrame.
Methods Include:Average Frequency
Frequency Distribution
FrequencyFrequencyNumber of Times the
Target Population Is Exposed to the
AdvertisingMessage During a
Specific TimeFrame.
Methods Include:Average Frequency
Frequency Distribution
Reach, Frequency and Media Planning
Gross ImpressionsAudiences of All Media
Vehicles Used in a Time Spot
Gross ImpressionsAudiences of All Media
Vehicles Used in a Time Spot
ImpressionsMeasure of the Size of the Audience
ImpressionsMeasure of the Size of the Audience
Gross ValuesNumber of People Viewing
Gross ValuesNumber of People Viewing
Gross Rating PointDivide the Total Number of Impressions by Size
of Target Population and Multiply by 100.
Gross Rating PointDivide the Total Number of Impressions by Size
of Target Population and Multiply by 100.
RatingPercentage of Exposure
RatingPercentage of Exposure
Audience Measures Used in Media Planning
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)
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)
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
Five Major Functions of a Media Buyer
Background and Situation AnalysisBackground and
Situation AnalysisDiscusses Media Options, Opportunities
and Target Audience.Discusses Media Options, Opportunities
and Target Audience.
Media PlanA Media Plan is a Written Document that Summarizes the
Recommended Objectives, Strategies, and Tactics Pertinent to the Placement of a Company’s Advertising Messages.
Strategy: Selection of Media
Strategy: Selection of Media
Explains Why a Single Medium or Set of Media is Appropriate.
Explains Why a Single Medium or Set of Media is Appropriate.
Flow Chart Scheduling & Budgeting
Flow Chart Scheduling & Budgeting
Media Buyers Convert Objectives and Select, Negotiate, & Contract for Media
Space.
Media Buyers Convert Objectives and Select, Negotiate, & Contract for Media
Space.
Media Objectives &Aperture OpportunitiesMedia Objectives &
Aperture OpportunitiesGoal or Task that Media Can Accomplish
Based on Aperture Opportunities.Goal or Task that Media Can Accomplish
Based on Aperture Opportunities.
Electronic
Interactive Media
Out-of-Home
Direct Mail
Other Media
The Media
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